Daily Archives: January 4, 2022

Rio SEO’s Top 5 Local Marketing Platform Feature Enhancements in 2021

By | January 4, 2022


Each year, an abundance of changes take place in the local search landscape. In fact, during a recent webinar we hosted, Google Business Profile Expert Stefan Somborac noted more changes have taken place with Google specifically in the past two years than the previous five years before the pandemic. We anticipate these quick and abundant updates to continue into 2022, as businesses need to communicate essential information faster than ever before to better keep their customers informed. In turn, Rio SEO will continue to evolve and reshape our technology to enable businesses to share timely and accurate information across all their locations.

In 2021, we made several notable enhancements to better meet the needs of our clients and search platforms. In this blog post, we will call out five of these updates to bring attention to features you may not be aware of and can take advantage of to amplify your 2022 local strategy. 

Without further adieu, let’s dive into each of the top five Rio SEO platform enhancements in 2021.

Google Posts Enhancements

Google Posts are growing in popularity, as they are a free feature for brands to share offers, events, COVID-19 information, and more for each of their locations. As more of our clients use posts to communicate timely updates for their businesses, we’ve in turn added new features to make creating and sharing posts even more seamless for multi-location brands.

One of those new features is the ability to create trackable URLs for each location to ensure you know exactly where Post traffic is coming from. This enables your brand to gain more insight into how Posts are performing at each of your locations.

Another new feature of interest is dynamic text insertion, an efficiency improvement when creating Google Posts that are catered to local audiences. A tremendous amount of time can be saved by creating a single post across many different locations with dynamically changing values that are bespoke to each location. Examples of dynamic text insertion within a post include:

  •  ~address_1~ for the street address of each given location making a post
  • ~city~ for the city of each given location making a post
  • ~url~ for the specific local page for each given location
  • ~google_store_code~ for the store code tied to each given location

So, if your brand uses ~city~ or ~url~ in your post it would insert the city or the url of the local page of the location making that post.

Here’s an example of how a business would create a Post using dynamic text insertion values:

The post can be assigned to any number of locations and the city, address, local page url, and even the customized trackable url in the CTA link are populated with the information specific to each location.

Here is more information about the types of Posts available to you as well as other functionality available by Post type in our platform.

Types of posts available to businesses:

  • Covid-19
  • What’s new
  • Offer
  • Event

Posts that can have images:

Posts that can have coupon codes:

Durations of Posts metrics collection:

  • Covid-19 – 14 days
  • What’s new – 7 days
  • Offer – Can specify start and end dates for the campaign
  • Event – Can specify start and end dates for the campaign

Google Posts insights will also become available in our January release to give brands a more accurate representation of performance.

Scheduled Fields in Advance

Have a change planned for the future and want to set this change in advance? Our scheduled fields feature allows for field-level scheduling for as many changes as your business has planned. Each change will automatically “publish” the value at the scheduled time. 

For example, if your business offers additional services during certain time periods of the year, such as a pet store hosting adoption days on weekends, you can schedule these services to show up on your listings on those specified dates.

Another example, if you’re a retailer that changes your store layout for the holiday season, you can set your holiday season store photos to appear only during the holidays. This would enable your brand to give customers a more accurate representation of what they can expect should they visit your physical storefront during the holidays.

Scheduled Fields 2021 Enhancements

Associate People to a Location

If you’re a medical provider who practices at a clinic, you’ll want your local listing to be associated with that clinic so patients know where exactly they can find you. Additionally, if you’re a medical provider who practices in an office a few days a week and performs surgeries at a hospital the other days of the week, you’ll want to be able to have your listing appear at both the office and the hospital without the risk of appearing as a duplicate listing.

Our Parent/Child feature allows businesses in diverse verticals to associate people to multiple locations. Another example of this feature in use would be music teachers that give lessons at multiple retail locations.

Visually Clear and Concise Reporting to Improve Interpretation

Over the past year, our Local Reporting solution received a significant user interface improvement for more streamlined reporting. Some of these new reporting updates include:

  • Less tabs to navigate to when reviewing granular reports
  • A simpler layout for the reporting tab
  • Created a single ****-picker and filter experience
  • Improved the visualization of the Summary and Rank reports
  • Created a consistent header across all aggregate reports, clearly displaying the reporting period, the presence of any filters applied, and count of entities with data reflected in the results
  • Added a new “Build Reports” button that fully controls the loading of all aggregate reporting screens

We also added the ability to create schedulable reports based on dynamic time ranges such as last # week, last # month, last # quarter, and last # year (# to be replaced by the desired numerical value). The report can then be sent to an email address on a respective cadence to the dynamic **** range. This allows your business to gain a transparent look at your performance on a consistent basis, as determined by your unique needs.

Local Reporting 2021 Enhancements

Introduction of Lookup API

Our new Lookup API is a modern reboot of our real-time web API, ideal for use as a service API in consumer websites and mobile apps. In our modernization of this API, we offer geographical lookups, but even went a few steps further and introduced the ability to use any number of custom groupings.

For example, if a customer wanted to search for a location that is best suited to service a given area, but may not be the nearest location to that area, then they could use custom overrides to easily achieve that goal.

Stay on Top of Future Rio SEO Platform Updates

These are just some of the Rio SEO platform enhancements to take place in the last year. Stay up-to-**** on future platform updates to come by subscribing to our newsletter and reading our blog. We also share industry news and updates, best practices, and more on a regular basis.

