How To Optimize Your WordPress Site For Voice Search?
Nov 19, 2019
10 min read
Back in 2011, when Google introduced Voice Search, nobody would have imagined that it would grow in such magnitude that it would become one of the key aspects of search marketing campaigns. Nowadays, voice search has become a staple feature, thanks to the ever-increasing number of smart devices and digital assistants. As per the current statistics, voice search is used by 41% of adults at least once a day. This number is going to boom as it has been predicted that by 2020, 50% of online searches will be voice searches.
Why is voice search so important?
In recent years, Google has improved the accuracy of voice recognition from below 80% to over 90%. This improvement has been made to pave the way for the future of online searches. As you already know the smartphones have witnessed a boom in their usage, so more and more people now tend to use voice search. The smart devices also leverage the feature of voice search. The current statistics show that there are already 45 million voice-assisted devices being used in the United States alone. So, you can see how voice search is dominating a huge chunk of online searches. If you want to outsmart your competitors and stay on the top rankings in the search results, then you must learn to optimize your site for voice search.
How to optimize for voice search
To optimize your website according to voice search is not rocket science. You just need to take care of a few pointers and you can rank your WordPress site in the top positions. Here are the pointers you must keep in mind to optimize your WordPress site for voice search.
Pay Attention To The Themes And Plugins
Themes are the backbone of your WordPress site. The whole outlook of your website and how visitors respond to your site relies heavily on the themes you use. The plugins are the added functionalities and define the responsiveness of your website. So you must customize the themes and plugins to optimize your site for voice search. A recent survey analyzed 10,000 searches on Google home devices and found out that average voice search results page loads 52% faster than the overall average page. So page speed is a major aspect of voice search results. Accordingly, you must choose the themes and plugins that make your site loads fast. You must go for a theme that uses javascript and loads in seconds. This way, you can ensure that your WordPress site appears at top rankings in voice search results.
Long Tail Keywords
When you use normal search, the search queries contain keywords that have short tail length. The voice searches, on the other hand, have long-tail keywords. Voice searches are also more likely to contain question phrases. Long tail keywords also ensure a high conversion rate as the competition is low in the long tail keywords. Make sure that the content of your website has a conversational tone as most of these long tail keywords come across as conversational questions rather than search queries.
Position Zero Optimization
Gone are the days when website owners used to battle for the number 1 position on the search engine result page. The quest is now for the zero position on the search engine result page, also known as the snippet. You must also customize your content according to this. To gain the position zero, you must fill in all the details and website profile correctly. Also, you must give the complete details about your business and add relevant contact information to be featured on the Google snippet.
Local SEO Implementation
Most of the voice searches end up with results that display the business address. Also, “near me” searches on Google have grown by 900% over the last two years. So to use this fact for the best of your business, you need to master the local SEO strategies and implement it on your website. Local SEO refers to the localization of keywords through geographic indicators. For this, you can try adding keywords that specify the location of your business operations. You can add content to your website that is location-specific and is relevant to your business.
Google My Business Listing
To optimize your website according to voice search, you must also create a Google My Business listing of your business. As you already know how crucial local SEO is for your business. And local SEO works best when your business is listed on Google My Business. Also, with the recent boom in smart speakers, it is advisable to create a listing of your website on different other businesses citing online directories.
Your Content Should Be Readable
Also, you must make your content readable. Most of the website visitors bulleted information crisply and briefly. So you must pay attention to that and rather than using long mundane posts, try to make your content interactive, engaging and readable.
Optimize For Mobile
With Google’s new mobile-first policy, the rules of the game have changed. You need to create optimized content for mobile devices as Google now prioritizes the mobile-based content for mobile devices. So if your website is not mobile-friendly then your website might lose voice search results ranking as well as the normal search result rankings. So check out the guidelines to optimize your website for mobile.
Use Of Schema Mark-Up
Schema mark-up is used to control the way you share information about your website with machines and how machines interpret it. Using schema mark-up to implement structured data lands your website in rich snippets. These rich snippets differ from normal ones and increase your click-through rate and also drive traffic to your websites. They help you to gain an edge over your competition.
The wrap-up
With the introduction of voice search, the digital marketing scenario has changed. To get accustomed to this change, you need to make changes to your website and its content. You need to come up with unique and interactive content and also change the structure of the website if needed.
