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As a content writer, you know how important SEO is to your overall success.
Good SEO writing is more than keyword placement and Google algorithms.
It’s about writing with your audience in mind, engaging them, and enticing them to convert.
People go online looking for solutions to their problems. Valuable content that solves those problems is the type of content that SEO writers need to focus on these days.
At least, Google sure thinks so.
Their very own Search Engine Optimization (SEO) Starter Guide prioritizes easy-to-read, clear, fresh content. One of the entire sections in this guide is all about creating relevant, optimized content:
“Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic.
For example, a long-time football fan might search for “fifa”, an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like “football playoffs”.
Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results.”
Their main objective is to make users happy by providing the most relevant information possible.
In fact, this goal is so important, Google says it could “likely influence your website more than any of the other factors discussed here.”
Google judges page quality at an in-depth level. These two common acronyms are found in their Google’s Search Quality Evaluator Guidelines:
E.A.T. (Expertise, Authoritativeness, Trustworthiness): High-quality content should exhibit these three factors.
Y.M.Y.L. (Your Money or Your Life): This content is judged with very high page quality rating standards since it can impact the reader’s health, happiness, finances, or well-being.
You need content that meets your users’ needs, engages them, and builds real trust.15 Conversion Copy Tips for Engaging SEO Content
How can you create better SEO content?
Here are 15 techniques to try.1. Know Who You’re Writing For
To write engaging content, you must first know who your target audience is and what they want from you.
If you’re not sure who you’re writing for, create customer personas to help you.
These are hypothetical, ideal customers that provide a framework for your content.
They enable you to dig deeper in exploring your audience and gain a clear picture of who your prospects are.
Once you’ve identified at least three personas, write specifically to address their concerns and meet their needs.
Need help? Sites like HubSpot provide free persona templates that can help you explore some valuable insight.2. Consider the Customer Journey
Valuable information is great, but it doesn’t mean a thing if it isn’t reaching people at the right time.
For content that delivers the most impact, your writing should align with where your customers are in the sales funnel.
Understanding their intent will help you create and deliver the most useful material possible.
You can’t write the same content for someone who has interest in your brand with no intention to buy, and someone who is a current customer.
When you write for where your reader is in their customer journey, you increase the value of your content as well as boost your chances for conversions.3. Make Your Audience a Promise
You’ve identified your target audience, their needs, and the type of content they’re looking for.
If you’re able to solve their problem, it’s time to make a promise. Here’s a simple three-step guide to make an accurate, careful promise.
Find the one thing you do really well that will alleviate your prospects’ pain and set you apart from the competition.
Describe this benefit and make the promise that you can fill this need and improve their current situation.
Deliver a specific message that clearly states the product you can provide, the benefit it will bring, and how you’ll achieve their goal.
As long as you can live up to it, this promise can help boost conversions and earn loyal customers.4. Think of Your Content Like a Construction Site
Readability is a huge factor in creating content that converts.
Writing should contain ideas that are forged together with coherency and clarity.
Imagine you’re a builder on a construction site.
The introduction of your content is the foundation of your article. Make it strong so it can support the next layer of construction.
As you continue to build toward the conclusion, each point should serve as a framework that holds up the overall structure.
Further strengthen the construction of your content by:
Using transition phrases to help you move seamlessly between sections.
Connecting separate thoughts by showing how they’re related and putting them in context.
Starting with the most basic concepts and building up to in-depth points to help readers develop an understanding of the subject.5. Break Up the Monotony of Text Blocks
Another way to improve content readability is to separate content into digestible pieces.
Limit text to brief paragraphs frequently separated by line breaks.
White space around text gives readers a sense of relief and is easier on their eyes.
Guide your audience through your copy and break up the monotony of text boxes with:
Lists (numbered and bulleted).
Remember, you’re not writing a thesis for a grade.
You’re writing content that people should enjoy reading.6. Understand Your Reader’s Level of Awareness
Everyone who visits your site is coming from a different level of awareness about their search.
Famed copywriter Eugene Schwartz acknowledged five stages of consumer awareness:
Unaware: There’s a problem?
Problem aware: I know my problem, but what can I do about it?
Solution aware: I know my problem, and I know the solution. Can you help me?
Product aware: I know what you offer, but I can’t decide if it’s right for me.
