This week, as every week, our experts researched and analyzed trends, updates, new tools, and new features in the world of digital marketing. What are the key takeaways from last week’s news? Index deciphers them for you here.

SEO NEWS/TOOLS

The 4 Essential Sweet Spots of Modern SEO Copywriting

The first article in last week’s newsletter informed you that the SEO is not dead but in the midst of transition. In this article, from the blog Advanced Web Ranking, the author reveals 4 new – essential – techniques to prepare you for tomorrow’s SEO with quality and user-friendly content:

1 – Optimize your content for Google RankBrain (RankBrain, you’ll recall, is Google’s artificial intelligence program that uses machine learning to provide better results for search engine requests)

2 – Optimize your content for Schema Markup (remember, Schema Markup is a code that helps bots quickly comprehend, and with greater precision, the content of the pages they are indexing)

3 – Optimize your content for voice search (with 55% of teenagers and 41% of adults using voice search every day, it’s the most important trend to take into account)

4 – Optimize your content for Google AMP (recently launched by Google, AMP is a program designed to optimize page loading speed on mobile)

https://www.advancedwebranking.com/blog/4-essential-sweet-spots-of-modern-seo-copywriting/

How to Get Developers to Implement SEO Recommendations

Within a web agency, two types of people coexist: the “up front” team (marketing, sales, project management, SEO/SEM experts) and the “behind the scenes” team (developers and integrators). Speaking very different languages, the two teams often find it difficult to communicate effectively. Michael King, founder of the iPullRank agency, offers here fifteen methods and tips to help you, the production team (we know that developers don’t read our newsletters), to push your colleagues, the kings of code, to at last follow your recommendations. A well explained and complete article with a humorous touch thanks to cinematic references to Matrix and Mr.Robot:

http://searchengineland.com/get-developers-implement-seo-recommendations-280318

How to Successfully Switch to HTTPS

Infographic fans, this is for you! This post, introduced in French, includes a detailed English graphic that takes you step by step through how to migrate your site to HTTPS. HTTP stands for Hyper-Text Transfer Protocol and the added “S” at the end stands for Secure. That is, the data circulating between your browser and your website is encrypted.

Whether in terms of security, SEO, or user experience, migration to HTTPS can only benefit you! To avoid any major SEO disasters, however, some best practices are to be considered upstream: updating your canonical URLs or searching for broken links, for example. All you need to know is right here:

https://www.abondance.com/actualites/20170811-18326-infographie-reussir-passage-https.html

5 Things Every SEO Strategy Needs

The pillars of an effective SEO strategy, the steps of a successful SEO strategy, the 5 key elements of a digital strategy. You’ve probably seen so many tips and methods, so much advice on so many websites that you don’t know where to look anymore or which methods to use. Keep calm and take a deep breath! Trust the expertise of Search Engine Journal to tell you which 5 elements to include in your SEO strategy:

  • A mind map, a kind of mental representation (think of a tool like Mind Meister)
  • A visual representation (suggested tools: Google Sheets, Trello, Workzone, Basecamp)
  • A thorough knowledge of your company (to include: USP, vision, weaknesses of and threats to the company)
  • A thorough knowledge of your audience (type of audience, level of knowledge)
  • Your specific objectives

https://www.searchenginejournal.com/5-things-every-seo-strategy-needs/210734/

14 Image Optimization Tips You Need to Know

Want to know how to make your site attractive? It’s simple! Bet on the visual. Search Engine Journal presents 14 interesting tips to improve the optimization of your images. The goals: a better user experience, a faster loading time for your pages, and better ranking on search engines. Some of the main points discussed may seem mundane but they are too often neglected. Think of image resolution and file size, copyright, catchy captions to accompany your visuals. But, also think of the story you can impart. The image needs to help your audience understand your content. Images convey who you are and what you offer, so never underestimate their effect!

https://www.searchenginejournal.com/image-optimization/207416/

404 vs Soft 404 Errors: What’s the Difference & How to Fix Both

Ah, the 404 error! How many times have you seen the message “404 File Not Found” and wondered what was preventing you from accessing a page? Well, in computer science, the 404 error indicates that the web page you’re searching for no longer exists and won’t reappear anytime soon. In this article, we also learn that there are two types of 404 errors (as if one was not enough). In fact, in some cases, Google is wrong (yes, it can happen!). Sometimes a page is categorized as a 404 error when that is not actually the case. This is called a soft 404 error. If you don’t want this to happen to your website, make sure you have sufficient content and that not too many pages are too similar. Fortunately, this article also gives you ways to fix the problem. For example, grouping the content of a few short pages onto one comprehensive page, or weeding out technical problems that cause duplicate content.

https://www.searchenginejournal.com/fix-404-vs-soft-404-errors/208046/?ver=208046X2

SEM NEWS/TOOLS

The Top 10 Pay-Per-Click Advertising Mistakes To Avoid

For you web marketing novices, a PPC (Pay-Per-Click) campaign is an advertising model in which companies pay a fee each time an ad from the campaign is clicked. In other words, it’s a great way to promote your product or service and perfect for new sites that are having trouble attracting organic traffic. However, many companies embark on PPC campaigns without taking the proper precautions. Among the 10 most common mistakes are setting up campaigns with no end date, using too many keywords in an ad group, not including product images in ecommerce campaigns, and so on. Curious to find out the 7 other mistakes to avoid? Just follow this link: http://www.jeffbullas.com/pay-per-click-advertising-mistakes/

WEB & TECH NEWS

Pros and Cons of Implementing Chatbots to Improve Customer Service

If you’ve ever heard of chatbots, you probably know that they represent the future of customer service. But, what do they do concretely, compared to a human, and why do they generate such excitement? These little computer programs, designed to simulate conversations with users, are becoming quite a trend because they provide a personalized user experience with quick and targeted responses to user requests. Also, bots don’t take breaks, which is their main asset vis-à-vis human beings. But beware. There is a dark side to their assets. They are not relevant to every kind of business. They have a limited audience (teens mostly). And, their main advantage is also their major problem: THEY ARE NOT HUMAN BEINGS. They are, as a result, unable to improvise in response to customer requests …

https://www.advancedwebranking.com/blog/pros-and-cons-of-implementing-chatbots-to-improve-customer-service/

Stay connected for next week’s digital marketing hot topics!

Posted 25/08/2017

About the author

Eva Dieudonné