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5 Powerful Marketing Activities: Lessons From Successful Brands

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5 Powerful Marketing Activities: Lessons From Successful Brands


Marketing activities are actions an individual or organization undertakes to achieve specific marketing outcomes.

There are probably as many marketing activities as there are marketing goals. It’s hard to evaluate these activities “as they are” because their effectiveness depends on how they’re applied and to which market.

Yet there are some activities that seem to stand out from the rest by bringing great results for many companies and standing the test of time.

In this article, I’ll show you five such marketing activities and five companies that tested them in real-life conditions. Since each of those activities can be an article on its own (or a book), I’ll be focusing on explaining why they are worth your time.

Here they are:

1. Finding product-market fit

Finding product-market fit (PMF) means making sure a product can satisfy an existing demand in a market with high potential. Basically, a telltale sign of achieving PMF is when people are willing to buy your product, actively use it, and recommend it to others.

Some may think that PMF is outside of marketing’s scope or that it’s irrelevant to marketing performance. But that cannot be further from the truth. There are two reasons:

  1. Without market research, it’s unlikely a company can build a great product that answers consumers’ needs and wants.
  2. Without such a product, no marketing tactics can generate sufficient demand to support the company.

It’s quite obvious if you look at it from the customer’s point of view. A company tries to sell a new type of hydrogen car, but there are no hydrogen stations nearby. If that’s the case, what kind of marketing can convince a customer to buy that car? That product just won’t fit the market.

That is why achieving PMF matters the most. Without it, you can’t build sustainable growth, and scaling anything simply won’t make sense. You’ll just waste your time and money.

In other words, a PMF is to a business what foundations are to a house. 

There are essentially five steps to achieving PMF. The core element of that five-step process is building a minimum viable product (MVP).

An MVP is a “product development” phase in which you test whether the core functionality of your product can satisfy the market demand by interacting with real users.

That’s how Spotify started—a business valued at $54 billion today.

Instead of going for a “big bang” launch with a perfect product that has all the features people dream of, Spotify creators decided to build an MVP and test it similar to how a scientist tests a hypothesis.

This is also how this metaphorical drawing came to life, capturing the lesson from that process.

So here’s how to build an MVP:

Translation: An MVP (or the “earliest testable/usable/lovable product,” as the illustrator of this picture prefers to call it) is about offering the earliest version of a product that can satisfy users’ needs and iteratively working your way up to something great.

This is opposed to delivering something great one piece at a time.

In Spotify’s case, here’s how the metaphorical skateboard looked like:

This MVP was designed to test the idea of streaming music and its performance with consumer technology.

The team didn’t even run complex market research to test those aspects. Initially, team members just needed some feedback from family and friends. Afterward, they took that MVP to record labels and convinced them to put music on the platform.

Takeaway

Find the product market before scaling any other operations. And that includes marketing. The market always wins, and you can save yourself a lot of time and money learning what it “wants” as soon as possible—just as Spotify did.

2. Influencing word of mouth

Inspiring word of mouth refers to word-of-mouth marketing (WOMM), i.e., the process of influencing and encouraging natural discussions about a product, service, or company. To put it simply, influencing word of mouth is about giving people a reason to talk.

Just so we’re on the same page, word of mouth is not some old-fashioned marketing theory. We’re talking about recent studies proving the effect recommendations from friends and family have on consumer behavior.

Also, let’s not forget that the digital era has given us new, measurable forms of word of mouth:

  • Conversations and shares on social media
  • User reviews on sites like G2, Capterra, etc
  • User-generated content about brands and their products (e.g., photos on Instagram with a branded hashtag)

Word of mouth is a powerful marketing channel that may be elusive. Yet it’s not entirely out of control. Because while marketers can’t control what people say about their brands, they can inspire brand-related conversations and even recommendations.

It boils down to delighting users with the product and spreading positive experiences.

And it’s worth it. Many companies have used that channel to grow and sustain their business: Tesla, Github, Evernote, Uber, etc. There are too many to mention. In fact, positive word of mouth is one of the signs of achieving PMF, as discussed in the section above.

Fortunately, we can speak from our own experience here. Ahrefs is an eight-figure ARR company, and word of mouth is one of our top three customer acquisition channels.

So how do we influence word of mouth? The most important component is the product. For many people, Ahrefs is the go-to toolset for SEO. Some like it enough to say things such as:

Quote from customer saying they'd quit if Ahrefs didn't exist

That’s why we never stop improving Ahrefs. People see that and appreciate our effort enough to recommend our tools to others:

And if you’ve got a complex product like ours, you also need to put a lot of effort into educating your audience. And that’s what we do with articles and videos on this blog, on our YouTube channel, and in our Academy. These types of content are also a tried-and-tested way to inspire some word of mouth:

This brings us to creating positive experiences via marketing. They captivate your customers and followers and help ensure those experiences will be shared.