Most aware: I know what you’ve got, and I’m ready to buy…if the price is right.
Decide which of these you want to target and write content that meets their specific needs.7. Put More Effort into Your Intro
One of the most important aspects of creating content that converts is a solid introduction.
It’s what grabs readers’ attention and draws them in to the rest of your material.
Really dive deep to make it shine by implementing the following:
Dedicate one line to your opening sentence: This way, you can better evaluate whether it’s powerful enough to compel readers to continue.
Self-edit with abandon: When you remove unnecessary content, you streamline the information and deliver direct, concise material that delivers value.
Tell the reader why they should care: The introduction ought to tell your visitor why they should continue to read the rest of your content.8. Incorporate the Latest Headline Best Practices
While SEO writers know that placing target keywords in headlines can improve visibility, that isn’t enough.
You need to create the right type of headline to drive traffic and boost conversions.
Conduct regular research to uncover stats and insights that can help guide you in creating your own powerful headlines.
Knowing what kinds of headlines get the most engagement from your audience is essential to tempt your readers to invest in your content.9. Drive Results with Actionable Copy
Actionable copy is an immediate, pointed way to elicit a specific response from your reader.
It helps guide your viewer through the steps needed to subscribe, register, check out, or contact your brand.
Actionable copy gives direct commands using action verbs.
It’s written in second-person, active voice, present tense so the message talks to the reader, rather than about them.10. Use “You” Language
When writing content that talks to the reader, it’s important to incorporate lots of “you” language.
Nobody wants to read content that’s been written strictly for SEO purposes.
They want to read information that speaks to them, delivers solutions to their problems, and connects with them on a personal level.
Here’s a real-world example:
Don’t: “In this post, I will explain why it takes more than good content to gain high SERPs.”
Do: “Think it’s just good content that will land you at the top of Google? Think again.”
You’ll see I dropped the personal pronoun “I” (readers don’t care what I’m going to do) and replaced it with “you” language (readers want to know what’s in it for them).11. Dig Deep for Better Verbs and Adjectives
There’s not an aspect of life where mediocrity drives success, and content writing is no different.
Don’t deliver dull messages with non-committal verbs and adjectives that are uninspiring to read.
Give your writing some pizzazz and energy to engage your readers and entice them to gobble up every word.
Avoid using words like:
Thing: That “thing” has a specific name. What is it?
Very + adjective: There’s always a more descriptive word. “Very hard” is difficult. “Very sad” is sorrowful. Speak to the readers’ emotions with powerful word choices.
Adverb + weak verb: Streamline your message with stronger verbs. He didn’t “nap briefly.” He snoozed. And that’s what your readers will do if you don’t choose better words for your content. 😴12. Become a Storyteller
People are tired of pushy sales pitches, but everyone loves a good story.
Use storytelling techniques to grab your readers’ attention and draw them in to your brand.
Use cliffhangers to build interest.
Give your plot a surprising twist to take your readers on an unexpected journey.
Stories are much more engaging and a great way to build a relationship with your audience.
Just remember to keep your brand and your reader front-of-mind.
The story should never overshadow the purpose of your content – to meet readers’ needs and increase conversions.13. Maintain Positivity
Emotions play a big part in the purchase process.
Today’s consumers are swayed less by reason and more by feelings.
That’s why it’s important for your content to maintain positivity.
Feelings of joy, hope, and inspiration are powerful tools.
You can evoke them in your readers when your content contains positive wording.
After all, who wouldn’t be intrigued by a product that’s “sensational” or “remarkable?”
Positivity builds trust and can help you gain a loyal following of happy customers.14. Write Effective CTAs
Other than the introduction, the most important element of conversion copy is an effective call-to-action (CTA).
A strong CTA guides, directs, and encourages readers to follow your desired course of action.
When well-executed, a CTA turns a vanilla SEO blog post into a money-maker for any brand.
Don’t expect viewers to read your mind.
While it may seem obvious that you want them to act, you must instruct them on what next steps to take.
Wording should be direct, straightforward, and persuasive to lead to conversions.15. End Your Content With Powerful Closing Sentences
As a runner nears the end of the race, they don’t come sputtering up to the finish line.
They give it one final push and muster all of their remaining energy to ensure they cross the line with speed and purpose.