Whether you are developing content specific to voice searches or normal searches, you need to find your niche. You need to identify your brand yourself first and then come up with ways to advertise it. So recognize your brand and establish its dominance.
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Best Guide for Google Ads Campaign Structure
Unlocking the full potential of your Google Ads campaign requires a comprehensive understanding of the Google Ads account structure. By mastering the intricacies of this structure, you can efficiently manage your campaigns, optimize your budget allocation, and keep your costs low. The Google Ads campaign structure consists of various key components and levels, each playing a crucial role in the success of your advertising efforts. Understanding the campaign structure is essential for keeping your ads relevant and maintaining a high Quality Score. Within the ads’ structure, you'll find features and settings that allow you to fine-tune your ads and target the right audience. By organizing your ads within these guidelines, you can effectively manage your campaigns, monitor their performance, and make data-driven decisions to enhance your results. With this A-to-Z visual guide to Google Ad structure, you'll gain a comprehensive understanding of how to optimize your campaigns. By following the tips and insights provided, you can make informed decisions, increase your ad relevance, and achieve the best possible outcomes for your advertising budget. So, let's dive into this guide and unlock the true potential of the Google Ads account structure for your ads! Why Do You Need to Structure Your Google Ads Campaign? Campaign structure within Google Ads refers to its components' systematic organization and arrangement, including campaigns, ad groups, keywords, and ads. This meticulous structuring empowers advertisers to exert precise control over the triggering, placement, and visibility of their advertisements. Similar to a flawlessly engineered vehicle, a well-structured account ensures a smooth and efficient advertising journey, mitigating the risk of unwanted mishaps and maximizing performance. A meticulous Google search campaign structure yields several key advantages: Relevance and Precision: A well-structured account ensures that your ads are precisely triggered by highly relevant searches to your target audience. By strategically aligning campaigns, ad groups, and keywords, you optimize the likelihood of your ads appearing in front of the right audience, at the right time, and in the right context. Enhanced Quality Scores: Quality Score, the measure of your alignment with Google's preferences, assumes paramount importance. A well-structured account with relevant ad groups and targeted keywords cultivates a favorable Quality Score, signifying Google's endorsement of your ads. A higher Quality Score translates into improved performance and more cost-effective advertising. Organizational Efficiency and Optimization: An intricately organized account empowers advertisers with the ability to navigate seamlessly through their campaigns, ad groups, and ads. This fosters an environment conducive to optimizing performance, making data-driven decisions, and adapting swiftly to changing market dynamics. A well-structured account serves as a compass, guiding advertisers toward continuous improvement and enhanced results. Key Components of a Google Ads Campaign The Google Ads hierarchy comprises several levels that form a structured framework for organizing and managing your advertising campaigns. Let's explore the hierarchical structure from top to bottom: Account: At the pinnacle of the hierarchy is the Google Ads account, which serves as the foundational level. It represents your overarching entity and contains all the information related to your business and payment details. Campaigns: Within the account, you create individual campaigns, each with a specific goal or objective. Campaigns are designed to focus on a particular advertising strategy, targeting method, or budget allocation. For instance, you may create separate campaigns for different product lines or geographic locations. Ad Groups: Underneath each campaign, you create ad groups. Ad groups act as containers for organizing your ads and related keywords. They typically have a common theme or relevance, allowing you to structure and target your advertising efforts more effectively. Keywords: Within each ad group, you define a set of keywords that are relevant to your products or services. These keywords determine when your ads will be triggered to appear on the search engine results page (SERP) when users search for specific terms. Well-chosen keywords play a crucial role in reaching your target audience. Ads: At the lowest level of the hierarchy are the individual ads. Within each ad group, you create compelling ad copy and visuals that entice users to click on your ads. Ads can take various formats, including text, images, videos, or responsive ads, depending on the advertising network and campaign type. Steps to Creating the Best Google Ads Campaign Structure Here is a quick step-by-step procedure on how to structure Google ads campaigns. Select an Optimal Account Structure Developing an effective account structure demands careful consideration. There is no singular formula for success, as different strategies can yield positive outcomes. Several proven approaches include: Website Structure Alignment: Analyze your website's organization, considering tabs or pages dedicated to distinct products or offerings. By mirroring this structure in your Google Ads account, you ensure coherence and relevance. Product/Service-based Structure: Reflect your website's product/service categorization in your account. For instance, if you sell tennis gear, create campaigns dedicated to tennis rackets, balls, clothing, etc. Establish ad groups based on brands or specific racket attributes within the tennis rackets campaign. Prioritize valuable offerings by