One example of this is handing people free swag:

Gestures like this can later be noticed by important blogs in a particular niche and mentioned in social media conversations:

Also, doing something important or highly regarded by the target audience can spread quite fast:

Takeaway

Word of mouth has been the key to success for many companies. And it’s not a coincidence. Recommendations from customers have their weight in gold, and the only “costs” are improving your product, educating your audience about it, and leaving a trace of positive experiences.

3. Developing a content marketing machine

All marketers face the same challenge: how to attract people and convert them to customers. Of course, there is no silver bullet for that. But if there’s one type of marketing that comes close, it’s content marketing.

This is because content marketing can do these three things, among others:

  1. Drive the entire marketing funnel
  2. Bring compounding results
  3. Reinforce itself

Let’s break it down using Ahrefs’ content marketing machine as an example.

By driving the entire marketing funnel, we find that our content, in the form of blog posts, videos, cheat sheets, etc., can serve many different purposes when it comes to communicating with a target audience.

For example, a blog article can generate awareness by pulling people from a SERP to Ahrefs’ blog.

Another piece of content, e.g., a video, may show a step-by-step process of solving an SEO problem, thus making people more interested in Ahrefs’ product and eventually willing to try it.

And it gets even better. Often, a single piece of content can serve different stages of the funnel:

Table showing 4 questions with corresponding answers that are used to decide which stage(s) of the marketing funnel a blog article serves

Arguably, the most powerful thing about such content is its potential to pull people from search engines like Google. This can translate into huge amounts of organic traffic and, of course, considerable business potential.

Since organic search is a crucial marketing channel for us and for many other businesses, let’s see how it works for Ahrefs in a nutshell:

  1. We create SEO content based on search demand and the business value of a particular topic.
  2. Someone searches for a solution to an SEO or marketing problem via a search engine like Google.
  3. If our content ranks high enough, they read/watch our content that shows how to solve the problem through our product.
  4. If the content is convincing, it may make them want to try our product.

Search demand and business value mentioned in the first point are absolutely vital to the success of the whole operation. Without them, not enough people will find our brand through content, and we won’t be able to feature our product adequately.

This brings us to results, or rather, the compounding results of content marketing. Through the systematic publishing of content, our blog articles generate an estimated 326.7K visits per month—and that’s from organic search alone.

Every new article we publish adds to that result. And so, an article posted two weeks ago will bring new traffic, adding to the traffic generated by a blog post we published years ago.

For example, this article about top Google searches was published in 2017 and still generates traffic.

Site Explorer overview of Top Google Searches (2021)

The third special benefit of content marketing is it has the ability to reinforce itself. Meaning, it is easier to get results the more you do it because every additional action you take adds to the momentum.

Marketers call it the flywheel effect. The first push is the hardest. But as the “wheel” builds momentum, that same push will make the wheel spin a lot faster (i.e., think about how a salad spinner works).

To illustrate, this is what happens when you invest in long-term content marketing:

  1. If your content is good, people will recommend it, bringing in more readers. Chances are, the same people will come back to your blog to read your next article.
  2. Now your readership is growing. Each new post has a greater potential audience than the previous one because it borrows from the readership of past articles and pulls new readers from SERPs.
  3. A new thing happens. Someone links to your content on their website. Now you’re getting backlinks, which are, arguably, the principal ranking factor. As a result, your content ranks higher on SERPs, thus bringing more visitors and building your authority on the topic (another important ranking factor).
  4. As content gains links and ranks higher, it gets even more links, as more people are willing to link to a page with a higher ranking.
  5. Now you can link from your old content to your new content, passing on link equity. Your content then ranks higher and gets more readers. Those readers will bring new readers and new links. The cycle continues, and the flywheel gains momentum. Let’s not forget. New visitors mean new potential customers.

Of course, it’s easier said than done. But this is how content marketing contributed to making Ahrefs what it is today. If you want to learn more about building a content marketing machine like ours, check out these guides:

Takeaway

Content marketing is powerful. It can even function as a standalone, self-sufficient marketing tactic. Content allows you to attract new customers, nurture your leads, and educate your customers—sometimes even with the same piece of content. And it works best when you do it with organic search in mind.

If you ever wondered how much a community built around a brand and its products could be worth to a business, Adobe answered that in 2012 by acquiring Behance for about $150 million.

