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Showing posts from December 10, 2018

The true impact of conversion rate optimization and why it matters to you

In a world with a dizzying number of acronyms and abbreviations, you might be tempted to think: “Do I really need to know about CRO?”I’m here to tell you that, yes, yes you do. Now. Let me make it less painful for you by spelling it out: Conversion Rate Optimization. It’s all about increasing the number of site visitors who complete a site goal, like a purchase or a sign-up. For all the advice I could give about running the best display campaigns, for every piece of automation you might implement to improve your paid search activity (we also do a lot of that), generating extra traffic is meaningless if your site isn’t up to scratch. If a website doesn’t match expectations or engage your users then, no matter how stunning your sequential ad messaging is up to this point, your traffic will bounce, maybe never to return.Conversion Rate Optimization (OK, I’m switching back to CRO now) is part of the full-funnel strategy that’s increasingly being embraced by modern marketers. The marketing…

14 ranking signals you need to optimize for in 2019

It’s a well-known fact that there are over 200 ranking signals used by Google. And every year it keeps on tweaking and refining its algorithm introducing new ranking signals and changing priorities.I know that the idea of having to optimize for all of them will probably make you shiver with horror. The good news is there are not so many ranking signals optimizing for which is simply a must.Please note: in the light of mobile-first indexing, according to which mobile websites are being indexed in the first place, it’s most important that mobile sites are optimized for the below listed ranking signals.So, without further ado, here is the list of the most important ranking factors for you to dominate search in 2019.RelevanceI guess it’s more than obvious for any SEOs out there that Google is going nuts about getting into people’s heads and providing them with the most relevant search results. Now that we live in the age of semantic search, Google aims to figure out the meaning behind a c…

AI in action

Marketers’ jobs have never been more complex. They have to juggle vendors, evaluate complicated technology, and draw insights from reams of data, all while meeting skyrocketing customer expectations.But artificial intelligence is changing the equation, helping marketers make sense of a deluge of information and effortlessly execute more effective campaigns.Watson Marketing’s suite of AI-powered solutions is designed to give marketers the tools to make smarter, data-driven decisions and design the perfect experience for every customer, without the need to hire a team of data scientists. Following are four fictional scenarios that show how Watson Marketing can help companies across industries reshape work, campaigns, and results — use cases that any marketer can apply to their business.Making sense of huge amounts of customer data dispersed across the organization is a major challenge for one national bank. Its large campaign for a new millennial-targeted travel credit card is trailing …