September 9

The Weekly Briefing: It’s Time to Prove Yourself

Account Manager Alexandra Messerli talked about how social proof can boost your SEO efforts…
While social media often propels social proof, it can also come from non-social platforms. Social proof is “the attempt to build credibility and trust towards your business by showcasing what others think of it.” You can build social proof from a variety of sources, including customer reviews, expert opinions (well-known people having featured testimonials on your site), influencer endorsements, client logos, subscriber counts, showcasing clients, and media mentions.

According to a recent survey from Nielson, 92% of people seek out and trust recommendations from a peer when considering a purchase, and 70% of those people will trust a consumer’s opinion that was posted online – even if they don’t know the person! In addition to boosting your bottom line, you may see a jump in your SERPs as well. How do these non-keyword factors help your ranks? We know Google values E-A-T (expertise, authority, trustworthiness), and social proof delivers that perfect trifecta.
Copywriter Andrew Vanderiet explained how to build part of your SEO strategy around customer reviews…
With all of the content we are expected to produce these days, it’s nice when we can get a little help. Unique, relevant content is at its best in the form of customer reviews (and you didn’t even have to write it!). Customer reviews affect SEO in numerous ways (see above). In fact, an estimated 9.8% of the total ranking factors are signaled by customer reviews. Now, we can hear the, “Yeah, but…” statement forming in your head: Yeah, but you can’t control reviews. What if someone says something negative? This is where you can implement your SEO strategy. Instead of backing away, ask for more feedback. If you monitor your reviews and take the comments to heart, your ranks may benefit through

  • The consistent creation of fresh, user-generated content,
  • Boosts in long-tail keyword traffic,
  • Insights into content gaps in your industry, and
  • Encouragement of social conversation.

Including customer reviews in your SEO strategy won’t just put you in Google’s good graces, but you will also fulfill your promise to users of providing the perfect product, service, or solution to suit their needs – all while delivering a positive experience.
Senior Content Strategist Angela Sanders shared some 2017 content marketing trends to keep an eye on…
As businesses enter quarter three of their fiscal years, we become increasingly aware of the impending arrival of 2017 (!?!). Our industry has conditioned us to always be speculating – what Google will do next, what social media platform will take off, how voice search will affect content, etc. So, of course, now is the time to start designating the trends to watch in 2017. Recently, twenty-five content marketing experts were asked their top three predictions for 2017 content marketing trends. Here are our top five choices for upcoming trends:

  • Increased content personalization
  • The creation of more niche content
  • Interactive content and immersive experiences will be demanded
  • Businesses will need to be more “human” in their marketing efforts as audiences are caring more about the people behind their favorite brand
  • Marketers will place a bigger emphasis on creating compelling experiences that are integrated into their overall strategy and technology stack