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A Marketer’s Guide To Livestream Shopping

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A Marketer's Guide To Livestream Shopping

Retailers, brands, and digital platforms from around the world are leveraging the tremendous value that livestream shopping brings.

Who would’ve thought the intoxicating combination of social media, live entertainment, and instant purchasing would so significantly disrupt ecommerce?

While you may have heard rumblings of the marketing benefits of livestreaming commerce, this is nothing new for our counterparts in China.

They are leaning hard into the massive trend that is livestream shopping.

A 2021 survey cites that two-thirds of Chinese shoppers have purchased products via livestream in the past year.

That’s a considerable number.

Even though Western retailers are still lagging behind China in the pursuit of live commerce, early movers have begun to garner significant sales.

Here’s why: Our target audience wants it.

A recent global survey of 13,000 consumers and 4,000 businesses across 29 countries shows that 61% of customers prefer to shop via social media. This jumps to 63% when responses are filtered by Gen Zers.

So, What’s The Problem?

As a marketer in the B2C space, you know that retail has its limits.

Even ecommerce – the darling of the Covid-19 era due to many brick-and-mortar store closures and businesses moving online – now needs reimagining.

Campaigns you were certain would bring a high ROI (return on investment) are falling flat.

CPC (cost per click) might be consistent, but engagement and conversion rates are lower than ever.

We are seeing a trend in lower engagement rates via traditional ecommerce checkouts and an increase in abandoned carts.

While this is often because the ecommerce website owner has not done the due diligence required to stay relevant, in the end, it is likely due to a bad, or even worse – indifferent – user experience.

Add to that the reality that consumers are less brand loyal and more price sensitive than ever, and you find yourself, as a marketer, in a tricky position.

As our customers’ demands for “I want it now” increase, marketers must find a way through.

The proven secret to success is connecting your brand personally to your customers (or vice versa; your customers must feel that they connect with you).

This is important not only from a “successful campaign” perspective but also from a business longevity approach.

When comparing the current financial crisis with that of 2008, we see that organizations that championed customer experience saw very little downturn at that time.

They also rebounded faster and brought in three times more shareholder returns than the market average.

So, what is the solution?

While livestream shopping might not be the silver bullet marketers want, it is a turbocharger for revitalizing online revenue.

Here’s why.

When marketers combine ecommerce with livestream shopping, it suddenly makes online stores personal, entertaining, and relevant.

What Is Livestream Shopping?

Before I get ahead of myself, let me start with the basics.

Streaming shopping offers consumers an engaging experience that allows them to buy from home confidently by combining commerce with live video entertainment, often on social media.

Livestream viewers can interact with the host and buy products right then and there.

This might sound familiar to you if you grew up with old-school TV shopping shows.

Similar to online video shopping, the TV show host would talk about the product and its benefits and often demonstrate how to use it – all the while punting the “call now” number to buy.

It made it easy for home viewers to buy from their couches while watching TV.

It is not uncommon for live shopping videos to include new product launches, how-to’s, interviews, games, quizzes, or giveaways.

However, online video shopping must not be confused with the informercials of old.

This is real-time, hyper-engaging, fast, and super-relevant to the audience.

As For Popular Livestream Shopping Platforms, Here Are A Few

The biggest and easiest by far are the social media platforms.

Although shopping-specific platforms may assist you in reaching new consumers, you retain the most control via your website.

How Livestream Shopping Works

The basic concept that sees marketers incorporate livestream shopping remains the same.

Like live TV shows, livestream commerce exists on social media, where buyers watch as the influencer or host discusses, demonstrates, and reviews products in real-time.

Connection-Driven

The main draw card of live streaming commerce is how entertaining the host is.

Equally important is the connection the audience feels with the host.

All of this speaks to audience engagement.

You want to involve influencers who already strongly connect with your audience.

This not only improves trust metrics and credibility but is also typically what attracts people to watch in the first place.

Engagement-Rich

Many livestreams include chat functionality and reaction buttons to involve their audiences, which makes them more successful.

Getting the audience to participate in polls and comment on the stream is an effective strategy that successful consumer companies use to ramp up engagement and improve the event’s success.

