Industry Blogs

The New EU Copyright Directive: What Marketers Need to Know

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Concerned about the European Union’s Copyright Directive? Wondering how this new rule could impact your marketing? In this article, you’ll learn about what parts of the European Union’s Directive on Copyright will impact the use of social media for both businesses and individuals. What Is the EU’s Directive on Copyright Article 17? The EU Copyright […] The post The New EU Copyright Directive: What Marketers Need to Know appeared first on Social Media Marketing | Social Media Examiner.

How to Use Google Data Studio to Analyze Your Facebook Ads

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Want to better understand your Facebook ad performance? Have you considered using Google Data Studio? In this article, you’ll discover how to create seven valuable Google Data Studio charts that can help you better analyze your Facebook advertising campaigns. How to Create Charts in Google Data Studio Data Studio is a free tool created by […] The post How to Use Google Data Studio to Analyze Your Facebook Ads appeared first on Social Media Marketing | Social Media Examiner.

Why Three Priorities Should Guide Your Content Marketing – Here’s Why #211

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Content marketing is a complicated and relatively young practice. What really matters to achieve success?  In this episode of the award-winning Here’s Why digital marketing video series, Mark Traphagen gives you the three top priorities to get ROI from your content strategy.   Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published. Subscribe to Here’s Why Resources Your 3 Top Content Marketing Priorities for 2019 Why You Should Build Content Marketing Bridges See all of our Here’s Why Videos | Subscribe to our YouTube Channel Transcript Eric: Mark, content marketing is a complex topic. What would you say are the most important things content marketers should be pursuing right now?   Mark: I have three priorities that I try to follow myself. Number one is to balance quantity and quality, two is to prioritize content hubs, and three, build content bridges.   Eric: All right, let’s take those one at a time then. Start with balancing quantity and quality in your content.   Mark: In the old days, the conventional wisdom was to create as much content as you can. In an upcoming video in our “Here’s Why” series you’re going to talk a little bit more in detail about what that means and what that looks like in terms of balancing those two things.   Let’s talk for a moment about why it seemed to used to make sense to just create as much content as you possibly can.   Before social media, for example, almost all content had a short lifespan. Most people got their content through an RSS feed or email notification and that was it; it was gone forever. Now with social media, if you’re doing it right, you can take your best content, your evergreen content, promote it again and again and again so more people see it.   Also, Google hadn’t yet shifted its focus fully to content quality and user-value. All the traditional signals are still there in Google, but these are things that they’ve done a lot better with in recent years. So having really great quality content now can become evergreen in search where Google keeps promoting it even if it’s older, if it’s still relevant.   And finally, everyone was playing catch up back then because most brands lacked sufficient quality or quantity of content. I think those are the reasons why they concentrated on quantity. Now Google’s shift to machine-learning driven content quality has swung the pendulum the other way where content quality has become more of a priority.   So the ideal I think is—and this is if you have the capacity and the resources to do this—is to put as much as you can toward that high-quality user-focused, highly-relevant content. If you have the capacity, fill that in with shorter posts in between other kinds of content so that you keep top of mind but you’re giving lots of context around your content.   Eric: Let’s talk about the importance of content hubs.  Mark: Yes, and this is something I learned from you, and I love it now because I see what it does in our own content and that of our clients, for sure. So, once you get a quality content mindset, content hub creation is the next step.   Let’s talk about what a content hub is. At the most fundamental level, it’s a centralized curation of your content around one of your main topics.   You can have multiple content hubs on your site, but each one is centered around one of the things you really want to be known for. So blog content we know gets pushed down and disappears. A hub creates a better user experience, because everything that the user wants to know about that topic they can find in that one place, but it also helps search engines to see what you should be known for.   Examples on our site include our hubs built around our research studies. Because of those, we’ve got number one ranks for over a year now for “mobile versus desktop,” “digital personal assistants,” and many other high–volume keywords that are really important to our business.   Eric: Right. And I think what most people don’t realize is that in a blog construct—this is a little bit of research work I did—75% of the content that goes in a blog are things that Google really shouldn’t index. And like you said, that content gradually disappears over time as it descends in the hierarchy.  Mark: And it should, right?  Eric: Yes. But in a content hub, you have the big advantage of really controlling where everything shows up which is great.   But the last priority you mentioned is building content marketing bridges. What do you mean by that?   Mark: First of all, I have a lot more detail about that in another “Here’s Why” episode and also a blog post that I published about it, but let’s talk about the basic idea.   A content bridge means bridging the gulf between brand goals and consumer wants and needs. I see the most successful content has the right balance of both. You can be out of balance either way too much, trying to engage consumers but little about your products or services or what your brand is really about, or the other way of just trying to sell, sell, sell that people don’t want to see with no helpful informational content.   So you want to find the bridge, the balance between those two.  Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published. Subscribe to Here’s Why See all of our Here’s Why Videos | Subscribe to our YouTube Channel

