CAMPAIGN MONITOR AND THE EMAIL MARKETER: 10 Email Marketing Do’s and Don’ts

VIJAY SHAH

Today’s special feature is brought to you in collaboration with Campaign Monitor, a global niche agency offering email marketing services to over 250,000 businesses including big names like HuffPost, UNICEF and Zumba. They specialise in building memorable and fun email campaigns to promote company products and engage and retain customer bases. This year alone, Campaign Monitor’s customers have sent over four million emails with the help of the company’s customisable services.

As email marketing becomes more nuanced and creative, marketers looking to build their organisation’s revenue know that they have to master the science behind successful campaigns. It takes just seconds for a potential customer to read an email in an inbox heaving with missives, and milliseconds to press delete. So an email that makes that customer stop and click the link has to make an impact. While you can now generate emails with all kinds of eye-catching headlines, banners and cool graphics, including embedded videos and GIFs, for a superlative visual and technological experience, behind the ‘bells and whistles’ you have got to take care of the basics. Today’s customer wants to be valued and understood by the companies they interface with, with dedicated and personalised experiences, and email marketing is the perfect opportunity to show them they matter.

As any marketer worth their salt can tell you, email market campaigns have long been a proven method of driving forward results and increasing company revenues. Sending out emails themselves is easy-peasy, but the groundwork to set up the foundations of a successful campaign is where the real hustle begins.

Alongside Campaign Monitor, we bring you a handy infographic covering the top 10 dos and don’ts of putting together a great email campaign, with that all-important need for customer engagement and retention. Print it out, frame it and mount it on your office wall, because it has all the secrets you need to know to make your campaign deliver after you hit the Send key.

 

10 Email Marketing Do’s and Don’ts - Infographic by Campaign Monitor

Source: 10 Email Marketing Do’s and Don’ts by Campaign Monitor

DISCLAIMER: This was a paid piece written as a commission on behalf of Campaign Monitor.

campaignmonitor.com

 

SOURCES/IMAGE CREDIT:

Helen Chuchak/Anagram Interactive.

“Infographics – 10 Email Marketing Do’s and Don’ts” – Campaign Monitor https://www.campaignmonitor.com/resources/infographics/10-email-marketing-dos-and-donts/

“Three products. One family.” – Campaign Monitor https://www.campaignmonitor.com/company/

 

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WTM LONDON: Tourism event to hit Excel Centre early November

London – VIJAY SHAH

London-based events company Reed Exhibitions is bringing its keynote tourism business event, the World Travel Market, to the famous Excel exhibition centre in east London on the 5th November, 2018, HEM News Agency exclusively reports.

The influential and highly popular exhibition, which can attract up to 51,000 visitors from the world of tourism, aims to bolster London’s position as a world-class centre of international tourism expertise and industry, particularly as there are concerns over this and London’s and the UK’s own statuses as tourism destinations of note, post Brexit in 2019.

 

The event is regarded globally for its selection of travel industry experts and exhibitors, of which 5,000 are expected to pitch for stands at WTM 2018. Thought leaders will host eighty different seminars over three days. WTM will also feature a host of different attractions to show innovation and forward-thinking in the travel and tourism industry. These include Inspiration Zones, which will ‘encourage inspiring regional-focused content on a range of subjects and sectors, as well as networking events’, according to the official website. There will also be a special feature, the Travel Forward event, which will launch its first edition at WTM. Travel Forward will showcase the latest technological innovations for tourism firms and travel agencies. There will also be opportunities for business networking and environmental awareness, with the World Responsible Tourism Day detailing responsible tourism events and sessions running throughout the show.

World Travel Market will run from 5-7 November at the Excel Centre in Silvertown, Newham borough. The event is one of the longest-running specialised in the tourism sector, beginning as ‘World Travel Market London’ in 1980. The very first show took place at Olympia London and was opened by the Duke of Kent and Miss World, Kimberly Santos of Guam. The show was attended by 350 exhibitors and 7,753 trade visitors. Since then, Reed Exhibitions, the event’s current organiser, has spun off sub-events dedicated to Arabia and Latin America, as wel as launching a themed magazine for the WTM community.

