Brief Analysis of Mary Meeker’s Internet Trends of 2016 & 2017

Brief Analysis of Mary Meeker’s Internet Trends of 2016 & 2017

Mary Meeker is an American venture capitalist and the 77th most influential and powerful woman as listed by Forbes. Mary is also a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield & Byersa. She is known for analyzing latest internet trends and new technologies.

Mary Meeker’s research on internet helps businessmen and marketers to understand the market trends with informative and essential data. When Mary Meeker Internet Trends Report for 2016 was out, it shocked the technologists as they learnt the internet businesses growth rate is slowing down while messaging apps and image sharing is the next thing in future. That report additionally disclosed the high growth rate of smartphone users globally, with India leading massively.

Next year, the statistics were quite different when Mary Meeker introduced the Internet Trends Report for 2017. The internet surfing figure that reached 3.3 billion in 2016 (which was double the amount in 2009), has now been falling flat nearly by 10% every year from the past 5 years. The report suggests users will spend more time on social media and videos. A study on last four years shows that sharing YouTube videos has reduced from 30% to 20% while the same on Facebook evoked from 7% to 14%.

If you are looking for the extract of the reports for both year and trying to come up with a comparison, we have done the legwork for you. From the slide of 355 pages, we have highlighted the significant areas and numbers that affected the market trends in 2016 and 2017. Let’s have a look.

Internet Trends 2016 Vs 2017 : Mary Meekers’ Point of View

SEO Changed Forever

Voice activated search was first recorded in 2014. Moving in 2016, Mary Meeker suggested that there is a high rise in voice searches. Opening Google and typing a query with your hands will be a thing of past. The Google voice search app gives the flexibility to any smartphone user to simply say “Hello Google! Followed by a query” and shows the results with an audio.

In 2017 report, she supported the fact with a 20% increase in voice search queries as compared to 2016, which is estimated to cross 70% by the year 2020. Her 2017 report also pointed that consumer interaction with smartphones is going to affect the ways search and digital marketing work. Image is another searching parameter that will emerge over time.

Voice enabled assistants like Amazon Echo Suite is being used by half of the Amazon users. By the 4th quarter of 2016, Echo had a number of 8 million users which jumped to 11 million by the first quarter of 2017.

goolge-trends

Ad Blocking Gaining Popularity

Ad blocking is being heavily used by mobile users. In 2016, about 400 million users were recorded for the same. Whereas it has lower down to 240 million desktop users for the same Ad blocking software in 2017. In the report, Mary Meeker has pointed out that one in five smartphone users have Ad blocker apps installed on their mobiles.

AdBlockingGaining

What It Means:

  • People are not responding well to the ads
  • Advertisers need to think of new innovative ways to show ads that do not interfere with user experience
  • Marketers need to come up with new interesting revenue models
  • For the time being, companies need to find a way around adblockers, considering a lot of free app economy depends upon it

Google & Facebook Dominating The Web

Google & Facebook advertising platforms have left most of the major ad companies behind in the race within a short span of time. Combining both these companies, they own the advertising revenue of 76% from U.S., which is rapidly growing day by day. The data from both the reports represents the powerful platforms like Google and Facebook have dominated the web with their accurate targeting capabilities and huge amount of databases and will probably continue to do so.

Google&FacebookDominating

Messaging Apps Becoming Basic Need

Social media giant Facebook has almost lured every user to install a separate app for chatting in order to send messages to Facebook friends. Acquisition of WhatsApp & Instagram has made it even stronger. Messaging apps have taken the place of prime communication for consumers.

As the number of users of chatbots is increasing, this communication medium is becoming the center of attraction by potential advertisers. According to Meeker’s predictions, conversation based commerce via voice and messaging will be the next big thing.

Slow Smartphone Sales

2016 & 2017, both recorded a slower growth rate in smartphones sales. Total shipments of smartphones increased just by 3% from 2015 to 2016 which was 10% lesser from 2014 to 2015. This data represents how much the mobile user-base growth has slowed which (was recorded 12% in 2016 compared to 25% in 2015). As shown in slide 9-11, Asia-Pacific is the largest smartphone userbase with the global share of 52%, but the growth rate dropped to 23% opposing 35% in last year.

SlowSmartphoneSales

Consistent Rise in Internet Usage

In 2016 report, global Internet users crossed the 3B mark, with India surpassing the US and taking the spot of second largest Internet market across the world. Even though the 2017 report shows a slowed growth, India continues to be the fastest growing economy. The total number of Internet users in India flew to 28 percent in 2016, which is yet 27 percent of online penetration. Mary Meeker says there’s more possibility for growth. Also, with the down rates of bandwidth, the number of mobile Internet users is also increasing.

What It Means:

  • Except in few countries like India and China, the Internet usage is seeing a decline due to lack of interest and perceived need.
  • Companies need to plan new ideas to target non-internet users to increase overall Internet penetration.
  • Less internet cost may help attract Internet users.
  • Despite of internet becoming affordable and accessible than ever, lack of relevant local content is a reason behind potential internet users not connecting to it.

Online Advertising and E-commerce Becoming Actionable and Measurable

Online advertising and e-commerce has been seeing continuous growth owing to the increase in the number of Internet users. The advertising has become more mobile specific with ready to cross $200B mark sometime soon in future (from both Global TV Ad Spend and Global Internet Ad Spend). According to 2016 report, Google and Facebook have been the top two companies to earn highest advertising revenues (with Google: 20% growth and Facebook: 62%).