Commercially Viable

When done well, online marketers can boost sales tremendously with livestreaming shopping.

Huang Wei, also known as Viya, is China’s biggest livestreaming star.

With astonishingly high audience numbers – sometimes as high as 37 million – she uses her channel to sell a huge variety of products.

We’re talking cars, makeup, houses, furniture, toothbrushes – even a rocket launcher for $5.6 million!

Some of the biggest brands in the U.S. have already sat up and taken note.

Tesla, P&G, and Kim Kardashian have already appeared on Viya’s show and sold products.

Kim Kardashian launched her new perfume to Chinese internet users on Viya’s livestream in 2019. She drew 13 million viewers and sold 15,000 bottles in a matter of minutes.

Does Your Target Audience Want Livestream Shopping?

Gen Z And Millennials

If you market an online brand or ecommerce store, and your customer demographics are Generation Z and Millennials, then livestream shopping is not an option – it is a given.

These demographics are the largest contributors to live shopping events.

However, this doesn’t mean you should exclude other audiences.

Surprisingly, this concept is familiar to generations accustomed to the home shopping network channels they grew up with.

Now is a great time to share the benefits and convenience of live shopping with them.

Generation X

Gen X embraces social media just as much as Millennials, indicating that usage will increase over the next few years.

In fact, a recent survey shows that 74% of Gen Xers consider social media – in particular, Facebook – to be an essential part of their life.

This puts them on the same playing field as Millennials and Gen Zers.

Baby Boomers

For Baby Boomers, only 40% consider social media an essential part of their lives, with the vast majority only using it to connect with family and friends.

However, they are not to be overlooked.

As many as 53% say they use social media, especially Facebook, to kill time, much like the other generations.

Plus, in the U.S., senior citizens are the fastest-growing demographic of Facebook users.

This could indicate their growing familiarity and comfort levels with online engagement.

The bottom line is that, as marketers, we need to use the platform our audience uses.

Regarding the industries benefiting from livestream shopping, McKinsey states that fashion has put its best foot forward and currently leads the way.

However, ecommerce brands that sell everything from cars to fresh foods are gaining traction.

How Marketers Can Use Live Commerce To Create Value

When you consider the current and future growth of live shopping, you quickly see how much potential there is to improve brand awareness, sales, and revenue.

Even greater benefits exist for marketers who embrace live commerce, including greater online efficacy and engagement, all at a much more affordable price tag.

Here are more benefits to marketing through live shopping events.

I have found that live commerce can help marketers reach their objectives in these ways.

Quicker Conversions

Live shopping is hugely entertaining and engaging.

As a result, viewers watch longer.

This helps accelerate the customer decision-making journey from awareness to conversion.

Seeing other like-minded viewers purchase the product in real-time can drive down objections and uncertainty.

Additionally, scarcity tactics like limited offers and coupons help create a sense of urgency in the viewer.

This massively increases conversion rates – with some reporting increases of up to 30%.

This is ten times more than traditional ecommerce metrics.

Greater Brand Appeal And Differentiation

Live commerce can increase a brand’s appeal and distinguishability when executed properly.

It can also push additional traffic to its website.

Better Discoverability And Website Traffic

Live selling is one of the easiest and fastest ways to increase website traffic and discoverability.

Whether you host the live stream event on your website or direct viewers to the site from a livestreaming platform, you ultimately increase your website traffic and the chances of completing a sale.

Your discoverability also determines visitors to your website; if they do not know you exist, they will not visit and buy.

You greatly increase your discoverability by opening up your content to potential buyers on those social platforms through livestreaming.

Heightened engagement through personalized marketing.

Making a sale isn’t the only reason to stream ecommerce; it’s also an opportunity to connect with your customers.

Considering that most marketers struggle to make big brands more approachable and engaging, this is a lifesaver.

Livestreams immediately inject the human touch into your product and offerings.

Suddenly there are trusted names, beloved personalities, and community input that endorses the product on the streaming event.

This brings welcome relief and credibility to your ongoing customer service or sales reps’ activities.

