Connect with us

SEO

How To Migrate A WordPress Site From One Host To Another

Published

on

How To Migrate A WordPress Site From One Host To Another

Thinking of changing hosts but not sure how to migrate a WordPress site from one host to another?

They say that moving house, getting married, and changing jobs are the three most stressful things in life… but I would argue that there’s another strong contender for the top three.

Migrating your WordPress website from one host to another!

Well, I have some good news and some bad news.

The bad news first… migrating a website to a new host will always make your heart race and your palms sweat, no matter how many times you’ve done it.

Good news: Migrating a WordPress site to a new host is essentially a series of steps that you can repeat each and every time.

It’s practically the same for every website you migrate.

This step-by-step guide to seamlessly migrate your WordPress website will make the entire process a little less stressful.

3 Options For Migrating Your WordPress Site To A New Host

There are three main options for migrating a WordPress website from one hosting provider to a new hosting provider.

  • Get your host to do it for you.
  • Use a WordPress migration plugin.
  • Go old school and use SFTP/FTP.

The best option for you will depend on your current hosting provider and new hosting provider and the size of the WordPress site you want to migrate.

1. Get Your Host To Do WordPress Site Migration For You

The first option for migrating a WordPress site is by far the easiest (and least stressful!) but whether this is an option will depend on which hosting provider you are migrating to.

Many managed WordPress hosting providers, such as Flywheel or SiteGround, will either do a free migration or will provide a plugin to install on your site to perform the migration (more on that in a moment).

Flywheel offers either a DIY plugin for you to complete the migration or they will do the migration for free.

All you have to do is fill out a brief form on their website with the current hosting details and ask them to conduct the migration.

This can take one – to three days but will save you so much time (and stress).

 2. Move To A New Host Using A WordPress Migration Plugin

As I mentioned above, if your fully managed host will not do the migration for you, they will usually provide a plugin that you can install on your site to perform the migration.

Using this migration plugin is easy.

These plugins typically work as an installation wizard to guide you seamlessly through the process of moving the WordPress files and database from one location to another.

They also automatically install WordPress on the new site in preparation for the files and database to be uploaded.

If you are not using a fully managed host, there is another plugin option.

Enter the All-In-One WP Migration plugin.

To migrate a WordPress site using this plugin, follow these steps:

Step 1: Log in to the backend of the WordPress site that you want to migrate.

Step 2: From the WordPress dashboard, navigate to plugins and click on Install New.

Step 3: Search for All-In-One WP Migration and install the All-In-One WP Migration plugin by ServMask.

Screenshot from wordpress.org, February 2022

Step 4: Activate the plugin.

Step 5: Repeat steps one to four on the new WordPress site (the one you want to migrate to) so you have the plugin installed on both the new and old site.

Step 6: Install the plugin Regenerate Thumbnails by Alex Mills (Viper007Bond) to the site you’re wanting to migrate to.

Step 7: Update ALL plugins, themes & WordPress core files on BOTH the new site and the old site (Note: the WordPress version must be the same on both sites).

Step 8: Create an export file using the All-in-One WP Migration plugin

Step 9: Optional: Add a rule to Find your new site database prefix and Replace with your old site database prefix (only if necessary)

Step 10: Export to File and download the file to your computer.

Step 11: On the new site, open the ‘‘All-in-One Migration’ plugin and import the file from the previous step.

Step 12: Once the file uploads, apply the uploaded export file to the new site when prompted.

Step 13: Go to Setting > Permalinks and save multiple times.

Step 14: Check all your plugins and make sure they’re activated.

Step 15: Check the media library. If the images aren’t there, use the Regenerate Thumbnails plugin to re-activate them if necessary.

Step 16: Check all pages/posts/etc. to make sure everything looks as it should. Then you can refresh your newly migrated WordPress site to see how everything looks.

Step 17: Install the Better Search Replace plugin by Delicious Brains on the new site.

Better Search Replace pluginScreenshot from WordPress.org, February 2022

Step 18: In the WordPress dashboard, go to Tools > Better Search Replace.

Step 19: Add your old site URL (i.e. oldwebsite.com) to the Search for field.

Step 20: Add your new site URL (i.e. newwebsite.com) to the Replace with field.

Step 21: Run a dry run. If you’re happy with the dry run, run the plugin for real.

Step 22: Go through theme files (primarily style.css, but maybe PHP files) to make sure all instances of oldwebsite.com are replaced with newwebsite.com.

Step 23: Check your new site. If the changes haven’t taken effect, clear your browser cache. If the changes still haven’t taken effect, clear your server cache.

The All-In-One WP Migration plugin has a limit on the size of the site that it can migrate (128MB).

If you have a very large site, these alternative plugins may help you migrate your WordPress site from one host to another:

Be sure to read all of the instructions for the plugin that you choose, to make sure that it is appropriate for the type of migration you want to do.

3. Old School WordPress Site Migration With SFTP/FTP

For many migrations, using a plugin should work fine.

However, for more complex migrations, you may need to manually migrate your WordPress site.