OnlineAdvertising

China’s Economy Continues to Rise

Stated in the 2016 report as an Internet leader on various metrics, China continues to bring forth a golden age of transportation and entertainment together. The new reports hints consumers’ increased interest in games, videos, and livestreaming. It surpassed the US in global interactive game revenue and top retailer rankings in 2016 and the new report shows even higher difference.

ChinaEconomyContinuesto

Automated Transportation and Wearable Tech is Future

Also mentioned in the 2016 Mary Meeker report as the new paradigm in human-computer interaction, automation and wearable covers a part in 2017 too, although the new report lays much emphasis on healthcare wearables. The 2017 report shows increasing adoption of wearables (25% Americans having one as compared to 12% in 2016). More than 60 percent of consumers are ready to share their health data with companies like Google in 2016.

AutomatedTransportationandWearable

India – An Ever-Growing Platform for Internet

While the 2016 report kind of ignored the fact, the new report brings forth the part being played by India in the global market. From one of the largest Internet userbase to high smartphones sales, India is looking as a good platform for new technologies. The 2017 Mary Meeker’s internet trends report highlights India as a potential and key market for internet trends on the planet. Mary covered all the fields ranging from e-commerce, competitive hardware and software market, and wireless data, to Android users and Internet growth.

IndiaAnEver-GrowingPlatformforInternet

Conclusion

When Mary Meeker released the reports of internet trends of 2016 and 2017, the unexpected data turned the heads of many marketing researchers. As the iOS mobile market was at its peak, a sudden increase in Android users crossed half of the market shares during early 2016. While Asian countries like India and China spotted the top positions in terms of the number of internet users in 2017, the US remained stagnant. Snapchat, the face swapping app became the new social champion among Facebook, Twitter, and WhatsApp.

2017, the year of mobile revolution recorded a shift of more than 500 million users from desktop to mobiles. The new way of internet search using ‘voice over mobile’ helped marketers to clearly understand what the customer is searching in a new dimension.

To stay relevant in the ever-changing market, marketers/businesses need to go hand in hand with innovation, which can be better achieved through customer understanding and engagement.

So this was our take on the Internet trends reports of 2016 and 2017 by Mary Meeker. Got a suggestion or something to share? Leave us your feedback in comments below.

Google Attribution Overview – Google’s Marketing Tool of 2017 in a Nutshell

Google Attribution Overview – Google’s Marketing Tool of 2017 in a Nutshell

Google made a significant announcement during its latest event – Google Marketing Next conference, in San Francisco a few weeks ago. But what’s in for you? Check out this article to know how this new tool can redefine your marketing strategies.

Before everything, let’s have a quick overview of what attribution is and what is Google Attribution.

Attribution in marketing is used as a process of identifying the causes of certain user actions and assigning these actions some credit. It is basically related to determining what media are bringing purchases from users.

There are various types of attribution models used by marketers according to their needs. Attribution works as the powerhouse of marketing as these models help marketers keep a track of their advertising campaigns and know what works and what not.

There were many issues in the earlier attribution models, calling for a better and feature-rich solution. Google plans to solve the problems faced by previous tools with Google Attribution.

Google Attribution is the latest marketing tool that aims at making it easy for marketers to derive bidding decisions using attribution data that is calculated on the basis of role they play in the complete buyer’s journey.

Let’s know what problems does Google Attribution Solves

After going through the link, now you know the three main attribution models used by marketers in their ad campaigns:

  • First Click
  • Linear
  • Last Click

The issue with all three models is that they do not assign appropriate credit to user actions and touch points as they should. First Click and Linear models assign complete credit to only one or equal credits to all, whereas in Last Click model the entire credit is given only to the last click.

This does not let marketers get a complete idea of how and what actions by users are affecting their channel and ad campaigns.

That’s one of the main reasons behind less popularity of Last Click model.

There are other points where the existing models lack. For instance, the existing attribution models do not give information about offline to online effects. As a result, marketers cannot estimate marketing impacts precisely for different marketing channels that happen later in the user’s’ journey.

So How’s The New Attribution Model Better?

Google hopes to kick out the issues faced by the existing models with the new attribution. It is advanced, makes better use of data, and give more precise insights into the media channels and their performance.

Google Attribution additionally offers one more benefits. It lets you get a complete idea about users. Here’s how.

Chasing the User

  • The new model lets you understand the entire conversion journey of a user across all channels.
  • It then lets you track the total number of touchpoints (clicks) a user connects with a brand through. This includes every insight from the first engagement with the brand to the conversion.
  • This makes it possible for you to find the ways digital channels can work together.
  • It additionally lets you explore and come with a more holistic view of overarching digital strategy, promotion of integration between different channels, devices, and mediums.

As quoted by Matt Haig, Author of “Mobile Marketing – The Message Revolution”,

“End users not technologies shape the market. Consequently, marketers need to stay abreast not only of technological developments but also of the way people respond to them.”

IDEALLY, the new model should make sure that every channel gets due credit for each sale, on the basis of the unique habits and nuances of consumer behavior that affects a brand. This is again something that has been missing in the existing models.

Bye Bye Last-Click

Over the past few years, the search engine giant has been working on ways to get rid of the ‘last-click’ attribution from its platforms, especially AdWords. It is due to the fact that the company wants its platforms to show modern search habits in a better way and eliminate the not-so-productive approach of Last-Click model that lays emphasis only on the last click.