Top Tips For Hosting A Livestream Shopping Session

As a marketer, it is important to understand the fundamentals of livestreaming shopping before launching a campaign.

There are no shortcuts; you must map out a clear strategy before deploying tactics.

Identifying who your audience is, their demographics, points of pain, preferred platforms, and customer journey are all part and parcel of effective campaigns.

Your marketing strategy will also need to answer the following questions.

  • Will we do this in-house, or do we bring in livestreaming marketing experts?
  • What livestream platform are we using? Are we hosting the event on our website like Nordstrom? Or are we hosting our social media platform? Which one is our favorite?
  • Are we investing in the gear and technology ourselves, or are we using a SaaS solution?
  • Are we including an influencer, or are we going to bank on our own brand’s pulling power?
  • Is this a once-off test, or are we doing this regularly?
  • What product are we promoting?
  • What content are we producing?
  • Are we recording this for playback later? (The answer should be yes, as this is a powerful marketing tool.)

I know. These are hefty questions.

But if you attempt to go into this unprepared, you could do your brand more damage than good – and on a live stage.

If you want to test the waters, I recommend you partner with marketers who have done this before and use streaming platforms focused on this form of commerce.

That way, the time, money, and resource investment is relatively low in proportion to the risk exposure.

Once you have done this, you get to work marketing the event.

This is standard “Event Marketing 101,” and you do your due diligence: Google Ads, social paid media, free newsletter subscription, influencer marketing, you name it.

Conclusion

While livestream shopping is still relatively in its infancy in the retail industry, all metrics point in the same direction: Up!

For marketers who work for ecommerce brands who want the benefits of hosting a live selling feature or livestream event, this channel and tactic are the way to go.

Benefits are clear, measurable, and repeatable when done well.

For those new to live commerce, experimenting with an event might be the way to go.

In this case, it is well-advised to rope in external resources with experience in this area to minimize risk and maximize your return.

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How To Uncover Traffic Declines In Google Search Console And How To Fix Them

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How To Uncover Traffic Declines In Google Search Console And How To Fix Them

Google Search Console is an essential tool that offers critical insights into your website’s performance in Google search results.

Occasionally, you might observe a sudden decline in organic traffic, and it’s crucial to understand the potential causes behind this drop. The data stored within Google Search Console (GSC) can be vital in troubleshooting and understanding what has happened to your website.

Before troubleshooting GSC traffic declines, it’s important to understand first what Google says about assessing traffic graphs in GSC and how it reports on different metrics.

Understanding Google Search Console Metrics

Google’s documentation on debugging Search traffic drops is relatively comprehensive (compared to the guidance given in other areas) and can, for the most part, help prevent any immediate or unnecessary panic should there be a change in data.

Despite this, I often find that Search Console data is misunderstood by both clients and those in the first few years of SEO and learning the craft.

Image from Google Search Central, May 2024

Even with these definitions, if your clicks and impressions graphs begin to resemble any of the above graph examples, there can be wider meanings.

Search Central description  It could also be a sign that…
Large drop from an algorithmic update, site-wide security, or spam issue This could also signal a serious technical issue, such as accidentally deploying a noindex onto a URL or returning the incorrect status code – I’ve seen it before where the URL renders content but returns a 410.
Seasonality You will know your seasonality better than anyone, but if this graph looks inverse it could be a sign that during peak search times, Google is rotating the search engine results pages (SERPs) and choosing not to rank your site highly. This could be because, during peak search periods, there is a slight intent shift in the queries’ dominant interpretation.
Technical issues across your site, changing interests This type of graph could also represent seasonality (both as a gradual decline or increase).
Reporting glitch ¯_(ツ)_/¯ This graph can represent intermittent technical issues as well as reporting glitches. Similar to the alternate reasons for graphs like Seasonality, it could represent a short-term shift in the SERPs and what meets the needs of an adjusted dominant interpretation of a query.

Clicks & Impressions

Google filters Click and Impression data in Google Search Console through a combination of technical methods and policies designed to ensure the accuracy, reliability, and integrity of the reported data.

