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Cape Coral, FL – Grow Business Opportunity Across Your Customers Lifecycle Pt. 1

BY: Jeffrey Clapp, Visitivity Inc.

Grow Business Opportunity Across Your Customers Lifecycle

Opportunities to grow business across the customer lifecycleThere is always a great interest in digital marketing trends and innovation in marketing the beginning of each year. And 2022 will prove to be no different, in fact, it’s in particular very true since the covid pandemic has forced extreme pressure on marketing budgets translating into that marketers are looking for new more cost-effective ways to market to their customers and potential customers. At Visitivity Inc of Cape Coral we are always researching new and innovative ways we can help our clients maintain a connection to their customers over the customers lifecycle with them.

Look for Customer Lifecycle Opportunities

The best marketing forms, like Visitivity Inc of Cape Coral are constantly seeking new digital marketing trends happening due to the ever changing and evolving use of technology, and various platforms, to identify these new opportunities that we can make use of… and if you’re looking in the right place know the right questions to then ask…

Visitivity Inc. can help here since we’re constantly searching for the latest trends to help keep our customers content fresh and to feature the latest techniques in our services.

Opportunity 1. Organic search: Watch core updates and Expertise, Authority and Trust signals

During most of 2021, Google core updates to search results have continued to play a significant role on organic visibility for all businesses across the board. In the article from Search metrics we see significant site traffic differences from the previous July 2021 Google Core update.

If Google core updates are unfamiliar to you, then I suggest you read What webmasters should know about Google’s core updates as Google explains these core updates as follows:

“Each day, Google typically releases 1 or more updates designed to continue to improve our overall search results. Most updates are not noticeable but do help us continue to improve our serving results beneficial to end users.
Google aims to confirm these updates when , and if, we feel there is reasonable and actionable information that all webmasters, content producers, or other entities might need to know”.

The Google advisory and recent case studies often point to the ongoing importance of content quality affecting Expertise, Authority and Trust signals. So business owner or webmaster serious about competing in search should grab a copy of the latest search quality guidelines to benchmark their content.

Opportunity 2. Organic search: Look for opportunities in the structured data and the SERPs (Search Engine Results Pages) features.

Experienced SEO companies pay very close attention to the search engine results pages (SERPs), since both Google and Microsoft are constantly innovating how results appear to help improve the user experience and monetize their own ad platforms. As digital marketers, they both give us huge opportunities to engage our clients audiences more effectively than our competitors and attract more visitors by increasing our clickthroughs – that is, if we know how to follow their latest modifications.

For an example, in August of 2021 Google modified the change to page titles which has greatly affected the SERPs which is worth your reviewing against the impact on your own business.

The latest SERPs Features summary from Moz shows where you could focus if you are missing out on visits from some of these features such as Related Questions. These have remained important.

Opportunity 3. Organic search: Voice search remains a hot topic but, in reality,  delivers little for most businesses in the end

We still often see the not that smart recommendation that Voice search is the leading trend businesses should focus on. However, if you look back, you may remember the misquoted 2014 prediction that “voice search will by 50% of all searches by 2020”. We’ve passed 2020 and although it is still being widely spoken about and, smart speaker use has built up dramatically, the truth is that voice-based searches on both mobile and desktop devices has a minimal impact on Search Engine Optimization for most businesses.

Cameo Digital explains the limited impact of voice search when they shared that regardless of whether voice search increases, the overall game stays the same for SEO companies. Voice Search involves using a spoken voice command to access the information you look for from Google with 2 types of voice search, each differing in their results for output. Only the first one, however, is relevant to SEO:

  • Type 1: When a user chooses to use spoken voice commands as opposed to typing a query into Google. This is treated as a normal web search, the data of which will be collected in Google Search Console, so SEO as normal.
  • Type 2: When a user chooses to use a spoken voice command in order to receive a spoken answer. This is the case with many smart speakers such as Google Home and Amazon Alexa. These searches are not logged in Google Search Console and have very little relation to SEO.

What businesses can do is tap into voice-based changes in search behavior by concentrating on the basics of SEO such as keyword research, on-page SEO best practices, structured data and also creating great content with a high Expertise-Authority-Trust to work with evolving search behaviors, including more conversational type queries.

Opportunity 4. Paid search: Study the use of Machine Learning Optimization Before Committing

The vast majority of businesses today say they don’t make use of machine learning within their business, but many will use it as an externally since it is a large part of their organic and paid search and in particular offers more options in their Google Ads campaigns. Such, this is a major trend to ponder if you are not using such machine learning options within your paid media to date.

You may have see the use of the ‘Smart’ prefix being presented in more and more Google Services. The aim here is to help businesses manage the complexity of their ad targeting to help increase their ROI, while of course protecting Google’s ad revenue. Treat these options with caution reader. For an example, Smart Goals in Analytics assesses what a positive marketing outcome is rather than you as the business specifying it, which is what you want.

These Smart campaigns in the Google Ads Universe have been shared to simplify the complex processes of managing Google Ads for small business owners. Yet there are large downsides in this reduced insight and control over your campaigns meaning that you as the small business may outgrow this solution and outgrow it quickly.

Some SEOs see this application of AI as limiting their control and they are just to question the ROI. In our opinion we think businesses should look to embrace Machine Learning but also develop the skills to understand how to make the best use of it. For an example, Google’s Smart Bidding can help manage bidding across large product inventories on Google Shopping – but just how smart is Smart Bidding actually? This article from agency Precis introduces some of the mechanisms behind Smart Bidding for Google Shopping and suggests a useful approach to maximizing efficiency for your product inventory. This article from White Shark Media gives further examples of the analysis techniques for machine learning that marketers should master rather than simply treating Machine Learning as a black box to avoid.

For more information on how Visitivity Inc. can help your business position itself best on Google and other search, please contact us at 239-878-4641 or visit us online at https://visitivitymedia.com.

“Best Marketing Company in Cape Coral, FL”

Top Rated Local Marketing Company / Agency / Firm / Business

Lee County: Cape Coral, Fort Myers, Bonita Springs, Estero, Fort Myers Beach, FL

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“Best Marketing Company in Cape Coral, FL”

Top Rated Local Marketing Company / Agency / Firm / Business

Lee County: Cape Coral, Fort Myers, Bonita Springs, Estero, Fort Myers Beach, FL

CityScoop is the top ranked local business news network in the United States. Established in 2008, CityScoop has been providing local communities with high quality news about local businesses and their most recent projects.

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Jeffrey Clapp

Visitivity Inc.

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BIO: Our unique name is a combination of the words Visionary and Creativity, that’s why our tagline is Your Visionary Ideas, Our Creative Solutions, and we mean every word of it. We are committed to harnessing the creative and visionary power of both our clients and ourselves to create results that inspire us, our clients, and their customers.

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Cape Coral, FL – Grow Business Opportunity Across Your Customers Lifecycle Pt. 1