The same goes for your content.
Your closing remarks are your final opportunity to inspire your reader and drive them to take action.
Use your last one or two sentences to drive home your main point.
Ask a final question or leave them with a memorable image.
Whatever you do, look ahead to the future and encourage your reader to do the same.SEO Goes Far Beyond Keywords and Algorithms
SEO is important for online content success.
It helps increase visibility and expand your reach, all of which can lead to increased conversions.
The real eye-opener is this: Without high-quality, user-friendly copy, SEO is nothing.
As an SEO writer, if you’ve been focusing on the wrong audience (Google), then it’s time to rethink your strategy.
When you revisit the human side of SEO and refine your copy, the conversions are sure to come.
All screenshots taken by author, April 2023.
You're reading 15 Conversion Copy Tips Every Seo Writer Needs To Know
The iPhone is considered more secure than any other Android smartphone. However, the enhanced security of iPhones doesn’t mean that you have to turn a “blind eye” to your device’s security. Hackers can steal your data from your iPhone if you don’t follow safety practices. Keep reading this blog to learn how to stay safe from hackers as an iPhone user.Before We Get Started
Let’s take a look at the hot topic related to iPhones before we jump into iPhone security tips. Many people debate whether an iPhone can be hacked or not. Though it’s very rare, an iPhone can get hacked if it’s Jailbroken. You should learn to remove phone virus if you think your phone isn’t working properly because of an attack launched by hackers.
With that out of the way, let’s take a look at seven important iPhone safety tips:1. Remove Unwanted Apps
You should remove those apps from your iPhone that you don’t use regularly. Doing so will ensure that your data isn’t sent to app developers that might not know how to handle it the right way. Make a list of the apps on your iPhone that you use daily, and get rid of any apps that are cluttering up space on your device.2. Use A VPN
It’s always a better option to browse the internet after connecting your phone to a trusted VPN service. Hackers can try to track your IP Address and steal your important data, whether you’re connected to your home’ WiFi or a Public WiFi network.
A VPN connection masks your IP address and makes it nearly impossible for hackers to track down your identity. Make sure you choose a reliable internet connection so you can browse the internet safely on your iPhone.3. Keep Your iPhone Updated
Regular system and security updates pushed by Apple ensure that iPhone users stay safe from hacking attempts. If you don’t want to lose your precious data, you have to ensure that you update your iPhone whenever a major update is released.
You should follow leading news sources that share news about iPhones so you never miss out when a new update for your iPhone is rolled out.4. Enable the “Find My iPhone” Feature
You must enable “Find My iPhone” on your device so you can get your device back in case you lose it. Find My iPhone is Apple’s built-in tracking software that uses GPS functionality to locate your iPhone. When this Feature is enabled, the person who founds your iPhone cannot access or wipe data from your device.
You can enter the Settings App on your iPhone and search for Find My iPhone to enable this tracking feature on your device within minutes.5. Create Strong Passwords
Using a four-digit passcode on your iPhone is not a safe option. You should change the settings from numeric passcode to alphanumeric passcode to increase the security of your iPhone. After you enter the Settings App, locate Touch ID & Passcode and then set a custom password.
Here are some tips for creating a strong password:
Never use your name as a password for your iPhone.
Avoid setting a string of numbers or characters as a password.
Include numbers and special characters to make your password stronger.6. Review Your Privacy Settings
The Privacy menu present in the Settings App allows you to track all the apps that have permission to access your data. It’s better to check the list of apps every now and then to ensure that any unwanted app doesn’t have unsupervised access to your sensitive information. Checking this list will also help you uninstall any apps from your device that you don’t use regularly.7. Encrypt Your Data
Data encryption is the most important thing you can do to keep your data safe. As you use your iPhone, you will create data that you must back up somewhere safe. The best way to create copies of your data is to use iTunes and its encryption feature.
image credit: ShutterStock
One of the fastest ways to boost profits is to turn your attention away from traffic for a while and start thinking about your conversion rate. If you’re like most sites on the web, you’re throwing a lot of sales out the window by making some simple mistakes or missing a few key pointers. Let’s talk about where to put our focus in order to maximize conversions.
Tip #1. Navigation
But navigation doesn’t end there either.
