The Basics of Google EAT

Ever wondered how Google ranks its search results? Well, the common answer is through artificial intelligence (AI) and machine learning. But there is more to it!  Google also hires human evaluators to audit the quality of its search results. Under a Google Search Quality Evaluation Guideline, EAT and YMYL matter most. YMYL means “Your Money or Your Life.” It covers content that directly impacts one’s happiness based on health, finances, and safety. So, what about Google EAT? Let’s talk about it further here!

WHAT IS GOOGLE EAT?

EAT stands for Expertise, Authoritativeness, and Trustworthiness. This is the framework that Google human raters use to evaluate content creators, webpages, and websites. Google EAT is not a ranking factor on search results. However, it indirectly helps you rank in organic searches. This is because Google wants to ensure that sites with high-quality content rank better and sites with low-quality content get less visibility.

EXPERTISE

Always remember that Google’s standard of expertise depends on the topic of a page. There is a higher standard on more specialized topics. The EXPERTISE of a content author is very important to Google. Google’s main goal is to provide pages on a search result that contains useful information. If the content is written by someone who’s not competent enough, it is possible that the information may be harmful or misleading. The expertise rating of content commonly applies to YMYL pages. For example, Google prefers medical content to be written by a recognized medical professional. Or, it may have at least been reviewed by an MD listed in the article credentials. If the author of the page is not an expert but is sharing a personal experience, the content will be evaluated based on how applicable it is to the searched keyword and its relevant perspective. For example, a patient who is suffering from an illness can be an expert on how the illness makes you feel. Moreover, if the content is accurate and detailed enough, even if not written by an expert, Google will still reward the site with a better ranking. This is where the human factor of a human rater applies. To make sure that your site displays expertise very well, a digital marketing speaker Hong Kong suggests the following:

  • Choosing a content creator with authority on a certain field or niche
  • Including expert data or quotes from official or trustworthy sources
  • Peppering content with high-quality charts, infographics, photos, or videos

AUTHORITATIVENESS

If a searcher is Googling information for research purposes, expertise matters. For example, someone will most likely consult a mechanic to fix a vehicle being a car expert. But if a searcher is looking for products and services, authoritativeness matters. Yelp reviews are very powerful when people want to know the reputation of a local restaurant. They are written by average people. Yet, they are credible enough in sharing their fine dining experiences. A social media agency Hong Kong credits authority as the power to influence people. It is like credibility which has the power to convince. The AUTHORITATIVENESS of a page in Google is judged based on two factors:

  • The credibility of the main content
  • The reputation of the author and its website

Just like expertise, authoritativeness relates to how much of a leading figure one is perceived in a certain industry. If you are a leading figure in fitness and health, then you will most likely write credible content about them. Other websites will quote your words and link your web pages to their websites. These backlinks are very important to SEO. Online reputation also matters. If the website is a trusted source of information, it will receive high praises from other experts and positive reviews from users. Thus, the authoritativeness of a page greatly depends on third-party users. This is because without social proof from website visitors, the page has technically no use. To build authority, web pages should aim to collect the following:

  • Backlinks
  • Endorsement from experts of the industry or niche
  • Industry or niche credits
  • Ratings and reviews from users and communities
  • Recommendation from industry influencers
  • Relevant acknowledgment and certifications

TRUSTWORTHINESS

The best way to prove the TRUSTWORTHINESS of a site is a valid security certificate showing on web pages. It is also important to add links to the most visible location of the webpage. Assuring your website visitors that their information is safe results in them trusting the website as a reliable source of information. Google ranks the trustworthiness of a page based on the creator’s backlinks, credentials, reviews, and shares. Google knows that people appreciate and trust websites that deliver accurate and trustworthy data. So, they will move them up on search results. To improve the trustworthiness of a website, Google recommends the following:

  • Regulate the ad contents on your website. Banners and pop-ups can generate revenue but drive away annoyed visitors.
  • Make yourself available to engage through chats, contact pages, and search functions. Turn your website into a place where consumers can turn for information instead of just receiving a sales pitch.
  • Show off your trustworthiness. Display guarantees, trust seals, and warranties within your web pages. Moreover, highlight Google reviews, positive ratings, and testimonials. 

Today, a video marketing agency Hing Kong noted that the best way to publish positive ratings and testimonials is to published user-generated content. A happy customer’s video showing how a brand helps him or her solve a pain point can evoke emotions and drive conversions.

THE BOTTOM LINE:

In general, Google AI and machine learning rank the quality of pages by performing Google’s algorithms. But the accuracy and performance of Google AI and machine learning are reviewed by real people. This is to make sure that the rating of pages conducted by robots considers the human aspect of every query. AI and quality raters follow the same criteria. Thus, for a web page to rank high, the key is simple. Following Google EAT guidelines is the least every website can do to rank on Google.

Reference: https://devrix.com/tutorial/ultimate-google-eat-guide-2021/#:~:text=In%20Google’s%20webpage%20evaluation%20criteria,a%20page%20should%20be%20estimated.