26 Mobile and Desktop Tools for Marketers

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Looking for better ways to create videos, audio, and images? Want a list of tools to help? In this article, you’ll explore 26 apps and tools for mobile and desktop from the Social Media Marketing podcast’s Discovery of the Week. #1: Listen Notes Listen Notes is a free search engine just for podcasts and it […] The post 26 Mobile and Desktop Tools for Marketers appeared first on Social Media Marketing | Social Media Examiner.

Facebook Updates Advertising Tools

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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Facebook Ads Manager updates, new ad bidding strategies, and inventory filters with special guests Charlie Lawrance and Amanda […] The post Facebook Updates Advertising Tools appeared first on Social Media Marketing | Social Media Examiner.

How to Develop a Thriving Community

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Is community important to your business? Wondering where you should build your community? To explore how to develop a thriving community beyond Facebook Groups, I interview Cate Stillman. Cate is podcaster, blogger, and author of the book Body Thrive. She’s also an expert in developing communities. Cate shares tips for developing a brand that incorporates […] The post How to Develop a Thriving Community appeared first on Social Media Marketing | Social Media Examiner.

How to Cross-Post to Instagram From Your Facebook Page

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Do you use Instagram and Facebook for your business? Are you looking for a way to post to Instagram from your desktop? In this article, you’ll learn how to cross-post from Facebook to Instagram via your desktop. Why Consider Cross-Posting to Instagram via Facebook on Desktop? Instagram accounts have had the ability to cross-post to […] The post How to Cross-Post to Instagram From Your Facebook Page appeared first on Social Media Marketing | Social Media Examiner.

How to Grow Your YouTube Channel With a Video Series

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Are you struggling to grow your YouTube channel? Wondering how to create videos people will find and watch? In this article, you’ll discover how to develop a video series that helps turn one-time viewers into YouTube channel subscribers. Why Research and Create a 5-Part Video Series on YouTube? Filtering your YouTube video topic ideas through […] The post How to Grow Your YouTube Channel With a Video Series appeared first on Social Media Marketing | Social Media Examiner.

How to Improve Your Facebook Group Community

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Want to improve the value of your Facebook group? Looking to encourage more meaningful conversations? In this article, you’ll discover five Facebook Groups features you can use to guide engagement and conversations among your members. #1: Use Rules and Moderators to Keep Group Content On-Topic When you set up your Facebook group, it’s important to […] The post How to Improve Your Facebook Group Community appeared first on Social Media Marketing | Social Media Examiner.