You can also check out our previous product update announcements as well to ensure you’re up to speed on the features your business can be taking advantage of.

Interested in learning more about Rio SEO’s Open Local Platform? Schedule a demo today. For existing clients, reach out to your Account Director.

For all other support needs, contact us. We’re here to help.



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How to Create the Perfect Content Calendar [Free Template]

By | January 4, 2022


How do companies like HubSpot and Salesforce consistently publish so much high-quality content? Yes, they have lots of talented people involved. But, content creation at scale requires more than talent. It requires spectacular organization in the form of a content calendar.

Content calendars (sometimes called editorial calendars) help marketers organize everything about the creative publishing process.

What is a content calendar?

Content Calendar

Definition

A content calendar is a detailed schedule to plan and manage upcoming content. Project managers, bloggers, and content creators use calendars as a central location for all content ideas, scheduling, and workflows.

Content calendars usually contain some or all of the following elements of a brand’s overall content strategy:

  • Important dates, including publication, sharing, product launch, etc.
  • Key milestones leading up to publishing dates
  • Target audience segment or persona of each content piece
  • Target SEO keyword for each content piece, when applicable
  • Who is responsible for each task in the creation, publishing, and promotion process
  • Promotional activities once content is published

Since brands create so many different types of content, it’s important to have a content calendar to streamline your content marketing execution and give stakeholders a high-level view of your activity.

You can also use this framework for specific channels. For example, a social media content calendar helps organize your entire social media strategy. This may require slightly unique information, such as hashtags, influencers, and which social media platform you will publish certain content on.

Why Content Marketing Rocks!Uncover the 10 major benefits of content marketing for your brand.Read the Post

Content calendar vs. editorial calendar

While the terms content calendar and editorial calendar are often used interchangeably, there are a few notable differences between them.

Editorial calendars provide a long term blueprint for planning your content calendar.

They can be used to create a content plan for six months or even one year, but the goal is to provide a monthly breakdown of themes for your content team to use. The deliverables for each month can be based on specific concepts, events, holidays, important events, or other topics your brand wants to focus on.

Now, with an editorial calendar in hand your content team can begin creating the content that focuses on the deliverables noted.

This is where the content calendar becomes beneficial.

Content calendars are used to track and monitor the creation and promotion of content that is being created based on the editorial calendar deliverables. With an strategic content schedule, marketers can see at any point in time where a content piece is in the production process.

Ideally, you should have both an editorial and content calendar in place. In fact, some organizations combine them for the best results. Using both can maximize your publishing schedule and ability to hit defined goals.

Why are content calendars important?

Content calendars guide your strategy

Content calendars help you develop an effective, cohesive content marketing strategy that aligns with your overarching business goals. Without a strategy in place, it’s easy to  lose sight of what you are trying to accomplish and publish content that doesn’t align with your business goals.

For example, if one of your goals is to attract more qualified leads through organic search, the content you publish should reflect that goal. Your content calendar helps you stay focused on publishing content that will rank for relevant keywords and not get caught up in creating trendy content that doesn’t help you accomplish your goals.

Content calendars keep you organized

There are a lot of moving parts in content creation, publishing, and promotion. There are usually multiple team members, tools, platforms, and channels involved. Content calendars help you stay organized throughout the entire process.

All tasks involved are in a central location, along with who is responsible for those tasks. This helps keep everyone accountable and ensures that nothing slips through the cracks.

Content calendars encourage collaboration

Content calendars also make collaboration significantly easier. By sharing a common document, writers, designers, and editors can all know expectations and deadlines. They can see what content is being created, when it is scheduled to be published, and any relevant notes or comments.

It also ensures that there is sufficient time for things like rewrites, edits, or additions. And it opens up more possibilities to repurpose content across different channels. A social media manager could consolidate upcoming content from a blog post and share it on Twitter or LinkedIn to expand the reach of your article.

Editorial calendars improve consistency

Another reason content calendars are so important is that they help you be more consistent with your publishing. Without a plan in place, it can be difficult to come up with new content ideas on a consistent basis. A content calendar ensures that you have topics and themes planned in advance, as well as a timeline for all the tasks involved.

It’s difficult to consistently create high-quality content if you don’t plan in advance. There are simply too many steps involved.

Content calendars help you track performance

Finally, a content calendar helps you track the performance of different pieces of content. Including regular performance reviews in your content schedule can help you improve future content by seeing what worked and what didn’t. It also makes it easier to understand which channels are performing best, making it easier to allocate your resources accordingly.

Without regular performance tracking, you can’t know if your content is moving you closer toward your business goals. You can end up spending significant resources publishing content that doesn’t really help your business.

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How to create a content calendar

1. Determine content types

The first step in creating a content calendar is to determine the types of content you plan to publish. There are several things to consider

  • Capability – Do you or someone on your team have the necessary skills to create the content? For example, infographics can be a great type of content but you need to have the necessary design skills to create them.
  • Time/Resources – Do you have the time and resources to create content that is highly valuable to your audience? When working with an agency to produce content, do you have the time and bandwidth to invest to ensure the project stays on schedule and on budget?
  • Audience – What types of content resonate most with your audience? If you sell apparel for teens, TikTok might work much better than a podcast to reach your audience.

In order to consistently publish great content, you need to focus on those types that match your capabilities, your available time and resources, and the desires of your audience.

2. Select topics and categories

The next step is to select the topics and categories your content will cover over a given time period. To aid you in this process, consider the following:

  • What are the primary pain points of your audience?
  • What are their goals?
  • Do they have unanswered questions?
  • What keywords and phrases are they searching?