6 Ways Artificial Intelligence Helps Digital Marketing

6 Ways Artificial Intelligence Helps Digital Marketing

Can a machine think? Can they do digital marketing? These are the common questions marketers are facing. Modern technology makes it possible for artificial intelligence to automate everything. Artificial intelligence (AI) is imitating human intelligence over machines. Machines are programmed to mimic their actions to aid in the execution of tasks and problem-solving. There are two kinds of AI – weak and strong. A weak AI is very simple and only performs a single task. A strong AI performs complex and many tasks. They are very human-like. A subset of AI is machine learning. It means the capacity of computer programs to absorb a huge amount of information. From these data, they can adapt and learn without human intervention.

A social media agency Hong Kong says that artificial intelligence boosts the fourth industrial revolution, which seems true. Today, effective social media rely on audience insights and machine algorithms. Search results in search engines like Google, Bing, and Yahoo were ranked by machine learning. Even 24/7 customer service on eCommerce websites and messaging apps are powered by chatbots. Indeed, artificial intelligence greatly helps digital marketing. Here are 6 ways on how it does so.

Boost Awareness and Conversion 

Modern people commonly search for products and services online. For products to be discovered, marketers should use the proper search engine optimization (SEO). They can do this by using relevant keywords commonly typed by an online searcher on the search box. The keywords should be about the brand or product, plus its features and benefits. 

Through artificial intelligence, search engines like Google, Bing, and Yahoo determine organic search results when a user types a query. Search engines’ AI rank them through the keywords, quality of the content, quality of a site, and location of the searcher. For example, a Chicago searcher typing “top restaurants” will see the most popular restaurant within the city and in Illinois. A searcher in Los Angeles typing the same keyword will see the most popular restaurant within the city and in California.

A digital marketing speaker Hong Kong reports that 70% of high-performing marketing teams have a fully designed AI strategy. They use machine learning as a competitive advantage. These teams have a growth mindset and invest in training to enhance their knowledge about AI. As such, they have greater knowledge of marketing analytics. 

Drive Better Customer Service Experience

The behavior of modern consumers has greatly evolved. They shop online anytime, anywhere. They demand immediate results. When they have a question, they want answers fast. When they are prepared to buy a product, they will do it even in the middle of the night. AI has made it possible for brands to connect with their customers 24/7. Through chatbots, they can seamlessly handle all customer concerns anytime, anywhere.

A chatbot is a software application that simulates a human conversation. As an AI, it is one of the most advanced and promising ways to mimic human interaction. Chatbots are integrated on messaging platforms, mobile apps, social media accounts, and websites. They are used to handle customer queries, sales, and other service concerns. They can also be used to conduct a survey or trigger a sale via promotions in messaging and mobile apps. Today, 80% of businesses are using chatbots. There are also around 300,000 chatbots in Facebook Messenger. 

Enhance Content Customization

A video marketing agency Hong Kong noted that artificial intelligence has greatly improved video marketing. This is by helping them customize their video strategies through the insights they have collected from video viewers. AI collects data on videos that a viewer commonly and previously watched. These include the duration and engagement of a specific video which can be a beneficial guide. Each viewer has unique preferences. But with AI, marketers can see what videos stand out most and what elements they have in common. 

The same scenario goes for social media marketing. Most social media platforms house a library of collected user insights. These insights can guide marketers in finding the ideal persona of their target customers. Based on AI demographics, they can easily segment their target group. Based on AI analytics, they can very well create custom content that appeals to these groups. Let’s take Starbucks as an example. Such a global coffee chain has created a real-time personalization engine that integrates customer data and preferences using their mobile apps. From these pieces of information, they have conceptualized the reusable cups promotion in the UK in 2018.  The promotion resulted in a 150% increase in customer engagement and a 3x increase in incremental revenues. 

Help Better Predict the Buying Pattern

Marketers harness the power of AI to study the online behaviors of consumers. As AI collected data such as browsing patterns, searches, and website views, marketers better understand their interests, needs, and preferences. These help them segment their audience better and easier. AI also makes it easier for brands to predict the buying pattern among consumers. These greatly improved the accuracy of demand forecasting and demand sensing. As proof, AI saved the retail industry a $50 billion obsolete inventory for the year 2018. 

Improve Social Media Marketing Performance

As mentioned, social media platforms house a library of algorithms, analytics, and insights from machine learning. These libraries of information provide actionable tips on how to achieve specific social media goals. The goals may include brand awareness, conversion, customer retention, discovery, engagement, or uplifting a brand reputation. Around 77% of marketers have intelligently automated their goal setting and marketing tasks among social media networks. Likewise, 41% say that AI and machine learning have improved their social media marketing performances. 

Optimize Media Mix Strategies

A media mix strategy is a process of determining how much budget can be allocated in different marketing channels and platforms. This is to get the highest return of investment (ROI) for every ad spend. The big data collected by AI on the Internet provides insights on which ads performed best and which channel have they earned the most revenue. Using AI, marketers can make better decisions on media mix strategies. AI has always been on track to solving marketing and sales problems ever since they emerge. As an example, Disney has been using AI to fine-tune their media mix strategy. Via the Tableau software, the company aggregated data from partner organizations to create new media mix models for budget optimization. From such aggregated data, Disney came up with the idea of marathon weekends. This campaign doesn’t only result in a higher ROI but at the same time revived Disney’s reputation as the happiest place on earth.