Why You Must Publish Frequently (But Keep Quality High!) – Here’s Why #210

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One of the age-old debates in SEO is whether or not it matters how much content you publish or how frequently.  In this episode of the award-winning Here’s Why digital marketing video series, Eric Enge shows evidence that having more content can be an advantage, but you must never sacrifice quality to get there.   Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published. Subscribe to Here’s Why Resources See all of our Here’s Why Videos | Subscribe to our YouTube Channel Transcript Mark: Eric, here at Perficient Digital, we’ve developed advanced content marketing strategies for major brands that drive brand awareness and consumer interests, but we also use that content to gain big SEO wins for those businesses. Now, a question I hear a lot about that is, “Does it matter how frequently a company publishes content, at least for SEO purposes?” Eric: Sure. It can make a difference, but it’s not the only factor. Mark: What do you mean by that? Eric: To answer that, let me tell you a tale of four sites, all in one single marketplace. The chart that you’re looking at right now shows the number of content updates in a year for four companies in the same industry. So, site one in this chart, even though the bar looks really, really tiny, is actually publishing three pieces of content a month, and site two is actually publishing 16 pieces of content a month, which most people would consider a lot. I certainly would. But, site three published almost 100 articles a month, while site four was publishing 500 articles per month. Now, let’s look at the next chart. This is a Searchmetrics search visibility chart over the past two years, and the green line is the brand that published five times more than the others, the biggest volume brand. It started out at last place. In fact, its site launched two years ago and by August 2018 had established itself as the dominant player in the market. I believe that was solely on the back of the volume of content they were publishing, and their coverage of the marketplace with a great deal of depth and breadth. Mark: That’s it then. That’s it, folks. The magic secret to SEO, outpublish your competitors. We’ll see you… Eric: Not so fast. Let me tell you the rest of the story. When you look at this chart, in September of 2018, the site that was publishing 500 articles a month suddenly sees a big drop in its SEO visibility. So, it looks like that the September/October updates hit this site really hard. And like the rest of the updates that Google put out in 2018, there seemed to be this continual focus on content quality and how well you met user intent and those sorts of things. Mark: So, they were cranking out a lot of content, but it wasn’t necessarily all that great? Eric: Exactly right. So, I think what we see here is with the volume of content, they rode that wave up, but because it wasn’t good enough quality content, they kind of took the hit in the September/October updates, since Google continued to adjust their algorithms. So, I think it’s really important to understand that hey, volume is great, content breadth and depth is great, but it better be good stuff. Mark: Got you. So, what lesson can we take away from all this? Eric: I think you have to have a lot of content on your site and really think about covering your market area in breadth and depth, if your goal is to have a strong role in the SEO results for Google. But, if you don’t have the right level of quality, it will bite you in the end. So, now you have to set the balance between, “How do I get that coverage in depth and breadth, and really get a volume of stuff going out there so I get that coverage, but keep the quality really, really high?” Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published. Subscribe to Here’s Why See all of our Here’s Why Videos | Subscribe to our YouTube Channel

New LinkedIn Ad Targeting Audiences

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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore the updated Facebook Ad Library and the newest LinkedIn product and ad targeting tools with special guests […] The post New LinkedIn Ad Targeting Audiences appeared first on Social Media Marketing | Social Media Examiner.

Facebook Groups: New Features for Businesses

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Do you want to do more with Facebook Groups? Wondering how to use the newest Facebook Groups features? To explore what’s new with Facebook Groups and how the changes benefit marketers, I interview Bella Vasta. Bella is a Facebook Groups expert, author of The Four Types of Dogs Every Business Needs, and host of the […] The post Facebook Groups: New Features for Businesses appeared first on Social Media Marketing | Social Media Examiner.