In short, Google Attribution takes the data and functionalities of AdWords, Analytics, and DoubleClick Search and integrates all of them into one platform. This lets marketers link their reports without having to do further sale tagging. They can also manage performance under a single platform.

Due to native integrations, marketers can feed back the modeled conversion data into the Google AdWords or DoubleClick Search to make bidding decisions. One thing to note here is that Google Attribution’s aspect of working does not apply only to paid marketing channels like PPC and display.

Rather it applies to all channels such as:

  • Affiliate Marketing
  • Direct Traffic
  • Organic Search
  • Social Media

What will be the impact?

To get a better overview of how and what difference Google Attribution may bring to the existing marketing strategies of the marketers, let’s have an imaginary comparison between the ad campaign of the same company when it follows –

  1. Last-Click Attribution
  2. Google Attribution

Here is an example:

Let’s assume a company X with $10 million marketing budget and they decide their marketing budget according to the attribution data of the previous year.

To keep it simple, we assumed that company’s decision is only based on the last-click model’s attribution data.

Say, the previous year attribution data shows:

Paid Ads: 80%
SEO: 10%
Social Media: 10%

Using the Last Click attribution, the company will take an informed decision to allocate $8mn in Paid ads, 1mn in Social Media, and $1mn in SEO.

Let’s assume according to Google attribution, here is the attribution that it gives:

Paid Ads: 50%
SEO: 30%
Social Media: 20%

With this data, company will decide to allocate $5mn to Paid Ads, $3mn to SEO, and $2mn to Social Media.

Did you see it is very different from what the company did with the previous attribution model!

With more accurate attribution models, companies would not only be able to decide their budgets better for each marketing model but can also come up with better performing strategies.

Chief Marketing Officer at Visual IQ, Bill Muller also has something to say on marketing attribution solutions.

“Whatever your industry, determining the right metrics ultimately comes down to identifying the connective tissue that ties marketing activities to business results.”

 

Here’s What Google Attribution is Based on:

1. Machine-Driven Regression Attribution

Google has introduced versions of attribution to its other tools like Analytics’ Multi-channel Future reports. But these rely upon defined attribution models like

  • first click
  • Linear
  • and last click

Here Google Attribution serves with “Data Driven” attribution which according to Google, will use advanced machine learning compare purchase paths. It will also help you analyze what’s working and what’s not on the basis of a site’s own data!   What if it works? If so, then this would be no less than a variation on a ‘regression’ attribution model that uses historical data to express the weighting of credit applied to every touchpoint and give a better and precise attribution model. This is obviously something that current attribution models do not offer.

2. Don’t Miss the Data-Driven Factor

Even though the basic concept behind ‘Data-Driven’ attribution is not new, but what makes it seem better in Google Attribution is that it addresses the main issue in the regression model – TIME! So far, the time has been the main turn off behind why regression model does not find application widely. 

Being a marketer, you should know it takes time to

  • collect data
  • calculate the model
  • and derive the suitable insight out of it. 

Google Attribution fixes the issue and offers a dedicated attribution model customized to a business’ marketing activity and customers.

All this without needing manual labor, just data!

3. Content Optimization Made Easy

When it becomes easy to know how users interact with your brand throughout different devices, marketers can without much effort optimize their brand’s UI across all of them.

Now what does it mean?

Well, here’s the kicker. It means your brand will be able to rethink and optimize its content for each particular device. This way, brands can make sure that they do not miss out the engagement and dialogue factor towards audiences while they change their devices.

4. Useful for Call-to-Action or Gateway Terms

If you think from a paid search perspective, the new Google Attribution tool will give brands much-needed visibility across the call-to-action or gateway terms. 

But wait! What are these terms?

Such terms are known as keywords that help businesses in driving sales. However, these terms aren’t generally credited under a last-click attribution model.

Unlike existing attribution models, Google Attribution lets you overview the complete picture and derive smarter decisions on how these terms work with your overall keyword strategy and the benefit they bring.

 

Google Attribution works with less effort and more results:

 

  • It does not demand additional setup as it makes use of data that is already available via other Google products.
  • It then offers actionable insights into the complete purchase journey of users on a site.
  • As already mentioned above, marketers can then pass back the data to AdWords or DoubleClick Search to help with the bidding decisions.

Also, Google Attribution does not need further sale tagging.

To use the new model, all you need to do is just:

  • Link a Google Analytics view that is associated with a registered AdWords or DoubleClick Search account.
  • After you have set up your account, Attribution imports data related to performance from the respective Analytics view (the account you linked).
  • This may also include offline conversion event data that has been earlier uploaded to Google Analytics.
  • Afterward, marketers can separately assign an attribution model to specific conversion events.

Alike Analytics, they can compare models side-by-side.

Nothing Comes Perfect: Flaws in Google’s New Attribution Model

Although the new product seems to have several advantages over the existing models, it does have its own set of flaws that being a marketer you should consider first. 

  • A few of the attribution models in the tool do not offer complete picture. This means some of the models focuses only on certain activities, skipping the total number of times a user has viewed content from channels. 
  • Some models do not comprise of ‘post view’, which means your reports could have ignored the fold impressions (the ones that users never viewed). This may end up giving you false idea of a channel’s working post view. 

There’s struggle between some attribution models and cross device attribution. Attribution would not show cross-device activity that took place between a desktop user on Google and a mobile user on Facebook, unless and until the email ID used to sign in both the Android and Facebook account matches.

