MARKETING
When Your SEO Competitors Don’t Match What You Know
You know your competitors, and you’re not going to let some damned SEO tool tell you different!
Hey, I’ll give you the first part, but there are a lot of reasons that the results from a tool like True Competitor might not match your expectations, and that could be a good thing.
I’m going to dig into five of those reasons:
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You’re living in the past
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You’ve hit a brick wall
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You can’t see the trees
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You’re stuck in one tree
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We’re just plain wrong
First, the toughest one to hear — the world is changing, and you’re not changing with it.
1. You’re living in the past
Look, I know Big Wally at Big Wally’s Widget World said your Grandma’s meatloaf was “just okay, I guess” at the church potluck in ‘87, but you need to move on. Even if you’re not quite-so-literally stuck in the past, you may be operating on an outdated sense of who your competitors are. Especially online, the competitive landscape can change quickly, and it’s worth re-evaluating from time to time.
2. You’ve hit a brick wall
Quite literally — you’ve run headlong into your own brick-and-mortar wall. As a business with physical locations, your competitors with physical locations are absolutely important, but from a search perspective, they may not represent who you’re actually competing with online.
Take, for example, McDonald’s — you might expect the competition to include Wendy’s, Burger King, Taco Bell, and other fast food chains with physical restaurants. Meanwhile, here are the second through fourth results from True Competitor:
While DoorDash, Grubhub, and Uber Eats don’t have traditional, physical locations, these are the places where McDonald’s online customers go to order, and they represent a significant amount of organic SERP real estate. From an SEO standpoint, this is reality.
3. You can’t see the trees
You can see the whole forest from where you’re standing, and that’s great, but are you missing the diversity and distinctiveness of the trees?
This is easier to show than tell. Let’s take a look at big box retailer, Target. True Competitor returns the following top three:
No big surprises here, and no one should be shocked that this list includes not only brick-and-mortar competitors, but online retail juggernauts like Amazon. Let’s take a deeper look, though (the following are competitors #8, #7, and #22 in our current data):
Target isn’t just up against the whole-forest, big box retailers — they also have to contend with niche competition. Their competitors in the video game space include not only brick-and-mortar retailers like GameStop, but competitor-partners like Sony and Nintendo (which both sell hardware and software directly online).
Not every grove of trees is going to have the same needs and growing conditions. Your competitive landscape could have dozens of ecosystems, and each of them requires unique research and likely a unique strategy.
4. You’re stuck in one tree
On the other hand, you could be stuck in just one tree. Let’s take Ford Motor Company as an example. Savvy marketers at Ford know they’re not just up against legacy automakers like Chevrolet and Toyota, but up-and-coming competitors like Tesla and Rivian.
That niche is incredibly important, but let’s take a look at what the SERPs are telling us:
These are Ford’s #1, #2, and #5 competitors, and they aren’t automakers — they’re automotive content producers. Does this mean that Chevy and Tesla aren’t Ford’s competitors? Of course not. It means that those automakers are infrequently appearing in SERPs alongside Ford. Ford is competing with mentions of their own products (makes and models) in leading online publications.
5. We’re just plain wrong
Hey, it happens — I’m not here to claim that we’re perfect. SERP-based competitive analysis has a couple of limitations. First, as discussed, SERP analysis doesn’t always reflect the brick-and-mortar world. From an SEO perspective, that’s fine (if they’re not ranking, we’re not competing with them for search share), but there are other essential pieces to the puzzle.
Second, our SERP-based analysis is based on national results and does not reflect regional or hyperlocal competition. Some regional businesses do have national competitors, and that’s worth knowing, but localized perspectives are important as well.
Maybe it’s a good thing…
What if a tool like True Competitor only returned information that you already knew? I guess you could pat yourself on the back and move on with life, but what did you learn? To me, the entire point of SERP-based competitive analysis is to challenge your expectations and your point of view. If the results don’t match what you expect, that mismatch represents opportunity.
More likely than not, it doesn’t mean you’re wrong (unless you’ve let vanity and personal history get the best of you) — it means that you’re missing a perspective or a niche that could be important. If you can see that missing perspective as money left on the table, then you’ve got a good chance to pick it up and walk away with a bit more in your pocket.
The Competitive Analysis Suite is now available to all Moz Pro customers, and we’d love to hear your feedback via the ‘Make a Suggestion’ button in the app.
