Top 25 Digital Marketing Mistakes That Brands Are Still Making In 2021!

Top 25 Digital Marketing Mistakes That Brands Are Still Making In 2021!

It’s 2021 and no matter what your line of business is, we are sure that digital marketing is a core part of your marketing. With an average person spending 6 and half hours online every day, there are high chances that your next customer will find you online. That is why every business must have a rock-solid digital marketing strategy. But businesses make mistakes, and here are few common digital marketing blunders that businesses often do.

 

Online Marketing Mistakes Businesses Are Doing 

 

Not Having a Clear Marketing Goal : 

Rudy Guilani rightly said, “Hope is not a strategy,” it certainly isn’t if you are doing digital marketing of your business. You need to have a clear marketing strategy. What do you want to achieve in the next 3 months, in next six months, in 1 year, and in 2 years? Many marketers do not clearly define their goals which is a recipe for disaster. According to co-schedule’s research 

“Marketers who set goals are 376% more likely to report success than those who don’t.”

Let it sink in.

So first thing, clearly define your marketing goals. Have goals that are aligned to the business goals of your organization. Make sure the goals are SMART

S- Specific

M- Measurable 

A- Aspirational

R- Realistic

T-Time-bound 

 

Here’s an example of SMART Goal: By 30 June 2021, we will increase membership sign-ups by 10%. The goal is specific, measurable, aspirational (considering 10% by June is little out of reach), realistic, and time-bound. 

Not SMART Goal: Increase sign-ups 

 

Undefined Target Audience: 

Many times marketers do not clearly define their audience, which simply means they don’t really know what they are doing. If you try to be everything to everyone, you’ll end up being nobody to no one. So, define your target audience first. Analyze what is your market and who is your customer? Whom are you serving? Do not blindly guess it. Look at your current customer data and if you are just starting then look into your industry and then use tools to get data instead of making educated guesses. You can hire a customer research firm to help you out. Creating customer personas can help you clearly define your target audience. Although simple demographics can be a starting point in defining your target audience, it surely won’t be enough. Spend more time to understand your customers, their needs and wants, and their preferred kind of content. You can use psychographics for improving your targeting so that you can send the right message to the right audience using the right channels. 

 

Not Staying Organized:

It’s almost impossible to do marketing without staying organized. There are too many things happening and if you are not organized, you’re surely going to miss out on the most important ones. So stay organized, document your strategy, maintain a content calendar, and use a project management tool to manage your tasks and team. 

 

Not Personalizing the Experience:

It is very important to use personalization in your marketing. If you don’t personalize, you will never be able to connect with your audience. Using your prospects’ name in the email while sending a BCC email to your entire list is just unforgivable. 

personalize marketing

Not only your emails but the entire experience of your customers should be personalized. You can learn from their purchasing history, their interests from the psychographic analysis that you have done, and then tweak your message according to that. This will not only gain their interest but also make them more loyal to your brand. 

 

Not Being Data-Driven:

If you are still making your marketing decisions according to your gut it’s time to wake up and look at your calendar. It is 2021 now and you just cannot ignore data. 

Please look into your data to make meaningful decisions about your marketing’s next step. See what your analytics is showing full stop and take a look how your customers are responding to your campaign. 

 

 What do the numbers suggest? 

Are you moving in the right direction or do you need to make any changes in your campaign? The biggest advantage that you have in digital marketing over conventional marketing is the kind of personalization you can do and the amount of data that you can collect to measure your campaign. Make sure you use the power of data to boost your marketing.

 

Not Testing Enough: 

Not testing your marketing campaigns means not really knowing what is working and what is not. You should split test your campaigns, be it email marketing, running ads, where the form should be, or what the call to action must say. Split test, create a control group, send them one information, create a test group, send them the other and see which one is performing better. 

All big companies do a lot of split-testing to ensure they are getting good results. Booking.com, one of the leading digital travel companies, does almost 25000 tests a year to make sure their customers get the best experience and they make better decisions. So, don’t miss out on that. 

 

Ignoring SEO:

Ignoring SEO today can be one of the biggest mistakes a marketer can make (Also Read – 20 SEO Mistakes and How to Avoid Them).

  1. 93% of online experiences begin with a search engine .(Search Engine Journal).
  2. 89% of online purchasers used SERPs to make their decision (Dezzain) 

These numbers don’t lie. Search is a big part of your customer’s journey and you cannot simply ignore it. Even if you think there’s too much competition in your niche, and it will be difficult for you to get results organically, here’s a data point for you: 

50% of searches are long-tail keywords – four words or longer (Word Stream)

Any company that focuses on SEO, will be able to rank for their long tail keywords. Focusing on SEO will give you more visibility and with time reduce your marketing costs to get similar results, thus increasing your ROI. 

{ If you need help with SEO, you can contact us or look at case studies to see how we’ve helped our clients with SEO. If you are doing SEO with no results, please visit [Seo Ranking Factor ] or let us audit your current SEO strategy }

 

Avoiding Social Media:

On an average, people spend 2 hours and 32 minutes on social media everyday. That is a lot of time. Social media gives an opportunity for your business to engage with your target audience. Be a part of the community or build a strong community. 

Here are three social media mistakes businesses are doing:

  1. Many businesses completely ignore social media and are not even listed there.
  2. There are some who have basic accounts set up but they don’t do anything with their accounts
  3. Keep posting stuff that has no value and hence no engagement.

You need to create a social media strategy with an end goal, you should focus on: 

  • Building your brand on social media
  • Engaging with your audience by posting questions, facts and running engaging facebook campaigns.
  • Replying to the queries and comments of your audience 

 

Not Investing in Content: 

Content is the king and every business should invest in developing quality content. This is the best tool in your inbound marketing kit and it is rewarding too! 

A research by Demand Metric confirms that: 

Per dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing. 

So invest in content. Understand your business and see what kind of content will be most useful for your business out of these.

Content types

Wrong Content Distribution Strategy: 

A research by SEMRUSH shows, 

94% of the time, social media is used to distribute the content by businesses.

percentage of content distribution

Type of content they produce: 86% of the time, content produced is blog posts. 

Type of content they produce

And blog posts are not the most optimal kind of content for social media. If social media is going to be your number one content distribution channel, focus more on something visual such as images, infographics, and videos. 