Cost

As for now, Google Attribution will be free to use. The company plans to make the service accessible for all marketers to bring about improvements in their current marketing and advertising practices.

Finals Words – Anything Else To Know

At present, the new model is still in its beta phase. Google will roll out the tool in the upcoming months, giving answers to the expectations, rumors, and assumptions about it, including:

  • The difference between the enterprise and the free version
  • The extent up to which the offline conversions and store visits are included
  •  TV attribution included

All these queries can be answered only in the coming months when Google will finally roll out Google Attribution. Apart from it, the other notable announcement during the event includes launch of promoted places and local inventory ads for retailers, which will let them market special offers and display whether or not the products are available at a local store. It will also offer an option to link customer loyalty cards to Google Adwords to offer a better insight on the way digital is bringing in-store sales.

All this is yet to hit worldwide, so the best option is to stay tuned with us for latest updates on Google’s latest attribution model. Till then, enjoy the beta version.

Youtube SEO: Leveraging Most Influential Channel to Broadcast Your Business

Youtube SEO: Leveraging Most Influential Channel to Broadcast Your Business

More than 1 Billion unique users visit YouTube each month and 14% of the entire Internet traffic come from YouTube. Is your Business capturing any of this traffic?

The Internet never gets bored of watching videos and as you know, the major source of online videos is YouTube. It is the second largest search engine after Google with 100 hours of content uploaded every month. It is the primary way to learn and understand from anything to everything.

Because of being the most popular online video platform worldwide, it has become the goldmine of targeted users for business owners and online marketers. If you weren’t ranking high on this most visited website in the world, it’s the time for you to start thinking about it immediately. To take the full advantage of the opportunities offered by YouTube, you need to optimize it to rank your video content.

But how much SEO video marketing will help you in getting more traffic and high ranking on YouTube? How optimizing the YouTube videos can benefit you? Let’s understand the importance of SEO for a YouTube channel.

1. Search Engine Rankings

As YouTube is owned by Google, video results from YouTube often appear within the organic search results on Google itself. Also, Google wants to show the types of content that are most applicable to user’s query. That means many queries will have video results within the SERP. Google knows that many people find video explanation easier to understand than a standard article. So this means that a well-optimized video can get a place prominently on Google, drawing more traffic and to help you to establish your Brand.

webspero.com

2. A Video is better than a Website

Videos already make 64 percent of total internet traffic. If a picture is worth a thousand words then a video has much more worth. If you are searching for “how to..” kind of information, what would you prefer – read an article or watch a video? Of course, you’ll not make effort to search, read and scroll a website and will prefer a video that will easily explain you the things that too in action with one click. Videos are actually more engaging than text information. This is because much information is crammed into one message thus, consumers can remember videos easily. If we talk specifically about YouTube videos, then you because of very high Domain Authority and already millions of established backlinks, the video will rank higher than a website.

3. Build trustworthy audience

With the feature of subscribing, you can have a collection of reliable people that are interested in your YouTube channel and actually enjoy your videos. These people will come back and explore your website for latest update. Subscribing is also an important user experience signal that YouTube uses to rank your video.

Now as we know the significance, let’s explore how to rank youtube videos on first page of Google to make sure your videos are discovered, watched and shared by your targeted audience.

1. Find Video Keywords

Like web SEO, YouTube video optimization also starts with keyword research. In this, you have to find video keywords i.e. the keywords that have results on the first page of Google.

There is a supercooled trick to choose video keywords.

Consider you optimize video around a keyword that has no video results on google. In this case, you will get traffic only from youtube. But if you optimize your video keywords for Google, you will get the targeted traffic from both Google and youtube to your video.

The best way to find video keywords is to search keywords in your niche manually and through  Google Keyword Planner.

Next step is to check whether the keywords finalized by you have YouTube search results.

Now, you have to the check if the keywords have enough volume. Don’t go for massive volume. According to Brian Dean, 300 searches per month is a minimum for Google. It’s because if you get 300 searches in Google then you’ll get enough searches on youtube itself.

2. Put More and More on Video

More you make your video awesome, more you’ll get out of it. You can hire even a videographer for that. You can also choose some inexpensive method to create a quality and interesting video.

Quality is important because it will directly affect the user engagement which is really a big ranking signal.

If your video is not valuable, no matter how perfectly you have optimized it.. It will never rank.

YouTube judge your video’s quality based on user interactions. Unlike Google, it doesn’t use backlinks and other signals to test the quality of your content.

Common user metrics are:

  • Video Retention-: The percentage of people that watch your video.
  • Comments-: Comments show that your video interests people.
  • Subscribes:-: If your video is amazing, people will subscribe to your YouTube channel. It is a big signal to youtube.

  • Shares-:Number of people that shared your video on social media.

youtube-shares

  • Favorites-:Total number of people that favorite your video or added to the “watch later” playlist.
  • Thumbs up/ Thumbs down-:Likes and unlikes to your videos.

One additional tip is that make your video at least 5 minutes longer.

For example: on finding “local SEO techniques” on Youtube, the videos with time period more than 1 hour are ranking high as compared to other videos.

local SEO techniques

Longer videos surpass shorter videos on Google and youtube.

Also, don’t worry if your video is getting longer. Go for it. If it’s fantastic, people will see it.

3. Keeping in mind YouTube SEO while uploading it

Filename :- After creating an awesome video, make sure you put the keyword in your video filename while uploading. This will let the search engines know the niche of your video.  For example: If you want to rank for “Height growing tips”, you did want to name it as height_growing_tips_video.mp4.

