Posted by Dr-Pete
For the past couple of weeks, Google has been testing a major change to the width of the left-hand column, expanding containers from 512 pixels to 600 (a 17% increase). Along with this change, Google has increased the available length of result titles:
This naturally begs the question - how many characters can we fit into a display title now? When Google redesigned SERPs in 2014, I recommended a limit of 55 characters. Does a 17% bigger container mean we've got 9 more characters to work with?
Not so fast, my friend…
This is where things get messy. It'd be great if we could just count the characters and be done with it, but things are never quite that easy. We've got three complications to consider:
(1) Character widths vary
Google uses the Arial font for result titles, and Arial is proportional. In other words, different characters occupy different amounts of space. A lower- case 'l' is going to occupy much less space than an upper-case 'W'. The total width is measured in pixels, not characters, and the maximum amount you can fit in that space depends on what you're trying to say.
In our 10,000-keyword tracking set, the title below is the longest cut or uncut display title we measured, clocking in at 77 characters:
This title has 14 i's and lowercase l's, 10 lowercase t's, and 3 narrow punctuation marks, creating a character count bonanza. To count this title and say that yours can be 77 characters would be dangerously misleading.
(2) Titles break at whole words
Prior to this change, Google was breaking words at whatever point the cut-off happened. Now, they seem to be breaking titles at whole words. If the cut happens in the middle of a long word, the remaining length might be considerably shorter. For example, here's a word that's just not going to fit into your display title twice, and so the cut comes well short of the full width:
(3) Google is appending brands
In some cases, Google is cutting off titles and then appending the brand to the end. Unfortunately, this auto-appended brand text still occupies space and counts against your total allowance. This was the shortest truncated display title in our data set, measuring only 34 characters pre-cut:
The brand text "- The Homestead" was appended by Google and is not part of the sites
tag. The next word in the title was "Accommodations", so the combination of the brand add-on and long word made for a very truncated title.<br />
</p><h2>Data from 10,000 searches<br />
</h2><p>Examples can be misleading, so we wanted to take a deeper dive. We pulled all of the page-1 display titles from the 10,000-keyword MozCast tracking set, which ends up being just shy of 90,000 titles. Uncut titles don't tell us much, since they can be very short in some cases. So, let's focus on the titles that got cut. Here are the character lengths (not counting " ...") of the cut titles:<br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745bd07227b20.05940476.png" rel="border: 0" style="border: 0"><br />
</p><p>We've got a fairly normal distribution (skewed a little to the left) with both a mean and median right around 63. So, is 63 our magic number? Not quite. Roughly half the cut titles in our data set had less than 63 characters, so that's still a fairly risky length.<br />
</p><p>The trick is to pick a number where we feel fairly confident that the title won't be cut off, on average (a guaranteed safe zone for all titles would be far too restrictive). Here are a few select percentages of truncated titles that were above a certain character length:<br />
</p><ul><br />
<li>55% of cut titles >= 63 (+2) characters</li><br />
<li><strong>91% of cut titles >= 57 (+2)</strong><strong> characters</strong></li><br />
<li>95% of cut titles >= 55 (+2) characters</li><br />
<li>99% of cut titles >= 48 (+2) characters</li><br />
</ul><p>In research, we might stick to a 95% or 99% confidence level (note: this isn't technically a confidence interval, but the rationale is similar), but I think 90% confidence is a decent practical level. If we factor in the " ...", that gives us about +2 characters. So, my recommendation is to keep your titles under 60 characters (57+2 = 59).<br />
</p><p>Keep in mind, of course, that cut-offs aren't always bad. A well placed "..." might actually increase click-through rates on some titles. A fortuitous cut-off could create suspense, if you trust your fortunes to Google:<br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745cbabc43513.48295070.png" rel="border: 0" vspace="10" style="border: 0"><br />
</p><p>Now that titles are cut at whole words, we also don't have to worry about text getting cut off at confusing or unfortunate spots. Take, for example, the dangerous predicament of The International Association of Assemblages of Assassin Assets:<br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745c38fa33539.24952715.png" rel="border: 0" vspace="10" style="border: 0"><br />
</p><p>Prior to the redesign, their titles were a minefield. Yes, that contributed nothing to this post, but once I had started down that road, it was already too late.<br />
</p><h2>So, that's it then, right?<br />
</h2><p>Well, no. As Google evolves and adapts to a wider range of devices, we can expect them to continue to adjust and test display titles. In fact, they're currently test a new, card-style format for desktop SERPs where each result is boxed and looks like this:<br><br />
</p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/5745c582c5e954.69810663.png" rel="border: 0" vspace="10" style="border: 0"><br />
</p><p>We're not even entirely sure that the current change is permanent. The narrower format is still appearing for some people under some conditions. If this design sticks, then I'm comfortable saying that keeping your title length under 60 characters will prevent the majority of cut-offs.<br />
</p><p><em>Note: People have been asking when we'll update our title tag tool. We're waiting to make sure that this design change is permanent, but will try to provide an update ASAP. Updates and a link to that tool will appear in this post when we make a final decision.</em><br />
</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p>
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<a href='https://wealthcreators15.blogspot.com/2016/05/how-to-increase-conversion-rates-with.html'>How to Increase Conversion Rates with Google Shopping Feeds</a>
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<p>If you sell tangible products online, you already know how crucial Google Shopping feeds can be. But did you know that with just a few simple tweaks, you can greatly improve your products' visibility in shopping feeds and thus get your products viewed (and possibly purchased) by more customers – thereby increasing your conversion rate?</p><br />