Check your internal searches to find out what your visitors want to find most, and make sure it’s placed somewhere prominent and obvious. Don’t make the mistake of trying to force your visitor into a conversion right away by making other popular navigations difficult.
This tactic backfires.
Visitors want to be persuaded before they make a purchase. If they don’t feel informed enough, secure enough, and if they don’t trust you enough, they’re not going to make a purchase. Let them navigate through their site the way their actions are telling you they want to. People are much more likely to buy if they feel like they arrived at the conclusion on their own.
Tip #2. Images
Images are arguably the most important aspect of landing page design. Humans are visual creatures, and our first impressions are typically formed on sight alone. If the landing page looks haphazard, old, unmaintained, clumsy, or cluttered, you’re going to lose a lot of ground in the first second of the visit.
Users expect a clean, professional from the second they land. Keep these four principles in mind.
1. Meaningful – Images have implications, even with the most basic of shapes. For example, to users, a horizontal line usually means “stop reading.” Photographs tell a story. No matter how basic the image, always consider what it means to your audience.
2. Custom – A stock photo here or there is fine for blogging, but when it comes to site design, and landing pages specifically, your images need to be custom made. If your images aren’t unique, it’s difficult to present a consistent brand image and nearly impossible to portray a unique selling proposition.
3. Logical – All too often I see landing pages with beautiful images that just don’t make sense for the site. Approach images logically by using them in a way that makes sense for the user. At the same time, think logically about your images and split test them for maximum benefit.
Tip #3. Content
The content of your landing page is all about the user. Visitors don’t want to know your life story or why your business is better than the rest. They want to know how to solve their problem. Keep the following in mind:
• “Unique” isn’t enough – It’s not enough to say that your content isn’t plagiarized or even that it’s creative. Instead, it needs to serve a unique purpose. The content of your landing page should serve a purpose that isn’t met by any other page on the web. Content should have its own unique selling proposition.
• Forget SEO, at least for now – If you think about keywords while you design your landing page, it’s going to end up being junk. Optimize for user satisfaction. Keyword stuffing doesn’t work for search engines anyway.
• Be “neutral” – When we say neutral, we mean that you don’t want to go for the hard sale. Most visitors are savvy enough to realize that they can’t take anything you say for granted. Instead of getting promotional, get specific. Focus on the “how” of your product or service. How is it going to help them solve their problem? How is it different (different, not better) from the alternatives? It’s important to recognize that, in this context, neutral doesn’t mean formal or unopinionated. Personality is good for content, and those who take strong stances with no apologies are likely to win over those who agree.
• It’s all about the user – Pretty sure we mentioned this before, but it’s worth repeating. This is one of the most common problems we come across: sites that spend too much time bragging.
• Address concerns before the user has them – The default response to any buying opportunity is to say “no thanks.” We all have low-level fear and skepticism before making any purchase or commitment. Address these concerns before the user even has them. We made sure to do exactly that with our link building service landing page, by discussing not just what we do, but what we don’t do. This has had a tremendously positive impact on conversions. Find out what your users most common objections are right now, and address them as quickly as possible.
Tip #4. Call-to-Action
Everybody knows they need a call-to-action, but this is also one of the most common places where mistakes are made. The type of call to action you use is highly subjective and depends a great deal on what you’re selling, and for how much.
If you’re trying to sell a service that costs tens of thousands of dollars, they’re going to want to talk to you. It’s as simple as that. You must have a phone number and other contact information in place, and this is where you should be putting most of your efforts.
If you’re selling something on a smaller scale, the contact information plays less of a part, but it must be there.
If you’re selling products, it’s important to have both “buy now” and “add to cart” buttons. By giving them the choice of placing an item in their shopping cart, they won’t feel like they are making as big a commitment, and they can keep shopping. Once something ends up in their shopping cart, they are almost guaranteed to buy it.
Be sure to split test your call to action. You want to try different images, different text, different fonts, and different placements. Test as much as you can, and always think about new things to test. It’s amazing how much a small change can have a big impact.
Tip #5. Credentials and Featured Badges
This is one of the best things you can do to build trust with your visitors. We’ve seen pretty dramatic improvements in our conversion rate after adding a rotating badge demonstrating that we’ve been featured in sites like Forbes and SEOmoz.