Reasons for this include:

  • Spam and bot filtering.
  • Duplicate data removal.
  • User privacy/protection.
  • Removing “invalid activities.”
  • Data aggregation and sampling.

One of the main reasons I’ve seen GSC change the numbers showing the UI and API is down to the setting of thresholds.

Google may set thresholds for including data in reports to prevent skewed metrics due to very low-frequency queries or impressions. For example, data for queries that result in very few impressions might be excluded from reports to maintain the statistical reliability of the metrics.

Average Position

Google Search Console produces the Average Position metric by calculating the average ranking of a website’s URLs for a specific query or set of queries over a defined period of time.

Each time a URL appears in the search results for a query, its position is recorded. For instance, if a URL appears in the 3rd position for one query and in the 7th position for another query, these positions are logged separately.

As we enter the era of AI Overviews, John Mueller has confirmed via Slack conversations that appearing in a generative snapshot will affect the average position of the query and/or URL in the Search Console UI.

1718702762 996 How To Uncover Traffic Declines In Google Search Console AndSource: John Mueller via The SEO Community Slack channel

I don’t rely on the average position metric in GSC for rank tracking, but it can be useful in trying to debug whether or not Google is having issues establishing a single dominant page for specific queries.

Understanding how the tool compiles data allows you to better diagnose the reasons as to why, and correlate data with other events such as Google updates or development deployments.

Google Updates

A Google broad core algorithm update is a significant change to Google’s search algorithm intended to improve the relevance and quality of search results.

These updates do not target specific sites or types of content but alter specific systems that make up the “core” to an extent it is noteworthy for Google to announce that an update is happening.

Google makes updates to the various individual systems all the time, so the lack of a Google announcement does not disqualify a Google update from being the cause of a change in traffic.

For example, the website in the below screenshot saw a decline from the March 2023 core update but then recovered in the November 2023 core update.

GSC: the website saw a decline from the March 2023 core updateScreenshot by author from Google Search Console, May 2024

The following screenshot shows another example of a traffic decline correlating with a Google update, and it also shows that recovery doesn’t always occur with future updates.

traffic decline correlating with a Google updateScreenshot by author from Google Search Console, May 2024

This site is predominantly informational content supporting a handful of marketing landing pages (a traditional SaaS model) and has seen a steady decline correlating with the September 2023 helpful content update.

How To Fix This

Websites negatively impacted by a broad core update can’t fix specific issues to recover.

Webmasters should focus on providing the best possible content and improving overall site quality.

Recovery, however, may occur when the next broad core update is rolled out if the site has improved in quality and relevance or Google adjusts specific systems and signal weightings back in the favour of your site.

In SEO terminology, we also refer to these traffic changes as an algorithmic penalty, which can take time to recover from.

SERP Layout Updates

Given the launch of AI Overviews, I feel many SEO professionals will conduct this type of analysis in the coming months.

In addition to AI Overviews, Google can choose to include a number of different SERP features ranging from:

  • Shopping results.
  • Map Packs.
  • X (Twitter) carousels.
  • People Also Ask accordions.
  • Featured snippets.
  • Video thumbnails.

All of these not only detract and distract users from the traditional organic results, but they also cause pixel shifts.

From our testing of SGE/AI Overviews, we see traditional results being pushed down anywhere between 1,000 and 1,500 pixels.

When this happens you’re not likely to see third-party rank tracking tools show a decrease, but you will see clicks decline in GSC.

The impact of SERP features on your traffic depends on two things:

  • The type of feature introduced.
  • Whether your users predominantly use mobile or desktop.

Generally, SERP features are more impactful to mobile traffic as they greatly increase scroll depth, and the user screen is much smaller.

You can establish your dominant traffic source by looking at the device breakdown in Google Search Console:

Device by users: clicks and impressionsImage from author’s website, May 2024

You can then compare the two graphs in the UI, or by exporting data via the API with it broken down by devices.

How To Fix This

When Google introduces new SERP features, you can adjust your content and site to become “more eligible” for them.

Some are driven by structured data, and others are determined by Google systems after processing your content.