<p>And perhaps the best part is that it doesn't require any deep development or programming experience. Ready to learn how? Let's take a closer look.</p><br />
<h2>Improving Your Feed with Attributes</h2><br />
<p>According to a report recently released by <a href="http://www.roirevolution.com/promos/report-optional-feed-attributes.php" target="_blank">ROI Revolution</a>, simply having a shopping feed is no longer enough. Your feed is your product's packaging in a world where customers can't always try it on or feel it. From their point of view, they're putting themselves at a huge risk simply by choosing to potentially do business with you. A quality feed can show them that you're just as invested in their satisfaction as they are.</p><br />
<p><strong>A properly optimized feed means that you don't just have more data than anyone else, but that your data is better quality.</strong></p><br />
<p>Your individual product attributes can make a significant impact, so taking the time to do them properly can be the difference between “just browsing” and “<em>I have to have that</em>”. Of course, many merchants settle for filling the basics – title, description and keywords – with whatever's on the label.</p><br />
<p>But even doing the bare minimum is doing a huge disservice to your product and sabotaging it before it even gets out of the gate.</p><br />
<p>So let's look at how to properly optimize those points before moving on to the more technical aspects (it will be painless, I promise).</p><br />
<p><strong>Title </strong>– Unless you're the manufacturer of the product itself, don't waste time or space putting in your company name. Customers don't care. Use words that they would use when searching for the product, including the brand. Look at these shopping ads for the Samsung Galaxy S6 smart phone:</p><br />
<p><center><img alt="samsung-smartphones" class="alignnone size-full wp-image-31003" sizes="(max-width: 768px) 100vw, 768px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/samsung-smartphones.png" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/samsung-smartphones.png 768w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/samsung-smartphones-300x122.png 300w" /></a></center></p><br />
<p style="text-align: center"><em>Image Source: <a href="http://blog.whoopapp.com/the-important-parts-of-a-google-shopping-feed/">Whoopapp</a></em></p><br />
<p>Here, the customer is most likely to search the exact brand and model – Samsung Galaxy S6. Since you only have 70 characters, it pays to prioritize since only 25 of those show in the feed. So prioritization goes Brand Name > Exact Type of Product > Features/Characteristics – so the full product listing ad might read “Samsung Galaxy S6 Android Smartphone 4G”</p><br />
<p><strong>Description</strong> – Here it pays to look at your product from the perspective of the customer again. Since they are likely only scanning quickly to find a match, it's a good idea to make your description as visually digestible and helpful as possible. This is a great place to put features that may not have fit in the title. Here, you want to do your best to answer any questions a customer may have about a product before they click.</p><br />
<p><strong>Keywords </strong>– this is the perfect opportunity to dig deep into those reports and see which words your customers are using to find your product in the first place. Look at the terms that convert best and use those in your description where applicable.</p><br />
<p>Make Optional Attributes Part of Your Feed</p><br />
<p>Oftentimes, retailers mistakenly assume that if an attribute is optional, it isn't necessary. But according to the ROI Revolution Google Shopping report, just because it's optional doesn't mean you shouldn't include it anyway.</p><br />
<p><strong>Google has a quality score for feeds</strong> – and while we don't know the “secret sauce” of what makes up the algorithm, we do know that products which have all their information complete will have a better quality score than those who do not. And according to ROI Revolution, certain optional attributes can help further optimize your feed and improve its performance and quality score.</p><br />
<h2>The Alphabet Soup of UPCs, MPNs and Brands</h2><br />
<p>The Universal Product Code, Manufacturer Product Number and brand of your items won't likely be searched for by customers. They will, however, be used by Google to group and optionally compare products, like the cookware below:</p><br />
<p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2016/05/skillet-google-shopping.jpg"><img alt="skillet-google-shopping" class="alignnone size-full wp-image-31004" sizes="(max-width: 775px) 100vw, 775px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/skillet-google-shopping.jpg" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/skillet-google-shopping.jpg 775w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/skillet-google-shopping-300x188.jpg 300w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/skillet-google-shopping-768x482.jpg 768w" /></a></center></p><br />
<p style="text-align: center"><em>Image Source: ROI Revolution Google Shopping Feeds report</em></p><br />
<p>Here you can see that even big-name brands like Macys, Sur La Table and Bloomingdales haven't exactly done their homework on optimizing their product feeds. But as the report notes, take a look at Austin Kayak. Not only is it a Google Trusted store, which is an added bonus, but it also highlights their offer of free shipping and no sales tax.</p><br />
<p>You'd be forgiven for cringing when the thought of being stacked up there with your competition comes to mind. But Google Shopping calculates sales tax and shipping as part of the total – found in the “Total Cost” column. Businesses which offer free shipping and no tax automatically become the lowest price – even if they hadn't highlighted their offer</p><br />
<p>Now the question becomes, can Google find your products and accurately compare them with others in the same price/feature range? Not if you haven't taken the time to fill in the alphabet soup of brand, UPC and MPNs.</p><br />
<h2>Size (And Color, and Material) Matter</h2><br />
<p>Merchants are reluctant to input their products' sizes into their Google shopping feed because they feel like they have to painstakingly measure things like width, height and depth. But at this stage in the shopping experience, customers only need to know the basics. Consider these examples from the report. Size is important on all of them, but only general information is there for filtering purposes.</p><br />