That is how much Adobe, the creator of Photoshop, paid to “transplant” a platform that had gathered 1 million active users and generated 90 million project views monthly.

So what kind of benefits could a community like Behance possibly offer to this software giant?

Number one: activating and retaining users. Let’s give the floor to Heidi Voltmer, Adobe’s then product marketing director, to explain why the company was in need of a solution like Behance:

We have tools, we have services, and if you’ve got all those things, you also need inspiration, you need to get that spark. … By bringing in Behance, we’re rounding out our offering and making this a one-stop destination for creative professionals.

Inspiring people to use a product (i.e., activating and then retaining users) is a common problem relating to productivity tools, and Adobe’s products were no exception.

Adobe had the best graphic design tools in class but still lacked something that would make people use those tools more frequently and effectively.

A user community is a great solution for that. Each new project uploaded to the platform can inspire multiple people to use Adobe’s products and encourage them to upload their own work. This, in turn, enriches the platform with more user-generated content and potentially inspires another group of people.

And we’re talking here about an endless stream of user-generated content:

Gif of scrolling through many photos

Number two: branding. Since Adobe now owns the platform, it can insert its logo and pitch its products in strategic places. Here are a few examples, starting from the welcome email:

Behance's welcome email

While creating an account on Behance is free, Adobe tries to put users on a conversion path ASAP. By clicking on the link in the image above, users are directed to a landing page where they can create a portfolio page that comes free with Adobe’s Creative Cloud paid solution:

Creative Cloud's paid plans

Then, on the Behance platform itself, there’s a whole lot of Adobe’s branding:

Behance platform showcasing Adobe Live's content
Behance platform showcasing Adobe's content

When we put it together with just the organic traffic this platform currently gets, we suspect that Behance is worth even more than what Adobe paid for it.

If you look at other branded communities, you will find other benefits of building them. Behance is an example of a community focused on showcasing work. But when a community is focused on conversations and sharing ideas about a product, this allows the brand to:

  • Get quality feedback on new products and features.
  • Gain an additional marketing channel. Brands can connect with users directly on these platforms, and the messages can go beyond the platform to spark word of mouth elsewhere (social media, forums, workplaces, etc.).
  • Offer added value to the product or service. For example, if a user has a problem, a request, or an idea, they can get feedback from other users in the community. 

Takeaway

For Adobe, a community connected to its brand was worth $150 million. And it’s not the only company that has invested heavily in this marketing asset. A branded community can be a source of many benefits. These include giving a company the ability to monetize traffic, get valuable feedback, and gain a new, direct marketing channel.

5. Conducting market research

Market research is the process of gathering, analyzing, and interpreting information about a given market. This is how marketers source crucial data for their marketing strategy, e.g., insights about potential customers, the competition, and the industry trends.

The importance of market research is hard to overestimate. Data is power, and it’s no different when it comes to marketing.

In fact, I’ll put it this way: Data should be the starting point of any decision-making. And if you don’t have enough data to make a move, your next move should be to get data.

Here are some popular methods to achieve that:

  • Interviews – Conduct face-to-face discussions with your users, potential customers, and other people with insight into your market (e.g., distributors).
  • Surveys – One of the most popular and cost-effective market research methods often done online. Surveys involve polling on things like feature desirability and user satisfaction.
  • Competitive analysis – By analyzing your competitors, you can quickly find out what works in your market and what doesn’t. Also, competitors make a great benchmark.
  • Commercial data – Think market reports and industry insights. You can learn things like the size of your market, market trends, and insights from people involved in your industry.

We go into further detail about the above and the tools/resources you can use in our guide on market research.

When it comes to companies that owe their success to market research, LEGO is a truly noteworthy example. In one of its research studies, the company found that only 9% of its users are female. LEGO understood that it had addressed that market segment wrong for decades.

But since a problem is an opportunity in disguise, LEGO set out to discover how it could approach that underserved market better.

It rolled out a massive study involving 3,500 girls and their mothers to understand the girls’ playing habits. It took LEGO four years to complete the study.

It found out that girls appreciate a different kind of playing experience. Namely, different kinds of scenarios (e.g., hair salons instead of police stations), more vibrant colors, and more expressive figurines than the LEGO classics. And so LEGO Friends was born in 2012.

Despite some criticism for the alleged reinforcing of gender stereotypes, the new product line became an instant hit. Today, LEGO Friends remains one of the biggest LEGO successes to date.

In the year the set launched, the company’s net profit rose 35%. And in the following years, Friends became one of the top five selling LEGO themes. 