 

Ignoring Mobile: 

Ignoring Mobile

Source:BroadBand Search

Mobile traffic has increased 222% in the last 7 years and now 53% of the entire internet traffic comes from mobile. You need to have a mobile-first strategy: 

  1. Is your Website Mobile Optimized? Take a test here
  2. Are your emails/newsletters designed according to mobile 
  3. Do you analyze how people are engaging with your digital assets on mobile?

 

Ignoring Videos: 

Video is huge. Youtube is the world’s 2nd largest search engine, Facebook, Instagram are all promoting videos more on their platforms, and with increasing internet speeds, people are spending more time watching videos than ever.

  • Videos are shared 1,200 percent more than links and text posts combined (Source:jeffbullas
  • By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)

If you are still not using it, you are missing out on big opportunities. Videos are changing the way people are consuming content. Be a part of it. 

Here are few things you can do:

  1. Videos on Youtube
  2. Stories 
  3. Webinars 
  4. Live streaming 

 

Missing Out on Viral Loops:

Viral loop is the method of how you can use your current users/customers to invite your next customers. It’s growth hacking. 

It happens when the product will serve better if your user gets another user on the platform (network effects) 

For example: You’re on Facebook because your friends are, if you are using Skype,you are using whatsapp, you need your friends to be on Whatsapp/Skype as well for communication. 

Or it happens when it gives bragging rights to the people: 

Just see how emails have a signature at the end Sent from my iPhone”.

If you’re on a gaming app, you create leaderboards and encourage your users to share their scores on social media or challenge their friends. This is a viral loop. 

 

Focusing on Quantity instead of Quality:

Lot of businesses fret over the numbers they want to hit, for example:

  1. We will publish 10 blogs a month
  2. We want to do 12 tweets a day 

Both of these goals are fine as long as they are bringing the right kind of engagement, but if you do not focus on creating something valuable, it’s not going to bring any reward to your business. 

An Ahref study shows that 90.63% of all pages in our index get zero traffic from Google and if you are posting 10 blogs a month hoping to get more traffic from Google, you might be doing it all wrong. So instead of focusing on quantity, focus on quality. I want to publish 2 “rankable” blogs instead of 10 might be a better goal. 

 

Not Creating Subscriber Lists:

Not everyone who visits your website is going to buy something, but that doesn’t mean the user cannot buy something in future. But to make sure that you have a chance of converting users in future, you need to engage with them. 

If someone has read an entire article on your website, he probably found some value in your content and might be interested in receiving more information from you in future and you might get business in future. So ask people to subscribe, and have a marketing strategy to send your subscribers personalized and useful information. 

According to a survey by BtoB magazine:

59% of B2B marketers say email is their most effective channel in terms of revenue generation.

A 2019 report by DMA suggests a return of $42 on every $1 spent on emails

stronger ROI on email

An email list is the first step for a successful email marketing campaign. So work on creating your email lists. 

 

Spamming the Inboxes: 

Many marketers do not understand the difference between email marketing and blatant spamming. No John, sending an email to 10,000 people with 0 personalization and no credibility is not email marketing. People get thousands of such mails and there’s no way you are going to grow your business by irritating them. 

 

Not Prioritizing on Customer Retention:

It’s cheaper to retain a customer than acquire a new one and yet many times, businesses are too focused on acquiring new customers but not trying to retain/ upsell to their present customers. 

What are you doing to retain your customers?

Does your strategy talk about steps you are taking to increase customer retention? If not, start doing it today!

 

Ignoring Abandoned Carts :

Customers who added products in the cart are only a step away from the sale.

Are you actively looking for what’s the reason for abandoned carts?

Baymard’s research shows these reasons:

reason for abandoned carts

As a marketer, make it as easy as possible for people to checkout, only ask for information that is required. Don’t force account creation, just create an account by default if you want. 

 

Not Measuring ROI:

Not measuring your ROI is the same as playing blind. Without an eye for ROI, you might end up losing a lot of money with not results. 

How much are you spending on your marketing?

What kind of results are you expecting?

What’s the return over your investment? 

Is the money spent well or you could have achieved more ROI by doing something else? 

These are the important questions you need to ask while marketing your business online.

 

Not Being Agile:

Marketing strategy is made once a year, but customers are evolving every day. Your marketing depends upon externalities as well. What is happening in the world? What’s your competitor doing? How is the ecosystem evolving? You need to be agile to see the changes happening and be quick to adapt. 

For example: If you’re a software company in the times of Covid-19, with the outbreak of the virus, your value proposition and marketing might change from how you can increase business to how you can help other businesses retain clients, or cut costs. Your messaging will become more empathetic because of the global pandemic.

 

Working in Silos:

It’s a mistake that both big and small companies make, marketing teams working in silos and not collaborating with other teams.

Different channel teams working in different silos make the situation worse. Big companies have different divisions for paid marketing, email marketing , SEO, and all of them work in silos. 

This kind of structure can reduce the effectiveness of your marketing, with different teams trying to send different messages. All these channels compliment each other. So they need to collaborate.

If you are running a social media campaign, your email marketing team must know about it. If you are going to do ads in newspapers, your digital marketing team must know the same. 

Small companies hire multiple agencies or freelancers to take care of their marketing. They need to make sure that they create enough communication channels amongst them so that they have the complete visibility of the campaign and they can together get better results. 

 

Wrong KPIs:

Once you have clear marketing goals, make sure you track the right KPIs. A difference in what you want to achieve and what KPIs you track can ruin your marketing. For example, if you want to increase engagement on your website, then tracking bounce rate, returning customers become more important KPIs than the total traffic. 

So clearly align your KPIs with your goals. 

 

Doing Everything Yourself: 

You cannot do everything alone, you need support from people who are experts in their fields and can help you get better results and also save you money. 

If you try to do everything yourself, you’ll end up leaving a lot of things midway which is the loss of money, time, and opportunity for your business.

Do what you are best at and hire experts to help you with the rest of the things. This will give you time to concentrate on other important things and will help your business achieve more. 

 

Not Using Marketing Automation:

With no code revolution, you can automate a lot of your marketing tasks so you can spend time on effective things and not only on gathering data. Not doing marketing automation means spending time on activities that are repetitive. 

You can use Zapier, Google Sheets add ons, or hire someone like us to automate your marketing so that you spend the most time on things that matter. 