<p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2016/05/comparing-sizes-google-shopping.jpg"><img alt="comparing-sizes-google-shopping" class="alignnone size-full wp-image-31005" sizes="(max-width: 592px) 100vw, 592px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/comparing-sizes-google-shopping.jpg" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/comparing-sizes-google-shopping.jpg 592w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/comparing-sizes-google-shopping-300x166.jpg 300w" /></a></center></p><br />
<p style="text-align: center"><em>Image Source: ROI Revolution Google Shopping Feeds report</em></p><br />
<p>The same applies to color. Even if one of your products is “charcoal grey” and the other is “ash grey”, customers are likely going to simply look for “grey” and filter their choices accordingly; not to mention that even Google's filtering options tilt toward the very basic:</p><br />
<p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2016/05/sweater-google-shopping.jpg"><img alt="sweater-google-shopping" class="alignnone size-full wp-image-31006" sizes="(max-width: 679px) 100vw, 679px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/sweater-google-shopping.jpg" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/sweater-google-shopping.jpg 679w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/sweater-google-shopping-300x190.jpg 300w" /></a></center></p><br />
<p style="text-align: center"><em>Image Source: ROI Revolution Google Shopping Feeds report</em></p><br />
<p>Material is another matter. Like size, you don't have to be specific. As the report notes, customers aren't going to care (in the beginning) about your 90% organic cotton blend when they're simply searching for “cotton”.</p><br />
<p>There are many other attributes you can set that will greatly enhance your product's performance (and therefore its sales and conversions) in your feed, including custom labels. To learn precisely how to set these, you're encouraged to download the official report from <a href="http://www.roirevolution.com/promos/report-optional-feed-attributes.php">ROI Revolution's website</a> (email required).</p><br />
<h2>Are You Using Your Google Shopping Feed to the Fullest?</h2><br />
<p>It can seem overwhelming to dive head-first into the details of your shopping feed, but as this report has shown, it's the little things that matter most. Whether you have 5 products or 5,000, taking the time to submit them right can make all the difference in search, product listing ads and paid ads.</p><br />
<p>Are you using Google shopping feeds for your own products? How has adding attributes improved your products' performance overall? Share your triumphs with us in the comments below and let us know your thoughts!</p><br />
<p><b>About the Author:</b> Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at <a href="http://www.ielectrify.com/freegifts" rel="nofollow">iElectrify.com</a> and download your free web copy tune-up and conversion checklist today! Follow <a href="http://www.twitter.com/sherice">@sherice </a>on Twitter, <a href="http://www.linkedin.com/in/ielectrify">LinkedIn</a> or <a href="http://gplus.to/sherice" rel="nofollow">Google+</a> for more articles like this!</p><br />
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<p>Yes, it's May of 2016, and I'm still talking about Google+. What?! you thought this network was dead and buried? If you're under that impression, please take a moment to look with me at a few stats and facts that […]<br />
<p>Post from: Search Engine People <a href="http://www.searchenginepeople.com">SEO</a> Blog</p><br />
<p><a href="http://www.searchenginepeople.com/blog/16051-google-plus-stats.html">Facts & Stats To Help You Determine If Your Business Should Use Google+</a></p><br />
<p>--<br />Written by Jordan Kasteler, <a href="http://www.jordankasteler.com">Jordan Kasteler</a></p><br />
<p>The post <a rel="nofollow" href="http://www.searchenginepeople.com/blog/16051-google-plus-stats.html">Facts & Stats To Help You Determine If Your Business Should Use Google+</a> appeared first on <a rel="nofollow" href="http://www.searchenginepeople.com">Search Engine People Blog</a>.</p><br />
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<a href='https://wealthcreators15.blogspot.com/2016/05/4-tasty-content-marketing-recipes-to.html'>4 Tasty Content Marketing Recipes to Grill Up on Your Day Off</a>
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<p><img alt="4-tasty-content-marketing-recipes" class="aligncenter size-full wp-image-20525" height="350" sizes="(max-width: 600px) 100vw, 600px" src="http://www.toprankblog.com/wp-content/uploads/4-tasty-content-marketin-recipes.jpg" srcset="http://www.toprankblog.com/wp-content/uploads/4-tasty-content-marketin-recipes-300x175.jpg 300w, http://www.toprankblog.com/wp-content/uploads/4-tasty-content-marketin-recipes.jpg 600w" width="600" /></p><br />
<p><span style="font-weight: 400;">If you're like most business professionals, you are likely enjoying today off, spending time with friends and family and celebrating the lives of those that have served our country. Memorial Day marks one of the first holiday's of the summer that give busy professionals a chance to take an extra day to unwind and enjoy the warm summer months. </span></p><br />
<p><span style="font-weight: 400;">If you're taking the time to read this on your day off, the least I can do is offer you some helpful content marketing recipes for a successful holiday BBQ. A successful meal and content marketing plan both require a full range of elements to meet the needs of your audience, whoever they may be. The four recipes below will help you get started. </span></p><br />
<h2><b>#1 – Something Substantial: Content Mission</b></h2><br />
<p><img alt="content-mission" class="alignnone size-full wp-image-20524" height="200" sizes="(max-width: 500px) 100vw, 500px" src="http://www.toprankblog.com/wp-content/uploads/content-mission.jpg" srcset="http://www.toprankblog.com/wp-content/uploads/content-mission-300x120.jpg 300w, http://www.toprankblog.com/wp-content/uploads/content-mission.jpg 500w" width="500" /></p><br />
<p><span style="font-weight: 400;">Most good BBQ's include a protein such as a burger or steak that the grill master puts most of their energy into creating. Similarly, your content plan should center around a consistent content mission. Your content mission should describe your purpose for creating content and how you intend to use that content to help your customers solve their business problems. </span></p><br />