Video Title :-
The Title of the video should be at least of 5 words. This will give a look of natural title and in that way, you can also include your keyword without keyword stuffing.

It will be more beneficial for you if you can put the keyword in the starting of the title.

Description :- This is very important because Google and youtube can’t understand your videos. They actually rely on the description of the video you provide.

Below are the basic guidelines for creating amazing optimized description:

  • Add link in the description

  • Include your keyword in the first 25 words of your content

  • Insert the keyword 3-4 times in the description

  • It should be of at least 250 words

     

Tags :- You can skip them as they are not super-important but they also don’t hurt. Just add keywords for the search engines to make them understand what your video is all about.

It will not only rank you for your keyword but will also show up as a related video in the sidebar portion of youtube.

Videos with the similar tag will add you in their sidebar.

4. Working on Video Views 

To rank for competitive keywords, you need to work on views. Views are directly proportional to the rankings, more the views more the ranking will be.

But the views should be real because youtube can catch fake views. To get the genuine targeted traffic, you can follow these techniques.

Video link in email signature

People email you when they like you. As many of us get a huge number of emails daily, you can add the link of your latest video in your email signature. Links in the email signature generates higher CTR.

Quora and other Online Communities

Quora, Yahoo Answers, and other Q&A are the most popular sites on the internet. Posting links to these sites where people are so much desperate to get information can generate an extremely huge traffic but that doesn’t mean that you spam these websites. They will ban you.

What you have to do is just search a question related to your video topic. Then thoroughly answer the question and add a link to your video. You can also embed your link in the answer.

Quora and other Online Communities

This will instantly get your video a few hundred very high-quality views.

Now, as you’ve uploaded and shared your video, it’s time see who is actually watching your videos. We can use Youtube Analytics here…

It will help you in understanding your audience and how they are engaging with your audience.

Go to your Youtube channel page and click on views on the top.

 

 

Click on views to go to  analytics directly.

Youtube analytics directly

This is the overview of your analytics. It has default settings of showing data of 28 days but it can be changed. For a quick snapshot of your performance, the overview section is the best place to go.

Each category has on the overview page has its own dedicated page with a more detailed explanation.

Watch time reports

The Watch time report gives a deep insight of the overall performance of your channel and can also help you in providing performance analytics of individual videos.

Within the watch time, you will see:

  • Watch time:

See which video of your channel is watched for how many minutes. Not only this, you also the views, You tube Red watch time, Youtube Red views, their geography, date and much more.

  • Audience retention:

It will let you know how much video of yours is being watched out on an average. It also shows the last column of average percentage viewed according to video, date, and geography.

  • Demographics:

Other than views, you can also see the demographic breakdown of your audience along with the watch time. Currently, it is divided into three insights: gender, age, and geography. For a local business, it can provide you with a helpful look into whether the videos are reaching the right audience of your business or not.

  • Playback locations:

It is one of the best features that you can find out that along with youtube, where your videos are embedded along with their views and watch time. People can share the videos on their websites and blogs. This is a great way to find the sites on which your videos are being viewed.

Playback locations

 

  • Traffic sources:

You can easily find out how people are finding your videos through youtube analytics. Common types of sources include YouTube search, YouTube suggested videos, YouTube search, and YouTube advertising.

  • Devices:

This report will let you know the devices and operating systems that people are watching your videos on. Common devices are the computer, mobile phones, tablets, TV and Game console. You can also dive deep in their own breakdown.

  • Engagement reports

After building an audience and sharing content on YouTube, you’ll wish to have an awareness of the type of engagement generated by the videos. Below are the different Engagement reports available in YouTube Analytics:

  • Subscribers

This is a great measure to calculate the success of your video content. It will let you know how many people have subscribed and unsubscribed to your channel. You should get more subscribers by thinking about what people are searching for and then creating a valuable content for them.

  • Likes and dislikes

It will help you to know the response of the people to your videos – both positive and negative. The interesting videos are supposed to get the most amount of likes. Other may not generate the same amount of likes but may play an important role in YouTube Strategy.

  • Favorites

It is a great indicator of engagement for your video. This report will let you know when the video is marked as a favorite and also when it is unmarked. After marking up, it will become a part of their favorite category on their personal YouTube profile.

  • Comments

Count how many comments you receive on each of your videos. It can be a great way to interact with the targeted audience. It will be best for you if you respond quickly to them. Try to avoid arguing in a comment thread as it will make you more professional.

In the end, it’s up to you on creating and optimizing YouTube videos. You should focus on your targeted audience to increase the level of relevancy. Make sure you ask your viewers to like, comment and share your videos in the end. You can also embed your videos within the blog post as it will help you in getting more traffic.

You will definitely see a hike in your YouTube video visitors if you religiously follow the above SEO tips. If you know any other SEO hack for YouTube videos or another innovative benefit of YouTube SEO, feel free to share with us via comments. Also, don’t forget to share this useful resource with your YouTuber friends on your Facebook and Google plus profile.

Chatbots: Taking Over the Global Marketing

Chatbots: Taking Over the Global Marketing

Do you have time for a chat? Chatbots always do.

“People-to-people conversations, people-to-digital assistants, people-to-bots … that’s the world you’re going to get to see in the years to come.” – Microsoft CEO Satya Nadella.

After the launch of chatbot channels by Facebook and Kik last year, thousands of chatbots have been built by various brands and developers on these platforms. And even more are expected to come in 2017.