Takeaway

Whether you’re trying to fix a problem in your marketing or looking for new opportunities in the market, chances are your answers are already out there. But you won’t find them until you reach for market research methods—a lesson we can learn from LEGO.

It’s worth noting that market research doesn’t have to be a huge, expensive project. It can also be done in a cost-effective, agile way.

Recommended reading: Market Research: What It Is and How to Do It

Final thoughts

I hope these five short examples inspired you to refine your marketing strategy. Seeing so many companies investing in these activities with great results, I think marketers should either try them at some point or have a really well-argued case for not doing them.

Naturally, these are not the only effective marketing activities out there. Here are a few more resources that feature other marketing ideas and tactics you can draw inspiration from:





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Google Updates Discover Follow Feed Guidelines

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Google Updates Discover Follow Feed Guidelines

Google updated their Google Discover feed guidelines to emphasize the most important elements to include in the feed in order for it to be properly optimized.

Google Discover Feed

The Google Discover follow feed feature offers relevant content to Chrome Android users and represents an importance source of traffic that is matched to user interests.

The Google Discover Follow feature is a component of Google Discover, a way to capture a steady stream of traffic apart from Google News and Google Search.

Google’s Discover Follow feature works by allowing users to choose to receive updates about the latest content on a site they are interested in.

The way to do participate in Discover Follow is through an optimized RSS or Atom feed.

If the feed is properly optimized on a website, users can choose to follow a website or a specific category of a website, depending on how the publisher configures their RSS/Atom feeds.

Audiences that follow a website will see the new content populate their Discover Follow feed which in turn brings fresh waves of traffic to participating websites that are properly optimized.

According to Google:

“The Follow feature lets people follow a website and get the latest updates from that website in the Following tab within Discover in Chrome.

Currently, the Follow button is a feature that’s available to signed-in users in English in the US, New Zealand, South Africa, UK, Canada, and Australia that are using Chrome Android.”

Receiving traffic from the Discover Follow feature only happens for sites with properly optimized feeds that follow the Discover Follow feature guidelines.

Updated Guidance for Google Discover Follow Feature

Google updated their guidelines for the Discover Feed feature to emphasize the importance of the feed <title> and <link> elements, emphasizing that the feed contains these elements.

The new guidance states:

“The most important content for the Follow feature is your feed <title> element and your per item <link> elements. Make sure your feed includes these elements.”

Presumably the absence of these two elements may result in Google being unable to understand the feed and display it for users, resulting in a loss of traffic.

Site publishers who participate in the Google Discover Follow feature should verify that their RSS or Atom feeds properly display the <title> and <link> elements.

Google Discover Optimization

Publishers and SEOs are familiar with optimizing for Google Search.

But many content publishers may be unaware of how to optimize for Google Discover in order to enjoy the loads of traffic that results from properly optimizing for Google Discover and the Google Discover Follow feature.

The Follow Feed feature, a component of Google Discover, is a way to help ensure that the website obtains a steady stream of relevant traffic beyond organic search.

This is why it’s important to make sure that your RSS/Atom feeds are properly optimized.

Read Google’s announcement of the updated guidance and read the complete Follow Feature feed guidelines here.

Featured image by Shutterstock/fizkes



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Is Wix Good for SEO? Here’s Everything to Know About Wix SEO

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Is Wix Good for SEO? Here's Everything to Know About Wix SEO

As of 2023, Wix provides solid options for a basic SEO setup that will cover most needs but still lacks the flexibility of more advanced and granular settings.

In this article, I go through all the nooks and crannies of Wix SEO options so you can decide if Wix is right for your needs. I’ll also share some tips on how to make your Wix website more search-friendly if you’re already a Wix user.

Does Wix have everything you need for SEO?

Wix has a bit of a bad reputation for SEO. This is because from its launch in 2006 until its first big update in 2016, it lacked many basic SEO functionalities like adding alt text and being able to change URL structures.

However, that is no longer the case. You can now do virtually every on-page SEO task using the Wix platform. It even hired expert SEOs, such as Mordy Oberstein and Crystal Carter, who have pushed for more SEO features and better communication.

Back in 2019, we ran a study comparing Wix SEO to WordPress SEO analyzing over 6.4M websites. We found that, on average, far more WordPress websites get organic traffic than Wix websites. 

WordPress vs. Wix organic traffic

However, we believe that this is due to the website owners, not the platforms themselves. On average, Wix website owners are less tech-savvy (and less educated on SEO) than WordPress users, simply because of the extra learning curve that comes with using WordPress.