<p><span style="font-weight: 400;">Just like the difference between purchasing stew meat and filet mignon to throw on the grill, you need to invest your time in developing a content mission that will help you develop a “</span><a href="http://www.toprankblog.com/2015/11/be-the-best-answer-with-an-integrated-optimized-approach-to-content-marketing/"><span style="font-weight: 400;">best answer</span></a><span style="font-weight: 400;">” approach for your customers. </span></p><br />
<p><em><span style="font-weight: 400;">Use the following recipe to develop a content mission:</span></em></p><br />
<ol><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Determine who your content mission is for. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Identify your message and determine how you will deliver the content to your audience. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Set benchmarks for your desired outcome.</span></li><br />
</ol><br />
<h2><b>#2 – Something Starchy: Content Calendar</b></h2><br />
<p><img alt="Content-Calendar" class="alignnone size-full wp-image-20523" height="200" sizes="(max-width: 500px) 100vw, 500px" src="http://www.toprankblog.com/wp-content/uploads/Content-Calendar.jpg" srcset="http://www.toprankblog.com/wp-content/uploads/Content-Calendar-300x120.jpg 300w, http://www.toprankblog.com/wp-content/uploads/Content-Calendar.jpg 500w" width="500" /></p><br />
<p><span style="font-weight: 400;">Carbohydrates provide your body with energy and let's face it, they're delicious. No grill out is complete without some tasty potato salad or [insert your favorite starch here]. Sometimes it can be difficult to find a good way to plan your content appropriately, without overdoing it (just like when you find yourself facing down an enormous bread basket). </span></p><br />
<p><span style="font-weight: 400;">A well-developed (but flexible) content calendar will help keep you on track and aligned with the content mission that has been developed. If you need help creating a content calendar of your own, </span><a href="http://www.curata.com/blog/content-marketing-editorial-calendar-templates-the-ultimate-list/" target="_blank"><span style="font-weight: 400;">check out this awesome list from Curata</span></a><span style="font-weight: 400;">. </span></p><br />
<p><em><span style="font-weight: 400;">Use the following recipe to develop a content calendar:</span></em></p><br />
<ol><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Always identify who each piece of content is for. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Create a consistent experience across all digital marketing channels to build confidence with your audience. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Do your research to ensure that content is optimized for customers and search engines.</span></li><br />
</ol><br />
<h2><b>#3 – Something Healthy: Content Measurement</b></h2><br />
<p><img alt="Content-Measurement" class="alignnone size-full wp-image-20522" height="200" sizes="(max-width: 500px) 100vw, 500px" src="http://www.toprankblog.com/wp-content/uploads/Content-Measurement.jpg" srcset="http://www.toprankblog.com/wp-content/uploads/Content-Measurement-300x120.jpg 300w, http://www.toprankblog.com/wp-content/uploads/Content-Measurement.jpg 500w" width="500" /></p><br />
<p><span style="font-weight: 400;">In the frenzy of planning all the staples needed for grilling, a very important element is often overlooked, fruit and vegetables (no, corn is not a vegetable). To balance the fat and calories in some of the other dishes, it's nice to accompany a grilled meal with a healthy vegetable or fruit. </span></p><br />
<p><span style="font-weight: 400;">Another often overlooked element of marketing programs is the importance of tying content to business objective and then measuring their impact. </span></p><br />
<p><em><span style="font-weight: 400;">Use the following recipe for content measurement:</span></em></p><br />
<ol><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Identify benchmarks and set performance goals prior to launching content campaigns or assets. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Utilize unique tracking urls and tracking codes to properly identify sources for conversions. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Review your metrics, see what is working and what is not and use that information to evolve your content strategy.</span></li><br />
</ol><br />
<h2><b>#4 – Something Unexpected: Unique Content Types</b></h2><br />
<p><img alt="Unique-Content-Types" class="alignnone size-full wp-image-20521" height="200" sizes="(max-width: 500px) 100vw, 500px" src="http://www.toprankblog.com/wp-content/uploads/Unique-Content-Types.jpg" srcset="http://www.toprankblog.com/wp-content/uploads/Unique-Content-Types-300x120.jpg 300w, http://www.toprankblog.com/wp-content/uploads/Unique-Content-Types.jpg 500w" width="500" /></p><br />
<p><span style="font-weight: 400;">Every once in awhile, you might bring something new into the mix and find that you're pleasantly satisfied with the outcome. For example, last week we decided to try our hand at grilling my favorite food, the artichoke. The results? Amazing!</span></p><br />
<p><span style="font-weight: 400;">Like the unexpected success and simplicity of a grilled artichoke, it's important to provide your audience with something new from time to time that captures their attention. Testing new content types can help break marketers out of a content rut and create more stickiness with your audience. </span></p><br />
<p><em><span style="font-weight: 400;">Use the following recipe for developing unique content types:</span></em></p><br />
<ol><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Collect information from your audience to determine which content types resonate with them the most. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Go outside of your comfort zone and try something new such as video interviews, infographics, interactive content, motion graphics, live-streaming video and more. </span></li><br />
<li style="font-weight: 400;"><span style="font-weight: 400;">Both successes and failures will teach you an incredible amount about how to delight your audience with unexpected content they are not getting from other sources.</span></li><br />
</ol><br />
<h2><b>What Are You Cooking Up Today?</b></h2><br />
<p><span style="font-weight: 400;">These four content marketing recipes should be the basics that you need to have a successful holiday BBQ. While each marketer will add their own flair or have some secret recipes of their own, these will help you get started. Always remember that both grilling and marketing are a process that may seem frustrating at times, but often create many rewards when it comes time to enjoy the fruits of your labor. </span></p><br />
<p><span style="font-weight: 400;">Have a safe and happy holiday!</span></p><br />