The more your content speaks directly to the pain points and desires of your audience, the more effective it will be.

Another helpful way to think through the subjects your content will cover is in terms of topic clusters. A topic cluster includes a central, in-depth piece of content that covers a broad subject at a high level (often called a “pillar page”). Supporting the pillar page are multiple cluster pages, with each cluster page addressing a single topic at a much deeper level than the pillar page. The pillar page includes links to each cluster page and vice versa.

Structuring your content this way helps both search engines and users understand how content is related and can provide a significant SEO boost.

Build Better Topic ClustersTerakeet builds action-fueled topic clusters that drive real marketing ROI.Read the Post

3. Map content to buying stages

It’s important to map your content to the buying stages of your audience. Different types of content are more effective depending on where they are used in the customer journey.

For those in the awareness stage, you need content that highlights customers’ pain points and desires. This might include things like LinkedIn posts, blog posts optimized for top of the funnel keywords, free ebooks, etc.

For those in the consideration stage, create content that further educates prospects and shows them the most effective way to solve their problems or achieve their goals. Webinars, white papers, long form blog posts, and other in-depth content are effective for this stage of the buyer journey.

Those in the decision stage need to be convinced that your product/service is better than your competitors and is the ideal solution. Case studies, product demos, and other content that demonstrates the value of your product/service are effective here.

4. Set deadlines in your content calendar

When creating a content calendar, it’s essential to set deadlines for all the tasks involved in creating content. This helps ensure that everything is done on time and that you’re not rushing to get something published. When you’re dealing with hundreds or thousands of content pieces in a year, deadlines are a mechanism to tame the chaos and ensure a steady flow of published content.

Depending on the content, some of the tasks with deadlines might include:

  • Brainstorming topics and ideas
  • Researching keywords and phrases
  • Writing drafts
  • Editing and proofreading
  • Designing images or graphics
  • Publishing content
  • Creating social media posts
  • Monitoring results

When setting deadlines, be realistic about how long tasks will take. If you aren’t realistic, you won’t have sufficient time to dedicate to each task and the quality of your content will suffer. If you have to choose, always take quality content over quantity. High-quality content is what strengthens your brand, attracts potential leads, and drives more revenue.

5. Assign tasks

Once you’ve set deadlines for all the tasks involved in creating content, it’s time to assign those tasks. Every task should come with clear expectations of what will be done and what the expected results are. 

For example, if you are assigning a blog post to a writer, they should also receive a content brief that includes:

  • Exactly what topics are to be covered
  • Keywords to be included
  • The target word count
  • Who the audience is
  • What the tone of voice should be
  • Examples of similar posts
  • Any other relevant details

This helps ensure that everyone is on the same page and that expectations are clear. When everyone knows what’s expected of them, it leads to better results. Make sure everyone involved feels comfortable asking questions at any point before or while they’re performing their task.

6. Select content distribution channels

It’s not enough just to publish a piece of content. You also need to deliver it to your audience. Instead of expecting people to find your content, you need to actively promote it through the right distribution channels.

For example, if you publish a new video, you can promote it to your email list, on social media, on your website, with paid advertising, etc. Your content calendar needs to include not just the content you’ll create, but also how you’ll promote it. It doesn’t benefit you if you create content but very few people see it. A strategic plan for how you’ll get your content in front of your target audience is extremely important.

7. Monitor progress

The last step is to monitor your content progress on both a micro and macro level. On the micro level, you need to ensure that all the individual creation and promotion tasks are on track and you will be able to hit all the established deadlines.

At a macro level, you need to ensure that your content is still aligned with your business goals. When you’re deep in the weeds of creating various pieces of content, it’s easy to drift from your primary objectives. Building progress monitoring into your content calendar helps you stay on track.

You also need to monitor the results your content is producing. Are your overall efforts helping you achieve the intended results? Do certain types of content perform better than others? What adjustments can you make to improve your results?

Beware of chasing vanity metrics. For example, if your goal is to generate more leads, it doesn’t matter how much traffic a page gets if it doesn’t produce leads.

Stay laser focused on your KPIs and use them to guide your digital marketing efforts.

If you’re the head of content for a large brand, you’ll need much more power than what Google Calendar can offer. Fortunately, there are numerous content calendar tools and templates that can make content creation, publishing, and promotion much easier to manage.

Free content calendar template

Fill out the form above to download a sample content calendar template for free. This is a modified version of Terakeet’s calendar that includes columns for:

  • Content name
  • Type
  • Format
  • Objective
  • Keyword
  • Word count
  • Audience
  • Publish ****
  • And much, much more!

Content calendar applications

CoSchedule

CoSchedule is an all-in-one content marketing platform that helps you plan, publish, optimize, and measure your content. It offers a wide range of features, including:

  • Content calendar
  • Editorial planning
  • Social media marketing scheduler
  • A/B testing tools
  • Blog post templates
  • WordPress plugin

DivvyHQ

divvy content calendar

DivvyHQ is a robust content marketing platform that streamlines the entire process and makes it easy for teams to collaborate. It includes features such as:

  • Content calendar
  • Asset management
  • Team collaboration
  • Task management
  • Workflow automation
  • Third-party integrations

Spreadsheet content calendar examples

If you don’t have the budget for an all-in-one content marketing platform, it’s common to create content calendars using spreadsheets.