Editor’s Note

The study and its methodology weren’t great. Given that there are so many variables involved, we didn’t see a way to rerun it properly. We decided to replace the study with this guide, providing more value to readers and being more fair to Wix.

That said, we had the Wix’s SEO team provide feedback on this article as part of the editing process to ensure accuracy and increase objectivity.

Michal Pecánek

Let’s also see what Googlers have to say about Wix.

Here’s a quote by John Mueller, Google’s senior search analyst, on the topic of Wix SEO:

Wix is fine for SEO. A few years back it was pretty bad in terms of SEO, but they’ve made fantastic progress, and are now a fine platform for businesses. The reputation from back then lingers on, but don’t be swayed by it.

What they’ve done in recent years is really good stuff, including making it trivial to have a really fast site (as you see in the Lighthouse scores — admittedly, speed is only a tiny part of SEO).

If Wix works for them, and they don’t need more, there’s no reason to switch.

John Mueller

So overall, Wix has the majority of features most website users would need to manage SEO. But there’s more to the story…

While Wix has no major SEO issues, it does have three minor issues that may stop you from wanting to use it if you’re serious about search:

  1. Website builders will typically load slower than custom code – Wix inevitably has code bloat from features you will never use. This is true even if you use WordPress and install a theme builder like Elementor or Thrive Architect, so this isn’t exclusive to Wix. That said, it’s only a minor issue, and it already has great Core Web Vitals compared to other CMS types.
  2. Less-than-ideal multilingual support – If you plan on publishing your blog posts in multiple languages, you may want to skip Wix. For example, you don’t have full control over the URLs for different language versions of your site. However, some of these aspects are in its feature requests and may be available soon.
  3. Limited advanced SEO control – Wix lacks some advanced SEO features. For example, it’s difficult to edit the auto-generated sitemap. Additionally, Wix generates cryptic file names for images (e.g., 09a0ab7~mv2.jpg/), which is not good for ranking on Google Images. 

Ultimately, Wix’s SEO features will work for most website owners out there. 

If you are a business owner who wants to focus more time on running your business and less time on learning how to build the perfect website with the best features, Wix is an excellent choice.

To help you decide if Wix is right for you, we made this helpful table of who should and shouldn’t use Wix to build their website:

Type of website Is Wix a great solution? Explanation
Personal website Yes Wix provides all you need for small websites.
Local business Yes Wix provides all you need to create a quick and easy local business website and rank in local search results.
Affiliate website Maybe Wix can handle your needs for affiliate marketing and SEO well. But if you’re aiming to create a big, complex website, it may be worth your time to learn WordPress instead.
Content website Maybe Wix can handle your needs for content used to show display ads. But if you’re aiming to create a big, complex website, it may be worth your time to learn WordPress instead.
Services website Maybe If you offer a service such as SaaS, banking, etc., then Wix may be a good choice depending on the specific features needed. You’ll have to do your own research.
E-commerce website Maybe There’s no perfect out-of-the-box CMS for this. The most common choices are Shopify or WooCommerce, but Wix is a solid option for e-commerce SMBs too. It can handle even some of the more complex e-commerce SEO stuff.

I personally would never build a website on Wix over WordPress for myself. That’s because WordPress has more features and customizability. And even though it comes with a much steeper learning curve, that is something I’ve overcome. (I’ve been building WordPress websites for over a decade.)

That said, I built my dad a website for his remodeling business using Wix. I did this because it’s much easier for him to go in and edit things himself than it is with WordPress. And he’s able to rank for local keywords just fine on the Wix platform. The website is fairly new, and I will come back in a few months to update this page with the progress of his rankings.

One last thing to keep in mind is that switching your content management system (CMS) can be a massive pain. So whichever tool you choose, be ready to stick to it for a long time.

Five tips to make your Wix website SEO-friendly

Deciding to stick with Wix? Here are five Wix-specific tips to help you make sure your website is search-optimized:

1. Complete the Wix SEO Setup Checklist

Wix has a really easy-to-use SEO Setup Checklist built in its platform. To use it, navigate to the Marketing & SEO page, then click Get Found on Google.

Wix SEO Setup Checklist

From there, you’ll be asked a few questions to get started, such as your business name and the top three to five keywords you want your website to rank for. If you’re not sure which keywords to target, I highly recommend reading our guide to keyword research.

Once you answer the questions, you’ll see a screen with steps you can take to optimize your website for search engines, starting with your homepage.

Wix's steps to optimize site for search engines

SEO Setup Checklist will guide you through the process of updating your pages’ meta tags, making your website mobile-friendly, and more.

Go through each of these steps, and you’ll be well on your way to a search-optimized website.