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<h2 class='date-header'><span>Friday, May 27, 2016</span></h2>
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<p>I heard some advice from an entrepreneur about how hopeful entrepreneurs should pursue their first business idea. (That advice is explained in the podcast below.)</p><br />
<p>It made me think about how long it can take before your business starts earning revenue. </p><br />
<p>How long is too long? </p><br />
<p>Should you be fighting for revenue right out of the gate? </p><br />
<p>Should you keep a job so you have some financial stability while you get your own business off the ground? </p><br />
<p>In this episode we share our advice about these question. We've been, done and seen a lot in the world of small business, and this episode brings some excellent perspective. </p><br />
<p>Enjoy! </p><br />
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<h2>Show Notes</h2><br />
<p><strong><a href="https://fizzle.co/sparkline/if-im-so-smart-why-arent-i-successful-yet-fs159">If I'm so Smart Why Aren't I Successful Yet? (FS159)</a></strong> </p><br />
<p><strong><a href="https://fizzle.co/sparkline/minimum-viable-income">How to Afford an Entrepreneurial Lifestyle: A Comprehensive Guide to Minimum Viable Income</a></strong> </p><br />
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<a href='https://wealthcreators15.blogspot.com/2016/05/how-to-research-path-to-customer.html'>How to Research the Path to Customer Purchase - Whiteboard Friday</a>
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<p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>Moving your customers down the funnel from awareness to conversion can make for a winding and treacherous road. Until you fully research and understand the buying process inside and out, it's far too easy to make a misstep. In today's Whiteboard Friday, Rand steps back to take a higher-level look at the path to customer purchase, recommending workflows and tools to help you forge your own way.</p><p class="wistia_responsive_padding" style="padding:5.25% 0 28px 0;position:relative;"><br />
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</p><h2>Video Transcription</h2><p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about the path to customer purchase and how to research that path. The reason this is so critical is because we have to understand a few things like our content and conversion strategy around where do we need to be, what content we need to create, how to position ourselves, our product, our brand, and how to convert people. We can't know this stuff until we truly understand the buying process. <br><br>We've done a lot of Whiteboard Fridays that involve very, very tactically specific items in one of the steps in these, like: how to understand the awareness funnel and how to build your social media audience; or how to get into the consideration process and understand how you compare against your competition; or how to convert people at the very end of the buying cycle on a landing page.<br />
</p><p><img rel="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/57475d789e0698.41654160.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"><br />
</p><p>But I want to take a step back because, as I've talked to a lot of you out there and heard comments from you, I think that this bigger picture of, "How do I understand this research process," is something we need to address. <br><br />
</p><h2>Buyers: Who are they?</h2><p>So let's start with: How do we understand who our buyers actually are, and what's the research process we can use for that? My general sense is that we need to start with <strong>interviews with a few people</strong>, with <strong>salespeople </strong>if you're working with a team that has sales, with <strong>customer service</strong>, especially if you're working with a team that has customer service folks who talk to lots of their audience, and potentially with your <strong>target demographic</strong> and psychographic audience. Demographic audience would be like: Where are they, what gender are they, and what age group are they? Psychographics would be things around their interest levels in certain things and what they consume and how they behave, all of that type of stuff.<br />
</p><p>For example, let's say we're going to go target Scotch whisky drinkers. Now, I am personally among that set of Scotch whisky drinkers. I'm big fan of a number of scotches, as are many Mozzers. In fact, I have a bottle of Ardbeg - I think it's the Uigeadail - in my office here at Moz.<br />
</p><p>So I might go, "Well, let's see. Let's talk to the people who sell whisky at stores. Let's talk to the people who sell it online. Let's talk to the customer service folks. Let's do interviews with people who are likely Scotch buyers, which are both male and female, perhaps slightly more demographically skewed male, tend to be in a slightly wealthier, maybe middle income and up income bracket, tend to be people who live in cities more than people who live in urban and rural areas, tend to also have interests around things like fashion and maybe automobiles and maybe beer and other forms of alcohol." So we can figure out all that stuff and then we can do those interviews.<br />
</p><h2>What we're trying to get to is a customer profile or several customer profiles.<br />
</h2><p>A lot of folks call this a "customer persona," and they'll name the persona. I think that's a fine approach, but you can have a more abstract customer profile as well.<br />
</p><p>Then once you have that, you can <a href="https://moz.com/blog/facebook-insights-create-audience-personas-budget" target="_blank">use a tool like Facebook</a>, through their advertising audience system, to <strong>research the quantity of people who have the particular attributes or affiliations that you're seeking out</strong>. From there, you can expand again by using Facebook and Twitter. You could use <a href="https://moz.com/followerwonk/" target="_blank">Followerwonk</a>, for example in Twitter specifically, to figure out: What are these people following? Who are their <strong>influencers</strong>? What are the <strong>brands </strong>they pay attention to? What are the <strong>media outlets</strong>? What are the individuals? What are the <strong>blogs </strong>or content creators that they follow?<br />
</p><p>You can also do this with a few other tools. For example, if you're searching out just content in general, you might use Google Search. You could do this on Instagram or Pinterest or LinkedIn for additional networks.<br />