Mobile vs Desktop Traffic in 2019

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Latest update April 4, 2019 — This is the latest edition of our study on the state of the mobile web. This update demonstrates the growth of the mobile web last year (2018) versus the desktop. I’ll also compare the latest data to usage levels in 2016 and 2017. The stats in this and our prior studies were pulled from SimilarWeb and reflect U.S. traffic across the web. Where is the Mobile vs. Desktop Story Heading? In 2018, 58% of site visits were from mobile devices. Mobile devices made up 42% of total time spent online. Mobile Bounce Rate came in at 50%. The details are in the charts below. For reference, here are our prior years’ studies: Mobile vs. Desktop 2017 (published 2018) Mobile vs. Desktop 2016 (published 2017) Changes to Our Data Collection Methodology for 2018 During 2018, SimilarWeb made some shifts in their data sources. For that reason, the charts below show the 2018 data separated from the 2016 and 2017 data. The new sources in 2018 have slightly lower mobile usage, but this does not reflect an actual drop in mobile usage—just a change in the data sources used. Nonetheless, SimilarWeb has one of the largest data samples on the web, and was picked by Rand Fishkin as the best tool for getting data on web traffic. For that reason, we will continue to use SimilarWeb as the data source for this study on an annual basis. Aggregated Stats: Desktop vs. Mobile The most common stat that people talk about is the percentage of their visits that comes from mobile devices. Here is a look at the percentage of visits sites get from mobile vs. desktop for 2016, 2017, and 2018: The data continues to show that for most sites, the majority of their traffic comes from mobile devices. This is a critical fact of life for all business and media web sites. It’s also interesting to consider total time on site. Here is what we see across the three years: Bear in mind, that’s the percentage of total aggregated time across all visits for mobile, compared with that of desktop. The total time users spend on sites when using desktop devices is still larger than the total time for mobile. This suggests that the time per visit must be longer, as we see here: Next, let’s take a look at bounce rate. Here is what we saw for 2016, 2017, and 2018: With the new data sources from SimilarWeb, the mobile bounce rate is back up a bit, but still higher than it was in 2016. As I said in last year’s study, I believe that mobile site experiences are improving, and users are getting more comfortable with it. However, desktop still has the lead over mobile as it relates to bounce rate, and that’s not likely to change. For one thing, the use cases for people on mobile devices often involve the need to look something up quickly while they are on the go. Let’s now take a look at the total page views between desktop and mobile devices: Because of the new data sources from SimilarWeb, we see a drop in the percentage of total page views from mobile devices vs desktop, but this number is still higher than it was in 2016. To wrap this section up, let’s also take a look at page views per visitor: The page views per visitor remain significantly higher on desktop than mobile. This is consistent with the differences in time on site and bounce rate data shown above. Stats by Industry Category As we did in the last two years’ studies, we also broke the data down by industry category, to determine which industries are the most mobile-centric. The variance between categories remains significant: In 2016, the adult industry was the leader, with 73% of the visits coming from mobile devices. In spite of that, it was the biggest gainer this year, jumping up to 86% of all traffic coming from mobile. The other fascinating thing is that the finance category and arts & entertainment categories are the only industries that still see more traffic on desktop, by narrow 52% to 48% and 51% to 49% margins, respectively. By next year, these should also get most of their traffic from mobile. Next up, let’s look at time on site by industry category: Here we see that every industry has a longer time on site for desktop over mobile, except for books and literature. The latter is probably due to people reading on mobile devices such as tablets. Let’s look at bounce rate next: The desktop bounce rate is lower than the mobile bounce rate in every single industry, though the margin is quite small for these two categories: Recreation and Hobbies Books and Literature. Last, but not least, let’s look at page views per visitor: Page views per visitor remained higher in every industry for desktop than mobile. Four Takeaway Recommendations How can we use this data to inform our digital marketing strategy? Here are four of my top observations and ideas: Mobile Experiences are Continuing to Improve: Mobile user interfaces are improving, and users are getting more accustomed to them. Being mobile friendly is important in all industries—it’s the largest source of traffic in nearly all of them. This means designing your mobile site before you design the desktop site. Instead of coding your desktop site and then writing style sheets to shrink it into a smartphone form factor, design your mobile site first. Then you can figure out how to leverage the larger screen real estate available on a desktop platform as a second step. Important note: I’m not saying this because desktop is dead; it’s not. It’s still very important, but it’s far easier to take a mobile UI to the desktop than take a desktop one to a smartphone. Desktop Remains Very Important: Other industry data still suggests that more conversions continue to happen on desktop in most industries, so continuing to pay a lot of attention to your desktop site makes a great deal of sense. And, if you’re in an industry where 75% or more of your conversions come from desktop, you may even want to offer users on mobile devices the option to provide contact information, save shopping carts, or implement other functionality that allows them to defer the actual completion of a conversion to a later time (perhaps on a desktop). The rationale is that users may not want to deal with complicated forms on a mobile device, and/or may not want to enter their credit card there. Following up with them later lets them come back on a desktop device and convert at a more convenient time. If you’re open to this idea, I’d urge you to test it thoroughly first, to see which gets better results for you. Compare Your Site’s Behavior to Industry Norms: If the average percentage of mobile visitors in your industry is 60%, and your site is at 35%, that may indicate a problem like a very slow mobile site. See how you compare to industry norms; if there is a large delta with your site, take the time to understand why. Pay Attention to Site Speed: Consider implementing AMP. Here is our study on AMP, which thoroughly explains how effective AMP is in accelerating site speed, as well as our detailed guide to implementing AMP. AMP is not the only way to speed up your site, of course, but it’s an open source standardized way to do it, so it deserves consideration. Wonder why page speed is so important? See our Page Speed Guide.  