Visitors are naturally hesitant to work with you or buy your products. By default, they have no reason to trust you. One of the easiest ways to overcome this is to demonstrate that organizations they are familiar with have been more than happy to mention you or endorse you.
If you can add certifications on top of that, it also does a great deal for your credibility.
If you haven’t been featured on any prominent sites or earned any credentials, get started now. It’s worth it for the conversion rate boost, let alone the referral traffic.
Tip #6. Loading Time
The loading time has a very strong and direct relationship with your conversion rate. Your users always feel like they’re in a hurry, whether true or not, and they won’t wait around to see what you have to offer when they know there are hundreds of other options to choose from, and millions of other ways they could be spending their time.
Invest in high speed hosting, and keep needless clutter off your site. Make sure the most important parts of the page (for the user) load first, and that the page doesn’t suddenly reorganize itself as soon as more images and multimedia finish loading.
Tip #7. Responsive Design
Roughly 15 percent of web traffic is on a tablet or a smartphone. That’s almost a sixth of your potential customers. If they visit your site and it looks ugly on their device, odds are good they’re going to pack their bags and head elsewhere. Meanwhile, study after study confirms that mobile users are more engaged, wealthier, and more likely to make a purchase than desktop users.
Responsive design ensures that your landing page looks perfect on every device. It means that images and text are clearly visible without side-scrolling; that buttons and links are large enough to be pressed with a finger; and that users get the experience they expect from a smartphone or tablet.
Without responsive design, you’re more or less sacrificing 15 percent of your traffic without giving it a second thought.
The key to a higher conversion rate is to put the user first. They’ve seen enough infomercials and scam sites to last a lifetime. Put the focus on their unique problem, how you can help solve it, and giving them the information they need to feel comfortable with a purchase. Test your calls-to-action and be sure to give them contact information.
Stop leaving sales on the table.
Examples and tips to improve your conversion funnel for your persona?
Visualizing your conversion funnels, personalizing them for your buyer personas, optimizing their CTAs, landing pages, and other elements requires knowing things you may not know and testing new concepts.
Conversion funnels are the freeway systems of website infrastructure, with landing pages as on-ramps and exit pages as off-ramps; but also with a variety of bridges, underpasses, toll booths, and traffic cameras throughout.
MarketingSherpa shocks us with the statistic that only 68% of B2B marketers have identified their funnel. And, naturally, in order to optimize your funnel and explore the things that you do not yet know about funnels, you first need to define what your funnel is.The Basics: What is your conversion funnel?
Theoretically, your funnel is the series of steps prospects take on their journey to becoming your customers. Graphically, a conversion funnel may look like this:
The optimist sees every step of the funnel as an opportunity to provide visitors what they need in order to progress to the next step. The pessimist sees every step as a point of divergence where visitors drop out of the funnel. The realists realize that websites typically have more than one funnel, based on different personas of visitors.
Once you solidify your current conversion funnels, you may want to engage in optimizing your funnels, but there are a few things you probably didn’t know:1. Funnels for Personas: Different strokes for different folks
An eager (and often unexperienced) young buyer may progress quicker through a funnel toward a low-cost option; while a seasoned executive may need more proof, comparisons, analyses, and reports before making a decision to purchase an expensive subscription.2. The Calls to Action: are yours optimized?
In tracking and monitoring calls to action, we have found certain indicators for success.
A short disclaimer is in order, however, because what works for one persona may not be a fit for another. What is effective for each industry, product, price point, traffic source, etc. needs to be tested to find the optimal solution.
In general, to be effective, calls to actions should be:
Short and clear. 2-5 words is the optimal length.
Urgent, descriptive, and action oriented. Typically, ‘Download Today’ or ‘Sign Up Now’ work better than ‘Download the free guide to learn how to write urgent calls to action’ or ‘If you don’t sign up today, you are missing out.’
Stand out. Graphically, use colors that contrast with the rest of the page. And make sure the CTA is large, bold, and in a prominent position to be noticed at the time the user is ready to convert.Another great example for the United Airlines credit card: 3. Optimizing Landing Pages
Volumes can be written (and have been!) about the optimization of landing pages alone. Instead or reinventing the wheel, we will just point out some things you probably didn’t know about landing page optimization.