2. Set up Google Search Console and Analytics

You’ll notice one of the steps is to connect your site to Google Search Console (GSC). This is Google’s suite of tools designed for website owners like you to more easily monitor your search rankings and find issues preventing your pages from being indexed by Googlebot

Performance report, via GSC

You can set up GSC with the click of a button using the SEO Setup Checklist. If you want to learn more, check out our complete guide to Google Search Console.

Wix SEO Wiz connecting Google Search Console

Once GSC is set up, you can connect Google Analytics (GA) to your website to get more insights into where your traffic is coming from and which pages your visitors are going to.

To connect GA, navigate to the Marketing Integrations tab under Marketing & SEO. It’s the first box that appears—click Connect.

Wix marketing integration with Google Analytics

Wix will instruct you on how to create a Google Analytics Property ID and connect that ID with your Wix website. If you need more help, we also have a guide on Google Analytics 4.

Once it’s set up and your website starts getting traffic, you’ll be able to see traffic and webpage reports. This can help you identify which pages may need improvements or how many conversions you get from organic traffic.

Google Analytics traffic report

That’s it—you’re done with step #2.

3. Create search-optimized content

If your website just has the basic homepage, as well as “about” and “contact” pages, chances are you won’t be able to rank well for much (if anything).

A crucial step in SEO is creating content that can be crawled and indexed by Googlebot. That means creating service pages if you’re a local business and possibly also creating blog content targeting relevant keywords to your industry.

Rather than making this whole article about content, I will leave you with a resource. Go check out our guide to SEO content to learn more.

4. Add internal links

Backlinks—links from another website pointing to your website—are one of the most important ranking factors in Google’s algorithm. However, they can be difficult to obtain.

Internal links from one page on your site to another on your site are almost as important as backlinks. But they are much easier to add. You just highlight some text and add the link in.

If you have pages on your website that you want to rank better, simply add more internal links to that page and you’re already on the path to higher rankings. Obviously, just adding some internal links won’t suddenly make you rank #1 for a keyword. But it’s an important—and often overlooked—step on the road to better rankings. 

To add an internal link with Wix, simply highlight the text you want to add a link to, click the “chain link” icon, then choose the page you want the link to point to.

Wix internal link settings

Check out our internal linking guide to learn more about this important SEO task.

5. Schedule regular SEO audits

Once your Wix website is set up and optimized, it’s important to schedule regular SEO audits to keep tabs on your rankings and make sure nothing gets broken.

While you can do this manually, it is time consuming and easy to overlook something. 

For example, you may not realize one of your pages broke and is now a 404 page, or that a certain blog post isn’t showing up in your sitemap, or that you’re missing metadata on a certain page… the list goes on.

Instead, you can use Ahrefs Webmaster Tools to automatically run weekly or monthly audits of your website. This free tool will give you a health score from 0 to 100 on how “healthy” your website is from an SEO perspective.

Health Score overview, via Ahrefs' Site Audit

You can then see specific tasks you need to do in order to fix these issues on your site. Go to the All issues report and check the issues we found while crawling your website.

All issues report, via Ahrefs' Site Audit

You can click the error and see exactly what it means and how to fix it.

Issue details, via Ahrefs' Site Audit

From there, you can click “View affected URLs” and go to those pages to fix the issues. Easy peasy.

Final thoughts

Overall, Wix is a perfectly capable website builder for SEO. While it isn’t as advanced and capable as more complex CMSs like WordPress, it’s plenty good for people who just want to build a website and don’t have the time for or interest in a giant learning curve.

I still use Wix for certain client sites and to build sites for friends and family who want a website where they can still make small edits themselves. It’s my favorite website builder compared to other tools like Squarespace or WordPress.com (not to be confused with WordPress.org, which I use all the time).

One more benefit to using a website builder like Wix is that it’s a complete solution and takes care of the hosting and security. In fact, John doesn’t recommend self-hosting your websites. 

That said, if you want more advanced features and to dive deeper in SEO, I suggest learning WordPress.

Ready to keep learning? Here are some other helpful guides:



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Top YouTube Videos, Shorts, And Ads of 2022

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Top YouTube Videos, Shorts, And Ads of 2022

Examining YouTube’s list of the top trending videos and top Shorts of 2022, as well as the YouTube Ads Leaderboard: 2022 year-end-wrap-up can teach content marketers, content creators, and digital advertisers some important lessons that they can apply in 2023.

But, it helps if you have a secret decoder ring to decipher why there are three lists – and why each one uses a different methodology to come up with the rankings.