Reference: https://www.forbes.com/sites/louiscolumbus/2021/02/21/10-ways-ai-and-machine-learning-are-improving-marketing-in-2021/?sh=56f085ff14c8

How to Engage Customers Through Mobile Marketing

How to Engage Customers Through Mobile Marketing?

We are in the era of mobile devices. Around 5.22 billion people use smartphones globally. They are overwhelmingly popular for messaging and social media activities. This makes a social media agency Hong Kong very important in mobile marketing. People also use mobile devices to find gossips, news, and trends. Significantly for businesses, it is also where they commonly engage in online shopping. The conversion rates of smartphone shoppers have dramatically increased during the COVID-19 outbreak. With an average time spent of 3 hours and 15 minutes daily, such a conversion rate increased by 22%. Today, a digital marketing speaker Hong Kong always recommends mobile-friendly strategies. Thus, marketers need to know the fundamentals of mobile marketing. All the more, they should also learn how to engage customers through mobile marketing.

WHAT IS MOBILE MARKETING?

Mobile marketing is a digital marketing strategy that focuses on reaching target audiences using smartphones, tablets, and other mobile devices through different channels. These channels include apps, eCommerce, emails, SMS, social media, and websites. Mobile marketing is the key to reach more people as they are spending more time on mobile devices. 

The concept of mobile marketing should revolve around:

  • Analytics to examine and track how much traffic it generates
  • Automation to shift your messages from one channel to another
  • Conveniences of choosing the right audience where to send a brand’s message
  • Cost-effectiveness to significantly reduce advertising cost in exchange for a higher ROI
  • Location-based and multilingual to encourage conversion among local customers
  • Responsiveness for content to display well in any mobile device
  • Simplicity to make it fairly easy to use among the audiences
  • Speed to provide a better mobile experience among users

MOBILE MARKETING STRATEGIES

There are so many strategies you can use for mobile marketing today. Yet, the key is to optimize and use each strategy wisely. Brands must also be practical to know which channels their target audiences spend most of their time. Among the common types of mobile marketing strategies are:

  • App-based marketing
  • In-game mobile marketing
  • Location-based marketing
  • Mobile ads
  • Mobile coupons
  • Mobile payment
  • Mobile search
  • Mobile website
  • QR codes
  • Text promotion (SMS, push notification)
  • Virtual and augmented reality

HOW TO ENGAGE CUSTOMERS THROUGH MOBILE MARKETING

The basic principles of a successful mobile marketing strategy are:

  • The creation of mobile-friendly content
  • Effective engagement strategies for customers using mobile devices
  • Using mobile apps and platforms

To further engage a brand’s customers through mobile marketing, here are some essential steps every marketer needs to do

Audience Segmentation and Personalized Targeting

There are thousands of mobile ads that people see daily. So, brands need to segment their target audiences and create personalized mobile ads to increase efficiency by up to 30%. It is important to find time to collect customer feedback through customer support chatbots, ratings, reviews, and surveys. A better way to test the effectiveness of personalized targeting is to do A/B testing experiments. The smartest way is to do these based on what device the target audience is using smartphones, tablets, etc. Audience segmentation and personalized targeting can engage customers through a deeper kind of connection.

Mobile-Optimized Websites

Mobile marketing means considering the mobile users first. So, a mobile-optimized website is important for a brand to offer the best experience to engage customers. The most common strategy to optimize a website for mobile devices is increasing the website loading speed. This can be done by enhancing search functions and removing unnecessary widgets. Another common strategy to increase customer engagement through mobile marketing is the right choice of keywords for each content. Users of mobile devices prefer searching short-form keywords. As such, brands should be familiar with these short keywords commonly used among smartphones, tablets, etc. They should then incorporate this on any advert, email, or message that they create for mobile marketing.

Multi-channel Campaigns

Consumers no longer stay in the same place today. Mobile marketing allows brands to target audiences in different channels, locations, and platforms. Brands should be aware of the differences in time zones among them and their target markets. They should also enhance location-based strategies as it is one unique highlight of mobile marketing. Needless to say, content should be made according to the browsers used by mobile devices. The largest browser categories today are Android and iOS. Plus, each mobile marketing ad should be posted on top social media platforms like Facebook, Instagram, and Twitter to increase visibility. 

Video Content on Mobile Marketing

A video marketing agency Hong Kong noted the importance of using video content in mobile marketing. It is expected to cover around 76% of all mobile traffic by 2025. Even 92% of marketers focus on video as an important part of their marketing strategies. Mobile marketers should aim to create video content designed to target viewers based on demographics. They can likely boost conversion on campaigns streamlined according to age, location, and sex. 

The Bottom Line

With more than 50% of people in the world using mobile devices, mobile marketing is one effective way to reach customers. To further engage them, the personalization of campaigns in mobile marketing is very important. Multi-channel marketing and mobile-friendly experiences can also significantly boost brand conversion and engagement.

References: https://www.evinex.com/mobile-marketing/