The spike in this chart is at the time when facebook announced to open its platform for chatbots and there has been a steady increase in the trends. Facebook decided to deliver automated e-commerce guidance, customer support and interactive experiences through chatbots. Mark Zuckerberg wants to connect businesses more to the customers. He said – “We think you should be able to message a business like you would message a friend.” And that’s what messenger is doing now a days.

Now let’s understand some quick stats based on a recent study. This is about what people want from businesses in terms of support and availability.

  1.  51% people want a business to be available 24/7.
  2.  45.8% people prefer messaging over email to contact business.
  3.  49.4% people prefer messaging over phone to contact business.

Let’s see where chatbots stand in all these facts.

  1. Chatbots allow businesses to be available to the people 24 hours a day, 7 days a week.
  2. Chatbots are broadcast over messaging apps like facebook messenger, kik, etc.
  3. Chatbots allow consumers to have a direct contact without dealing over phone calls.

It thus, eliminates the annoying duty of putting call on hold and navigating to different departments by pressing various buttons.

The 3 stats above clearly indicates that using chatbots will highly improve interaction between businesses and customers.

 

  • Although the bot revolution is in its early phase, but the enthusiasm is clearly growing among the customers and businesses.
  • But wait!
  • What chatbot is? What they do? Let’s clear them up all!

What are chatbots?

A chatbot is a computer program which is designed to create a conversation with the humans over the Internet with the text or digital chats. In simple terms, it is a chat service powered by artificial intelligence that is rising as the new voice of consumers. The conversational abilities of these bots are getting stronger with time due to advancement in Natural Language Processing  (NLP) and Artificial Intelligence (AI).

These chatbots are programmed in a couple of different ways. The most primary one is rule-based. These types of bots are similar to the automated consumer service lines (eg. “press 1 for English”), guiding them through a decision tree model. They extract the user’s natural language and converts it into a command that machines understand.

The most powerful thing about them is that they provide the most natural interface i.e. language. They allow users to remove the hindrance of buttons and pixels and letting them present their questions and interests in their own words.

How chatbots are transforming the industries?

Initially, these were designed for customer service but now its evolution has made them ideal for marketing. The bots can mimic a human and have a conversation with the customers that can purely reflect the brand’s identity if scripted well.

At present, the brand new platform is messaging and the latest apps are bots. This shift is changing the end-user experience and will definitely change how the brands interact with the customers. Although these are still the early days of chatbot era, but many brands have adopted this trend of communication to boost their marketing efforts. Surprisingly, these brands are already seeking a huge spike in terms of customer engagement and satisfaction and thus the techniques of brand marketing are transforming.

The most  incomparable feature of chatbots is their 24*7 availability. It can behave like one of your customer support executive that works for a full day and thus reducing the customer’s query response time. A constant support from an authentic source will make the customer and producers relationship more meaningful and strong. As per the survey of Microsoft in 2014:

“66% of US consumers are willing spend more money on the company that provides them with excellent customer services while 60% of the consumers have not completed the purchase due to poor customer support experience.”

Other common benefits are:

  • Improvement in customer self-service engagement.
  • Refine customer satisfaction ratings and lower the customer effort scores.
  • Dehumanize daily customer questions to allow human agents to focus on other important tasks.
  • Reduce costs by diverting chats, email, and calls.
  • Produce true data through the conversations.

Examples of Popular Bots

GrowthBot :

The primary purpose of GrowthBot is marketing and sales, and the platforms for it are Slack, Twitter and Facebook Messenger. It is created by Dharmesh Shah, the founder of Hubspot and is connected with a variety of external sources like Hubspot and Google Analytics. You can ask questions like: “What software do xyz.com is using for sales?” or “What keywords do xyz.com is ranking for?” Its recent ability to inform sophisticated information like PPC’s estimated traffic, and money spent by a company on marketing is a proof that its functionality is growing vigorously. So, instead of asking to a colleague about the organic traffic of last week, you can ask a chatbot about the organic traffic that would respond automatically. Here are the examples of the things that GrowthBot can answer currently in its infant stage.

  • Tell me about a person using its email
  • Any company’s information
  • Top articles of Blog or Website
  • Top articles about a topic
  • Technology used by any website
  • Show me something funny

It can also of the basic tasks by connecting with tools like Google Analytics and your hubspot account. For example:

 

  • Connect my Hubspot account
  • Add contact
  • Find lead
  • Traffic of last week / month / year
  • Number of customers we get last month
GrowthBot Chatbot Features

Google Assistant :

The interesting part about Google’s Assistant is it’s AI digital assistant on Allo. Unlike Google Now, it allows users to ask queries and receive responses in a two-way conversational way. It generates smart suggestions to users. As the company is using machine learning a decade-long so it’s likely that Allo will be very beneficial to the customers in terms of smart responses. In future, it can become the primary interface for communicating with Google.

You can also involve Google Assistant to your existing conversation with a friend or group by typing @google. Using Google Assistant within the chat will give you an advantage of not changing the windows and getting the desired information in the existing window. Thus, removes interruption within a conversation. Also, getting results within the chat window will improve the CTR and conversions because it gives user the instant access to the things they are looking for. The results shown within a conversation has a more possibility to get converted.

Amazon’s Alexa :

Amazon’s Alexa is an intelligent personal assistant that is able to do voice interaction, purchasing items, setting alarms, music playback, playing audiobooks, weather report and real time information like news. It can also control the small devices for home automation. Currently, interaction with Alexa is only available in German and English.