YouTube unveiled its first list of the 10 most-watched YouTube videos back in December 2010. Unfortunately, that list taught many marketers that “view count” was the only metric that mattered.

But, I got my secret decoder ring back in October 2012, when YouTube started adjusting the ranking of videos in YouTube search results to reward engaging videos that kept viewers watching.

In other words, YouTube replaced “view count” with “watch time.”

This was a significant shift, because “watch time” gives you a sense of what content viewers actually watch, as opposed to videos that they click on and then abandon.

In December 2012, YouTube shifted from unveiling its 10 “most-watched” videos of the year to unveiling its “top trending videos,” based on time spent watching, sharing, commenting, liking, and other factors.

In other words, “watch time” and “engagements” were now the metrics that mattered.

Today, YouTube’s algorithm rewards “viewer satisfaction.”

In other words, YouTube doesn’t pay attention to videos; it pays attention to viewers.

So, rather than trying to make videos that’ll make an algorithm happy, focus on making videos that make your viewers happy.

This brings us to YouTube’s lists of “trending videos” and “top Shorts” for 2022.

To learn important lessons that can be applied in 2023, we need to realize that YouTube’s discovery system uses both absolute and relative watch time as signals when deciding audience engagement.

Ultimately, YouTube wants both short and long videos to succeed, so relative watch time is more important for short videos, and absolute watch time is more important for longer videos.

Top 7 Trending Videos Of 2022

1. “So Long Nerds“ By Technoblade (6:32 long, 88.3 million Views, 10.2 million engagements)

In this moving tribute, the father of beloved Minecraft creator Technoblade reads a farewell letter from his son.

The gamer lost his battle with cancer in June, but his legacy remains on YouTube.

2. “Watch The Uncensored Moment Will Smith Smacks Chris Rock On Stage At The Oscars, Drops F-bomb” By Guardian News (1:24 long, 104 million Views, and 1.8 million engagements)

It was the smack heard ‘round the world: Academy Award winner Will Smith went off-script and slapped Chris Rock, live on-stage, at the film industry’s most prestigious event.

3. “Hi, I’m Dream” By Dream (5:42 long, 48.5 million Views, and 4.7 million engagements)

Dream’s ingenuity within Minecraft has led him to become a top creator with a devoted fanbase.

But no one knew what he looked like IRL, until now.

4. “ Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar & 50 Cent Full Pepsi Sb Lvi Halftime Show” By NFL (14:41 long, 146 million Views, and 3.5 million engagements)

Lose yourself in this epic Super Bowl halftime show packed with some of the biggest artists in hip-hop history: Dr. Dre, Snoop, Eminem, Mary J. Blige, Kendrick Lama, and 50 Cent.

5. “I Built Willy Wonka’s Chocolate Factory!” By Mrbeast (17:01 long, 132 million Views, and 5.1 million engagements)

In a “Willy Wonka” inspired warehouse, MrBeast challenges contestants to traverse a chocolate river, climb a candy wall, compete in confection-themed games, and indulge in their sweetest fantasies.

6. “Pranks Destroy Scam Callers- Glitterbomb Payback” By Mark Rober (26:41 long, 55.9 million Views, and 2.2 million engagements).

Engineer Mark Rober exacts dazzling revenge on a scam call center in the latest version of his glitterbomb series.

7. “Being Not Straight” By Jaiden Animations (15:22 long, 17.8 million Views, and 1.7 million engagements)

In this coming-out video, Jaiden Animations depicts a personal journey from adolescence to adulthood, sharing how they discovered their sexual identity along the way.

Top 7 Shorts Of 2022

1. “Diver Cracks Egg At 45 Ft Deep #Shorts” By Shangerdanger (0:56 long, 251 million Views, and 12.3 million engagements)

The ocean floor is a mysterious place. It’s full of unknown sea creatures, strange plants, and…chicken eggs?!

Join Shangerdanger as he cracks up the internet and dives egg-first into the blue depths.

2. “Sarah Trust Challenges” By Hingaflips (0:31 long, 142 million Views, and 6.5 million engagements)

Better than parkour? This is Trampwall: an epic sport where acrobats defy gravity and leap off a wall, onto a trampoline, to pull off mind-blowing aerial stunts.

3. “Come With Me To Shave My Fluffy Dog! #Doggrooming #Grooming #Goldendoodle” By Brodie That Dood (0:52 long, 108 million Views, and 6.8 million engagements)

For years, his long fluffy fur has made Brodie one of the most iconic dogs on YouTube. So, the heartbreak was real when it was decided that he needed a close trim.