 

Ignoring Collaboration:

Always be open to collaboration with others. Be it accepting/writing guest posts, running a combined campaign or simply doing shoutouts for other businesses. When you do it, not only will you gain additional visibility to a new set of audiences, but also build trust and network in your ecosystem which can help your business a lot. So, think about collaborations, help others succeed, and you will succeed with them. 

What do you think? I am sure you’re doing the majority of things right. What’s the one thing that you’re going to do from now on? What’s the one thing that you’ll fix in your company’s marketing?

Let us know and we will help you bring your business back on track and grow digitally!

 

WebSpero Solutions Claimed a Spot as One of the Top SEO Firms by Clutch

WebSpero Solutions Claimed a Spot as One of the Top SEO Firms by Clutch

Without market research, it is impossible to understand what a business needs. You might have a general idea of who they are and what they need, but you have to dig deep if you want to win their loyalty. 

WebSpero is a well-established, award-winning SEO agency with ethical search engine marketing services to help your business sail through obstacles in the path of higher website traffic. Our dedicated experts go the extra mile to put you on page one on any search engine results pages (SERP).

By providing proven results in the research industry, we have marked a spot in Clutch’s curated lists of the best agencies and organizations by industry. We’ve been announced as one of their top SEO firms for 2021. Clutch is an established B2B reviews platform that helps firms across the globe connect with the solution providers that they need in order to improve effectiveness and increase productivity.

We’d love to celebrate rewards as much as we love to serve valuable clients.

“Being chosen as one of the Leading SEO firms by Clutch made us jump and do a mini dance! But tomorrow, we show up at work again! For now, we pop some champagne.” -Rahul Vij, CEO, WebSpero Solutions

Winning our clients’ loyalty leaves us no other way but to stay focused. Their words mean a lot to us as much as we take delight in providing quality services. Check our Clutch profile and see what satisfied clients have to say:

“Their professionalism really stands out.” – President, Workwear Distribution Company

Aiming to have better results? Collaborate with us!

 

Best Practices – How to do Internal Linking for SEO?

Best Practices – How to do Internal Linking for SEO?

 

What are Internal Links?

 

Internal links are links within a website. An internal link links one page with another page in the same domain name. For example, content on the home page contains links to product category pages. Internal linking in HTML helps the visitor find required information by exploring other pages on the website. Internal linking structure also plays an important role in SEO as it is easy for the search engine to discover web pages relevant to the query. It also plays an important role in defining the structure of the website. You can use internal links to establish a hierarchy on your website. Internal links are important for both your audience and search engines.        

 

internal linking structure

 

Reasons to Add Internal Links

 

The number and quality of internal links pointing to a webpage are important ranking factors. This is the reason why internal linking requires its own dedicated strategy. Internal linking does more than helping your audience and search engines navigate a website and understand the website hierarchy. There are many other benefits of internal linking including: 

 

  • Improves usability through anchor texts   

Proper and user-friendly internal linking makes it easy to navigate a website and discover the required information. Internal linking is useful only when the anchor text is relevant to the content of the page. 

 

  • Spreads link equity 

External linking and quality backlinks build authority from other websites. You can use internal linking to spread link equity within the website. 

 

  • Boosts page views 

Internal links with relevant anchor text give an idea of the content on the linked page. You can boost page views with relevant anchor text and quality content. 

 

  • Improves page rank 

Google considers the number and quality of backlinks to determine the importance of a web page. As internal linking spreads link juice to other pages, the authority, and ranking of those pages are also improved.

 

  • Improves time on site 

Your internal linking strategy can also help in decreasing the bounce rate if it helps users to discover relevant content. 

 

  • Helps in crawling and indexing 

In order to provide the best user experience, Google bots attempt to think like real users. You need to do smart internal linking to help bots discover pages that have not been crawled before.

 

Internal vs External Links

 

Internal vs External Links

Internal links link to pages within the same domain name. On the other hand, external links are obtained from other domains. When done correctly, both internal linking and external linking boost page traffic and ranking. The following table shows the difference between internal and external links. 

 

Internal Links External Links
Internal links with relevant anchor text improve the usability of the website. Quality external links improve website visibility and authority.
Internal links help in reducing bounce rate. External links help in increasing traffic to the website. 
Internal links are easy, fast, and free to create. Creating external links requires more effort.
It helps in increasing page authority. It helps in increasing domain authority.
Though it is also a ranking factor, internal linking is not as valuable as external linking. It is more valuable than internal linking.

Keep in mind that both internal linking and external linking require quality content. 

 

Importance of internal linking

 

Google and other search engines use links to discover content. You can help your audience and search engines to discover the most important pages on your website with interlinking in SEO. When it comes to internal links and SEO, internal linking serves the following two purposes:

 

  • When Google bots start crawling the homepage of a website, they look for links pointing to other pages on the website. They follow these links to understand website structure and establish relationships between various pages and posts on your website. This helps in identifying pages that have content relevant to the query. 

 

  • Most of the backlinks point to the homepage of the website. This is the reason why it has the greatest link value. The link value of the homepage is divided among all internal links on the page. Each internal link passes this value to the page it is pointing to. That link value is further divided between all links on that page. 

 

Set up an Internal Linking Strategy

 

Internal link strategy can also help with SEO and conversion. You must try the following 3 SEO internal linking strategies:

 

Improve search engine ranking with an internal link strategy

 

Look for website pages with backlinks from high-authority websites. You can pass authority to other pages by linking them to these pages. This can increase the authority and ranking of other pages especially if they have quality, optimized content. It is a three-step process.

  1. Identify pages with higher authority.
  2. Identify pages with an almost high search engine ranking.
  3. Link pages identified in the second step to the pages with higher authority.

 

Use internal linking to direct visitors to pages  with a high conversion rate

 

Pages that attract traffic may not encourage visitors to take the action you expect. Your website may have some pages that have a high conversion rate. This internal link strategy links pages with high traffic to pages with a high conversion rate. One link can convert your traffic into sales.

 

Internal linking for call to action

You can also use internal linking for call to action and encourage your audience to act. For example, an internal link can take a reader from a blog post about a product to the product page.

It is important to consider the relevance of pages to build the relationship between pages using an internal link strategy. 