allocating appropriate budget distribution. Location-based Structure: If location targeting is crucial, structure your account accordingly. For example, create campaigns targeting specific regions or cities where your business operates, such as a London campaign aimed at users within a defined radius of the city. While other tactics exist, meticulous planning is essential to ensure an easily manageable, trackable, and optimizable account structure. Visualize your campaigns and ad groups by mapping them out on paper or using spreadsheet tools. Conduct Thorough Keyword Research Randomly selecting keywords or relying on intuition is inadequate for building effective ad groups. Thorough keyword research is vital to identify relevant, non-competitive terms with optimal search volume and Quality Scores. Create an organized Excel document to record keywords for each ad group. Utilize tools like Google's Keyword Planner or WordStream's Keyword Tool to generate a list of relevant keywords. Start with a moderate number of keywords per ad group (around 10-20) to avoid overcrowding. Implement various match types and adjust bids accordingly. Structure Your First Campaign With your account structure and keyword list established, it's time to construct your initial campaign. Start with the highest-priority campaign and progressively work downwards. During this process, review and fine-tune campaign settings. Pay close attention to the following: Type: Opt for "Search Network Only" to focus solely on search ads, separate from display ads. Locations & Languages: Ensure accurate targeting settings aligned with your campaign's objectives. Bid Strategy: Manual bidding provides granular budget control compared to relying on Google Ads' automated bidding options. Default Bid & Budget: Set a comfortable maximum cost-per-click (CPC) for each keyword and determine a suitable daily budget aligned with your overall marketing budget. Create Ad Groups and Text Ads To activate your campaign effectively, compelling ads are essential. Begin by creating new ad groups, adhering to the structure defined earlier. Then, craft persuasive ad text using the following guidelines: Character Limit: Adhere to Google's character limits for headlines and descriptions. Customize the display URL path, while the final URL is automatically extracted. Relevance: Align your ad text with targeted keywords and landing page content to ensure consistency and appeal to your audience. Best Practices: Employ proven ad text strategies, such as incorporating numbers, utilizing periods to maximize headline visibility, capitalizing effectively, and more. Research industry best practices to enhance your ads' performance. Ad Approval Guidelines: Familiarize yourself with Google's ad disapproval reasons to avoid potential setbacks. Adhere to their guidelines for a seamless approval process. Landing Page Relevance: Ideally, create landing pages specific to each ad group to ensure alignment between ad text and the destination. Irrelevant landing pages can lead to high bounce rates and diminished results. Use Relevant Keywords To add relevant keywords to your ad group: In the ad group creation screen, locate the "Keywords" box. Add a short list of 10-20 keywords that are highly relevant to your ad text and landing page. By default, keywords are added with broad match. Use punctuation to specify match types: Use quotations for "phrase keywords." Enclose exact match keywords in brackets, like [exact match]. Use plus signs for modified broad match, like +specify +modified +broad. Broad keywords can be added as they are. To add more keywords later, go to the ad group's "Keywords" tab and click the red "+Keyword" button. Remember to save and continue to billing once you've finished creating your first ad group, ad text, and keyword list. Additional Ads and Settings Adjustments To optimize your ad group performance: To compare their performance, create one or two more ads in the same ad group. Make slight variations in wording or call-to-action to differentiate the ads. To create a new ad: Go to the "Campaigns" section of your Google Ads account. Select the ad group from the left sidebar. Navigate to the "Ads" tab and click "+Ad" to create a new text ad. Adjust ad settings: Go to campaign settings by selecting the campaign and clicking "Settings." Choose "Standard delivery" for the "Delivery method" to manage your budget effectively. Select indefinite rotation for "Ad delivery" to compare ad performance evenly. Google Ads Campaign Structure Examples Google search ad structures are multiple so as to suit different advertising goals and strategies. Here are a few examples of common Google ads structure examples: 1. Single Campaign with Multiple Ad Groups: Campaign: Overall campaign targeting a specific theme or product. Ad Groups: Different groups within the campaign targeting specific keywords or audiences. Example: Campaign: "Digital Marketing Services" with Ad Groups: "SEO Services," "PPC Services," "Social Media Marketing," etc. 2. Multiple Campaigns with Single Ad Group: Campaigns: Separate campaigns for different products, services, or target markets. Ad Group: Single ad group within each campaign targeting relevant keywords or audiences. Example: Campaign 1: "Product A" with Ad Group: "Product A Ad Group," Campaign 2: "Product B" with Ad Group: "Product B Ad Group." 3. Branding Campaign with Search and Display Ad Groups: Campaign: Branding-focused campaign to increase brand visibility. Search Ad Group: Targets specific brand-related keywords for text ads on search results pages. Display Ad Group: Targets relevant websites and placements with visual banner ads. Example: Campaign: "Brand Awareness" with Ad Group: "Brand Search" and "Brand Display." 4. Remarketing Campaign with Multiple Ad Groups: Campaign: Targets previous website visitors or specific customer segments. Ad Groups: Segmented groups targeting different audience segments or product interests. Example: Campaign: "Remarketing" with Ad Groups: "Abandoned Cart," "Past Customers," "Product X Interested." Location-based Campaign with Multiple Ad Groups: Campaign: Geographically targets specific locations. Ad Groups: Tailored ad groups for each targeted location. Example: Campaign: "Local Services" with Ad Groups: "City A," "City B," "City C." In Conclusion Having a well-organized Google Ads campaign structure is crucial for achieving optimal results in your advertising efforts. If you're looking for professional assistance in setting up and optimizing your Google Ads account structure, consider partnering with Saffron Edge. Get started today and unlock your full potential. Contact us now to discuss your requirements and boost your advertising success with a well-designed Google Ads account structure example ...