SOURCES:

World Travel Market, Facebook, Facebook Inc. https://www.facebook.com/wtmlondon/

“Registration is now open” – wtm London/Reed Exhibitions http://london.wtm.com/landing-pages/registration/?campaign=Facebook-Ads-Remarketing-last180days-busypic&source=facebook&medium=social-media

“Show features” – wtm London/Reed Exhibitions http://london.wtm.com/about-the-show/show-features/

“The history of World Travel Market…” – wtm London/Reed Exhibitions http://www.wtm.com/about/history/

IMAGE CREDIT:

“Stalls at World Travel Market, 2009” – flowcomm, Flickr (9 November 2009) https://www.flickr.com/photos/flowcomm/4124009167

TURKISH CARGO: Mexico City added as new freight hub

Ankara – VIJAY SHAH via Avrupa Gazete

Cargo airline Turkish Cargo has announced it will be operating new flights to Mexico City from October this year, according to Anglo-Turkish news site Avrupa Gazete today.

The firm, one of the fastest growing in Turkey, currently operates 84 destinations for the transit of cargo, and the capital of Mexico will become Turkish Cargo’s eighth Latin American hub. Currently the airline delivers to 300 destinations across five continents.

 

The new routes will be serviced with Boeing 777F craft, and will in fact consist of two separate legs due to the distance involved. The first part of the journey will operate from Turkey to Madrid in Spain, and then onwards to Mexico. Returning planes from Mexico will run along the Istanbul-Bogota-Curaçao-Maastricht route or via Houston in the US.

The new route will be a boost in Turco-Mexican economic relations with Turkey keen to import its products, such as fresh flowers, technological products and automobiles to Mexico and to tap into the Latin American’s nations key export markets of vehicles, chemicals, petrochemical products, textiles, fish, medicine, flowers and other perishable items. This forms part of Turkey’s new ambitions to be a global trading power, especially with markets in Africa and Asia, alongside South America.

Turkish Cargo is the freight arm of Turkish Airlines, the flag carrier of Turkey, which began operations in 1933. Its cargo division was sheared off into a separate company in 2000 and specialises in both domestic and international cargoes as well as postal carriage services.

SOURCES:

HEM Businesses, HEM News Agency, Twitter, Twitter Inc. https://twitter.com/halfeatenmind/lists/hem-businesses

avrupaseriilan.com, Twitter, Twitter Inc. https://twitter.com/seriilanlar

“Turkish Cargo, Mexico City’yi kargo uçuş ağına ekledi” – Avrupa/Avrupa Gazete (16 September 2018) https://www.avrupagazete.co.uk/sirket-haberleri/turkish-cargo-mexico-city-yi-kargo-ucus-agina-ekledi-h277842.html

“Corporate Information” – Turkish Cargo https://www.turkishcargo.com.tr/en/about-us/corporate-information

IMAGE CREDIT:

“Turkish Airlines Cargo Airbus A330-243F TC-JDS “Trakya” ” – M.Oertle, Flickr (22 December 2013) https://www.flickr.com/photos/kambui/22046763843/

GCC BUSINESS: Saudi sovereign fund welcomes new special advisor

Riyadh – VIJAY SHAH via SAEED AZHAR and Reuters


A sovereign fund in Saudi Arabia has appointed a new special advisor formerly associated with the chemicals manufacturer Dow, and who was a chief executive officer there, the Business News desk at news agency Reuters reported this morning.

The state fund, run by the royal government of the Kingdom of Saudi Arabia, appointed Andrew Liveris, who was previously U.S. firm Dow’s chairman and CEO, today in an announcement. In English the fund trades under the name Public Investment Fund (PIF) and manages more than USD 250 billion (GBP 192.8 billion) in state assets. The fund plans to more than double its portfolio to USD 400 billion (GBP 309 billion) by the year 2020, Reuters reported. The PIF is run by the Saudi Council of Economic and Development Affairs on behalf of the kingdom, and in July 2018, bought a 5% minority stake in American electric car maker Tesla.

Liveris’s new role will see him work with the PIF on essential and significant matters, as well as help PIF strengthen its collection of assets and give input on the contribution of PIF companies to Saudi Arabia’s ambitious economic plan, Vision 2030.

Liveris is an Australian national, currently residing in Midland, in Michigan state of the U.S. He served at Dow for fourteen years before retiring in April this year.

SOURCES:

HEM Newsbreakers, HEM News Agency, Twitter, Twitter Inc. https://twitter.com/halfeatenmind/lists/hem-newsbreakers

Reuters Business, Twitter, Twitter Inc. https://twitter.com/ReutersBiz

“Saudi sovereign fund appoints ex-CEO of Dow Chemical as special adviser” – Saeed Azhar & Alison Williams, Reuters – Business News/Thomson Reuters (2 September 2018) https://www.reuters.com/article/us-saudi-pif/saudi-sovereign-fund-appoints-ex-ceo-of-dow-chemical-as-special-adviser-idUSKCN1LI0BF?feedType=RSS&feedName=businessNews&utm_source=Twitter&utm_medium=Social&utm_campaign=Feed%3A+reuters%2FbusinessNews+%28Business+News%29

NEWHAM PUBS: Over half of borough’s watering holes have closed

London – VIJAY SHAH via ELLENA CRUSE and Newham Recorder

In a trend replicated across much of the United Kingdom, large numbers of public houses, licenced establishments selling alcoholic and non-alcoholic drinks. have closed down in the east London borough of Newham, according to figures published in an article from local newspaper, the Newham Recorder. Figures made available by the Inter-Departmental Business Register, a central government database of businesses, state that between the years 2001 to 2017, fifty-two per cent of the borough’s pubs have closed down, leading to a decline in community activities and the appearance of homogenised high streets.

 

Seventeen years ago, Newham had 105 pubs operating within its territory. As of last year, this number has shrunk down to only fifty, the second highest decline in London, and a development which has troubled the London mayor, Sadiq Khan. Mayor Khan urged central and local governments, including borough councils, and the pub industry to get together to stop the ongoing decline in pubs, many of which have been forced out of business by rising rents and business taxes, alongside a change in consumer drinking habits and the increasing cost of drinking and eating out at pubs. A nationwide smoking ban introduced in 2007 has also been blamed by many in the industry

The Mayor told the Recorder: “The traditional London pub has been at the heart of London’s communities for hundreds of years, but sadly they continue to face a long-term decline in numbers,’

‘As mayor, I have made safeguarding and growing London’s night-time economy a priority and am doing all I can to protect the capital’s iconic pubs.’

‘By creating the most pro-pub planning strategy the capital has ever seen I’ve shown what can be done, and I want to see the government and local authorities match my ambition and help protect these key community hubs for generations to come.”

Many closed-down public houses are converted to other business uses, or increasingly thanks to the city’s housing crisis and rising land prices, demolished to make way for flats or office complexes.

Geoff Strawbridge, the Greater London regional director for the drinking association the Campaign for Real Ale, added: “Camra branches would like to see all London boroughs adopting robust pub protection policies in their strategic plans and enforcing them in their planning decisions.

‘The mayor’s draft London Plan highlights the importance of London’s pubs as part of our heritage and culture and we commend the efforts of his team in reinforcing his message.”

Across all of London during the year 2017, pub numbers declined by around 2.4 per cent, according to the data sets published by the Inter-Departmental Business Register.

SOURCES:

Newham Recorder, Facebook, Facebook Inc. https://www.facebook.com/Newham.Recorder/

“Half of pubs in Newham have closed down” – Ellena Cruse, Newham Recorder/Archant Community Media Ltd (13 July 2018) http://www.newhamrecorder.co.uk/news/half-of-pubs-in-newham-have-closed-down-1-5606766

IMAGE CREDIT:

“File:Doolin-Gus-OConnors-Pub-2012.JPG” – Bjørn Christian Tørrissen, Wikimedia Commons (28 March 2012) https://commons.wikimedia.org/wiki/File:Doolin-Gus-OConnors-Pub-2012.JPG

IJNET: Mentoring clinic for MENA media startups launched

Amman – VIJAY SHAH via IFCJ

 

The International Journalists’ Network (IJNet)’s Arabic division has launched a new service from its mentoring centre designed to help journalists in the MENA (Middle East and North Africa) region set up or further develop their media startups, the International Center for Journalists has reported.

The year-long programme, aimed at entrepreneurs developing the next generation of technologically-rich Arabic media, aims to help develop new startups in the regional news economy by providing face-to-face and virtual training which culminates in a conference and media ‘boot camp’ hosted in Jordan. IJNet Arabic is also offering a lump sum seed fund of USD 4,000 (GBP 3,002) to startups with the most promising projects to jumpstart.

IJNet’s Mentoring Centre has run for several years, boosting the presence of independent media and entrepreneurship in a part of the world where most major media outlets are tightly controlled government mouthpieces and freedom of speech is often a luxury. In previous years, the Centre has helped support the development of a digital museum for women in Egypt, an independent Iraqi news agency site and a Moroccan podcast service. 

The media startup mentoring service is accepting applications from journalists from or located in the MENA region up until the end of this month, with the first round of project selections scheduled for June, followed in November by the ARIJ conference and boot camp in Amman in Jordan. The seed funding will be awarded at the end of the programme in March 2019.

SOURCES:

HEM Journalism Portal, HEM News Agency, Twitter, Twitter Inc. https://twitter.com/halfeatenmind/lists/hem-journalism-portal

ICFJ, Twitter, Twitter Inc. https://twitter.com/ICFJ

“IJNet Arabic’s Mentoring Center for MENA Media Startups” – International Center for Journalists https://www.icfj.org/our-work/ijnet-arabic%E2%80%99s-mentoring-center-mena-media-startups

BUSINESS BOOK AWARDS: Authors in business invited to contribute to inaugural event

London – VIJAY SHAH via journalism.co.uk

Authors of books geared towards business are being invited to submit their work to the first ever Business Book Awards in the United Kingdom, journalism.co.uk reports.

The awards, which take place for the first time at London’s Grange City Hotel on the 16th of March, 2018, were founded by long established mentor and publisher for hundred of UK entrepreneurs, Lucy McCarraher. She will be working with event organisers ThinkFest on the event. McCarraher is also a prolific author, with eleven books under her name, and is also the co-founder and managing editor of publishing firm Rethink Press. She has seen stints as a writing coach, journalist and a public speaker in a varied and exciting career that has taken her from the UK to Singapore and Australia.

 

The Business Book Awards aim to celebrate business book authors and the expertise, life experiences and knowledge they help bring to a wider audience, as well as increase public awareness and appreciation of the work business writers do, in a world of niche publishing that is largely ignored by the mainstream reading economy. The role of business authors has been slowly thrust into the limelight thanks to the popularity of business-oriented TV programmes like The Apprentice and Dragon’s Den, as well as the UK’s government’s encouragement of entrepreneurship and small/medium enterprises as a whole.

Many major ‘celebrities’ in the business book publishing world have pledged their support, including one of the UK’s most successful business authors, Shaa Wasmund MBE, and co-founder of Dent Global, Daniel Priestley, author of four bestselling business books. Other key attendees expected are Heather Townsend, author of The Financial Times Guide to Business Networking, and Bridget Shine, the Chief Executive of the Independent Publishers Guild (IPG).

A panel of top judges has also been selected, including head judge Alison Jones,  founder of Practical Inspiration Publishing, a partnership publishing company. She is also the host of The Extraordinary Business Book Club, a podcast and community for writers and readers of extraordinary business books, and author of This Book Means Business. She worked for twenty-five years with leading book companies such as Chambers, Oxford University Press and Macmillan and was director of innovation strategy at Palgrave Macmillan. Joining Jones at the judge’s table will be John Williams – founder of The Ideas Lab and accomplished business author, and Sian Prime – coach and facilitator in innovation and creative entrepreneurship at Goldsmiths, University of London.

Founder Lucy McCarraher told journalism.co.uk: “Every business author should enter for these awards. The high profile ambassadors, the well qualified judges and the integrity of the judging process means the Business Book Awards carry high kudos in the business world and further afield. Short-listed and winning authors will be able to take advantage of the publicity and promotion.

‘The Business Book Awards welcomes every good book and every method of publication. I want to recognise business book publishing and authorship in all its forms, and bring the best authors to public recognition. This is a truly egalitarian initiative, we welcome those who self-publish and have a broad outlook.”

The awards are open to authors with work published in 2017, and the deadline for submissions is 31st December 2017. The shortlist of nominees will be announced on 17th January, with one business author being selected for Business Book of the Year 2018, the highest honour to be bestowed at the ceremony.

Authors or publishers wishing to enter the awards can do so through the website: https://www.businessbookawards.co.uk/enter/.

SOURCES:

“Call for business authors to enter the Inaugural Business Book Awards” – Famous Publicity Ltd, journalism.co.uk/Mousetrap Media Ltd (16 November 2017) https://www.journalism.co.uk/press-releases/call-for-business-authors-to-enter-the-inaugural-business-book-awards-/s66/a713322/

“Business Book Awards – Celebrating the Best in Business Books” – The Business Book Awards/Lucy McGarraher/ThinkFest https://www.businessbookawards.co.uk/

IMAGE CREDIT:

“Free stock photo of books, business, coffee” – Pixabay via Pexels (8 March 2015) https://www.pexels.com/photo/books-business-coffee-computer-259162/

HIGH STREET TV – New senior team appointed at media company

York – VIJAY SHAH via Entirely Yorkshire

A Yorkshire-based retail channel company, High Street TV, has announced the creation of a new team of senior executives which it is hoped will help boost the profile and success of the company, reports the website Entirely Yorkshire.

High Street TV operates five television channels dedicated to shopping in the UK, and is described as the country’s most successful and longest running multi-channel DRTV Home Shopping Channel, diffusing around 3,000 hours of viewing time across its platforms, along with advertising on another fifty channels including major outlets like Channel 4 and Five. The media firm specialises in selling home and fitness goods, such as food preparation devices, electronics and fitness machines. 

 

The company has already enjoyed considerable success in a highly competitive industry, making it to the The Sunday Times Fast Track 100 business rankings of fast-growing firms. High Street TV has also being named the third fastest growing in its native county with a 42nd place ranking in the national league.

The company’s most significant appointment is Andy Haywood. Previously involved with High Street TV as a creative consultant, Haywood will commence a new role as Head of Creative. He has worked in a  creative capacity for several high-profile media companies, agencies and other clients. In a comment attributed to him by Entirely Yorkshire, Haywood said: “The opportunity for me to leave my own footprint on High Street TVs brand identity and creative portfolio is really exciting. We’ve already begun assembling a fantastic team with the knowledge and experience to really push the company’s brand and creativity to another level so I’m looking forward to seeing what we can achieve for High Street TV.”

Alongside Haywood, the shopping channel firm have also hired three other executives who will bring more original content and creativity to High Street TV. Jill Ford, formerly of baby products company Mamas & Papas joins as Senior Designer. Will Parkinson , previously a graphic designer at electronics firm Siemens, will start a new job as Middleweight Designer; and James MacDonald, a Dublin-based medical animation specialist and television director, will take on the mantle of Lead Animator.

High Street TV’s marketing director Francesca Woodward told Entirely Yorkshire: “We were continuously impressed by Andy’s innovative approach to his role as Creative Consultant, so when we were looking towards appointing a Head of Creative, Andy was a natural fit.’

Along with Andy, we’ve welcomed three new employees to the High Street TV team. Will, James and Jill have brought a wealth of experience to the company, and they will work together to strengthen our brand identity through fresh and innovative creative content”

SOURCES:

Vijay Shah { विजय }, Twitter, Twitter Inc. https://twitter.com/VShah1984

Business Talk RTG, Twitter, Twitter Inc. https://twitter.com/BTRTG

Entirely Yorkshire‏, Twitter, Twitter Inc. https://twitter.com/EntYorkshire

“Newly appointed team at High Street TV” – Entirely Yorkshire https://www.entirelyyorkshire.co.uk/news/retail/york/newly-appointed-team-at-high-street-tv9888?x=3

High Street TV https://www.highstreettv.com/

IMAGE CREDIT:

“Free illustration: Shopping, Final Sale, Shopping Cart – Free Image on Pixabay – 1163506” – Alexas_Fotos, Pixabay (28 January 2016) https://pixabay.com/en/shopping-final-sale-shopping-cart-1163506/

UBER: Disruptive taxi app firm stripped of licence by London’s TfL

London – VIJAY SHAH via SARAH BUTLER, GWYN TOPHAM and The Guardian

San Francisco-based taxi app company Uber has had its application to renew its public carriage licence turned down by Transport for London (TfL) after its business practices and safety record were called into question by critics, the Guardian newspaper reported today.

The company, founded by Travis Kalanick in 2010, operates in 400 cities around the world and is well known for its cheap prices, its large pool of contracted drivers and its ease of use. But the company has come under fire in London its ‘lack of corporate responsibility’, and its disruptive effect on the city’s indigenous ‘black cab’ licensed minicab trade. Uber has been accused of not properly vetting its drivers’ criminal records and for not doing enough to investigate alleged sexual assaults by contracted taxi drivers.

The move by TfL has created a massive shock in London, with many customers and drivers of Uber condemning the decision not to renew the firm’s licence, which enables it to operate on the city’s streets. Black cab drivers and motoring safety groups however, have expressed support for the decision, blaming Uber for increasing traffic and stealing trade from established cab firms.

 

TfL is said to have rejected Uber’s licence renewal on the basis that it is not a “fit and proper” private car hire operator, according to the Guardian newspaper. The current Uber licence will expire on the 30th of September and the company’s UK arm plans to launch an appeal against TfL’s decision.  Uber works with 40,000 drivers and 3.5 million users, called ‘riders’ in London alone.

Uber’s chief executive, Dara Khosrowshahi in a message to the app’s staff issued yesterday said: “The truth is that there is a high cost to a bad reputation,” he wrote. “It really matters what people think of us, especially in a global business like ours.

“It’s critical that we act with integrity in everything we do, and learn how to be a better partner to every city we operate in. That doesn’t mean abandoning our principles – we will vigorously appeal TfL’s decision – but rather building trust through our actions and our behaviour. In doing so, we will show that Uber is not just a really great product, but a really great company that is meaningfully contributing to society, beyond its business and its bottom line.”

TfL was supported by London’s city Mayor, Sadiq Khan, employment rights campaigners and a federation of black cab firms. Uber has in the past been slated for not giving its drivers full employment status and not paying them a living wage, according to its critics. Uber’s customers and drivers have expressed dismay, along with Trade Minister  Greg Hands.

TfL said it had rejected the company’s application to renew its licence because “Uber’s approach and conduct demonstrate a lack of corporate responsibility” in relation to reporting serious criminal offences, obtaining medical certificates and driver background checks. TfL has also accused Uber of employing special cloaking software to make it difficult for authorities to access the app and records for such purposes as law enforcement.

Khan said he fully supported TfL’s decision, saying all companies needed to “play by the rules”.

He said: “I want London to be at the forefront of innovation and new technology and to be a natural home for exciting new companies that help Londoners by providing a better and more affordable service.

“However, all companies in London must play by the rules and adhere to the high standards we expect – particularly when it comes to the safety of customers.”

But Hands, who is also minister for London, said: “At the flick of a pen Sadiq Khan is threatening to put 40,000 people out of work and leave 3.5 million users of Uber stranded.

“Uber must address safety concerns and it is important there is a level playing field across the private hire market.

“But a blanket ban will cause massive inconvenience to millions of Londoners, all while showing that the Mayor of London is closed to business and innovation.”

Sam Gyimah, a Conservative justice minister and MP (Member of Parliament) for the East Surrey political constituency, said it was “possible to have effective regulation of Uber without penalising the consumers who benefit from more choice and lower prices”.

Steve McNamara, general secretary of the Licensed Taxi Drivers’ Association, which represents London’s black cab drivers, said the mayor had made the right decision.

“Since it first came on to our streets Uber has broken the law, exploited its drivers and refused to take responsibility for the safety of passengers. This immoral company has no place on London’s streets,” he said.

Uber said in a statement the decision would “show the world that, far from being open, London is closed to innovative companies”.

“3.5 million Londoners who use our app, and more than 40,000 licensed drivers who rely on Uber to make a living, will be astounded by this decision,” the company added.

Uber’s maverick business model have caused it to get in hot water in numerous world cities. There were protests against the app in places as far apart as Rio de Janeiro and Paris. Last year, its founder and CEO, Travis Kalanick was forced to step down after allegations of sexual harassment at the company’s headquarters and a fiery exchange with one of his company’s drivers, caught on camera. Many observers say that the decision by TfL could deal a fatal blow to Uber.

SOURCES:

Facebook, Facebook Inc. https://www.facebook.com/

“Uber stripped of London licence due to lack of corporate responsibility” – Sarah Butler and Gwyn Topham, The Guardian/Guardian News and Media Limited (23 September 2017) https://www.theguardian.com/technology/2017/sep/22/uber-licence-transport-for-london-tfl

IMAGE CREDIT:

“Uber app” – freestocks.org, Flickr (12 January 2016) https://www.flickr.com/photos/freestocks/23707913564

 

GOOGLE SEO: What are the SEO trends in 2017?