You can make a voice purchase request through Alexa. It will search among the items in order history or Amazon’s highly rated and well-priced products. Alexa will tell you its availability along with price and other specifications. After that, it will ask you to confirm or cancel the order. If Alexa can’t find the requested item because of any reason then it may do one of the following things:

  • Add item to Amazon’s cart
  • Add item to Alexa’s shopping list
  • Find more options 

TechCrunch Bot :

The chatbot created by Techcrunch helps you in getting latest updates about the topics and stories that you care about. You can subscribe to various topics and authors, and the bot will send you latest article about the things you are interested in.

Popular Platforms open for chatbots:

Facebook Messenger:

As the Facebook Messenger is rising popularity due to implementation of chatbots, more and more companies are launching their own chatbots on this platform. Once you add these bots in your messenger, you can converse with them and receive information in a more smarter way. Currently, facebook messenger has 34,000 bots and it is assume that there are more to come. It can allow your followers to get answers to FAQs and more. It’s a simple medium to have interaction of your followers with your business to purchase tickets, see a menu, get directions, set up an appointment, etc. And with the advancement, chatbots can now accept payments on Messenger, without sending people to an external website.

Slack:

The primary use of Slack is for workplace communication. It supports bots and can be used for customer support and collaborating with online communities. In the companies, it has a venture fund investment and enables bots on its platform. It has its own help bot which can occasionally send you helpful messages which you can afterwards reply with the text chat commands. Now the company has finally expanded its original concept and produce an external API that will allow developers to create their bots on Slack through Slack’s app directory.

Skype:

Microsoft surprised everyone by their Bot Framework release. They have opened the Skype to automated bots with features of text and image messages, similar to other platforms. They have also introduced something new i.e. video bots. Also Bots within the groups are also supported. Skype is the very popular audio and video communication platform and because of this popularity, it will have relatively low competition as compared to other platforms.

WeChat:

WeChat is an early leader in the bot industry and is dominant in China. There are more than 700 million users worldwide. It heavily supports the elements other than text. It also supports mini applications that are embedded in the conversation. Due to these extra features, bot developers should go beyond providing simple text and provide some kind of compelling user experiences.

Chatbots as Marketing Agents:

Business owners can’t afford to ignore chatbots because they are becoming the next big thing in the marketing world. According to a survey by Oracle, 80% of the business leaders said that they already used chatbots or planning to use them by 2020. Additionally, 42% participants believe that automation technologies will improve their customer experience in coming future.

Normally, they are used to answer basic questions like product information, company information or weather forecast.
Many big brands like Uber, Kik and more are using chatbots to interact with the customers and driving more engagement. If the brands know how to use them, they can become an incredibly powerful marketing tool. Let’s see how you can start marketing with chatbots:

Sell Your Products & Services:

Business owners are mostly busy in managing teams, closing deals and executing various entrepreneurial tasks. Because of their extra busy schedule, they can’t give more attention to the customers.

How about cloning yourself? Chatbots can allow you to be in multiples places at the same time. According to the types of products and services, you can use chatbot to sell your products for you. They are online 24/7 and can seriously make money while you sleep.

E Commerce websites are more likely to get benefits from these Bots as they can use bots in nights to generate leads and this will allow the business owners to utilize the human resources in where else.

Easy Payments:

Some of the chatbots are even capable of taking and processing the payments. This will make easier for the customers to give you money. It only takes a few clicks to handle the transaction by chatbots for you. For example, PayPal has recently launched its very first bot on Slack. With this, you will be easily able to send money between different PayPal accounts, without leaving the Slack Conversation. Now sending money from your PayPal account to your friends account is as easy as typing “PayPal send $50 to @James”.

Get deep customer insights:

Chatbots have the powerful ability to collect deep insights of your customers. You can change the program of your chatbot to monitor the customers’ purchasing patterns and habits. By tracking them, you’ll get to know the products or services they choose and the common issues that arise with the offerings.

One more benefit is that it can store details about the questions asked by the users. This will not only make it capable to answer future questions but also give a better understanding about the customers needs. Another benefit is, using information from the user’s questions to create a content strategy. It will be very beneficial for enhancing engagement.

Marketing gets personalized:

Your brand’s website is not enough to give your customers a more personalized experience. A chatbot engages with the customers more humanly. Addressing customers with their first name or suggesting more products from the information gathered of them, is a good way to personalize the conversation.

Hike in engagement:

Your customer will more likely to buy if you can engage them with your brand. Usually, engagement is defined as the actions like clicking or commenting. But with the chatbots, soon it’s going to change. The meaning of engagement will go beyond just making sales and answering questions. Chatbots will actually help you in creating a brand loyalty. 

Developers are improving Chatbots daily by upgrading the services provided by them to the users. They can also help you in positioning  the company as a technology leader.

This wave of AI chatbots is just a beginning of innovative marketing revolution. It’s already changing the way people interact with the internet  and the businesses interact with their customers. If you’re planning to get into the chatbot game, now is the perfect time. We believe that the chatbots can be a boon to your business. How you use them to boost the sales and marketing is limited by your creativity only.

What do you think about this modern chatbot revolution? Do you use chatbots at your business? Feel free to share your opinions on chatbots in the comments below.

Common Guest Blogging Benefits Every Business Should Know

Common Guest Blogging Benefits Every Business Should Know

After Google’s latest Algorithm update, fresh and unique content has become the main area of emphasis but simply putting a unique blog on your site will not improve your ranking. You need to add some extra practices along with the unique, fresh content.