Cloud-based tools like Google Sheets, Excel Online, or Zoho Sheets make it relatively simple to create a content calendar and collaborate with your marketing team on all the tasks involved. Using spreadsheets does require more attention to detail since you don’t store assets directly in the spreadsheets, but it shouldn’t be much of an issue unless you’re publishing huge amounts of content.

An added benefit of using spreadsheets is that there are dozens of free content calendar templates available. Instead of starting from scratch, you can find the one that works best for you and build on top of it.

Database content marketing calendar examples

Historically, most database applications were complex, clunky, and not ideal for managing content production. However, in the last few years, a number of powerful, yet easy-to-use database apps have been released.

For example, Airtable combines the simplicity of spreadsheets with the power of databases, making it extremely simple to create a functional content calendar.

Airtable content calendar

In fact, Airtable created a content calendar template specifically for content marketing teams to use. Tasks can be assigned, assets can be uploaded directly, and workflow automations can be easily created. Depending on your preference, you can monitor your progress with a calendar view, as Kanban boards, or as a Gantt chart.

Similar to Airtable, Monday is another powerful database app that works well as a content calendar.

One unique feature is the ability to create documents directly within the platform, which is particularly useful if you are writing blog posts, white papers, etc.

Monday editorial calendar

Content calendar FAQs

What is a content calendar?

A content calendar is a detailed schedule to plan and manage upcoming content. Project managers, bloggers, and content creators use calendars as a central location for all content ideas, scheduling, and workflows.

Is a content calendar the same thing as an editorial calendar?

They are similar, but not the same. An editorial calendar is a high-level plan that covers the broad content themes, types of content, and distribution channels you will use. A content calendar, on the other hand, is a detailed list of each piece of content you will create for your editorial calendar.



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The Ultimate 45-Point SEO Checklist for 2022

By | January 4, 2022


Are you trying to drive more organic traffic to your website? Looking for an SEO checklist that would show you exactly what to do to make it happen? 

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29 Easy YouTube Video Ideas to Get Subscribers and Drive Traffic in 2022

By | January 4, 2022


YouTube videos can help you build brand awareness, promote your products, and drive traffic to your website.

But you’re probably one of the 2.3 billion people who use YouTube, so you already know that videos are engaging and useful.

The problem is that there’s never enough time. You’re busy, and making YouTube videos is just one more item on an overwhelming to-do list.

We get it.

That’s why we’ve put together this list of easy YouTube video ideas to help you get started with YouTube as efficiently as possible. None of these video ideas require expertise or high production values, and they can take your marketing efforts to the next level.

Why should you make YouTube videos?

You should make videos because your potential customers **** them. You should put those videos on YouTube because that’s where your potential customers are.

Here’s how we know:

The average person spends a lot of time watching videos online — 2.5 hours per day. And it’s their preferred way to learn about you.

When asked how they’d most like to learn about a product or service, 69% of consumers said they’d prefer to watch a short video.

Facts about YouTube video marketing

So making videos is a no-brainer. But why put them on YouTube?

YouTube is a platform with huge reach — 74% of U.S. adults use it. Chances are, no matter what you’re selling, your ideal audience can be found on YouTube.

How to make a YouTube video

You know you should be making YouTube videos, but your first time creating video content can be daunting. How exactly do you make a good video for your YouTube channel?

Think about your audience

Before you start, think about who you want to make your video for. Your channel should include a mix of various video types.

For example, one product tutorial video might be very basic for beginners, while another is aimed at the advanced user.

To determine what kind of video to make, ask yourself questions like:

  • What problems does this person need to solve?
  • What stage of the customer journey are they in?
  • Are they looking for something serious, or will a funny video skit catch their attention?

Come up with an idea

If this is where you’re stuck, you’ve come to the right place. Just scroll down to find a list of 29 tried-and-true ideas for YouTube videos.

Write/film/edit your video

These days, anyone can make a video. A smartphone and some free video editing software are all it takes to make high-quality content.

It doesn’t have to be perfect — people like to see that businesses are made up of real, relatable people (And hey, you can always release your outtakes as a blooper reel — your audience will enjoy the laugh).

But if scriptwriting, filming, and video editing take up more time and effort than you want to put in, you don’t have to DIY your video. Reach out to HOTH Video.

Upload the video to YouTube

Create a new YouTube channel for your videos if you don’t have one yet. After you upload each video, consider embedding it in your website as well.

Optimize your video for SEO

Just as you optimize a web page for search engine algorithms, there are ways to make your video more discoverable. Here are a few:

  • Research keywords. Use these in your video title and description.
  • Create a video transcript.
  • Make your video description at least 250 words.
  • Use relevant hashtags.
  • Choose an interesting thumbnail.
  • Promote your video on other channels. More views mean more visibility.

YouTube SEO tips

Stay engaged

People might reach out to you in the comment section of your videos. This is an opportunity to engage with your audience and address any questions or concerns they have.

Top 29 YouTube video ideas

We’re going to make your brainstorming session easy. Here are our top 29 popular video ideas that really work.

1. Introduction to your business

If you’ve never made a YouTube video for your company before, an intro video is a good place to start.

This video will serve as the channel trailer for your YouTube channel. Let your audience know what they can expect to see on your channel and why you’re the expert on that subject. End with a CTA to subscribe to your channel.

Here’s an example. Yeah, that’s us.

2. Explainer video

A product explainer video explains your product or service and communicates its value.