If Google has introduced a feature that results in more zero-click searches for a particular query, you need to first quantify the traffic loss and then adjust your strategy to become more visible for similar and associated queries that still feature in your target audience’s overall search journey.

Seasonality Traffic Changes

Seasonality in demand refers to predictable fluctuations in consumer interest and purchasing behavior that occur at specific times of the year, influenced by factors such as holidays, weather changes, and cultural events.

Notably, a lot of ecommerce businesses will see peaks in the run-up to Christmas and Thanksgiving, whilst travel companies will see seasonality peaks at different times of the year depending on the destinations and vacation types they cater to.

The below screenshot is atypical of a business that has a seasonal peak in the run-up to Christmas.

seasonal peaks as measured in GSCScreenshot by author from Google Search Console, May 2024

You will see these trends in the Performance Report section and likely see users and sessions mirrored in other analytics platforms.

During a seasonal peak, Google may choose to alter the SERPs in terms of which websites are ranked and which SERP features appear. This occurs when the increase in search demand also brings with it a change in user intent, thus changing the dominant interpretation of the query.

In the travel sector, the shift is often from a research objective to a commercial objective. Out-of-season searchers are predominantly researching destinations or looking for deals, and when it is time to book, they’re using the same search queries but looking to book.

As a result, webpages with a value proposition that caters more to the informational intent are either “demoted” in rankings or swapped out in favor of webpages that (in Google’s eyes) better cater to users in satisfying the commercial intent.

How To Fix This

There is no direct fix for traffic increases and decreases caused by seasonality.

However, you can adjust your overall SEO strategy to accommodate this and work to create visibility for the website outside of peak times by creating content to meet the needs and intent of users who may have a more research and information-gathering intent.

Penalties & Manual Actions

A Google penalty is a punitive action taken against a website by Google, reducing its search rankings or removing it from search results, typically due to violations of Google’s guidelines.

As well as receiving a notification in GSC, you’ll typically see a sharp decrease in traffic, akin to the graph below:

Google traffic decline from penaltyScreenshot by author from Google Search Console, May 2024

Whether or not the penalty is partial or sitewide will depend on how bad the traffic decline is, and also the type (or reason) as to why you received a penalty in the first place will determine what efforts are required and how long it will take to recover.

Changes In PPC Strategies

A common issue I encounter working with organizations is a disconnect in understanding that, sometimes, altering a PPC campaign can affect organic traffic.

An example of this is brand. If you start running a paid search campaign on your brand, you can often expect to see a decrease in branded clicks and CTR. As most organizations have separate vendors for this, it isn’t often communicated that this will be the case.

The Search results performance report in GSC can help you identify whether or not you have cannibalization between your SEO and PPC. From this report, you can correlate branded and non-branded traffic drops with the changelog from those in command of the PPC campaign.

How To Fix This

Ensuring that all stakeholders understand why there have been changes to organic traffic, and that the traffic (and user) isn’t lost, it is now being attributed to Paid.

Understanding if this is the “right decision” or not requires a conversation with those managing the PPC campaigns, and if they are performing and providing a strong ROAS, then the organic traffic loss needs to be acknowledged and accepted.

Recovering Site Traffic

Recovering from Google updates can take time.

Recently, John Mueller has said that sometimes, to recover, you need to wait for another update cycle.

However, this doesn’t mean you shouldn’t be active in trying to improve your website and better align with what Google wants to reward and relying on Google reversing previous signal weighting changes.

It’s critical that you start doing all the right things as soon as possible. The earlier that you identify and begin to solve problems, the earlier that you open up the potential for recovery. The time it takes to recover depends on what caused the drop in the first place, and there might be multiple factors to account for. Building a better website for your audience that provides them with better experiences and better service is always the right thing to do.

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Barriers To Audience Buy-In

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Barriers to audience buy-in with lead generation

This is an excerpt from the B2B Lead Generation ebook, which draws on SEJ’s internal expertise in delivering leads across multiple media types.

People are driven by a mix of desires, wants, needs, experiences, and external pressures.

It can take time to get it right and convince a person to become a lead, let alone a paying customer.

Here are some nuances of logic and psychology that could be impacting your ability to connect with audiences and build strong leads.