Conversions can be increased by 86% by using video on landing pages, according to EyeView.
Personalization is important
Anvil Media reports that Axway increased ROI over 291% with custom landing pages and tests for each of their PPC ad groups with dynamically generated keyword-specific content on the pages.
Don’t forget mobile
Deluxe increased conversions by 153% by using a mobile-optimized version of their desktop landing page, according to Ion Interactive.
In a study led by Harvard economist Sendhil Mullainathan, tests were run for bank campaigns in which short term loans were offered at different interest rates and with different images. The amazing results showed that a picture of a wholesome, happy woman had ‘as much positive impact on the response rate as dropping the interest rate by four percentage points.’ These images, often referred to as ‘hero shots,’ have a great effect on conversions.
Reviews offer a lift
Further studies show that reviews and customer testimonials add trust and lift conversions. When comparing the impact of branded content, expert content, and user reviews on items costing $399 or less,
Nielsen found that intent to purchase is strongest after reading a user review. Econsultancy found that 61% of customers read online reviews before making a purchase decision, consumer reviews are trusted nearly 12 times more than manufacturers’ descriptions, and that reviews produce an average 18% uplift in sales.Remember: It’s your Conversion Funnel!
Studies have been conducted. Statistics have been published. Best practices have been established. But the most important things about your conversion funnels can only be uncovered by testing, optimizing, and re-testing your conversion funnels.
As we alluded to above, what works for one (or even for most) may not work in your particular case. For example, there is a possibility that hero shots won’t be effective in your funnel or that the yellow CTA that works so well for Wix and United just isn’t right for your visitors.
The only way to know for sure is to take these common best practices, apply them to your own initiatives and test the results on your funnels. Do more visitors merge onto your conversion funnel freeway with each change? Or do your exits beckon them?
Your conversion funnels are just that: yours. And to reap the most reward from them, you must test, optimize, and re-test them for yourself.
It has never been more important for digital specialists to break out of their individual silo and engage key stakeholders across the business operation.
As digital communication channels develop, as search engine algorithms change and as new platforms and trends emerge, many enterprise-level organisations are in a constant race to keep up with the rate of change in digital.
Modern SEO now requires digital specialists to engage stakeholders across an organisation in order to deliver the consistent and effective experience that consumers – and by extension, search engines – are looking for. SEO is not just a single technical function and digital is no longer a single discipline that is removed from the rest of the organisation, it is a critical component that relies on an enormous range of skills and resources.SEO requires a balanced approach
A lot of SEO specialists, digital marketers and agencies will focus very heavily on the creative side of digital. They will be focused heavily on big creative campaigns, bold content ideas and whilst that is undoubtedly a part of the mix, it often results in a neglecting of some of the fundamental technical elements that, whilst perhaps not as influential as they once were, are still hugely important to any digital strategy. This vidual shows what we see as the main factors influencing SEO success today.
No digital strategy can work effectively if it does not fully balance the needs and demands of each of these core key performance factors and, in our latest guide ‘Redefining SEO’, we explain just how these factors blend together as the foundations of your digital strategy. A strategy that is too heavily balanced in one particular area is unlikely to deliver successful results.
All of these key performance factors require a wide range of skillsets and resources and it is the role of digital experts to bring these elements together.
User experience, for example, is influenced by a range of various departments and business operations. These can include core digital skills, such as design and IT, but also non-digital skills such as branding, PR, business strategy and even customer service.
This is where the modern SEO needs to be across all elements of the marketing and business operation. If you are looking at enhancing your digital experience, you need to be able to sell this to your colleagues across the organisation and be comfortable that all elements of the business operation can deliver what is required to achieve this.Identifying key business challenges
In order to deliver a successful strategy, marketers need to identify the respective strengths and weaknesses of the product, service or organisation. Their role is to talk up the strengths, and to mitigate, downplay or tackle the weaknesses.
A significant challenge for many marketers is bridging a disconnect between the marketing communications and the end user experience that is delivered by the brand. Brand communications is ultimately tasked with delivering an expectation and a vision and if this expectation isn’t met, it has the potential to severely undermine the brand.