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Create an Effective Inbound Marketing Strategy in a Few Hours
The clock is ticking and businesses have got a very less time to actually analyze their marketing plans and optimize it according to the response they get from their prospects or existing customers. In a short time they can still get a team to do the job of Inbound marketing or outsource it to the Inbound Marketing agency, but the problem is they don’t know where to start and how long is it going to take them. For building an effective marketing strategy regardless of Inbound or Outbound marketing, it is important to know that what exactly a goal a marketing team of a company has in order to design a strategy. So for this we need the help of the sales team, and let’s say hypothetically that we need to generate 40 to 50 qualified leads per month for the sales team. The goal might be different for your company and it is upto your marketing team what goal threshold they set for themselves. After the time when we know exactly what is our goal now comes the strategy part for which following steps will be taken. Identifying the Target Audience Let’s say we are a social media management automation tool provider company and our target audience is freelance marketers, or an online e-commerce firm that needs such tools for its marketing team. The sales team says that if they get a demo request, they consider it a quality lead. So now we know who are target audience is and how they come under the category of quality lead. So your next plan of action is to identify the target audience for your company and how they can be categorized under quality lead. So Time estimated for this little activity of identifying our target audience is approx. 2 Hours. Where Does Your Target Audience Lives Online Inbound marketing is a vast superset of online platforms where you can perform your activity but limiting your efforts to where your target audience is present the most, is where you should make your first move. Inbound marketing includes platforms like social media sites, blog sites, search engines, or your own website. As soon as you make a big list out where you can find your prospects, like if you are a B2B company and will find clients on LinkedIn, so you should head there first. This activity will require the most time and effort and since it is going to be the bloodline of the overall strategy then we recommend that you spend time on this, let’s say approx. 4 hours should do Identifying Pains, Problems, and Questions Inbound Marketing in 2016 is all about building content around the questions, comments, problems or issues your prospects are expressing and then answering to these queries in the form of content. So in order to help ourselves that what exactly our audience is looking for on the web, we need to research over social review sites what kind of problems the audience is facing. You can also ask for help from your sales team to ask them about what is the most common problem prospects face or ask question about from them. At the conclusion of this activity you will be able to know that what frustrations, comments on blogs and things like that audience is facing. As you will have to visit at least 10-20 websites and copy-pasting the audience responses on them to your own master list this will take you another 2 hours. Now when you have got hold of the responses, you want to create content around it. So content that enticed most of the prospects or generated most responses is the first one you should look at creating it. Let’s say if it was blogs then create blogs with a frequency of 2-3 blog posts per week. Activities that need to be done: Brainstorming blog topics, ebooks, or webinar topics. Mapping out your content calendar for frequency of posts. This activity will take another 2 hours. Time estimated for this entire research activity is another 4 hours approx. Promoting the content Promoting the content that we just created is as important as creating it. We need the public to reach to our posts and in order to that content writers or marketers need to share it with them in maximum way possible. For this purpose, they might need to optimize it for search engines, or share it on the social media sites or blog sites. But this process can be made easier now since we know where our audience lives over the web. So share the content where you bound to catch the maximum eyeballs. For example if for a B2B company find most of it’s clientele on LinkedIn then share your content there. Times estimated for this activity is let’s one hour which should be enough since now you knew already where to promote your content. Your Strategy is Ready! We listed out a lot of work there but if done efficiently will help you in growing your business over the web and get qualified as well as quality leads. The total time spent or listed by us is approx. 11 hours and we suggest if you do work in a 8 to 9 hours a day shift then you should think of stretching a few hours more so that the from the next day you know where to start your work and where to finish it. This should set you up for months and if done efficiently we believe you can achieve wonders with Inbound Marketing. Good Luck! ...