1. Poor Negotiations & The Endowment Effect

Every potential customer you encounter values their own effort and information. And due to something called the endowment effect, they value that time and data much more than you do.

In contrast, the same psychological effect means you value what you offer in exchange for peoples’ information more than they will.

If the value of what you’re offering fails to match the value of what consumers are giving you in exchange (read: their time and information), the conversions will be weak.

The solution? You can increase the perceived value of the thing you’re offering, or reduce the value of what the user “pays” for the thing you offer.

Want an exclusive peek into tactics we use when developing our own lead gen campaigns? Check out our upcoming webinar.

Humans evaluate rewards in multiple dimensions, including the reward amount, the time until the reward is received, and the certainty of the reward.

The more time before a reward occurs, and the less certain its ultimate value, the harder you have to work to get someone to engage.

Offering value upfront – even if you’re presenting something else soon after, like a live event, ebook, or demo – can help entice immediate action as well as convince leads of the long-term value of their investment.

It can even act as a prime for the next step in the lead gen nurturing process, hinting at even more value to come and increasing the effectiveness of the rest of your lead generation strategy.

It’s another reason why inbound content is a critical support for lead generation content. The short-term rewards of highly useful ungated content help prepare audiences for longer-term benefits offered down the line.

3. Abandonment & The Funnel Myth

Every lead generation journey is carefully planned, but if you designed it with a funnel in mind, you could be losing many qualified leads.

That’s because the imagery of a funnel might suggest that all leads engage with your brand or offer in the same way, but this simply isn’t true – particularly for products or services with high values.

Instead, these journeys are more abstract. Leads tend to move back and forth between stages depending on their circumstances. They might change their minds, encounter organizational roadblocks, switch channels, or their needs might suddenly change.

Instead of limiting journeys to audience segments, consider optimizing for paths and situations, too.

Optimizing for specific situations and encounters creates multiple opportunities to capture a lead while they’re in certain mindsets. Every opportunity is a way to engage with varying “costs” for time and data, and align your key performance indicators (KPIs) to match.

Situational journeys also create unique opportunities to learn about the various audience segments, including what they’re most interested in, which offers to grab their attention, and which aspects of your brand, product, or service they’re most concerned about.

4. Under-Pricing

Free trials and discounts can be eye-catching, but they don’t always work to your benefit.

Brands often think consumers will always choose the product with the lowest possible price. That isn’t always the case.

Consumers work within something referred to as the “zone of acceptability,” which is the price range they feel is acceptable for a purchasing decision.

If your brand falls outside that range, you’ll likely get the leads – but they could fail to buy in later. The initial offer might be attractive, but the lower perception of value could work against you when it comes time to try and close the sale.

Several elements play into whether consumers are sensitive to pricing discounts. The overall cost of a purchase matters, for example.

Higher-priced purchases, such as SaaS or real estate, can be extremely sensitive to pricing discounts. They can lead to your audience perceiving the product as lower-value, or make it seem like you’re struggling. A price-quality relationship is easy to see in many places in our lives. If you select the absolute lowest price for an airline ticket, do you expect your journey to be timely and comfortable?

It’s difficult to offer specific advice on these points. To find ideal price points and discounts, you need good feedback systems from both customers and leads – and you need data about how other audiences interact. But there’s value in not being the cheapest option.

Get more tips on how we, here at SEJ, create holistic content campaigns to drive leads in this exclusive webinar.

5. Lead Roles & Information

In every large purchasing decision, there are multiple roles in the process. These include:

  • User: The person who ultimately uses the product or service.
  • Buyer: The person who makes the purchase, but may or may not know anything about the actual product or service being purchased.
  • Decider: The person who determines whether to make the purchase.
  • Influencer: The person who provides opinions and thoughts on the product or service, and influences perceptions of it.
  • Gatekeeper: The person who gathers and holds information about the product or service.

Sometimes, different people play these roles, and other times, one person may hold more than one of these roles. However, the needs of each role must be met at the right time. If you fail to meet their needs, you’ll see your conversions turn cold at a higher rate early in the process.