4. “Dave and Busters Bet Me 1000 Tickets I Couldn’t Do This…” By Chris Ivan (0:59 long, 83.6 million Views, and 6.3 million engagements).

No one does trick shots like creator Chris Ivan. In this Short, he attempts to land a plunger on a Dave & Buster’s sign.

The prize? 1,000 tickets … if he can pull it off.

5. “That Gap Between Your Car Seat and Center Console” By Jay & Sharon (0:58 long, 182 million Views, and 6.4 million engagements)

We’ve all lost something in the dreaded gap between the car seat and the center console.

In this comedic sketch, creators Jay & Sharon show us what’s really going on down there.

6. “Welcome To The Stomach #Shorts” By Adrian Bliss (0:34 long, 118 million Views, and 7.0 million engagements)

In this bite-sized skit, witty creator Adrian Bliss brings to life all the characters trying to gain entrance – and party in – his space-limited stomach.

7. “This Magic Trick Explained (America’s Got Talent)” By Zack D. Films (0:34 long, 97.4 million Views, and 5.6 million engagements).

How did he do it? The judges of “America’s Got Talent” were confounded by this magic trick.

But not internet-sleuth Zack D., who unveils its clever secret.

Top 7 YouTube Ads Of 2022

Meanwhile, YouTube uses an entirely different methodology to determine the top YouTube ad for its 2022 year-end wrap-up Leaderboard. This makes sense.

The top ads are generally the ones with the biggest budgets, which drive up view counts, but not always engagements.

1. “Amazon’s Big Game Commercial: Mind Reader” By Amazon (1:31 long, 69.7 million Views, and 25,700 engagements)

The creative agency for this ad was Lucky Generals and the media agency was IPG – Rufus.

The ad’s description asks, “Is Alexa reading minds a good idea? No. No, it is not.”

2. “Welcome To Clan Capital! Clash Of Clans New Update!” By Clash Of Clans (1:20 long, 52.9 million Views, and 212,000 engagements)

The creative agency was Psyop, and the media agency was in-house.

The ad’s description says,

“Welcome to the ultimate clan destination! A place where you and your clan can BUILD and BATTLE together! A place called CLAN CAPITAL!”

3. “Goal Of The Century X BTS | Yet To Come (Hyundai Ver.) Official Music Video” By Hyundaiworldwide (4:08 long, 40.5 million Views, and 886,000 engagements)

The ad’s description says,

“Our ‘Goal of the Century’ can’t be achieved by one individual alone, but we can achieve it if we all join forces and unite.

Just like football players come together as a team to score goals, we aim to use the power of football to go forward together in pursuit of the greatest goal – ‘A united world for sustainability.’”

4. “Harry Potter 20th Anniversary: Return To Hogwarts | Official Trailer | HBO Max” By HBO Max (1:58 long, 27.3 million Views, and 739,000 engagements)

The creative agency was in-house, and the media agency was Hearts & Science.

The ad’s description says,

“Harry Potter 20th Anniversary: Return to Hogwarts invites fans on a magical first-person journey through one of the most beloved film franchises of all time as it reunites Daniel Radcliffe, Rupert Grint, Emma Watson, and other esteemed cast members and filmmakers across all eight Harry Potter films for the first time to celebrate the anniversary of the franchise’s first film, Harry Potter and the Sorcerer’s Stone.”

5. “Introducing iPhone 14 Pro | Apple” by Apple (4:20 long, 23.8 million views, and 571,000 engagements)

The ad’s description asks, “What lies beyond a traditional smartphone? Let’s find out. This is iPhone 14 Pro.”

6. All of Us Are Dead | Official Trailer | Netflix” by Netflix (2:35 long, 22.6 million views, and 518,000 engagements)

The creative agency was The Refinery, and the media agency was in-house. The ad’s description says,

“All of us will die. There is no hope.” The school turned into a bloody battleground and our friends into worst enemies. Who will make it out alive?”

7. Sally’s Seashells (Extended) | Big Game Commercial 2022“ by Squarespace (1:07 long, 21.6 million views, and 67,600 engagements)

The media agency was in-house. The ad’s description says,

“See everything that Sally sells in this extended cut of our 2022 Big Game commercial. Starring Zendaya as Sally and narrated by andré 3000.”

Most Important Lesson That Marketers Can Apply In 2023

Looking back at YouTube’s lists of top trending videos, top Shorts, and top ads for 2022, there is a meta-lesson that marketers can learn: one size does not fit all.

Different metrics matter when measuring different types of video, and different types of ads are better for different marketing objectives.

Or, as the British say, “There are horses for courses.”

Now, that’s a lesson that all of us can apply in 2023, and beyond.

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