How to Use Social Proof in Your Marketing

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Looking for ways to boost your credibility using social media? Wondering how to capitalize on positive company mentions? In this article, you’ll discover how to incorporate social proof into your social media marketing. Why Include Social Proof in Your Social Media Marketing? The term social proof was coined by prominent psychologist and author Robert Cialdini. […] The post How to Use Social Proof in Your Marketing appeared first on Social Media Marketing | Social Media Examiner.

How to Get More Leads From a Live Event Using Social Media

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Do you attend live events? Wondering how to maximize your prospecting efforts at events? In this article, you’ll find a strategic plan for identifying and connecting with prospects via social media before, during, and after an event. Why Social Media Matters for Live Event Prospecting Events, expos, and tradeshows were the pinnacle of prospect outreach […] The post How to Get More Leads From a Live Event Using Social Media appeared first on Social Media Marketing | Social Media Examiner.

How to Create Facebook Reach Ads

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Want the right people to see your Facebook ads more often? Have you considered using the Reach objective? In this article, you’ll discover how to use Facebook’s Reach objective to target hyper-responsive custom audiences with your Facebook advertising. Why Use the Facebook Campaign Reach Objective? The first step in creating any Facebook ad campaign is […] The post How to Create Facebook Reach Ads appeared first on Social Media Marketing | Social Media Examiner.

Why These 3 Elements Are Critical for Content Marketing Success – Here’s Why #209

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What are the most essential elements necessary for a successful content marketing campaign? In this episode of the award-winning Here’s Why digital marketing video series, Eric Enge reveals how to win at content marketing. Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published. Subscribe to Here’s Why Resources See all of our Here’s Why Videos | Subscribe to our YouTube Channel Transcript Mark: Eric, what are the key elements of successful content marketing?  Eric: That’s a big question and obviously it depends on the exact goals of the campaign and stuff like that, but all campaigns have some common elements to them.   Mark: What are those common elements?   Eric: Still a great question.   The first one is actually user value. You have to be adding value to the user. That can mean many different things, but in all cases you have to be adding value to the users and creating a sense of connection with your brand.   The second one is differentiation. What makes your content unique and is it something that many other people have written about already? You want to be doing something unique, and then figure out what you can do to bring a new angle.   Also, think about the depth and breadth of your content.  Mark: What do you mean by that term depth and breadth?   Eric: The basic idea is to provide unusually deep coverage of a topic area. For example, your competition might have five articles on a topic. What if you did the extra research and wrote 10? How about 20? That could be a great value to users. Would the result be the best resource on that topic in the entire market? That’s not necessarily a bad place to be.   Mark: Okay. Before we go, do you have anything else you want to add about making a campaign successful?   Eric: Sure.   First of all, don’t overlook the promotion side of things. Once you create the amazing content you do need to tell the world about it. You need to plan your promotional campaign even before you start creating content. One of the things that might happen is in looking at the places where you’re thinking about promoting, you might get more good ideas for what to write because now you kind of know what’s going on in their brains and you can design your content to fit something that’s eminently promotable.   Then figure out how to contact the people that have written about the related topics that you researched in putting together your content plan and figure out how to pitch them in a way that might cause them to reference your stuff.   Really incredibly important that your pitches be customized to every single individual. No mass mailings, please. And then follow-up with an effective outreach campaign to get the word out there.   Mark: Thanks, Eric.   Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published. Subscribe to Here’s Why See all of our Here’s Why Videos | Subscribe to our YouTube Channel

Twitter Adds Subtitles to Native Video

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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Twitter video subtitle updates and API changes with special guest Dan Knowlton. Watch the Social Media Marketing […] The post Twitter Adds Subtitles to Native Video appeared first on Social Media Marketing | Social Media Examiner.