</p><p>There's a very cool tool called <a href="https://www.fullcontact.com/" target="_blank">FullContact</a>, which has an API that essentially let's you plug in let's say you have a set of email addresses from your interview process. You can plug that into FullContact and you can see the profiles that all of those email addresses have across all these social networks. <br><br>Now I can start to do this type of work, and I can go plug things into Followerwonk. I can go plug them into Facebook, and I can actually see specifically who those groups follow. Now I can start to build a true idea of who these people are and who they follow.<br />
</p><h2>What needs do they have?</h2><p>Now that I've researched that, I need to know what needs those folks actually have. I understand my audience at least a little bit, but now I need to understand what they want. Again, I <strong>go back to that interview process</strong>. It's very, very powerful. It is time-intensive. It will not be a time-saving activity. Interviews take a long time and a lot of effort and require a tremendous amount of resources, but you also get deep, deep empathy and understanding from an interview process.<br />
</p><p><strong>Surveys are another good way to go</strong>, but you get much less deep information from them. You can however get good broad information, and I've really enjoyed those. If you don't already have an audience, you can start with something like <a href="https://www.surveymonkey.com/mp/audience/" target="_blank">SurveyMonkey Audience</a> or <a href="https://www.google.com/insights/consumersurveys/home" target="_blank">Google Surveys</a>, which let you target a broad group, and both of those are reasonable if you're targeting the right sorts of broad enough demographics or psychographics.<br />
</p><p>The other thing I want to do here is some <strong>awareness stage keyword research</strong>. I want to understand that this awareness phase. As people are just understanding they have a problem, what do they search for? Keyword research on this can start from the highest level.<br />
</p><p>So if I'm targeting Scotch, I might search for just Scotch by itself. If I plug that into a tool like <a href="https://moz.com/products/pro/keyword-explorer" target="_blank">Keyword Explorer</a> or <a href="https://adwords.google.com/KeywordPlanner" target="_blank">Keyword Planner</a> or <a href="http://keywordtool.io/" target="_blank">KeywordTool.io</a>, I can see suggestions like, "What's the best Scotch under $50?" When I see that, I start to gain an understanding of, "Oh, wait a minute. People are looking for quality. They also care about price." Then I might see other things like, "Gosh, a lot of people search for 'Islay versus Speyside.' Oh, that's interesting. They want to know which regions are different." Or they search for "Japanese whisky versus Scotch whisky." Aha, another interesting point at the awareness stage.<br />
</p><p>From there, I can <strong>determine the search terms that are getting used at awareness stage</strong>. I can go to consideration. I can go to comparison. I can go to conversion points. That really helps me <strong>understand the journey that searchers are taking</strong> down this path.<br />
</p><p>It's not just search, though. Any time I have a search term or phase, I want to go plug that into places like Facebook. I want to plug it into something like Twitter search. I want to understand the influencers on the networks that I know my audience is in. That could be Instagram. It could be Pinterest. It could be LinkedIn. It could be any variety of networks. It could be Google News, maybe, if I'm seeing that they pay attention to a lot of media.<br />
</p><h3>Then once I have these search terms and awareness through the funnel, now I've got to understand: How do they get to that conversation point?</h3><p>Once I get there, what I'm really seeking out is: <strong>What are the reasons people bought?</strong> What are the things they considered? <strong>What are the objections that kept some of them from buying?</strong><br />
</p><h2>Creating a content & conversion strategy.</h2><p><img rel="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/574763de199758.01863810.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"><br />
</p><p>If I have this, what I essentially have now is the who and the what they're seeking out at each phase of this journey. That's an incredibly powerful thing that I can then go apply to...<br />
</p><h2>Where do I need to be?</h2><p>"Where do I need to be" means things like: What keywords do I need to target? What social platforms do I need to be on? Where do I need to be in media? Who do I need to influence who's influencing my audience?<br />
</p><h2>It tells me what content I need to create.</h2><p>I know what articles or videos or visuals or podcasts or data my audience is interested in and what helps compel them further and further down that funnel.<br />
</p><h2>It tells me a little bit about how to position myself in terms of things like style and UI/UX.</h2><p>It also tells me about benefits versus features and some of the prototypical users. Who are the prototypical users? Who should I showcase? What kinds of testimonials are going to be valuable because people say, "Ah, this person, who is like me, liked this product and uses it. Therefore it must be a good product for me."<br />
</p><h2>Lastly, it tells me about how we can convert our target audience.</h2><p>Then it also tells us lastly, finally, through those objections and the reasons people bought, the landing page content, the testimonials to feature and what should be in those. It tells me about the conversion path and how I should expect people to flow through that: whether they have to come back many times or they make the purchase right away. Who they're going to compare me against in terms of competitors. And finally the purchase dynamics: How do I want to sell? Do I need a refund policy? Do I need to have things like free shipping? Should this be on a subscription basis? Should I have a high upfront payment or a low upfront payment with ballooning costs over time, and all that type of stuff?<br />
</p><p>This research process is not super simple. I certainly haven't dived deep on every one of these aspects. But you can use this as a fundamental architecture to shape how you answer these questions in all of the web marketing channels you might pursue. Before you go pursue any one given channel, you might want to try and identify some of the holes you have in this.<br><br>If you have questions about how to do this, go through and do this research first. You'll have far better results at the end.<br />
</p><p>All right, everyone. Thanks for watching. We'll see you again next week for another edition of Whiteboard Friday. Take care.</p><p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">Speechpad.com</a><br><br />