Sign up for a free trial to access the Competitive Research Suite!
MARKETING
Quiet Quitting vs. Setting Healthy Boundaries: Where’s The Line?
MARKETING
Microsoft unveils a new small language model
Phi-3-Mini is the first in a family of small language models Microsoft plans to release over the coming weeks. Phi-3-Small and Phi-3-Medium are in the works. In contrast to large language models like OpenAI’s ChatGPT and Google’s Gemini, small language models are trained on much smaller datasets and are said to be much more affordable for users.
We are excited to introduce Phi-3, a family of open AI models developed by Microsoft. Phi-3 models are the most capable and cost-effective small language models (SLMs) available, outperforming models of the same size and next size up across a variety of language, reasoning, coding and math benchmarks.
What are they for? For one thing, the reduced size of this language model may make it suitable to run locally, for example as an app on a smartphone. Something the size of ChatGPT lives in the cloud and requires an internet connection for access.
While ChatGPT is said to have over a trillion parameters, Phi-3-Mini has only 3.8 billion. Sanjeev Bora, who works with genAI in the healthcare space, writes: “The number of parameters in a model usually dictates its size and complexity. Larger models with more parameters are generally more capable but come at the cost of increased computational requirements. The choice of size often depends on the specific problem being addressed.”
Phi-3-Mini was trained on a relatively small dataset of 3.3 trillion tokens — instances of human language expressed numerically. But that’s still a lot of tokens.
Why we care. While it is generally reported, and confirmed by Microsoft, that these SLMs will be much more affordable than the big LLMs, it’s hard to find exact details on the pricing. Nevertheless, taking the promise at face-value, one can imagine a democratization of genAI, making it available to very small businesses and sole proprietors.
We need to see what these models can do in practice, but it’s plausible that use cases like writing a marketing newsletter, coming up with email subject lines or drafting social media posts just don’t require the gigantic power of a LLM.
Dig deeper: How a non-profit farmers market is leveraging AI
MARKETING
Navigating the Video Marketing Maze: Short-Form vs. Long-Form
Are you torn between using long-form or short-form videos for your small business marketing campaign? Well, you are not alone. Despite 89% of consumers wanting to see more brand videos, there is no one-size-fits-all answer about the ideal video length.
However, this should not deter you from creating an effective video strategy. In 2023, people watched an average of 17 videos per day, highlighting the influence of video content in today’s digital landscape.
Both short-form and long-form videos offer unique advantages and come with their set of challenges. Join me as I uncover the benefits and limitations of each video format to help you make informed marketing decisions.
What are Short-Form Videos?
Short videos typically range from 30 seconds to less than 10 minutes long. They are popular on social media platforms like TikTok, Instagram, Snapchat, and YouTube.
Short-form videos deliver brief yet engaging messages that quickly capture the viewer’s attention. Here are some popular types of short-form video content.
- TikTok Challenges
- Instagram Reels
- Snapchat Stories
- YouTube Shorts
- Twitter Video Ads
Benefits of Short-Form Videos
A previously cited report shows that 39% of marketers find short-form videos, ranging from 30-60 seconds long, more successful. The same study reports that 44% of customers prefer watching a short video to learn about a brand’s offerings.
So, it is evident that short-form videos have their benefits. Let’s take a closer look at some of them.
Attention-Grabbing
Short-form videos capture attention quickly, making them ideal for the fast-scrolling nature of social media platforms. Your audience is more likely to watch them in their entirety compared to longer content.
Cost-Effective Production
Creating short-form videos requires less time and resources compared to longer videos. As a small business owner with a limited budget, using short-form videos can be cost-effective.
Increased Engagement
Short-form videos engage viewers due to their crisp and concise nature. This results in more likes, comments, and shares that boost your content’s visibility and increase brand awareness.
Integrating short-form videos into your influencer marketing campaigns can further amplify your reach to new and diverse audiences.
Highly Shareable
Short videos are highly shareable. This makes it more likely for your viewers to share them, increasing their virality.
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There are multiple benefits of adding video to your website including increased engagement, improved SEO, and enhanced user experience.
Limitations of Short-Form Videos
While short-form videos offer many advantages in content marketing, they also present some challenges.
Limited Message Depth
Due to their brief duration, short-form videos may struggle to convey complex or detailed messages. Longer videos might be more suitable if you need to communicate intricate information.