When developing your digital strategy, you need to understand where these business challenges lie and how they have the potential to impact on your communications strategy. If social media is a significant part of your strategy, are your customer services teams trained and equipped to handle customer queries and complaints effectively? Are there limitations in business logistics that could create a barrier to conversion, or is your IT infrastructure not yet configured to support the initiatives you would like to implement? If these aren’t addressed, they could damage the user experience that you are trying to deliver.
By being across all of your organisational departments, it becomes easier to understand exactly where the business challenges lie. You can then make an informed decision on how to address and reflect these strengths and weaknesses in your digital communications strategy.Understanding how you engage your audiences
The way that consumers behave online is evolving. Today’s consumers are more agile, more demanding in their expectations of brands and more difficult to engage. They are less loyal to brands, they are driven by different things and they are very quick to express their opinions online.
Search engines have been quick to adapt to these changes, and Google in particular is incredibly agile at responding to new technologies or consumer trends and, in some cases is investing heavily in many of these new technologies itself.
For enterprise level organisations, this level of agility is somewhat more difficult. Multiple stakeholders, each with individual agendas, responsibilities and KPIs are often difficult to engage, making it difficult to force through cultural change. But digital is now everybody’s responsibility.
Google’s its algorithms are now placing greater influence on ranking factors relating to engagement, such as content, user experience and user engagement, as we can see from the correlation graph below. Factors such as ‘links and authority’, whilst still important, are declining in influence whilst engagement factors are becoming more influential.
These factors demand much more than digital and technical proficiency, they require a complete understanding of your target audiences, and how they behave online.
Where this cross-team and cross-departmental collaboration becomes important is in the development of a strategy that works to enhance a website on the increasingly important ranking factors that we discussed earlier on. A common challenge for those tasked with delivering digital growth is in aligning their needs with the needs of their colleagues in other departments, and relying on the skills and resources of other departments.
Content, PR, branding and customer experience does not work without a detailed understanding of who your audience is, where you can find them, and what they are actively looking for.
Many organisations have a good idea of who their customers are, and this will usually be widely publicised throughout the business in the form of customer personas. Typically, they will look like this:
“Our target demographic is female, 22-49, married with children, with a household income between £20k-40k. Our value product is at the heart of their everyday lives.”
But of course, your online audience might be a bit different to your customer demographic as a whole. So you need to use multiple data sources to help develop a more complete picture of your digital customer, their demographics, behaviours and interests. Do your audiences use particular social networks? Are they more likely to search via mobile? Do they gravitate towards certain content mediums more than others?
You need to understand the nuances of how your audiences behave on different channels.Overcoming objections
Practically any digital innovation has the power to significantly alter the way in which consumers behave and interact with brands, products and services. Whether it is the fact that TripAdvisor has empowered anyone to become a travel critic, or services such as Netflix and Amazon driving a huge surge in so-called “chord cutting” that threatens established business models.
The survival of any established brand lies in their ability and agility to respond to that change. Consumers are incredibly quick to embrace new developments, and established organisations need to match that pace.
The problem is that so few brands are structured, and able, to respond at the pace necessary to keep ahead of these changes, and this problem is particularly acute in organisations with large staff headcounts, multiple offices across different time zones, multiple stakeholders and multiple external agencies.
An Econsultancy report in June 2023 found that “keeping up with marketing technology”, “IT bottlenecks” and “a lack of testing time” were amongst the biggest headaches for marketers in driving forward change and innovation.
This is where an understanding of the needs and pressures of other marketing departments can be a huge benefit to the digital marketer.
If you are simply approaching people looking for them to help you, you’re going to simply land in their ‘in’ tray along with everybody else. That problem is exacerbated if they don’t particularly understand what you need them to do, or if they don’t see the value in doing it.
Your colleagues are more likely to be receptive to what you have to say if you can solve their problem as well as your own. If you can understand how their individual challenges influence yours, and vice-versa, you can break down these barriers, get then on side and get these key resources bought into the challenge that you are trying to address.
Our latest guide, ‘Redefining SEO: What your agency should be telling you in 2023’, explains in more detail some of the techniques you should be using to encourage your entire organisation to think about the role that digital plays throughout the business, and to become invested in supporting your brand’s digital success.
In case you missed out, there’s one more hidden feature that you can now use inside Safari on iOS 15 and that is to copy the links of all the taps that are open on your browser and paste it anywhere you may want.