How to Create Video Ad Funnels That Work

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Thinking about creating more video ads? Wondering how to produce more effective social media video ads? To explore how to create video ad funnels that work, I interview video ads expert Travis Chambers. His company, Chamber Media, specializes in creating scalable social video ads for clients such as Turkish Airlines, NordicTrack, and Yahoo. Travis explains […] The post How to Create Video Ad Funnels That Work appeared first on Social Media Marketing | Social Media Examiner.

Google at 20: A Shift from Text to Images

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When Google celebrated its 20th birthday in 2018, the tech giant took the opportunity to introduce several important updates and transitions to how it performs its most essential functions. The company announced that users could expect a fundamental shift “from text to a more visual way of finding information.” If you’ve been keeping tabs on Google’s updates and changes, this announcement didn’t come as a surprise. Google has been working to improve and expand its image search capabilities, adding new features like visual search engine results pages (SERPs) and Google products that focus on images. Here are a few ways Google is prioritizing images. Algorithm Updates. Some of Google’s newest algorithm updates emphasize images in search results. Google has also updated the Google Image algorithm recently– the new updated Google Images algorithm will prioritize pages that display searchable images more prominently and higher up on the page. Google will also prioritize images that come from authoritative websites. At a January 2019 Google NYC meetup, John Mueller also said that image search will be a “bigger topic” this year. Thumbnail images. Over the last year, we’ve seen a dramatic rise in the number of thumbnail images featured on SERPs, especially on mobile devices. With more than 50 percent of Google searches now coming from mobile devices, the company is betting that adding a visual element will make it easier for users to find the information they need more quickly.   Image-based searches. Imagine seeing the perfect pair of shoes in a movie or magazine page but having no way to translate that into a fruitful Google search. Searching for “blue high heels” won’t help, but what if you could just snap a photo and use the image itself? With new developments in AI, products like Google Lens may be able to help you figure out exactly where to buy the shoes (or couch, or car) of your dreams. Google’s image-focused shift is aimed at increasing user accessibility and creating new ways to present content. Until now, search has been fundamentally text based; shifting to a more visual way of providing information opens the door to helping users who have language processing issues or other problems with reading text. The company is hoping to meet users where they are, inviting them to learn more about topics that are relevant to them. An image-focused way of finding information is one important component of forming that invitation. For their part, content creators who want to benefit from Google’s visual initiatives will need to anchor their pages with unique, highly-relevant images. Companies that want to achieve and maintain high visibility on Google will benefit by devoting more attention to the images they use in online content. The use (and usefulness) of images might change between businesses, so it can be useful to think about how to use images in your specific vertical. Some of those use cases might not be intuitive. Clear graphs and charts, product images, graphics, and more, can help illustrate concepts and values. One of the best ways to appreciate this visual shift is to see it in action. Sites like Waypoint, Slate, and Bon Appetit all have very different audiences, but they are all incorporating fresh new ways to use visual features. Waypoint, owned by VICE, is a site devoted to gaming culture. Waypoint has some really cool examples of beautiful, brand consistent imagery, that’s also unique to the site and eye-catching to human users. Slate uses interesting photo editing techniques to create eye catching and unique visual experiences. Bon Appetit has a very specific strong food photo aesthetic that reflects well in recipe mobile SERP results. This evolution from words to images offers exciting opportunities for businesses to create compelling web pages that utilize both images and text. Creative images that connect clearly with the text on a page will make that page more interesting, but they can also help boost search result rankings and visibility.

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