 

Steps for Internal Linking Strategy

 

Determine Website Structure 

Website structure and hierarchy determine how deep crawlers can go to find fresh content or new pages on your website. Imagine that your website is a pyramid. The homepage should be at the top of the pyramid. Categories/sections are below the homepage. Individual product pages/posts are at the bottom of the pyramid. 

 

Identify the Most Important Content 

Determine the most important content on your website. The most important content is complete, clear and describes the core of the business. To let search engines know that this is the most important content, add links to that content. 

 

Add Contextual Links 

Link the relevant content you have published on your website. This is content about the same topic. Add more links to the most important content about the topic to let search engines know that it is cornerstone content. 

 

Link Hierarchical Pages

Most websites have hierarchical pages such as: 

Home page -> Category -> Post/Product Page   

Do linking from the top to the bottom and vice versa. Also, link pages at the same level.  

 

Add a Related Post Section 

You can use many modules and plugins to add related posts sections to your website. However, don’t forget to test the module or plugin to ensure that it actually shows related posts. You can also use internal linking to link related posts. 

 

Add Navigational Links 

In addition to linking content on relevant topics, add links from the homepage to the cornerstone content to improve its authority. Do the same with the most important pages and posts on your website. This will increase the link value of these pages or posts.

 

Add Links to Taxonomies 

Organize the content on your website using categories and tags. This helps search engines and visitors understand website structure and hierarchy. Use internal linking to link related posts to category pages. 

 

Add Links to Recent or Popular Posts 

Make sure that your internal linking strategy also focuses on the most popular or recent content. You can add the newest posts/popular posts section in the footer or sidebar. 

 

Know More about: Anchor texts, Nofollow links, Dofollow Links 

 

Anchor Texts 

Anchor texts are clickable texts that are typically blue in color. When you click that text, it takes you to another page and the color of the anchor text is changed. Relevant, keyword-based anchor texts get more clicks and also help with SEO.        

 

anchor text

 

Nofollow Links 

In a nofollow link, the value of the ‘rel‘ attribute is “no follow”. This tells the search engine that you want it to ignore the link. Nofollow links don’t pass PageRank.   

 

Dofollow Links 

Dofollow links pass link juice. All links are do-follow links by default. Search engine bots crawl do follow links to discover new pages.      

 

Internal Linking in Yoast SEO

 

Yoast SEO plugin is the best SEO plugin for WordPress. The free version of the plugin comes with features and checks to improve your internal linking. The plugin ensures that your website has meaningful internal linking. It checks if you have linked a post or page with other pages on the website or not. It also tells if they are nofollow links or dofollow links. 

The Text Link Counter tells about the number of internal links pointing to a page/post and the number of links in that post/page. This helps in improving website structure. 

The premium version of Yoast SEO comes with an internal linking suggestion tool that helps in improving the internal link structure. You can find and link related posts. If you are using the WordPress block editor, the Yoast SEO plugin premium version helps in linking child and sibling pages. The Orphaned content filter finds pages and posts with no internal links. 

 

Why Some Pages are Hidden or Not Indexed

For some reason, bots cannot crawl and index some pages.   

  • Full-blown survey, drop-down menu, and other elements are often included in forms. As bots don’t submit forms, if forms provide access to content or links, search engine bots cannot discover those links or content. 
  • Bots don’t use search boxes. This is the reason why pages discoverable through internal search boxes are not visible to spiders. 
  • Links in Javascript may also not be crawled. Depending on the implementation, search engines often devalue links created using Javascript code. These links are uncrawlable. Instead of using Javascript for creating links, use standard HTML links, especially on pages, you want to get traffic. 
  • Search engines cannot access any links in Java, Flash, or plugins. These links are embedded in Java applets, Flash, and plugins. 
  • If you don’t want crawlers to access a page then you can use the robots.text file and meta robots tag. As these pages are not crawled, they are also not indexed and then ranked. 
  • The search engine crawls a certain number of links on a page. Typically, it crawls 150 links per page. Once this limit is reached, spiders stop crawling pages pointed by links on the given page. However, not all pages have the same limit. It depends on the importance of the content on that page. An important page can have a limit of 200 to 250. However, adding too many links is not a good idea. Keep it below 150. Otherwise, spiders will not crawl some of the linked pages. 
  • Search engines can crawl links in I-Frames and Frames. However, there are some structural issues with Frames and I-Frames. Search engines find it difficult to organize and follow these links. If you have a deep understanding of how links in Frames and I-Frames are indexed and followed, you can add links in Frames and I-Frames.       

 

How to Audit Your Internal Links for Issues

 

Broken Internal Links

Broken links cause a bad user experience and also waste “link equity”. Remove links pointing to no resource or redirect to another relevant page. 

 

Broken Internal Links

 

Internal links to redirected pages

Identify internal links pointing to moved and redirected posts/pages. Make sure that they don’t point to irrelevant content.

 

Unimportant Internal Links

Identify links that point to unimportant content. 

 

Deep-linked important pages

The homepage of the website is the most authoritative page. Pages closers to the homepage receive the greater PageRank. Google does not give importance to “deep” pages. 

 

Orphan Pages 

A page that is not linked to any of the other pages of the website is called an orphan page. Google cannot find these pages. Orphan pages also don’t receive any PageRank. 

 

Three Don’ts You Need to Know

 

donts

 

There are some anchor text mistakes that you must avoid. Google may deem some internal linking strategies as spammy. You can choose from the following 8 types of anchor text: 

  • Exact match 
  • Partial match 
  • Branded 
  • Generic 
  • LSI keywords 
  • Article titles 
  • Naked URLs 
  • Image 

Don’t use the same anchor text or the same type of anchor text for internal linking. Google does not appreciate spammy practices. Therefore, diversify your anchor texts.

You may think that you can boost the authority of low authority pages by linking them to high authority pages even when those high authority pages are not relevant. You must avoid this practice in internal linking. The anchor text should be surrounded by relevant content and should be part of the natural flow of the content. The anchor text should give an idea of the page it is pointing to. That page must be relevant.    

Even when spiders can crawl up to 150 links on a page, make sure that you don’t add hundreds of internal links on the same page. You may want to add too many links to transmit authority to other pages. However, this is not a good practice. Use only one or two internal links with anchor texts that can be naturally placed in the content.   