Prior to this, if you wished to copy the links of multiple tabs on iOS, you were forced to copy and paste them one by one which was annoying, to say the least. Safari on iOS 15 now lets you copy links from several tabs at once and paste them anywhere you want with ease.
In this post, we’ll help you copy links of all the tabs that you’ve kept open on your Safari app.
Your device will automatically check for any available updates and display them on your screen. Tap on ‘Download and Install’ for the iOS 15 update once available on your device. Once you have updated to iOS 15, you can use the guide below to copy all open tab links in Safari.
There are two ways you can copy links from multiple tabs on Safari – using the Tab Groups Menu or using the Tab Overview screen.
The first method can be used on those occasions when you have a bunch of tabs open inside Safari (say, more than 5). The latter method will be an easier way to copy links if you only have a handful of tabs open (maybe 5 or less).
Method 1: From Tab Groups Menu (Works when a large number of tabs are open)
If you have a lot of tabs open on Safari and you want to copy the links of each of them to share it with someone or paste it on Notes, you can use the Tab Groups menu. To copy links of all tabs from Safari, open the Safari app and open the Tab Overview screen by tapping on the Tabs button on the bottom right corner.
Alternatively, you can also access this screen by swiping up from the bottom Tab Bar on any open webpage (if you use Tab bar and not the Top address bar).
When the Tab overview screen opens, tap on the ‘X Tabs’ at the bottom of the screen.
This will open the Tab Groups menu on the screen. Here, tap and hold on the ‘X Tabs’ option (it’s positioned above the Private option). ‘X’ here is the number of the tabs that are open inside Safari.
When an overflow menu appears, tap on the ‘Copy Links’ option.
Alternatively, you can also get this option by tapping the ‘Edit’ option at the top left corner of the Tab Groups menu.
Now, tap on the 3-dots icon next to ‘X Tabs’.
Next, select the ‘Copy Links’ option that appears above.
When your links are copied, you can open any app you want to paste it or share it on. In this example, we’ll use the Notes app to save your copied links.
To paste the links you copied from Safari, tap and hold on an empty space where you see a text field or generally type texts on. In the options that appear, tap on ‘Paste’.
The links that you copied will now appear in bullet form one after the other and will be hyperlinked with the webpage titles.
This means apps that do not support hyperlinking won’t be able to copy the links from Safari. When you paste the copied links into an unsupported app, you shall only be able to see the webpage titles in text format but no links to the actual pages you copied.
Method 2: From Tab Overview (Works for a small number of tabs)
If you only have a few tabs to copy links from, you can use this method with ease. An added feature of using this method is that you can get previews of the web pages you copy alongside the links for added context.
To copy the links of tabs you’ve opened using this method, open the Tab Overview screen by tapping the Tabs button.
You can also access this screen by swiping up from the bottom Tab Bar on any open webpage (if you use the Tab bar and not the Top address bar).
Once the Tab Overview appears, tap and hold on one of the tabs that you want to copy and start dragging it around until the options that pop up disappear. DO NOT lift up your finger.
With your finger pressed down, select the other tabs you want to copy links from by tapping them with your other hand. When you select a tab, it will move under the finger where the original tab is selected.
Repeat this for as many tabs as you want to copy links from.
Once you’ve selected all the tabs, keep the finger (with your selections) pressed and use the other hand to go to the Home Screen/ Recent Apps screen. When the Home Screen or Recent Apps opens, select the app you want to paste links to and open the specific section inside the app where you want it pasted.
If you’re wondering how to get to the Home Screen / Recent Apps on your iPhone, check out the link below to learn how.
➣ How to go to Home screen and change Apps while dragging on iOS 15
When you reach the destination screen, drag the copied tabs onto the specific region by lifting up your finger.
The copied tabs will now appear inside the app with links and previews to each of them. These links will be better distinguishable so that you can easily select the one you want to open later.
Here’s a full GIF of the procedure so you understand the steps better.
This method also works on apps that don’t support pasting hyperlinked links that are copied in the earlier method, meaning you can use this drag-and-drop functionality when the ‘Copy Links’ option doesn’t necessarily paste the tab links.
That’s all you need to know about copying links from all open tabs in Safari on iOS 15.
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