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<p>As someone in the digital marketing industry, you know the roller coaster ride that is SEO. Over the past few years, you've experienced many ups and downs, witnessed huge changes to the definition of "search engine optimization" and have lived […]<br />
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<p><a href="http://www.searchenginepeople.com/blog/13-feelings-all-seos-will-understand.html">13 Feelings All SEOs Will Understand</a></p><br />
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<a href='https://wealthcreators15.blogspot.com/2016/05/how-to-retain-your-customers-attention.html'>How to Retain Your Customer's Attention Throughout the Onboarding Process</a>
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<p>Onboarding never ends.</p><br />
<p>Some SaaS teams may approach onboarding as an activity － a one-time event for each consumer.</p><br />
<p>However, it's time to change your perspective. Consider <a href="https://blog.kissmetrics.com/optimize-your-onboarding-flow-with-kissmetrics/" target="_blank">onboarding as an ongoing process</a> that continues beyond initial setup.</p><br />
<p>Whether it's teaching loyal consumers about new integrations or training newbies about your dashboard, it's vital that you have their undivided attention.</p><br />
<p>John Waldron of markITwrite believes that the onboarding stage is “one of the most perilous phases in the whole <a href="https://www.netguru.co/blog/5-biggest-mistakes-in-user-onboarding" target="_blank">conversion process</a>.”</p><br />
<p>So, don't lose customers just because you failed to capture your audience's attention. Here are four techniques to get your team started:</p><br />
<h2>1. Offer Ongoing Training</h2><br />
<p>Every customer is different. </p><br />
<p>Some will adapt quickly to your software. They will learn every feature in one day and possibly point out inefficiencies in your system.</p><br />
<p>On the other hand, other customers will take longer to learn your platform. They may desire a step-by-step guide to understand everything. And they may need additional content resources to be successful.</p><br />
<p>To serve both types of consumers, segment training programs based on the customers' behaviors. This gives everyone an opportunity to learn according to his or her needs. Moreover, you retain their attention.</p><br />
<p>“Proactive customer success training is delivered through online courses and on-demand training designed to get your new customers up to speed from acquisition to activation in as short as possible timeframe,” <a href="https://medium.com/thinkific-inc/the-majority-of-saas-companies-have-gotten-customer-success-all-wrong-40944d5b9976#.orid288kq" target="_blank">says Miranda Lievers Chief</a>, Customer Officer of Thinkific.</p><br />
<p>Hubspot offers their customers the option to refresh their learning. The inbound marketing software company has a YouTube playlist dedicated just for <a href="https://www.youtube.com/playlist?list=PLlw9qxNtFom3bUYQxnMCeVPNLHc1K_AnN" target="_blank">product tutorials</a>.</p><br />
<p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2016/05/hubspot-product-tutorials-youtube.jpg"><img alt="hubspot-product-tutorials-youtube" class="alignnone size-full wp-image-30991" sizes="(max-width: 1181px) 100vw, 1181px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/hubspot-product-tutorials-youtube.jpg" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/hubspot-product-tutorials-youtube.jpg 1181w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/hubspot-product-tutorials-youtube-300x59.jpg 300w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/hubspot-product-tutorials-youtube-768x150.jpg 768w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/hubspot-product-tutorials-youtube-1024x200.jpg 1024w" /></a></center></p><br />
<p>Visage creates training with the help of strategic partnerships. For example, the data visualization company teamed up with Hubspot to help their users tell better stories with visuals.</p><br />
<p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2016/05/data-visualization-hubspot.jpg"><img alt="data-visualization-hubspot" class="alignnone size-full wp-image-30992" sizes="(max-width: 1315px) 100vw, 1315px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/data-visualization-hubspot.jpg" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/data-visualization-hubspot.jpg 1315w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/data-visualization-hubspot-300x201.jpg 300w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/data-visualization-hubspot-768x514.jpg 768w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/data-visualization-hubspot-1024x685.jpg 1024w" /></a></center></p><br />
<p>However, be mindful not to push your customers towards training. It should be at their pace, not yours.</p><br />
<p>“You should be careful not to take progressive onboarding too far. Let the customer navigate in his or her own time. There shouldn't be a need to provide hints on every screen. If you excessively prompt new customers with obvious hints, you risk annoying or distracting your customers,” <a href="http://www.apptentive.com/blog/3-mobile-onboarding-tactics-to-make-the-best-first-impression/" target="_blank">writes Hannah Levenson</a>, Community Manager at Appsee.</p><br />
<p>Keep your customers focused. Engage them with ongoing training.</p><br />
<h2>2. Leverage Multiple Communication Channels</h2><br />
<p>Years ago, it took months to communicate with someone. But today, we live in a highly-connected society. And we can talk to someone in a matter of seconds.</p><br />
<p>In addition, there are various forms of <a href="https://blog.kissmetrics.com/choosing-the-right-mobile-channel/" target="_blank">communication channels available</a> to us. With so many ways to get our brand message across, teams forget that the consumer is the one with the ultimate decision. </p><br />
<p>“By giving people a choice how to reach you, you make your website more user friendly and can drive more leads and sales. Users get to choose the way to communicate that's most convenient for them, which makes it easier to connect with you and further the relationship,” <a href="http://www.funnelenvy.com/blog/2014/07/29/create-awesome-user-experience-multiple-communication-channels/" target="_blank">states Corey Pemberton</a> is a copywriter and marketer.</p><br />
<p>Experiment with different communication channels, such as text, in-app messaging, and email. If you don't, your team may risk losing the customer's interest. </p><br />