The only way to avoid this complication is to understand who it is you’re attracting when you capture the lead, and make the right information available at the right time during the conversion process.

6. Understand Why People Don’t Sign Up

Many businesses put significant effort into lead nurturing and understanding the qualities of potential customers who fill out lead forms.

But what about the ones who don’t fill out those forms?

Understanding these values and the traits that drive purchasing decisions is paramount.

Your own proprietary and customer data, like your analytics, client data, and lead interactions, makes an excellent starting place, but don’t make the mistake of basing your decisions solely on the data you have collected about the leads you have.

This information creates a picture based solely on people already interacting with you. It doesn’t include information about the audience you’ve failed to capture so far.

Don’t fall for survivorship bias, which occurs when you only look at data from people who have passed your selection filters.

This is especially critical for lead generation because there are groups of people you don’t want to become leads. But you need to make sure you’re attracting as many ideal leads as possible while filtering out those that are suboptimal. You need information about the people who aren’t converting to ensure your filters are working as intended.

Gather information from the segment of your target audience that uses a competitor’s products, and pair them with psychographic tools and frameworks like “values and lifestyle surveys” (VALS) to gather insights and inform decisions.

In a digital world of tough competition and even more demands on every dollar, your lead generation needs to be precise.

Understanding what drives your target audience before you capture the lead and ensuring every detail is crafted with the final conversion in mind will help you capture more leads and sales, and leave your brand the clear market winner.

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Google Answers Question About Toxic Link Sabotage

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Gary Illyes answers a question about how to notify Google about toxic link sabotage

Google’s Gary Illyes answered a question about how to notify Google that someone is poisoning their backlink profile with “toxic links” which is a problem that many people have been talking about for at least fifteen years.

Question About Alerting Google To Toxic Links

Gary narrated the question:

“Someone’s asking, how to alert Google of sabotage via toxic links?”

And this is Gary’s answer:

I know what I would do: I’d ignore those links.

Generally Google is really, REALLY good at ignoring links that are irrelevant to the site they’re pointing at. If you feel like it, you can always disavow those “toxic” links, or file a spam report.

Disavow Links If You Feel Like It

Gary linked to Google’s explainer about disavowing links where it’s explained that the disavow tool is for a site owner to tell Google about links that they are responsible for in some way, like paid links or some other link scheme.

This is what it advises:

“If you have a manual action against your site for unnatural links to your site, or if you think you’re about to get such a manual action (because of paid links or other link schemes that violate our quality guidelines), you should try to remove the links from the other site to your site. If you can’t remove those links yourself, or get them removed, then you should disavow the URLs of the questionable pages or domains that link to your website.”

Google suggests that a link disavow is only necessary when two conditions are met:

  1. “You have a considerable number of spammy, artificial, or low-quality links pointing to your site,
    AND
  2. The links have caused a manual action, or likely will cause a manual action, on your site.”

Both of the above conditions must be met in order to file a valid link disavow tool.

Origin Of The Phrase Toxic Links

As Google became better at penalizing sites for low quality links and paid links, some in the highly competitive gambling industry started creating low quality links to sabotage their competitors. The practice was called negative SEO.

The phrase toxic link is something that was never heard of until after the Penguin link updates in 2012 which required penalized sites to remove all the paid and low quality links they created and then disavow the rest. An industry grew around disavowing links and it was that industry that invented the phrase Toxic Links for use in their marketing.

Confirmation That Google Is Able To Ignore Links

I have shared this anecdote before and I’ll share it here again. Someone I knew contacted me and said that their site lost rankings from negative SEO links. I took a look and their site had a ton of really nasty looking links. So out of curiosity (and because I knew that the site was this person’s main income), I emailed someone at Google Mountain View headquarters about it. That person checked it and replied that the site didn’t lose rankings because of the links. They lost rankings because of a Panda update related content issue.

That was around 2012 and it showed me how good Google was at ignoring links. Now, if Google was that good at ignoring really bad links back then, they’re probably better at it now, twelve years later now that they have the spam brain AI.

Listen to the question and answer at the 8:22 minute mark:

Featured Image by Shutterstock/New Africa

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