 

Conclusion

Internal linking is an important SEO practice that can increase your chances of improving crawling and getting indexed, improving usability, spreading link juice, improving time on site, boosting search engine ranking and conversion. However, your internal link building strategy has to be right.

 

6 Biggest Content Marketing Trends in 2021

6 Biggest Content Marketing Trends in 2021

 

Content marketing is a content-oriented marketing strategy that is centered on content creation and distribution on various channels. Now that’s something you already know, but given the rules, tricks, and strategies change year to year, it is important that you know which content marketing trend will prevail this year too. The ones that worked great last year might not be similarly fruitful now! So here are 6 biggest content marketing trends that will dominate in 2021.

 

 

      1. Personalized content experience

Personalized content delivers delightful customer experiences. In 2021, it is predicted that more and more marketers will lean towards delivering highly personalized content.

To get started, you’ll need a lot of data. The more you know about your customers, the more personalized messages you can deliver. Personalization is the most powerful content marketing tool to boost engagement and retain them by tailoring content based on their personal preferences. One of the biggest reasons to adopt personalization is that it promises low bounce rates and extends the time people spend on the websites, enabling a more intimate relationship between the brand and the customer.

 

      2. Adapting Natural Language search

Due to voice search, we’re moving into the world of natural language. Voice search makes upto 20% of all the Google Searches on mobile. Especially the younger generation, or you can say your younger customers are more likely using voice search. At least 31% of the teens use Voice Search to get help in their homework.

As our way of speaking is very different from the way we type, it’s important for our content to include natural language phrases and answer questions in the more human way. Instead of using “best  SEO tools for backlinks”, write about “What are the best SEO tools to check backlinks”. By adopting the natural language strategy, you’ll not only get traffic on content but also make the brand visible.

 

      3. Live Stream

The majority of social media networks – like Facebook, YouTube, and even Snapchat, now offer their users interactive, easy-to-use live platforms. The concept of live streaming is an excellent method of promoting products, services, offers, trips, briefs, product launch, and many other things. Last year, up to 3/4th of the internet usage was taken by videos. That’s a green flag to the productivity of live streaming (which is somewhat a form of video).

Snapchat has already gained a wide user base to view its 10 billion videos per day while Facebook Live has received more than 8 billion views from more than 500 million users every day. If you aren’t making any use of live streaming yet, 2021 is a good time to get started!

 

      4. Virtual Reality

VR is among the newest and most popular technologies that have developed gradually. Today, virtual reality has established a solid position in the digital marketing arena. Businesses make use of VR mostly to promote their products and services interactively. Although the technology is little pricey for now, making it a viable option for only big-banner companies – it is expected to become affordable in the future for all businesses.

When this happens, most businesses (regardless of their size) will be able to use virtual reality. According to predictions, virtual reality has the potential to generate up to 5.2 billion USD revenue by 2021.

      5. Email Newsletter

It is an old marketing tool adopted by both B2B and B2C marketers for connecting with their audience, clients, and users. Interestingly, newsletters have become more popular among businesses. The reason is the increased success rate of email marketing. As it’s one of the important factors for every digital marketing agency, email newsletters are transforming into a potent way of promoting and distributing content.

 

      6. Storytelling

Storytelling is more like the fate of content marketing. Your readers, audiences, and customers, everyone is already stuffed with info and merely have time AND patience to read boring content. Given this is the case, storytelling seems to be the perfect way of feeding new content appealingly. What you need for growth is interesting content that is capable of driving the attention of your users, audience while keeping them jelled throughout your story (till your purpose of showing them content is fulfilled).

If said clearly – stories are up to 22 times entertaining and easier to remember as compared to facts and figures.

All in all, content marketing is growing into a dire need for successful business marketing. If you need direction, you can hire a reputed SEO company that will guide you on the best content marketing strategy for your business.

Top 10 Google SEO Ranking Factors in 2021

Top 10 Google SEO Ranking Factors in 2021

If we are from the same generation, you might have read the story of a boy who wrote a letter to God for some money. The kind-hearted staff of the post office contributed and mailed some money to the boy. On receiving less than what he asked for, the boy wrote another letter to God asking to send money directly to him because the post office officials were just “a bunch of crooks” who kept some of the money sent by God.

However, you can’t write a letter to Google and ask for some favors. There are no post office officials who can do at least something for you. You are on your own. Work, stay up-to-date, and work. Work to achieve some ranking wins and stay up-to-date to learn about the changes Google introduces in its Panda, Penguin, Hummingbird, and Pigeon algorithms. Also, implement your latest learnings in your SEO strategy to earn more gains. To offer you a reliable helping hand, we have compiled a list of and explained top 10 Google SEO ranking factors in 2021.

 

Keywords in URL

You accidently spilled your much-loved booze on your smartphone and the device has now refused to work. You’ve got an excuse to buy a new model with the latest exciting features. What will you do? Check the features and specifications of different models, right? After that, you will decide whether you should buy or not.

The same way, the structure of the URL can be helpful for your website users. Consider the following URL as an example.

www.yourdomainname.com/……./Google-seo-ranking-factors-2021/

The website user will be like “Google SEO ranking factors 2021. This is what I was looking for”. User clicks. You have used the keyword in the URL and the user is on your website. This URL is user-friendly and shareable as well.

And make sure that the rest of the URL is not something like this

www.yourdomainname.com/x7&jjjhjkltb-hsdwelfhfasdfksdll./Google-seo-ranking-factors-2021/

Now, why is it a ranking factor?

First of all, Google always wants to improve the user experience and you are doing so by including the keyword.

Secondly, with the inclusion of the keyword in the URL, you can show its relevance to a search query. That’s why it is an important ranking factor. This also increases domain authority.

 

Keywords in the Title Tag

For a developer, it is an HTML element that goes between and.

For you and Google, it is a ranking factor.

And, for a website user, it is a clue giving the idea of what’s on the webpage.

So, by including a keyword in the title tag, you are telling both the user and Google about the content on the webpage. Google, Bing, and all other search engines will look at the title tag to find web pages that are relevant to the user’s query. Clearly, if you are including the keyword in the title tag and it is in relevance with the search query, the search engine will definitely index and rank your webpage.

Text between also appears in the SERPs.

ALT text keywords

Leave a thousand words, even when your image worths a billion words, the bot crawls what is in between the tags. It cannot see the image. So, you should tell the search engine what the image is all about. This is what the alt text does.