This can be done using either the File Manager in the cPanel of your hosting provider or by using an FTP or SFTP connection.

To use an SFTP/FTP client such as Filezilla or Cyberduck, you should consult with your hosting provider(s) for the correct configuration of this connection, but you typically need the username and password for your hosting account, the FTP or SFTP address, and the correct port number.

Once you have this information, follow these steps:

Step 1: Using File Manager in the cPanel or the SFTP/FTP connect, navigate to the root folder (public_html is the usual location) of the site you are migrating to. If you aren’t sure where the root folder is, you may want to contact your hosting provider, as it may be in a folder by a different name for security reasons.

Step 2: If you’re using the File Manager located in the cPanel, select public_html and download it to your computer.

If you’re using the SFTP/FTP client, select the public_html folder and download it to your computer. To make it easier to migrate, you can create a zip file of the downloaded folder.

Step 3: You now need to download your WordPress databases. Log into phpMyAdmin on the hosting where the site is currently located.

Step 4: Export the database. (Note: You may need to reach out to your hosting provider to find out which database to use if you see more than one listed in phpMyAdmin).

Step 5: Select the database to export. Click Export and then Quick for the type of export, and SQL as the file type. Click Go.

phpMyAdmin export WordPress site migrationScreenshot from phpMyAdmin, February 2022
Step 6: If you are going to use phpMyAdmin to import the site, you can create a zip file once the database is downloaded to your computer. Alternatively, you can select compressed in phpMyAdmin to compress the database before it downloads.

Step 7: Make sure there is nothing installed on the site you are migrating to.

Step 8: Go to the new hosting provider and create a new empty database. In the cPanel, navigate to MySQL Databases and click on it, name the new database appropriately and click Create Database.

Step 9: Create a new user in the MySQL Users section. Create a username and password and select Create User. Note that all usernames and passwords you use to create the database and user. You will need to update those in the wp-config.php file.

Step 10: Add the user to the database by going to the Add User to Database, selecting the new user and the database, and clicking Add.

Step 11: You next need to edit the wp-config.php file from the WordPress files that you downloaded. Make sure, if you created a new database name DB_NAME, username DB_USER, and/or password DB_PASSWORD, you will want to update them here and save the file.

wp-config screenshotScreenshot from PhpStorm by JetBrains, February 2022

It is wise to first create a copy of the original wp-config.php and store it elsewhere on your computer.

This is a precaution in case something happens and you need the database information from the current site location.

Step 12: Log into the new site’s phpMyAdmin. Select the new empty database you just created. Import the SQL database that was exported from the current location, by selecting the new database in the left window, hit the Import tab, choose the file to import, and click Go.

Choose the database zip file you have exported and make sure it is ready to import as an SQL file and hit Start Import.

phpMyAdmin screen importScreenshot from phpMyAdmin, February 2022

Step 13: Next, you will want to upload the WordPress files to the new installation. Log into the File Manager of the cPanel of the new site installation or connect to SFTP/FTP for the new site location. Upload the public_html folder to the new location.

Step 14: If you are migrating from a staging site, subdomain, or different domain name, install a plugin such as Better Search Replace on the migrated site in order to switch all of the old site URLs to the new domain name URLs.

Pointing Your Domain Name To The New Website

Once you have migrated your WordPress site to a new host, you will need to connect the new site to your domain name.

Update the new IP address in the DNS records or if you prefer to maintain the DNS records on your web hosting, you can update the nameserver on your domain hosting account.

Step 1: Log in to your domain hosting account. (I’m using Namecheap for this demonstration.)

Step 2: Select the domain you will use for the new site.

Step 3: Click Manage Domain and Advanced DNS.

Step 4: In the A Record, use @ for Host, and add the new IP address provided by the new web hosting provider under Value. TTL should be automatic.

Step 5: In the CNAME record, use www for Host, put your new domain name under Value, and Automatic for TTL.

Step 6: Save Changes.

DNS record changes screenshotScreenshot from namecheap.com, February 2022
Follow the instructions from your specific domain hosting provider to make sure that all DNS records are present and updated to point to your new website location.

Allow 24 to 72 hours for complete internet propagation.

The Stress-Free Way To Migrate A WordPress Site

Migrating a WordPress website doesn’t have to be stressful.

If your host can’t do it for you, there are plugins that make the migration process stress-free.

In some rare instances, you might have to use SFTP/FTP to migrate a more complex site.

That being said, the steps are always similar when it comes to WordPress migration.

Allow plenty of time for the migration process.

With enough practice, you’ll be a pro at moving WordPress sites from one host to another!

More resources: 


Featured Image: stockovari/Shutterstock




Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SEO

How Do I Get A Job With A PPC Agency

Published

on

By

Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

Have a question you’d like us to address? Fill out the form!

More resources:


Featured Image: Paulo Bobita/Search Engine Journal

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

Why Every Marketer Should Be On Reddit

Published

on

By

Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

More resources:


Featured Image: Julia Tim/Shutterstock



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SEO

No Algorithmic Actions For Site Reputation Abuse Yet

Published

on

By

Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending