Performance Marketing

Using Psychology To Make Your Website More Likeable To Search Engine Algorithms

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As search engines are better able to separate high quality content from low, marketers must stop chasing the algorithm and optimize content for the user.

Source: searchenginewatch.com

Search engines have continually updated their algorithms to better understand and deliver what people are seeking. They have also worked to better identify and separate the high-quality content from the low-quality so they are able to provide users with the information that will best serve their needs.

As search engines have become better at predicting which pages will be the most useful, customers have also begun to realize that they have the right to expect relevant and valuable material. The industry has evolved to the point where if you want to appeal to the modern audiences, you must design content that focuses on these customers rather than the search engines. When your primary intention is to create highly engaging material that people can appreciate and learn from, you will succeed both in attracting your ideal customers and in ranking well with the search engines.

Marketers no longer chase the algorithm, they optimize content for the user.

Best Practices For Ranking Well In Google Local Searches

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Columnist Marcus Miller presents his comprehensive guide for ranking well in local search when you are managing multiple business locations.

Source: searchengineland.com

A comprehensive guide for ranking well in local search when you are managing multiple business locations. Most of these best practices are both good for single and multi-location businesses.

Google – The 2014 Traveler’s Road To Decision

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Full extract (ppt) and video of the Google Hangout presentation of the Google’s 2014 Traveler’s Road To Decision Study made in collaboration with Ipsos MediaCT. Google – The 2014 Traveler’s Road To Decision from Francesco Canzoniere   Here a quick recap of the most important insights: – 76% of leisure travelers select an OTA for its lower …

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How to Segment Your Audience and Improve Your Ecommerce Checkout Funnel

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Source: blog.kissmetrics.com

Focus on running tests to identify the variables that do impact your audience. Start with using the funnel report to tell us how our website converts for a specific date range and then use cohort analysis (a cohort is a group of people who share a common characteristic or experience within a particular time span) in order to track how each group’s behavior changes over time. 

The Psychology of Color in Marketing and Branding

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The psychology of color as it relates to persuasion is one of the most interesting — and most controversial — aspects of marketing. To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, we’ve reviewed a…

Source: www.huffingtonpost.com

Often-cited examples of a boost in conversions due to a change in button color, mislead people because a conversions level uplift after changing a button from green to red, for instance, do not prove any magic power of one color over another.
The reason why a change in a button color can boost conversions is due to the contrast that it creates, the so called “isolation effect”, which is needed to get high conversions.
Generate this isolation effect when testing color palettes, in order to create contrast in your web design and guide people to important action areas.

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