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How To Avoid Going Down Google’s Instant Answer Search Trap

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How To Avoid Going Down Google's Instant Answer Search Trap

Editor’s note: This week, we’re giving everyone a taste of Content Marketing World 2022 by featuring recaps of articles filled with insights from this year’s speakers.

For years, marketers claimed victory when their page made it to the first organic listing or even a first page ranking on a Google search results page.

Now zero-click and other featured results deliver answers immediately to searchers and bury those organic links further down (or even off the first) page. What’s a content marketer to do?

Here’s what 10 experts presenting at Content Marketing World suggest.

1. Build brand and community

The instant answers are answers that are easy. Even with featured snippets, if your content is tackling a complex subject matter, Google will still refer people to your site. That said, you want an insurance policy against Google, and that policy contains two things: brand and community. Build both, and SEO will work for you, but more importantly, your marketing will work without SEO. – Christopher Penn, chief data scientist, TrustInsights.ai

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You want an insurance policy against @Google that contains two things: brand and community, says @cspenn via @CMIContent. #SEO #CMWorld Click To Tweet

2. Pay attention to the details

Even though most searches do not end in a click, your content can still get attention on the SERP. This is where metadata matters most. Make sure the results showing up on Google are the results people are looking for. Answer questions directly in your meta descriptions or give people a good reason to click through and learn more. – Ahava Leibtag, founder and president, Aha Media Group

Answer questions directly in your meta descriptions or give people a good reason to click through and learn more, says @ahaval via @CMIContent #CMWorld #SEO Click To Tweet

3. Go beyond the instant

Optimization and a savvy understanding of the search landscape are the best way to own the instant answer space. Many searches don’t trigger an instant answer, so SEO is crucial to impact those search results. And even with the instant answer, there are still 75% to 90% of organic clicks available, and SEO is the best way to win that traffic. Finally, when done correctly, SEO is an excellent way to understand your audience and create content that speaks to them, answers their questions, and supports them along their journey. – Katie Tweedy, associate director of content marketing and SEO, Collective Measures

#SEO and a savvy understanding of the search landscape are the best way to own the instant answer space, says @katie_tweedy_ via @CMIContent #CMWorld Click To Tweet

4. Expand your horizons

I love the Lee Odden quote, “Content is the reason search began in the first place.” The instant answers in Google may increase click-throughs, so it’s important to structure your content appropriately (e.g., FAQ schema) to try to get those placements.

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But ultimately, SEO-plus-content strategies must continue to co-exist so that great content can be found. Those looking for in-depth, valuable, and engaging resources will not stop at the first instant answer Google serves up. But you do need to make sure your content is differentiated, comprehensive, and more engaging than the search results you’re competing against. – Ali Orlando Wert, director of content strategy, Qlik

#SEO-plus-content strategies must continue to co-exist so great content can be found, says @AliOrlandoWert via @CMIContent. #CMWorld Click To Tweet

5. Skip the glossary content

Google gives instant answers to short questions, satisfying fact-intent queries super fast. So an SEO strategy based on content that gives short answers is death. It’s not going to work. The let’s-build-a-search-optimized-glossary strategy doesn’t work anymore.

But an SEO strategy based on content that gives detailed, long-form answers to big questions is still super effective. The let’s-publish-search-optimized-best-practices-for-our-industry strategy works great. – Andy Crestodina, co-founder and chief marketing officer, Orbit Media Studios

The let’s-build-a-search-optimized-glossary strategy doesn’t work anymore, says @Crestodina via @CMIContent #CMWorld. #SEO Click To Tweet

6. Make it all about business

I’m afraid SEO is becoming a vanity metric. Many marketing managers I know can’t answer a simple question: why do you want your brand to be the No. 1 in a Google search? If SEO isn’t connected to your business model, take a step back and analyze why you should invest time and money in that. – Cassio Politi, founder, Tracto Content Marketing

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If #SEO isn’t connected to your business model, analyze why you should invest time and money in it, says @tractoBR via @CMIContent. #CMWorld Click To Tweet

7. Create assets

Every time you publish a blog post, video, podcast, or even a long-form piece of social content, you’re publishing a business asset that will serve for years to come. Knowing what keywords you want to rank for and be found with will never go out of style. – Chris Ducker, founder, Youpreneur.com

Knowing what keywords you want to rank for and be found with will never go out of style, says @ChrisDucker via @CMIContent. #SEO #CMWorld Click To Tweet

8. Answer your audience

For B2B technical buyers, research shows that engineers are more likely to go 10 pages deep than they are to stop at page one. The instant answers are helpful for simple topics, but if the stakes are high or the search topic is complex, skeptical buyers will invest the time to find the most accurate results from the most credible sources. – Wendy Covey, CEO and co-founder, TREW Marketing

Skeptical buyers will invest the time to find the most accurate results from the most credible sources, says @wendycovey via @CMIContent #SEO #CMWorld Click To Tweet

9. Stop the blue link strategy

Responses that require a simple answer or SERP feature-based answer are a unique query type and important to consider in any content marketing effort. Understanding SERP features and where you succeed and don’t is critical. Also, understand the impact of SERP features like Answers and People Also Ask. SEO is about understanding the potential and how the flux connected to the SERP isn’t just about 10 blue links anymore. – Jeff Coyle, co-founder, CSO, MarketMuse

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Understanding SERP features and where you succeed and don’t is critical, says @jeffrey_coyle via @CMIContent. #CMWorld #SEO Click To Tweet

10. Look for unexpected opportunities

I still see a ton of value from our search traffic, and it’s absolutely worth it to continue to use search to inspire new content ideas. I think YouTube is also an underrated area for optimization, and Google provides you with search data directly in YouTube now. – Jennifer Jordan, vice president and global head of content, Babbel

I still see a ton of value from our #Search traffic. It’s absolutely worth it to use search to inspire new #content ideas, says @jenastelli via @CMIContent. #CMWorld Click To Tweet

Update your SEO plan

You live in a zero-click, but that doesn’t mean you should only follow an instant answer path. As with everything in content marketing, reflect on your business goals and consider how your audience behaves, then update your search strategy to achieve the best for both those worlds within the current search environment.

HANDPICKED RELATED CONTENT:

Want more insight from these and other Content Marketing World speakers? Register for a virtual pass to get on-demand access through Dec. 31, 2021. Use code CMIBLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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MARKETING

More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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