Consider this:

image01

image01

 

What will the search engine learn about the image while crawling through tag? What does the alt attribute tell about the image?

image01.jpg.

Is there any way ‘image01.jpg’ is relevant to a search query? You can make it rankable simply by including the keyword in a meaningful alt text. Here is the correct way:

Google SEO Ranking Factors in 2021

Google SEO Ranking Factors in 2021

 

Keyword Stemming

Keyword stemming is one of the important Google SEO ranking factors in 2021 you should focus on. Keyword stemming is done to generate more new words or phrases from a single word called root word. Here, it is important to identify the right root keyword. We can say it without any fear of being questioned, the entire SEO strategy is primarily based on correct keywords. A keyword is just like a bridge between your website and the audience you are targeting.

Coming back to the keyword stemming, some suffixes or prefixes are added to the root keyword to generate new variations of the keywords. The same technique is used to find the root keyword by removing prefixes and suffixes. Now, you are using variations of the keyword you want to rank. This will definitely generate more traffic and improve the rank of your website. From the root keyword ‘consult’, we can generate the following variations of the keyword:

Consult
Consulting
Consultant
Consultants
Consultative

 

Internal Anchor Text Links

Making some changes in internal linking can improve the rank of a website. However, these changes can be good or bad for you. If you are updating the anchor text of internal links, make sure that these changes offer a better understanding of the context of the webpage to the search engine. When Google is crawling your website, it tries to do it with the user’s perspective. If changes in the anchor texts improve the experience and understanding of the user, this will without any doubt improve the rank of your website.

 

HTTPS

If you can see https in the URL bar then you are on a secure website.

Otherwise, the browser will say that the website is not secure.

In some browsers, it will be simply https://www.mydomainname.com.

There is a very small segment of SEO connoisseurs that argues the fact that having an SSL Certificate has an impact on the ranking of the website. However, Google took a stance back in 2014 to protect the privacy of its users and made SSL certification a ranking factor. It’s true that getting SSL certification is an expensive deal and if you are not collecting any information such as username, password or some transactional information, you can leave it.

However, if you can buy SSL certification, do so because Google says so. HTTPS makes sure that the information you are sending or receiving is secured. It is being sent and received in encrypted form. Always buy the relevant SSL certificate. You can count on your hosting services provider for that.

Don’t you want to remove that ‘Not secure’ label from your website?

Outbound Link Quality
Outbound links and their quality equally matter in the SEO of your website.

 

What does quality mean here?

Apart from seeing the domain authority, also see how relevant it is with your website. If it is natural, this will boost the rank of your website. Outbound linking will increase relevance, improve reputation, boost value and also encourage backlinks. And, if you expect us to share the best Outbound Linking Practices, we have this to say:

  • Look for natural outbound linking opportunities.
  • Make use of tools for finding the related links.
  • Avoid using backlink networks.
  • Avoid too many links.
  • Make sure that links are opening in new tabs.
  • Be Strict With User-Generated Links
  • Mobile Friendliness

Can we assume that you are familiar with mobile-first indexing? OK. The search engine will, first of all, see whether your website has a mobile version or not. If not, Google will put your website on the back burner and start indexing the mobile versions of websites having mobile versions. However, having a broken mobile version of the website can adversely affect the performance of your website. Whether the user is using a smartphone, tablet or a laptop, the user should not be deprived of the great browsing experience.

 

Page Speed

Page speed is one of the most important Google SEO ranking factors in 2021. It has been a ranking factor since 2010. It is a ranking factor not only in desktop searches but mobile searches as well (from July 2018 onwards). So, if you are frustrating your visitors with slow webpage speed, Google will frustrate you. Google does not appreciate if you make its user wait for long. Expect no improvements in ranking. Prepare for the downfall of your website. Improve your site speed if you want high ranks.

And above all, Content
Regularly post high-quality content on your website.

 

What does high quality mean here?

High-quality content is informative, relevant, accurate, up-to-date, keyword-optimized, and with zero spelling or grammar mistakes. It is simple and easy to read and understand.

A Google user submits a query which the crawler uses to index web pages. A crawler crawls through the content between HTML tags. If the keyword searched by the user is present on the webpage in an adequate density and at the right spots, the crawler will index your webpage and the ranking algorithm will consider the content quality and other ranking factors to rank your website. While content is king and also an important ranking factor, there are consequences of duplicate content, keyword stuffing, and poor quality content.

 

12 Exceptional Online Marketing Tools in 2021 That Every Small Business Owner Should Know

12 Exceptional Online Marketing Tools in 2021 That Every Small Business Owner Should Know

Are you a small marketer with a tight budget and big ambitions? Some free online marketing tools can absolutely help!

For a successful online marketing strategy, it is important that you are familiar with respective tools that not only simplify the task but also brings more productive results to your efforts.

Here we have listed some of the free, oft-overlooked online marketing tools that can prove really powerful if used the right way. Let’s dig in and explore the path to productive Internet marketing.

Free Online Marketing Tools You Often Overlook But Can Completely Redefine Your Marketing Strategy

A. KEYWORD RESEARCH

SEO is the main source of getting your brand indexed in search engines and Keyword Research is the base of SEO strategy. There are countless tools available to help search relevant keywords of your purpose. These are the 3 that marketers often oversee but we liked pretty much.

 

1. Google Correlate

When you are new to the marketing world, it’s no less than a blessing to get advice, and that too without any cost? Great isn’t it! Google Correlate is one gem of a tool that brings you advice right from the source itself. Google’s Correlate tool is most overlooked but marketers are not aware of its potential.

Google Correlate webspero

We tried out the tool and it works amazing! This is what we think of this tool.

Pros:

  • You will find the list of related keywords, apart from the target keywords.
  • The tool additionally shows you the long tail keywords.
  • You can search on the basis of weekly or monthly time series.
  • Keyword research is also possible on the basis of the country.

Cons:

  • The number of correlations it offers is overwhelming.
  • It shows error at the time of uploading a file.

Verdict:

That was it! Except that you need to shortlist the keywords from a ton of options (which is Keyword Research all about), the online marketing tool works wonder. You don’t have to follow the flock by adopting the same tools as others are. Give this less-known tool a try and you will know why we listed it here.

Price: Available for free.

