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4 Ways To Win With Video

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Since the emergence of YouTube in 2005, the prevalence and impact of video marketing have skyrocketed.

YouTube changed the game by allowing everyday users to upload, publish, and market their video content directly within the search engine.

Today, over 2.6 billion people use the platform.

And YouTube isn’t the only player in town.

Vimeo, TikTok, Facebook, and Instagram all have powerful video marketing capabilities to help businesses get found.

Local businesses can use video marketing to drive traffic, reach more customers, and grow online.

Here are four strategies to build your local video marketing strategy.

The Value Of Video Marketing For Local Businesses

Video is a powerful medium for local businesses.

While many might assume that video marketing is more in the domain of online businesses, there are many benefits of video marketing in the local sector.

Benefits Of Local Video Marketing

  • Website traffic: Publishing videos online and optimizing for clicks can drive more users directly to your website.
  • Revenue growth: Video marketing can influence buying decisions and increase revenue for your local business.
  • Brand awareness: Video exposes your business to more users across a wider range of platforms, helping drive visibility for your business
  • Trust and authority: Posting valuable content can build trust with your audience and lend authority to your business.
  • Search Engine Optimization (SEO): Embedding videos in your web pages and articles can help your site appear in Google organic or image search.
  • Backlinks: Videos can add value to your content and encourage other websites to link back to your website, which is good for SEO and referral traffic.
  • Email marketing: Videos make great additions to your email marketing campaigns, driving more engagement and clicks.
  • Advertising: Many video platforms offer paid advertising opportunities to generate even more clicks and revenue for your business.
  • Local presence: Publishing videos about your community or local events can help you attract more customers in your area, even if advertising online.
  • Relevance: Creating relevant and engaging videos can further support your existing marketing campaigns, teach users about your business, and improve your digital footprint.

How To Win With Local Video Marketing

Recent studies show that 70% of viewers have bought from a brand after seeing their video content on YouTube.

The opportunity is ripe for video marketing, even for local businesses.

Here are a few ways to make video work for your local business.

1. Drive Traffic With Educational Videos

Many small businesses struggle to drive organic website traffic due to having limited resources and reach. Your local business can potentially drive more visitors through SEO with educational video content.

Users are actively searching for information online.

If you can publish and market educational content suited to their interests, you can use the power of search engines like Google and YouTube to grow your website traffic.

Tools such as Semrush and TubeBuddy allow you to research the keywords users search for on Google and YouTube.

Based on the terms’ volume and competition level, you can create videos targeting these topics.

Say, for example, you are a small law firm.

You can create educational videos around:

  • “tips for hiring a divorce lawyer” (260 searches per month).
  • “divorce mediation tips and tricks” (170 searches per month).
  • “adoption laws” for your state (390 searches per month).

You’ll want to optimize your video title, description, and tags on YouTube for the target keywords you hope to rank for.

You can then publish your video on YouTube and embed the video on your website.

This can help drive organic traffic to your website and increase your website’s authority within your industry.

2. Build Trust With Product Highlights

Today’s consumers are becoming increasingly skeptical of “scams” and false advertising claims.

Educated consumers are more likely to invest in brands they know and trust.

Video marketing can be a great way to build trust in your brand.

Product demos and tutorials allow you to demonstrate the benefits and features of your products.

You can show potential customers how they might enjoy your product, use specific features, and apply it to their everyday lives. Sometimes, showing is better than telling!

Where web page copy or blog articles don’t suffice, adding product highlight videos can encourage customers to buy from you.

So, if someone visits your shop and later checks out your website, a helpful video may be enough to entice them to make a purchase.

Further, if you can find keywords to target in your video, you may be able to rank your video on Google and YouTube.

If you have eCommerce functionality, this can be a good way to drive online sales.

3. Repurpose Video Content Across Social Media

Small, local businesses face unique challenges when it comes to marketing.

Often, the market is smaller and local competition can be fierce.

Add in the fact that many small businesses are tight on marketing resources, and it’s even more important to get the best bang for your buck.

That’s where content repurposing comes in.

You can essentially “reuse” your video content across platforms rather than making unique video assets with repurposing.

Here’s one example of how this works:

  • You conduct a Facebook Live video session via your local business’s Facebook page.
  • You then download the Facebook Live video to your computer to later upload to YouTube.
  • You edit your video and publish it to YouTube while also saving individual video clips on social media.
  • You re-share these video clips on LinkedIn, Instagram, Twitter, and Facebook.
  • Once live, you embed your YouTube video in your latest blog article.
  • You then link your blog article to your email marketing campaign.

In this case, you are turning a single video into multiple pieces of content to use across seven different platforms (YouTube, Facebook, Twitter, LinkedIn, Instagram, website, and email).

You can see how this is a significant time (and money) saver in your video marketing efforts.

4. Increase Connection With Company Bios And Testimonials

Customers often want to feel a close connection with the brand they hope to buy from.

This may be particularly true for local businesses closer to their local community.

Video content can help nurture this connection.

There are a few types of video ideas to build relationships with your customers:

Team Bios

Have your business’s team members share interesting facts about their passions, experience, and hobbies to build a connection between users and your company.

Testimonials

Ask existing customers if they’d like to offer video testimonials reviewing your products or services. This can help build trust with potential customers.

Interviews

Host an “ask a [profressional]” session so prospective customers can learn more about your industry, offerings, and/or company.

Tutorials

Show your service or product in action with expert-led walkthroughs (can be live or pre-recorded)

Event recap

If there’s a popular event in your local area, consider recording your experience and adding your commentary for a post-event recap. The event may be searchable on Google or YouTube depending on its popularity.

Community engagement

Does your business host volunteering events, scholarships, or otherwise get involved in your local community? Show your team in action by recording your work and showcasing it on your Community Initiatives page on your website.

Facebook Live

Facebook Live offers the real-time engagement you can’t get on many other platforms. This allows users to comment, ask questions, and engage with you in a live, digital setting.

Video content adds a personal touch to your marketing.

Nurture that connection with prospective customers and it may inspire a visit to your local business or online shop.

Use Video Marketing To Reach More Local Customers

Video marketing isn’t just the domain of online businesses.

Local businesses can also benefit from the video in unique ways.

While the goal may not be online sales, video marketing can nurture connection, trust, and engagement with prospective customers.

There are many creative ways to use video marketing in your local business.

Whether through educational videos, team bios, Facebook Live, or another medium, video is a great way to bolster your online and local presence.

More resources:


Featured Image: fizkes/Shutterstock

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

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GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]

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96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker

TLDR

96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂



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Firefox URL Tracking Removal – Is This A Trend To Watch?

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Firefox URL Tracking Removal - Is This A Trend To Watch?

Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?

Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?

Firefox Announcement

Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.

When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.

Screenshot Of Firefox 120 Contextual Menu

Screenshot of Firefox functionality

According to the Firefox 120 announcement:

“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”

Browser Trends For Privacy

All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.

This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.

Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.

What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.

I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.

Kenny answered:

“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.

If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie. site.com/landing/<tag1>/<tag2> etc.

Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.

A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”

I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”

Some URL Parameters Are Already Affected

For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.

Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.

But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.

Jonathan explained:

“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.

UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.

The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.

Such a drastic move could lead users to switch to alternative browsers.

On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.

This raises the question of whether companies like Apple will take it upon themselves to prevent such use.

Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”

Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:

“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.

So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.

As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”

The Future Of Tracking, Privacy And What Marketers Should Expect

Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.

Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.

However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.

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