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Top 6 Email Automation Tools for Salesforce Integration
Initially designed for sales teams, Salesforce has evolved into a leading CRM platform supporting various organizational functions. While Salesforce offers native capabilities, some businesses prefer third-party Salesforce marketing automation tools available on the AppExchange for unique features or to avoid migrating from existing solutions. However, some businesses prefer third-party email automation tools available on Salesforce's AppExchange for features unique to their needs or to avoid migrating from existing solutions. This guide will explore the top 6 salesforce marketing automation tools, examining their suitability for business needs. What is a Salesforce marketing automation tool? It's a software solution that integrates with Salesforce to automate repetitive marketing tasks, particularly those related to email marketing. These tools can handle everything from sending personalized emails based on customer behavior to tracking engagement metrics and nurturing leads through complex marketing funnels. A good Salesforce marketing automation tool should: Seamlessly integrate with your Salesforce CRM Automate email campaigns based on triggers and customer data Provide advanced analytics and reporting features Offer customizable templates and personalization options Support multi-channel marketing efforts Help align sales and marketing teams Why Choose Marketing Automation Tools with Salesforce? Marketing automation salesforce integration can significantly improve the CRM platform's capabilities. Leveraging marketing automation services can further streamline operations and drive better results. Here are important reasons to consider this integration with your Salesforce setup: Improved efficiency: Automation tools can handle repetitive tasks, which allows your team members to focus on strategy and creativity. Lead Nurturing: With automated workflows, you can guide leads through the sales funnel more effectively, providing timely and relevant content at each stage. Personalized Customer Experiences: Leverage Salesforce data to create highly personalized email campaigns that align with your audience. Better Alignment Between Sales and Marketing: Many tools offer features that help bridge the gap between sales and marketing teams, ensuring a cohesive approach to customer engagement. Top 6 Salesforce Automation Plugins Exploring the Salesforce best marketing plugins is essential to make the best use of your marketing efforts. These plugins allow businesses to automate tasks, enhance customer engagement, and streamline marketing workflows, creating a more efficient and targeted approach to Salesforce-driven marketing. Third-party integrations 1. HubSpot Marketing Hub HubSpot Marketing Hub is an excellent choice for Salesforce users seeking a comprehensive SaaS marketing automation solution. It's known for being easy to use and having strong features. HubSpot has a special integration with Salesforce that allows easy data sharing between the two, making marketing tasks more efficient. Key Features Bi-directional sync with Salesforce Robust email marketing tools with drag-and-drop editors Advanced lead scoring and nurturing capabilities Detailed analytics and reporting A system for managing content to produce landing pages and blogs Social media management tools Best For: Businesses of all sizes seek Salesforce for marketing automation—a tool that seamlessly integrates with Salesforce and offers more than email marketing features. 2. Marketo Marketo, now included in Adobe's marketing tools suite, is a powerful marketing automation platform that provides extensive integration with Salesforce. It is particularly well-suited for marketing B2B companies with complex sales cycles and large customer databases. Key Features Bi-directional sync with Salesforce for leads, contacts, and campaigns Advanced lead management and scoring Account-based marketing capabilities Real-time personalization engine Revenue cycle analytics Best For: Mid-size to large B2B companies with complex sales need advanced marketing automation. 