 

2. Soovle

Wouldn’t you love it when Google autocompletes the keyword research you are up to? Soovle is the tool that does the job well. Like Google’s autocomplete feature which is used in generating blog titles and keywords, Soovle also works in a similar way and offers you autocomplete suggestions from different sources.

Soolve webspero

Pros:

  • Autocompletes the keywords suggestions you enter.
  • Picks suggestions from a list of sources, including Google (default), Amazon, Bing, Yahoo, YouTube, and Wikipedia.
  • You can change the default source from Google to another from the available options with one-click.
  • Shows lists of all possible keywords, longtail keywords, and keyword phrases matching your search item.
  • Quick and easy.

Cons:

  • Manually shortlist keywords that suit your requirement.
  • Can’t search location-wise

Verdict:

Overall, Soovle is another great option for keyword research tools. Not just it is free to use but also offers great help in finding the best keyword selections matching your need.

Price: Available for free.

 

3. Ubersuggest 

If you are a marketer in search of not only text-based keywords, then Ubersuggest is your best bet. The keyword research tool provides you with options to choose keywords on the basis of different categories. Here’s an extract of the tool in brief.

ubersuggest webspero

Pros:

  • Suggests keywords on the basis of location.
  • Find keywords from different sources, including Web, news, YouTube, images, and more.
  • Use ‘*’ to find automatic suggestions
  • You can also select keywords alphabetically.
  • Possible to download selected keywords.
  • Lets you expand the keywords

Cons:

  • The process to go through all keywords is time-consuming and tiring.

Verdict:

We are really shocked on how can marketers ignore the potential of Ubersuggest. The keyword tool offers a gamut of useful features that can prove a game-changer for your SEO strategy.

Price: Available for free.

B. WEBSITE AUDITING

In marketing, deep analysis of your website plays a crucial role. By doing so, you review the determining factors of your visibility in search engines.

Check out the tools we found quite interesting in simplifying your website auditing task.

4. Woorank

Woorank is a powerful yet less-known SEO-Audit and Website Review tool. It helps marketers analyze their website in depth to make them easy to be found. It’s disheartening to see such a great tool not getting the popularity and userbase it should be. Anyways, let’s have a quick look at what the tool has got.

woorank webspero

Pros:

  • All-in-one package for website owners, in-house SEO team, and large-scale SEO firms.
  • Ability to control and manage relevant improvements for top webpages.
  • You can download the search results as PDF files or as slides.
  • Available as an extension for Google Chrome and Mozilla Firefox

Cons:

  • Free version is available as 14-days trial only.
  • Few reports are out of your reach if you haven’t upgraded to the paid version.

Verdict:

Woorank is a wonderful tool for small marketers who have tight budgets to meet their requirements. You can even use Woorank without actually signing up using a trick. The subscriptions start at really reasonable rates, so even if it does cost you some bucks, you shouldn’t overlook the amazing feature set it offers.

Price: There are 3 pricing plans of Woorank, with the base subscription starting $49.99 onwards.

5. Seoptimer

Locate the critical errors on your website within seconds with this feature-rich tool we spotted. Although not on the first rank, Seoptimer offers marketers great help with suggestions on what needs to be improved, changed, and what you should do next on your website.

It’s really easy to use and the interface of the tool is extremely user-friendly.

seoptimer webspero

Pros:

  • Instant results.
  • Suggests with options on what to do next to make website more SEO-friendly.
  • Report is downloadable as PDF file.
  • It can test any subpage.
  • Shows detailed report of corrections and errors.
  • Available as a Google Chrome extension.

Cons:

  • The only flip point of the tool is that it isn’t exactly a free tool. After a trial period of 14 days, you need to upgrade to the paid version.

Verdict:

Seoptimer is meant for those marketers who are in search of a complete website auditing package within a small budget. The tool offers every detail on website elements along with suggestions.

Price: Available for free.

6. Website Grader

Find out how powerful your website is with this feature-rich tool for website auditing. Website Grader works very in a simple way. Just enter your website URL which you want to receive the report about.

websitegrader webspero

Pros:

  • Fantastically, the report shows details on everything from site speed, page size, page requests, to page redirects, browser caching, compression, and render blocking.
  • Separate suggestions for SEO, performance, mobile, and security.
  • Suggestions on what you need to do next.

Cons:

  • Available as a free tool in its 30-days trial pack.
  • No suggestion or improvement report on content throughout the website.

Verdict:

Website Grader is a useful tool when you want a detailed report of your website in a user-friendly and engaging interface. One thing that makes it better is the well-ordered and separate reports on different factors. For small marketers, it’s a really handy tool.

Price: Available for free.

C. SOCIAL MEDIA

Your business, brand, anything you do online is incomplete without promoting it on social media these days. For small marketers, use of free social media tools that offer functionality like the paid ones is a blessing. Your marketing campaigns and management on social media can be a turning point if you use the ideal tool.

7. Hootsuite

Although quite popular, most people do not know that Hootsuite can be a perfect social media tool as well. It encompasses so many features worth trying out for small marketers who rely on free tools for their social media management.

HOOTSUITE WEBSPERO

Pros:

  • Supports around 35 popular social media platforms.
  • Dedicated tool for automatically finding and scheduling content.
  • Real-time analytics to help you make data-driven decisions.
  • Message tracking and mentions.
  • You can use Hootlet plug-in to share information with ease.
  • Add multiple teams to specific social media accounts or as required along with other team collaboration options.

Cons:

  • Free trial for 30 days only.
  • Some advanced features are locked for paid version.

Verdict:

If you are inclined towards finding a social media tool for personal use then Hootsuite is the best solution. But for commercial use, you might want to switch to its paid Enterprise version which offers best of its features.

Price: There are 4 plans to choose from. The base subscription starts from Rs.1260/mo*.

8. Buffer

Track your followers and adjust your posts accordingly with Buffer. The social media solution presents you with a better way of sharing and managing your activities. In addition to, it has scheduling and other interesting features worth checking out.

Pros:

  • Finds best times to share content to make it visible to your fans and followers.
  • Schedule posts.
  • Supports all major social media networks Facebook, Twitter, Google+, Pinterest, LinkedIn, etc.
  • Multimedia options to add images, videos, and even use pablo.
  • Available for Android, iOS, and as a browser extension.
  • A pool of customization options such as font sizes, formatting, typography, and more.
  • Clean and simple layout.