Our best advice for explainers is to follow the PAS formula: problem, agitate, solution. First, you identify the problem. In the example below, the problem is that travel is a hassle.

Next, you agitate. The example video digs deeper into the pain of travel: reservations, confirmations, cancellations, etc.

Finally, identify the solution. Your product! Explain how it can help.

3. Product demonstration video

A product demonstration video, like an explainer video, is another way to show off your product.

An explainer video is an overview of the product’s benefits, while in the demonstration video, you show your product on the screen and demonstrate how it works. You can even demonstrate any life hacks that your products might help with.

Ensure your audience gets a good look at the product and provides a walkthrough of the important features.

4. Product announcement video

Have a new product coming out? A video is a great way to announce it.

Product announcement videos often take the form of an explainer or demonstration video with added focus on the fact that this product is new or upcoming.

5. Tutorial video

A tutorial is a how-to video for your product.

You could make a comprehensive tutorial video about everything your product does, but that might get long and complex. Instead, make a series of tutorial videos demonstrating different aspects of the product.

For example, you can include videos on setup, troubleshooting, and use cases.

6. Unboxing video

Unboxing videos are popular with social media influencers.

An unboxing video is what it sounds like — you open a product’s box and show your audience everything inside. For example, a beauty product influencer might open a box of makeup, examine each item, and try it out so the audience can see what it looks like.

If you work with influencers, see if they’ll do an unboxing video that you can share.

You can also create one yourself. Here’s an example of a Lego unboxing video.

7. Review video

Product reviews are essential to winning customer trust. 77% of online shoppers view customer reviews as a deal-breaker or deciding factor in their buying decision.

Of course, they want to hear a review from an unbiased third party — not from you. See if you can work with an enthusiastic customer to create a review video. You can also showcase some reviews that exist on third-party websites, like Google Reviews or Amazon.

A reaction video is like a live review, where you watch something and react to it on camera.

8. Product comparison video

There are two ways to do a product comparison video.

If you’re feeling bold, you can compare your product to a competitor.

You can also compare two of your own products, if relevant. Customers might not know which of your products best suits their needs, and you can help them figure it out.

This product comparison example might be a little old school, but it’s a classic.

9. Customer story video

Customer stories are often presented in written form, but video is an excellent way to get your case study out there too. It gives you a chance to show satisfied customers praising your product or service in their own words, like in this video example.

10. Testimonial video

Testimonials and customer stories have a lot in common, but there are some differences.

Customer stories are usually more in-depth and feature a case study. They introduce the customer and their pain points and show how the product saved the day.

A testimonial can be as simple as a short clip of a customer saying how much they **** your product. You could even include several testimonials in the same video.

11. FAQ video

Round up some frequently asked questions and answer them all in a single video. If you’re not sure what to talk about, ask your social media followers or email list to tell you their burning questions.

12. Common myth buster video

Are there any common misconceptions about your product or service? This is your chance to set the record straight.

13. Listicle video

5 top tips for decorating your living room. 7 fitness myths debunked. 10 toys that your cat needs for Christmas.

These are all examples of listicle videos. It’s a format you can use to talk about pretty much anything.

For example, GoPro made this compilation of mountain bike highlights.

14. Before and after video

What effect does your product have? Showing a before and after can be an effective way to demonstrate value.

Before and afters are common for products like laundry detergent or makeup, but you can create a before and after video for anything. Maybe your customer was stressed and unhappy before they used your service, but now they’re relaxed and carefree.

15. Webinar video

If you host webinars, you might already have videos to put on your YouTube channel.

Recorded webinars are often kept behind a form as a lead generation tool, which can be an effective marketing strategy. But having some webinars on YouTube can also help you build your audience.

Webinars are ideal for viewers who have a deep interest in the subject and want to watch more than a five-minute explainer or listicle video.

16. Live Q&A video

We’ve discussed FAQ videos. This is like that — but live. Live Q&A videos work best if you’ve already built up an audience that will engage with you during a livestream.

Use YouTube Live to host a Q&A session where you respond to viewer comments in real-time.

17. Live event stream

If you host an event, let your fans tune in from afar. You could even host a completely virtual event.

18. Event recap video

After an event, tell your channel about the highlights.

This doesn’t need to be a play-by-play of everything that happened at the event. Pick out the parts that will get your viewers excited about your work.

Here’s a compelling example from Tech Open Air.

19. Behind the scenes video

People **** to feel like insiders. Build your connection with them by giving them a glimpse behind the scenes of your organization.

For example, how is your product made? Who cooks the food in your restaurant? What does a day at your office look like?

20. Company culture video

A company culture video is often used for recruitment, but it can also help your potential customers understand who you are.

Are you focused on innovation? Is your workplace laid-back? Do you give back to the community?

Show, don’t tell. A company culture video is best when you give the audience a glimpse of real-life at your company rather than just talking about it.

21. Meet the team video

Company culture isn’t just about the office or the company values — it’s about the people.

A meet the team video introduces some of the people who work for your organization. It can be about the whole team or just one person, like this example from Amazon.

Amazon’s video uses the story of Brendan to highlight the company’s inclusivity.

22. Weekly industry news videos

Your YouTube channel doesn’t have to be all about your product or your business.

You can promote yourself as a voice of authority in your field. One way to do that is by making videos about the latest industry news.

Releasing industry news videos regularly is an easy way to keep the content coming.

23. Challenge video

Remember the ALS ice bucket challenge?