3. Act-On Act-On offers a unique approach to growth marketing automation with its Salesforce integration, allowing users to send Act-On emails directly from within the Salesforce interface. This tight integration can significantly streamline workflows for sales and marketing teams. Key Features Native integration with Salesforce Adaptive lead scoring Automated nurture programs Website visitor tracking Landing page and form builders Social media management Best For: Small to mid-size B2B companies looking for an easy-to-use marketing automation solution that integrates well with Salesforce. AppExchange Add-Ons 4. Pardot Pardot, now known as Marketing Cloud Account Engagement, is Salesforce's native B2B marketing automation solution. As part of the Salesforce ecosystem, it offers seamless integration and is designed specifically for users. Key Features Native Salesforce integration Lead scoring and grading Engagement studio for building complex nurture campaigns ROI reporting and analytics Landing page and form builders Social media scheduling and monitoring Best For: B2B companies deeply integrated with Salesforce seek a marketing automation solution native to the Salesforce ecosystem. 5. ActiveCampaign ActiveCampaign is a popular choice on the Salesforce AppExchange, particularly for retail and professional services organizations. It offers various features beyond email marketing automation . Key Features Salesforce integration via AppExchange Machine learning-powered predictive sending Automated pipeline management Multi-channel marketing automation (email, SMS, chat) CRM with sales automation Advanced segmentation and personalization Best For: Small to midsize businesses looking for a versatile marketing automation solution with features beyond email marketing. Full-Fledged Solutions 6. Salesforce Marketing Cloud Salesforce Marketing Cloud is an all-in-one marketing solution in the broader Salesforce ecosystem. It offers email marketing, social media marketing, mobile marketing, and more features. Key Features Integration with Salesforce CRM Einstein AI for predictive analytics and personalization Journey Builder for creating complex, multi-channel customer journeys Robust email studio with advanced personalization options Social media marketing tools Mobile marketing capabilities, including SMS and push notifications Best For: Large enterprises already using multiple Salesforce products and looking for a comprehensive, integrated marketing solution. Let’s break through your revenue hurdles We find your primary growth blockers, build expert-led strategies, and provide custom data-driven solutions to help you hit your revenue goals. Set up a 1:1 strategy call Which automation tool is best for Salesforce? These salesforce marketing automation tools offer unique features and benefits, catering to different business sizes and needs. Choosing the best tool for Salesforce for marketing automation depends on various factors, including your business size, budget, specific needs, and existing tech stack. Additionally, considering how a tool supports your marketing automation workflow is crucial for achieving optimal efficiency and results. Here's a quick guide to help you decide: For small businesses new to marketing automation: Consider ActiveCampaign or Act-On for their user-friendly interfaces and affordable pricing. For mid-size B2B companies: HubSpot Marketing Hub or Pardot could be excellent choices, offering robust features and strong Salesforce integration.: For large enterprises with complex needs: Salesforce Marketing Cloud or Marketo provides comprehensive solutions with advanced capabilities. For companies heavily invested in Salesforce: Pardot or Salesforce Marketing Cloud offers native integration and familiarity for Salesforce users. For those prioritizing ease of use: HubSpot Marketing Hub is known for its intuitive interface and excellent educational resources. Remember, the best tool is the one that most closely aligns with your specific business goals and processes. Taking advantage of free trials or demos is often worthwhile before making a final decision. Conclusion Implementing marketing automation with Salesforce can significantly enhance your marketing efforts and streamline customer relationship management. A well-thought marketing automation strategy is essential to maximize these benefits and ensure seamless integration. Options like HubSpot, Marketo, Pardot, ActiveCampaign, or Salesforce Marketing Cloud each offer different strengths, so it’s important to pick one that fits your business needs. By integrating marketing automation with Salesforce, you can send out personalized campaigns and manage your customer relationships more efficiently, helping your business grow. Interested in seeing how this can work for your business? Contact Saffron Edge today for more information and take your business to the next level. Book a Strategy Call to discover how Saffron Edge can elevate your website with the power of semantic markup. It’s your time to get noticed by both search engines and your audience ...
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