Cons:

  • Most options are based around scheduling posts and posting content.
  • Not a forever free tool. After 30 days, you need to choose from Small Business, Medium Business, and Large Business versions ranging $50/$100/250 per month.
  • No Instagram integration into the platform

Verdict:

Schedule your posts easily using this superb tool. It smartly tracks the activity of your fans and following and finds the ideal time to post in order to bring you maximum exposure and response. Buffer is quite impressive in many aspects yet lacks a bit in one or two, which you can ignore if you are trying to cut short on budget.

Price: There are 2 different categories for “Individuals” and “Teams and Agencies”. The base subscription for Individual is available for free whereas for the second category, it starts at $99.

9. Tweetdeck

Almost disregarded after the introduction of new tools, marketers are unaware of what Tweetdeck can actually do. The social media tool is best for those marketers who are Twitter-based. It brings personalized Twitter features to your door without paying anything.

tweetdeck webspero

Pros:

  • Absolutely free for Twitter users.
  • Offers options like custom timelines, team accounts, and Twitter lists and searches.
  • Manage multiple accounts.
  • Track lists, searches, and more.

Cons:

  • Functionality limited to Twitter only. Other social media networks not supported.
  • No build-in analytics
  • Not very usable on mobile devices

Verdict:

If your business is circled around Twitter as the major focus, then none can be better than Tweetdeck for managing your social media activities. In short, it’s master of what it does yet not an all-rounder.

Price: Tweetdeck is free to use for registered Twitter users.

D. LINK BUILDING

Regarded as one of the most vital elements of SEO and online marketing, most marketers know the term Link Building and its importance but are likely to be unaware of these superior link building tools that can be of great use at no price.

10. HARO

Although not so popular among the marketers, but HARO can work as a brilliant link building tool. If used properly, it acts as a great tool for marketing and building your brand with the useful links from SEO point of view.

Haro webspero

Pros:

  • Builds the brand reputation by bringing you authority links and press.
  • You don’t need to go striving for links as the journalists come to you for information in return of links.
  • SEO-friendly technique, followed by some of the most popular media outlets.
  • Brings diverse profile of useful links related to your niche.

Cons:

  • Cannot be used as a single source of link building.
  • Only the basic version is free that does not offer all the necessary features. For more results, you need to upgrade to the Standard, Advanced, or Premium version ($19/$49/$49).
  • The journalists do not always respond or easily accept your contribution.

Verdict:

HARO is not originally a link building tool so if you want a complete solution then it might not be the perfect fit. But, if used right the same can prove a passive way of bringing you relevant backlinks on your niche from high authority media outlets.

Price: The basic package is free to use, with 3 paid packages starting at $19/mo.

11. Check My Links

Do you follow Broken Link Building technique for marketing? If you do, then no other tool can be as useful as Check My Links. The tool works simply on broken links concept and is best at it. For small marketers who need a free tool to identify broken links, this is an apt solution.

Pros:

  • Available as a Google Chrome extension.
  • Checks for all broken links on a webpage.
  • Publishes HTTP response codes and full URLs of broken links in the Console log.
  • Completely free.

Cons:

  • Available only as a Google Chrome extension. Other marketers using different browser may have to go empty handed.
  • Focuses only on identifying and highlighting broken links on a webpage.

Verdict:

Focused mainly on broken links, Check My Links is a great tool for getting rid of non-working links throughout a web page. But the catch here is that it does not offer any other features related to broader concepts of Internet marketing and link building. Overall, it is perfect for the purpose it is meant for and can be used as an additional tool.

Price: Extension available for free.

12. LinkMiner

Pretty much like a better version of Check My Links, LinkMiner offers you two-in-one functionality when it comes to broken links. Marketers who not only want to know the broken links on their web page but are also interested in knowing the number of broken links pointing to the page can completely rely on LinkMiner.

Pros:

  • Google Chrome extension available.
  • Highlights broken links on an entire webpage.
  • Shows a total number of broken links pointing to a webpage.
  • Shows the count of total outbound links in a page on a Google SERP.

Cons:

  • No extension for other browsers.
  • Ideal option only for finding Broken Link.

Verdict:

LinkMiner is a supercool marketing tool when all you need is a dedicated solution to manage broken links. It offers multiple features that make managing broken links easy and fun. BUT…if you want an all-in-one tool for link building, it might be a secondary choice to consider.

Price: Extension available for free.

THE BONUS TOOL – Canva

Even though the list has ended, we have a bonus tool for marketers that they should use for all the image-editing work. Canva is a multifunctional picture tool that makes creating graphics not only easy but also an engaging process.

Marketers at times need something in graphics that can captivate the viewer like infographics, banners, memes, and many more multimedia items. For small marketers and businesses, Canva is the first choice. Apart from creating new ones, you can even edit the existing images with a few available features and then save them on the cloud.

canva webspero

Pros:

  • Offers all-in-one toolbox for graphic designers.
  • Around 100 fonts and 8,000 templates available.
  • You can make presentations, business cards, posters, Facebook event covers, infographics, and more using this multifunctional tool.
  • More organization and storage
  • Available as an extension for Google Chrome.

It’s simply not possible to list all the wonderful features that Canva offers. We recommend you to give this dedicated designer tool a try and you will not regret the decision.

Cons:

  • Free icons are limited, to use more you need to pay $1 per icon.
  • Though the basic version is free of cost, if you need Canva for official work, then you would be required to purchase its monthly or yearly subscription.

Verdict

Canva is a great option for all the designing work, especially if you need to use the free templates. Considering the price, yes it costs you some bucks, but it is still cheaper than other professional tools. So all in all, Canva comes as a decent choice for social media graphics and tons of additional features.

Price: Paid subscription starts at $13/month or $100/year.

The Conclusion

Online marketing is the soul of building your brand online and there’s always a right and a wrong way of performing it. Before deciding one tool for every specific purpose, I will recommend you to better test all three choices first and then pick one. If you don’t find a single option that fits all your purposes, fret not and use a combination of tools. It’s no crime!

What you need for a powerful and successful online marketing strategy is a mix of all tools that will help you throughout your journey to increase traffic, improve search engine ranking, establish an identity on social media, productive email marketing, unique content strategy, and getting customers!

Got suggestions? Feel free to leave your feedback in comments below.