That might be the most famous YouTube challenge to ****, but there are others. Keep an eye on YouTube trends to find more challenges to participate in. If any fit the tone of your channel, hop on the bandwagon.

Don’t forget to use the challenge hashtag to put your video in front of more people.

Watch an android phone participate in the ice bucket challenge in this video from Samsung.

24. Blog recap video

As we’ve established, many people prefer videos to the written word. So if you’re writing regular blog posts, a sizable portion of your audience may be missing the message.

You could create videos to go with individual blog posts or produce a weekly or monthly recap that gives an overview of the latest blog articles.

25. Infographic video

Promote your cool infographic by making a video about it. It works best with an information-packed image.

26. Whiteboard video

You want to provide an interesting and informative visual in your video, but you don’t have the resources for anything fancy.

Enter the whiteboard video. In a whiteboard video, you stand by a whiteboard and use it to explain something to your audience — usually a more complex topic.

In this example, Justin from Rapid7 uses a colorful whiteboard to explain patching.

27. Expert interview video

Interview an expert in your field. It could be someone outside your organization or a team member with specialized skills or experience.

28. Customer thank you video

Let your customers or YouTube subscribers know you appreciate them.

Here’s Bill Gates thanking his one million subscribers.

29. Vlog videos

You’ve heard of a blog. A vlog is like that but in a video.

A great way to ensure you have regular content for your channel is to produce a series of videos on a topic.

Put every vlog episode in a YouTube playlist so fans can find them easily.

Conclusion

We hope you feel inspired by this list of 29 YouTube video content ideas. Your first few YouTube video ideas can be hard to come up with, but you’ll be on a roll before you know it.

You don’t have to do it all yourself. Schedule a call with a video marketing expert and let us help you bring your ideas to life.



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Fashion Secret Things You Must Know

By | January 4, 2022

Fashion Secret Things You Must Know may be defined as a specific style that accepts by a significant number of individuals at a particular time and location.

Trend is the most popular aspect of our Indian culture. It has conquered many spheres of modern man’s activities and has become “second nature” to us. As a result, understanding fashion should help us understand ourselves and how we behave.

Traditional Jewellery Of Rajasthan

By | January 4, 2022

Rajasthan is famous for its plethora in rich traditions of ancient literature, classical music, dancing peacock, customary arts, and royal motifs, which are note for their noble look, added another feather in the Traditional Jewellery of Rajasthan preserved cultural heritage not only Rajasthan as well as its capital Jaipur is famous for traditional jewellery too.

How marketers can prepare for and respond to Google’s algorithm updates

By | January 4, 2022


The Google Search ecosystem is constantly evolving. It introduces many algorithm updates every year, ranging from changes targeting specific search elements to broad core updates.

“Google periodically adjusts what types of information it deems to be most important, which can sometimes have a big effect on which results are shown on the web,” said Crystal Carter, senior digital strategist at Optix Solutions, during her session at SMX Next.

Many marketers believe Google primarily relies on websites when creating and deploying each succeeding batch of algorithm updates. But, to improve searchers’ experiences, it actually focuses more on entities — a thing or concept that is singular, unique, well-defined and distinguishable, according to Google.

“Websites are important to Google, but that’s not the only way that it organizes information,” she said. “This is important for thinking about why and how Google makes updates.”

Image: Crystal Carter

The information landscape is always growing, says Carter, and Google uses a variety of sources to present the most relevant results: “Google’s algorithms are taking into account where the search is made, where the information is coming from when the search is made and when the information was written. They also look at how the person is searching, whether they’re on their phone or their smartwatch or their smart refrigerator, as well as who wrote the content.”

“When we look at their algorithm updates, they’re essentially trying to direct people to highly accessible information from the best sources,” she added.

What happens during Google algorithm updates

Many Google algorithm updates address specific issues relating to an industry or SERP feature. These are usually easy to spot.

“When there’s a targeted update, which is my term and not Google’s, you’re likely to see changes to SERP features,” Carter said.

Carter calls these updates “targeted” because they usually focus on updating specific features of the SERP, such as how results are displayed and which sites are preferred for queries.

Image: Crystal Carter

“If you look up a COVID testing site, you’ll see some of the targeted work that it’s [Google] done around that SERP,” she provided as an example of a “targeted” update, “It’s curated the results so that you’re seeing information from the government rather than seeing commercial results, and the maps that it’s showing are specifically targeted at medical elements.”

Core updates, on the other hand, are algorithm changes that alter how Google indexes and ranks sites broadly. These usually occur less frequently, but their impact can be enormous.

“Generally speaking, you might see changes to the types of domains which show in the SERPs,” Carter said. “You may see a sudden increase or decrease in domain visibility or a sudden increase or decrease in traffic across the domain.”

“So, rather than one page suddenly falling in rank, you might see a lot of pages change or increase in rank,” she added.

Identifying what type of algorithm update place took place is the first step in responding to ranking fluctuations. This allows marketers to plan a strategy that best addresses the issue.

How marketers should respond to updates

How you respond to a Google update not only depends on what type of change occurred but also on how it affected your online properties as well.

“If you’re on the winning end of this, it’s all smiles,” said Carter. “This is a good sign that you are on the right track with regards to the quality of your information, the demonstrable credibility of your website, and that Google thinks that you have good technical accessibility.”

“Doing well on Google algorithm updates gives you the opportunity to build and compound your SEO capabilities over time,” she added.