<p>Shopify offers support services via email, live chat, and phone.</p><br />
<p><center><img alt="got-a-question-about-spotify" class="alignnone size-full wp-image-30993" sizes="(max-width: 1157px) 100vw, 1157px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/got-a-question-about-spotify.jpg" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/got-a-question-about-spotify.jpg 1157w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/got-a-question-about-spotify-300x99.jpg 300w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/got-a-question-about-spotify-768x252.jpg 768w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/got-a-question-about-spotify-1024x336.jpg 1024w" /></a></center></p><br />
<p>Jim Marous, co-publisher of <em>The Financial Brand</em>, <a href="http://thefinancialbrand.com/41840/new-customer-onboarding-success-banking/" target="_blank">says</a>, “Leveraging multiple channels […] allows you to appeal to a customer's channel preferences while delivering a highly personalized message that will positively impact results.”</p><br />
<p>Mobile platforms are a popular platform for customer support, with more than 60% of people using smartphones to connect online. Research also shows that “more than <a href="https://www.visionhelpdesk.com/top-5-features-to-look-while-selecting-saas-help-desk-software.html" target="_blank">20% of people using Facebook and Twitter seek information</a> about different products and services.” Thus, it may be time for your SaaS to discuss mobile and social solutions.</p><br />
<p>And here's a pro tip: Don't inundate people with bulletins on a dozen different channels. Choose a few and concentrate on delivering attention-getting messages.</p><br />
<h2>3. Incentivize the Process</h2><br />
<p>People like receiving rewards. From an early age, we're conditioned to expect incentives for positive behavior.</p><br />
<p>“Everyone loves new and free stuff, and your users aren't any different. One of the best ways to adopt users or keep them interested in your software is to offer an incentive,” <a href="http://saasaddict.walkme.com/5-user-onboarding-hacks/" target="_blank">says Omri Erel</a>, Lead Author & Editor of SaaSAddict Blog.</p><br />
<p>Similar to grade school when earning a passing score may get you an extra recess, reward your customers with a small token for completing a step in the onboarding process</p><br />
<p>Take advantage of people's “<a href="http://larifari.org/blog/need-to-complete/" target="_blank">need to complete</a>.” It's a powerful psychological driver in customer engagement.</p><br />
<p>In our brains, completion equates to success. It gives us a sense of relief and accomplishment.</p><br />
<p>And it can bring back good memories, like when we completed our high school classes or a certificate program.</p><br />
<p>Offer that same joy to your users. Add a progress bar to the onboarding process.</p><br />
<p>Each milestone should be simple, yet informative for the customer. You can encourage them to complete their profile or persuade them to learn a new tool.</p><br />
<p>When setting up an Etsy shop, the brand displays a <a href="https://www.groovehq.com/support/great-examples-of-customer-onboarding" target="_blank">progress meter</a> showing the next steps in the onboarding process.</p><br />
<p><center><img alt="etsy-progress-bar" class="alignnone size-full wp-image-30994" sizes="(max-width: 1204px) 100vw, 1204px" src="https://blog.kissmetrics.com/wp-content/uploads/2016/05/etsy-progress-bar.jpg" srcset="https://blog.kissmetrics.com/wp-content/uploads/2016/05/etsy-progress-bar.jpg 1204w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/etsy-progress-bar-300x209.jpg 300w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/etsy-progress-bar-768x535.jpg 768w, https://blog.kissmetrics.com/wp-content/uploads/2016/05/etsy-progress-bar-1024x713.jpg 1024w" /></center></p><br />
<p>It's essential to reward them for their positive behavior.</p><br />
<p>“Whether it's a discount, promotion, or an enticing statistic to show how the steps you suggest they follow will boost conversions, save them money or any other applicable metric. By providing a relevant incentive, people are much more likely to take action,” <a href="https://mytips.co/blog/3-scary-user-onboarding-errors-you-probably-make/" target="_blank">states Slava Rudenko</a>, Project Manager and Marketing Executive at myTips.</p><br />
<p>Go the extra mile. Give your customers incentives for choosing your brand.</p><br />
<h2>4. Build Real Relationships</h2><br />
<p>Your SaaS team is told over and over again to build relationships with your customers. But what does that really mean?</p><br />
<p>For starters, don't treat your customers like a number. Referring to someone as Ticket #12438 isn't going to retain your customer's attention.</p><br />
<p>Learn more about their goals and interests to create a better customer experience. That means gathering data from several sources.</p><br />
<p>“The key is to use the quantitative data that you are collecting through your analytics tools, and the qualitative data that you are collecting through customer interaction and in-context messaging to create a individualized experiences that excite and delight your users,” <a href="http://www.evergage.com/blog/9-biggest-customer-onboarding-mistakes-avoid/" target="_blank">states Brian Rogers</a>, former Director of Customer Success at Evergage.</p><br />
<p>Real relationships also translate into unbelievable customer service. No one likes waiting 12 days for their concerns to be addressed.</p><br />
<p>“New clients are going to have a lot of questions. If you want to earn their trust, you need to be prepared with quick responses. Minimal response time should be something you strive to deliver, and it's even more important when your clients are still getting to know you,” writes, Ron Williams, Business Success Strategist at ConnectWise, Inc.</p><br />
<p>Customers need a reason to stick around. A good product is a start, but an authentic relationship is better.</p><br />
<h2>Onboard With Purpose</h2><br />
<p>Customer onboarding is an integral part of the conversion process. It's the difference between higher retention or higher churn.</p><br />
<p>Offer users ongoing training to help them easily navigate your platform. Deliver customer messages on multiple communication channels. And focus on building genuine relationships rooted in value.</p><br />
<p>Retain customer attention. Onboard with purpose.</p><br />
<p><strong>About the Author:</strong> Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter <a href="https://twitter.com/shaylaprice" target="_blank">@shaylaprice</a>.</p><br />
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