London, UNITED KINGDOM
MEHFUZ HUSSAIN (writer) with VIJAY SHAH (editor)

 

This article was written by Mehfuz Hussain, a digital marketing specialist based in London with expertise in online marketing concepts and Google Analytics.

Search Engine Optimisation has seen many changes in 2016 thanks to Google. From the launch of its ambitious AMP (Accelerated Mobile Pages) Project in February 2016, Google has shaken up the way traditional SEO worked. Understandably, Google knows well that the best way to dominate the industry is to be aware of how search engines are changing, and strategising SEO and content techniques accordingly. The world of SEO continues to evolve at high speed. While some SEO techniques have been a staple for several years, there will be many new ones that you will have to pay attention to. Here are some of the game-changing trends to help you stay ahead this year.

 

Photo credit: BigOakInc.com

 

1. Mobile-first Approach by Businesses

With ongoing improvements in the mobile computing field, browsing on mobiles has become equivalent to desktop browsing if not more In many countries, mobile browsing is more popular and dominant than via traditional desktops and laptops. In the last few years, the plethora of new smartphones with internet capabilities has changed the way search engine look at them. Remember Mobilegeddon?

A few months ago, Google said, “To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” This influenced their latest search algorithm which prioritised ‘responsive’ websites at the cost of older, mobile-unfriendly sites.

So, in 2017, your top priority is to separate your desktop and mobile measurement plans to account for the fundamental differences between mobile and desktop behaviour.

 

2. Machine Learning, Artificial Intelligence, and Google Rank Brain

There is no doubt, Google’s main focus in 2017 is on Artificial Intelligence. If you followed the Google I/O event 2016, most announcements were related to AI. Google also said that the speech recognition errors have reduced from 25 to 8 percent. It’s been officially named Google’s third-most important ranking factor. Voice search will grow even more in 2017, with better voice recognition and understanding.

 

3. Infographics

Infographics make complex information eye-catching, shareable and easily digestible. An image coupled with information tends to stay in the minds of readers. Such content generates more social shares and also generates leads. Of course, your content should also be suitable enough to add Infographics to it, and they can really make it pop.

 

4. AMP (Accelerated Mobile Pages) takes centre stage

A great way to ensure better user experience is switching over to Accelerated Mobile Pages (AMP). More brands are using this option as Google also has begun to favour the use of AMP. It contains three sections – AMP HTML, AMP JS, and Google AMP Cache. Accelerated Mobile Page (AMP) allows websites to make pages equipped for loading right away onto mobile screens. Interestingly, sites that have switched over to AMP are given more visibility with a special icon in Google searches.

 

 

5. Branding gets personal

There is no denying the power of personal branding. If used strategically, it can be a powerful tool in ensuring the success of SEO campaigns. Even social media platforms like Facebook refine their algorithms to favour individual posts over branded posts. Also, once you have a personal brand in place, it gets much easier to boost user trust and engagement. This, in turn, will up the traffic to your site.

 

6. HTTPS Everywhere

Google has inducted https as a ranking factor in its algorithm. Since then many companies hurriedly made the transition from HTTP to HTTPS in order to protect their own and their users’ privacy. It helps even more if there is money transactions happening on the website (e-commerce) and gives consumers extra confidence about their privacy. Let’s expect more websites switching to HTTPS than ever before in the history of the Web.

 

7. Focus on Content Curation

Though many people do not realise it, content marketing and SEO needs to work together for better results and visibility. Include all types of content in the mix: press releases and newsletters as well as articles and blog posts. A good content mix will help you increase backlinks on authority websites and establish you as an expert in your field. This strategy will help you boost your business to the top of Google’s SERPs.

 

2017 will see a massive hike in Internet usage. People are more concerned about the content they read. Now is the right time to prepare a well-developed strategy to survive in the market and beat the competition. As an SEO marketer, you have to be prepared for changes. Keep an close eye on SEO trends in 2017. All the best everyone!

 

IMAGE CREDITS:
“Google SEO Magnifying Glass” – BigOakFlickr, Flickr (1 July 2016) https://www.flickr.com/photos/31682982@N03/27940989741
“Free illustration: Seo, Web Page, Responsive – Free Image on Pixabay – 2016484” – Templune, pixabay https://pixabay.com/en/seo-web-page-responsive-web-design-2016484/