Image: Crystal Carter

Yet when things don’t go as planned with these updates, brands often find themselves scrambling for solutions. This is when it helps to pinpoint the root cause, which can take many forms.

“One of the reasons is that the criteria for your vertical may have changed,” Carter said, referencing a former client who was negatively affected by Google’s update to medical-related results: “They were a reputable, fantastic medical business, and they were selling a test server health test. Then there was a change in the SERP — Google decommercialized this service. For that particular query, they were prioritizing people like the Mayo Clinic, the World Health Organization and the CDC.”

“When Google does that, you have to take a strategic approach to your SEO, which is different from your standard competitive keyword research,” she added.

Although verticals can change often, there’s also a good chance the SERP visibility drop was caused by a problem with your own properties.

“You might have missed something, and this often happens with in-house teams because you’re busy,” Carter said. “You might have missed a particular directive or instruction or rule, or a new element from Google. It might be that you need to play catch up.”

When your site is hit by a core update, it’s important to stay focused on best practices. Carter says this will future-proof your properties for the next round of changes.

“Don’t argue with the algorithm and don’t expect improvements until the next update,” she said. “Sometimes people want to throw everything at it. But generally speaking, the core of the core algorithm updates are around the domain, so Google makes it a quality assessment of your approach to SEO.”

Image: Crystal Carter

What to expect from future changes

Successful marketing strategies don’t simply identify and respond to algorithm changes — they’re able to expect the trends shaping future updates. And from what many SEOs can tell, Google seems to be leaning more into AI modeling.

“Google introduced MUM [Multitask Unified Model] — the latest powerful AI tool and it helps it [Google] understand the information in a way that it’s not been able to do so before,” said Carter. “Not only does it process natural language, but it does so in 75 languages, and it’s also able to process text and also images and it’s also going to set up to be able to grow to process video and audio as well, so Google is already future-proofing this AI tool.”

“What we’re likely to see in the short term is more AI-powered large-scale updates,” she added.

Image: Crystal Carter

The more Google leans into these ******, the more marketers will need to stay on top of their online assets. And that means keeping them in tip-top shape — all the time. It’s the best way to prepare for whatever comes next.

“If you’re thinking about how to prepare for it,” Carter said, “I would say it’s worth making sure that your site is healthy all the time. Make sure that you have good, quality content rolling out in a consistent manner.”

Watch the full SMX Next presentation here (free registration required).


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About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC industry news to help marketers improve their campaigns.



Source link : Searchengineland.com

Yoast SEO to launch on Shopify

By | January 4, 2022


Yoast SEO will be available for Shopify on January 18, 2022, the company announced Tuesday. Unlike the WordPress version of the app, which operates under a freemium model, Yoast SEO for Shopify will cost $29 per 30 days.

Why we care. Yoast SEO is one of the most commonly used SEO apps in the WordPress ecosystem and the launch of an app for Shopify speaks to the rise of e-commerce (particularly over the last two years).

This app is primarily aimed at SMBs, just like the available Google and Bing Shopify integrations (more on those below). The proliferation of SMB-oriented apps for merchants makes it easier for smaller retailers to establish an online presence, even if they’re not working with an agency partner. Together, these products could increase overall competition both in shopping and traditional search results.

RELATED: Shopify SEO Guide: How to increase organic traffic to your store

Search visibility for retailers of all sizes is now a thing. Beginning in 2020, e-commerce took on a more crucial role for most people as pandemic-related safety precautions inhibited in-person shopping. That also caused many retailers to turn to platforms like Shopify so that they could offer their products online.

The search engines picked up on this trend: Google announced its expanded Shopify integration in May 2021 and Bing launched its Shopify integration in December 2021, offering Shopify merchants an easy way to get their products listed in organic shopping results.

Yoast SEO for Shopify offers features that are complementary to those integrations. Instead of enabling merchants to show product listings, it may help them optimize their pages to show in organic, non-shopping results (like the well-known WordPress version of the app).

The same Yoast SEO, but for Shopify. Yoast SEO for Shopify will offer much of the same functionality as its WordPress counterpart. This includes controls for your titles and descriptions in Google Search and social media, feedback on readability and Yoast’s schema graph.

While the functionality remains similar, the price points vary: At launch, Yoast SEO for Shopify will cost $29 per 30 days (after a free 14-day trial). The WordPress version operates under a freemium model, with the premium version costing $99 per year.

Why Yoast is launching a Shopify app. “An app on the Shopify platform is a huge business opportunity,” Thijs de Valk, CEO at Yoast, said, “Shopify is growing fast. It makes sense to build an app and profit from the growth of that specific platform.”

de Valk also cited risk-diversification as a motivator for Yoast’s Shopify app, explaining that the company’s growth up until now has been highly dependent on WordPress.


New on Search Engine Land

About The Author

George Nguyen is an editor for Search Engine Land, covering organic search, podcasting and e-commerce. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.



Source link : Searchengineland.com

We have big news: Yoast SEO is coming to Shopify!

By | January 4, 2022


For over 10 years, Yoast SEO has helped WordPress users all around the world with their SEO. And we’re quite proud to say that with more than 12 million active users, it’s one of the most popular SEO plugins in the WordPress community. We’re not going anywhere, our WordPress plugins will remain one of our main focuses. But we are bringing Yoast SEO to another platform: Shopify! Just like our Yoast SEO for WordPress plugin, this Shopify app will help users work on their own SEO and create pages that both people and search engines will ****. And to properly launch our newest product, we’re hosting a Shopify event!