Competition for Attention
Standing out on platforms flooded with short-form video content can be challenging. You must create content that stands out to avoid becoming lost in the sea of other videos.
Shorter Lifespan
Short videos may lose their relevance with time. They can quickly get buried in users’ feeds, leading to a shorter visibility and engagement period than longer, evergreen content.
This means you must consistently create short-form videos to maintain audience interest over time.
Limited SEO Impact
Short-form videos may be more challenging to optimize for search engines than longer, more keyword-rich content. This can affect the discoverability of your content outside the social media scene.
What are Long-Form Videos?
Long-form videos are typically longer, ranging from a few minutes to several hours. They extend beyond a few minutes to several hours, providing ample time for in-depth topic exploration and detailed content.
These videos are particularly suitable for educational content, product demonstrations, and narrative-driven storytelling. Long-form videos are common on platforms like YouTube and Vimeo. Common types of long-form video content include:
- YouTube Series
- Webinars
- Educational Tutorials and Courses:
- Behind-the-Scenes Content
- Interviews and Conversations
Advantages of Long-Form Videos
Long-form video content is the fastest-growing segment, with videos above 30 minutes experiencing tremendous growth over the years. Let’s explore some of the benefits behind this growth.
Establishes Expertise and Credibility
Long-form videos allow you to provide in-depth information about various subjects, establishing your brand as an authority. Potential customers will likely trust and rely on your insights when you consistently deliver valuable content.
Builds Strong Audience Connections
The more your audience watches your videos, the more they become familiar with your content and brand. This consistent engagement promotes trust and loyalty, helping you create deeper connections with your audience.
Provide SEO Optimization Opportunities
Long-form videos keep your audience engaged for a longer duration than short ones. This signals search engines that your content provides value, resulting in higher rankings and increased visibility.
Besides, these videos provide opportunities to optimize for relevant keywords. This Attrock guide offers more insights into the value of SEO for your small business.
They Are Sustainable
Unlike short videos, well-produced and valuable long-form videos have an extended shelf life. They can continue to attract views and engagement over an extended period, contributing to a sustainable content strategy.
Instagram reels are also a part of short videos and you can get benefits from this platform by integrating it with your website. You can learn how to embed Instagram Reels on websites and get extra benefits from your Reels.
Drawbacks of Long-Form Videos
Despite their benefits, long-form videos also have certain limitations, including:
Attention Span Challenges
Between distractions, juggling tasks, and information overload, user attention span quickly diminishes. Viewers may lose interest and disengage from your long video before its conclusion.
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Complex Production Process
Creating high-quality long-form videos requires more resources, including time, equipment, and skilled personnel. This can be disadvantageous, especially for small businesses with limited budgets.
Platform Limitations
Some social media platforms and video hosting sites may limit video length, making it challenging to distribute long-form video content. You may then be forced to repurpose your content to suit various platforms.
Short-Form or Long-Form Videos: Which Are Better?
Now that you know the benefits and limitations of each format, which one should you choose? Short-form or long-form videos?
Well, it all boils down to considering several factors, such as:
Content Objectives
What do you want to achieve from your video marketing campaign? Short-form videos are highly effective for quick brand exposure and generating buzz. Long-form videos, on the other hand, contribute to a more in-depth understanding of the brand.
Target Audience Preferences
Audiences with short attention spans likely prefer short-form videos, while long-form videos appeal to those seeking a more immersive experience.
Similarly, short-form videos may appeal more to younger audiences, while older demographics may prefer the depth of long-form content.
Platform Dynamics
Various platforms support different content formats. Short-form videos are well-suited for platforms like TikTok, Instagram, and Snapchat. On the other hand, platforms like YouTube and Vimeo are better for hosting longer videos.
Industry Type
Short-form videos would be ideal if your industry thrives on trends, entertainment, and quick messages. However, long-form videos are effective for industries requiring in-depth explanations or educational content.
Bottom Line
Ultimately, choosing short-form or long-form videos depends on your business’s specific needs and goals. Since both formats have advantages and limitations, making a choice may prove difficult.
However, it doesn’t have to be an uphill task. The key lies in recognizing when to incorporate each video format into your marketing strategy. Understanding your audience and its needs allows you to combine both formats strategically, maximizing the benefits of each.
Continuously analyze performance metrics and adapt your video marketing strategy accordingly to ensure optimal engagement and conversion rates.
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