Guest Blogging on other sites is one of the best ways to grab a bigger number of following and visitors site web. It takes dedication to write consistently. It’s a little bit time consuming, but will really pay off!

Below are the top benefits of guest posting that will inspire you to do it:

Amplify Your Exposure and Brand

 

brand-awareness
Guest blogging will give you a perfect opportunity of self-promotion and building brand name at the same time. Let’s understand with an example:

Consider you have offered a guest post to a blog which is having 50,000 visitors daily, but your post was viewed only 5,000 times. Although you don’t get many visitors on your blog posts, but you have managed to expose your name to 5000 people. If this process keeps going on for longer then you will get more folks on your website because they have seen your name online a sufficient number of times and it will make them curious about what you write.

Raise Following on Social Media

Adding Social Media links, other than your website link, will improve your visibility and online presence. Your readers will love to follow you on Twitter, Facebook, and other Social Media sites to see which new blog you are publishing.

Great articles also get shared on the Social Media channels along with author’s name which further boosts the visibility of both author and guest post. These shares will ultimately enhance the growth of your followers and will create a social proof for the authority of your writing. Your blog posts will get a higher rank in search engine results.

The Backlinks!

backlinks webspero
Link building is a worthwhile practice and plays an important role in the search engine ranking algorithm. A good hike in website traffic is one of the essential reason to do guest blogging.

Many websites ask writers to submit their bio to publish at the end of the blog. A link to your website in the bio actually builds enormous referral traffic, finally raising the search visibility of the author’s website. As you are getting a backlink, it’s also very important to create a very high-quality unique content.

You must be knowing that Domain Authority depends on the number of backlinks. The increment in backlinks would also increase the ranking and domain authority of your site. This practice will definitely give you a flood of monthly visitors.

Extra Link Juice


If you do guest blogging on a high DA website then the link juice is passed on, which will increase DA of your website too. Sometimes bloggers use nofollow links to stop passing the link juice. These links are not very useful as it does not add value to the ranking of the page. Only dofollow links will pass on the link juice to your site.

Lastly, to grab the above mentioned benefits, make sure you focus more on quality of content rather than on optimising it PERFECTLY for search engines as Google might catch you and penalize heavily for it.

Over-Optimization Penalty – A Comeback

Over-Optimization Penalty – A Comeback

Too much of everything is bad and this is true for SEO too!

While speaking in a presentation, Matt Cutts said that the new over optimised penalty would be imposed on the websites that do SEO above normal. This update has made many SEO companies a bit scary as now they will get a penalty for the hard work they have been doing for years, or we can say getting punished for trying to make Google happy!

What Over-Optimization Actually Is?

Over Optimization is the practice of applying many SEO techniques, to the point until Google catches you because you are focussing more on it rather than on giving Quality content to your customers and finally ruining your website. In the old SEO days, Over Optimization was the way from which the sites gained traffic easily. The best way to boost your site was stuffing thousands of keywords or sending thousands of spammy links to the a site. But now the scenario has changed, as now the SEO’s knows that stuffing and spammy links are a way to suicide. After over Optimization Penalty, many things become black hat making SEOs more wiser about Google techniques.

SEO is in a constant state of evolving. This evolution shows that google is getting smarter, by which searches are also getting smarter which is ultimately making the SEOs smarter, leaving the battleground messy and hot. To win the battle, we should know what over optimization techniques we should not apply.

Here are the Quick Checklist for you that can save you from Over SEO penalty:

Building Backlinks only from Relevant Blogs:

To attract Google, people create a thousand of backlinks pointing towards them. This creates a problem when Google finally figures out that your competitors are having an average of 40 backlinks and you are having 5 times of it. This will surely raise a red flag and even your thousands of backlinks could not save you. So, it’s better to have backlinks from a relevant blog. Try not to use paid links, use guest blogging or blog commenting. You should not always create backlinks for your homepage, your internal pages should also be backlinked from relevant subjects. Also creating 100s of backlinks in short span of time is a symbol of Over Optimization.

The Default Language of your Content is “Spamglish”:

Here we are talking about Keyword Stuffing. Unnaturally Stuffing your content with keywords is now considered as Black Hat SEO and now comes in Over Optimisation. The percentage of a keyword in a content shows google that whether you have targeted search engines or people. So filling of your special keywords should not be more than 2-5%. You can also try synonyms and long tailed phrases to avoid penalty and increase Optimization.

optimize

Placing Clicks above Usability:

Well, you also know that Google is smarter than you. He knows you are doing SEO just for gaining clicks and are ignoring the design and usability of the website. This will surely raise a Red Flag against you. You should give importance to the fact that if your site in not that much user friendly then Google will also start hating you. You must focus on your website design, navigation and other user friendly factors. This will naturally increase the clicks.

Multiple H1 tags:

An H1 tag is for the page’s main Heading. In old times, SEOs figure out that the Google give importance to H1 tags. They also started giving importance to H1 tags. Gradually this importance took the face of “Over Optimization”. Many websites that were having multiple H1 tags had suffered badly after the Over Optimization penalty rule. So it’s better to have only 1 H1 tag for your website although you can have any number of other tags.

Linking to toxic Sites:

Links from websites having low DA, spammy links or other toxicity will decrease the ranking of your website. Don’t waste your time in sending outbound links to these kind of websites. Instead try building links from healthy websites with good DA and reputation. It will be a time consuming work but is surely worth it !