The Yoast SEO app will soon be on Shopify

In two weeks, on the 18th of January, we’ll release our new Yoast SEO on Shopify app and we’re super excited! We can’t wait to bring our product to a whole new platform and help its users with their SEO. At the moment, we’re still dotting the last few i’s, but it’s almost ready to go. So if you have a Shopify store, or know someone who does, make sure to keep an eye on our website or the app store in Shopify. Yoast SEO will be joining Shopify very soon! If you want to read more about why we’re introducing this new product, make sure to read the blog post in which our CEO Thijs de Valk explains why we’ve brought Yoast SEO to Shopify.

But what can this new Shopify app do for me?

Now you might be wondering what you can expect from this new app on Shopify. Similar to our WordPress plugin, it helps you optimize your pages by giving you feedback on the findability and readability of your pages. This feedback helps you improve your pages to get them higher in the search results and improve your sales. In addition to this feedback, the Yoast SEO for Shopify app also gives you control over how your pages are shown on Google and social media. And last but certainly not least, it actually outputs all the needed SEO meta data and a complete Schema graph for your site, which search engines can use to understand your pages even better. There are a few other functionalities that come with this new app. If you want to dive into that, make sure to check out our Yoast SEO for Shopify product page.

Join our free online Shopify event

To celebrate and kick off our new product, we’re hosting a very special YoastCon this year. An online YoastCon – Shopify edition on the 20th of January that will be chockfull of lots of interesting SEO talks by experts in this field. You can expect to learn more about how to improve the SEO of your online store and how Yoast SEO in Shopify works. And if you’ve ever been to a Yoast event, you’ll know that we also like to have fun. So you can also expect some sort of entertainment!

Speakers from Shopify and renowned SEO companies

We want to make sure that everyone takes something away from this event. That’s why we’ve invited guests from different companies that will talk about SEO for online stores. We’ll kick off the event with a welcome and product demo by our CEO Thijs de Valk and CPO Joost de Valk. After that, Aleyda Solis will talk us through the worst SEO issues of online stores in 2022 and how to fix them. Another topic that will be discussed is how to make a perfect ecommerce website, a talk by our own Jono Alderson.

But that’s not all. We’ll also have talks by Shopify’s Kevin Indig & Jackson Lo and Mike King. More information on these talks and the schedule will follow soon! Just keep an eye on our event page.

Practical information

This event, the online YoastCon – Shopify edition, will take place on Thursday, the 20th of January 2022. It starts at 4:30 pm CET / 1:30 pm EST and will be a few hours long. But you can tune in whenever you like! And if you can’t make it that day, don’t worry, it’s also possible to watch the event at a different time.

Register for the Shopify event now!



Source link : Yoast.com

How Can Different Departments Avoid Keyword Cannibalization?

By | January 4, 2022


This week’s Ask An SEO question comes from Caroline in Cleveland, who wrote:

Multiple divisions of our company want to rank for the same keywords.

Are there any tips for how to approach this type of situation? It seems like our company will be competing against itself in SERPs for page 1 rankings.

People are far too worried about keyword cannibalization these days.

The reality is that if you are working within a company where it makes sense for several products to rank for the same keyword, you very may well run into a situation where one of your sites will rank above the other.

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However, in most cases, this just isn’t the big deal that Bill over in “blue widgets” wants to make it.

Just because more than one product is ranking for “blue widgets” doesn’t mean that getting the sale or lead is a zero-sum game.

In fact, by having a multi-divisional corporation rank for many keywords around the same topic, you have a much better chance of creating a branded preference for your goods and services.

You also have a better chance of being the site where the sale takes place.

Divisions Should Share Data

It’s best to share data with your divisional counterparts.

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When you keep things from each other, you can easily make a hostile work environment.

Heads of divisions need to communicate with each other on how they are going to work together, rather than how they plan to beat the competition in their own company.

For example, each division should cross-promote the other with graphics on the pages that rank.

After all, if it makes sense for both divisions to rank for the same keywords, it should make sense for each division to cross-promote the other.

After all, if you are looking for a “red widget” but accidentally end up on the “blue widget” page – if you see a promotion for the “red widget” you are likely going to click on that promotion.

Set Communication With Higher-ups

In reality, my experience has shown me that ranking above a competitor by a couple of spots doesn’t always translate to an excess of sales.

If your company has multiple divisions ranking for specific keywords around a topic, you should be able to track exactly how much traffic and how many sales those queries are driving.

You need to communicate these figures to your higher-ups.

Make sure you communicate that the goal is to increase and traffic sales in aggregate rather than judge each division on its own.

By working to increase the overall pie rather than just what is collected by each division will make the entire corporation stronger.

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Sometimes it can be hard for those running the company to see that.

So it’s important to communicate the “overall growth” message early and often.

Compete – But Help One Another

You want to outrank your divisional competitor, but if you don’t (and they outrank you) it’s still good for the overall organization.

You should be providing help to your divisional counterparts when they aren’t ranking well.

Give each other tips and tricks on how to rank higher in SERPs.

If you and your divisional counterparts hold the number 1 and number 2 spots of the SERP, you are more likely to get the sale – or at least create a brand preference.

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More resources:


Ask an SEO is a weekly SEO advice column written by some of the industry’s top SEO experts, who have been hand-picked by Search Engine Journal. Got a question about SEO? Fill out our form. You might see your answer in the next #AskanSEO post!

Featured image: TarikVision/Shutterstock

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