New Keyword Competition Tool From Moz

Keyword Explorer Launched For SEO Experts

Moz has launched a new tool called Keyword Explorer which is designed to simplify and improve the method of researching keywords for a successful SEO campaign.

Great news for the world of SEO as Moz has launched a new keyword research tool known as Keyword Explorer or KWE. Keywords are the foundation stones that the SEO industry is built upon so it is exciting to have a new comprehensive overview of the best keywords to use to enhance the position of a site in SERPs.

Although there are other keyword services being utilised within the industry, the new offering from Moz is already standing out as a particularly superior style of tool. It contains many unique features such as metrics and advanced functionality which exist to add value to the keyword gathering process whilst saving precious time for SEO consultants.

Spans The Entire Keyword Research Process

Keyword research is one of the most important phases in any SEO campiagn. Explorer has been designed to assist you throughout your entire keyword journey. It begins with the discovery stage of offering keyword ideas and then takes you through various steps such as getting metrics, building a list, keyword filtering and easy prioritisation of keywords you wish to target.

Reliable Volume Score

The inbuilt volume score is one of KWE’s greatest features and goes beyond what Adwords currently reports. By using a volume bucket methodology, Moz receives anonymised clickstream data from around 1 million real searches in the US and then manages to predict the search volume of a particular keyword. This approach provides keyword reports with a 95% accuracy rate. Google’s own keyword planner has attracted much criticism for being inaccurate as it is based on rounded averages.

Opportunity, Importance And Potential Metrics

On top of the typical volume and difficulty metrics that are featured in other keyword tools, KWE also provides information on three other essential pieces of information in keyword metrics – opportunity, importance and potential. ‘Opportunity’ delivers an estimate on the click-through-rate (CTR) of the organic results in search. ‘Importance’ is a variable which allows users to mark how vital a particular keyword is to the strength of their own campaign. The ability to track a combination of all the metrics in order to create a keyword prioritisation list is known as ‘Potential’.  

Single Platform

In the past, SEOs relied on the manual recruitment of keywords from a wide variety of sources including Keyword Planner data, Google Suggest and Related Searches. KWE makes all of these available in its tool as well as topic-modelling ideas, keywords from the clickstream data and alternative keywords related to existing ranking pages.

Ease Of Import And Export

KWE is built with SEOs in mind. It realises that people have their own research methods and therefore supports easy import and export functionality. If an SEO consultant already has a keyword list, then they can upload it into Keyword Explorer to obtain metrics. Alternatively power users can use the KWE metrics process but then export the data to Excel if they have specific niche analysis that they want to perform outside of the platform.

Keyword Explorer is currently available as a freemium model – you can execute two free searches per day without logging in, up to five if you have a community account with Moz and unlimited if you hold a Pro Subscriber account.

KWE will give SEOs the edge in gaining an advantage over the competition in SERPs. Make sure you hire an SEO firm who always utilises the best and most innovative tools on the market to ensure incredible results for your brand.

3 Awesome Tools to Streamline Content Creation

When you are running an online business of any kind – be it a blog, an ecommerce store or just a marketing campaign for a tangible, offline company – you have multiple sources of content distribution at your disposal.

YouTube, blog platforms, Twitter, Facebook… social media has become the way of the future in online business. Failing to properly utilize such a resource will severely damage your online visibility, which is crucial in today’s world. Social media is changing the way we are doing keyword research, produce and market content.

According to Australia-based agency Impressive, content marketing is only going to get more varied and complicated. How do you keep up?

Identifying Weak Areas

When trying to analyze the effectiveness of your content strategy on the web, you should take some time to review and understand what it is you are currently doing right. This will also show you where you need to improve. You can do this through a content audit, which is essentially putting together spreadsheets of all social media campaigns to find where you are lacking.

Once you have taken a fair look at what you have been doing, start looking at how much you are really posting, and the relevance of the content. For example, are you meeting your desired quota for blog posts per week? Are they generating the right response? Are tweets being replied to or retweeted? Have you been communicating with your Facebook fans on a personal level? Are you published a good balance of links, original updates and comments or replies to readers?

If you are clear about what you have and have not been providing, you can improve your social media marketing and so your overall content strategy. These three apps can further help you along the way:

1. DivvyHQ

DivvyHQ

An editorial calendar is a must have item for anyone who is posting online but especially for those who are want to run a multimedia campaign using social sites and methods. It is just too easy to lose track of what you are going to post without one… Not to mention it lessens the quality of your content to fail to plan ahead.

Technically, a spreadsheet works fine to plan posts. But if you want to really take advantage, an app like DivvyHQ can be what you need. It is a scheduling application that allows multiple users, reviewers and help in better targeting your posts.

They have plans from $25 to $195 a month, as well as custom pricing for larger companies of more than 20 people and a 30-day free trial. They even have in-person or online training for implementing social media strategies.

2. Skyword

skyword

This platform works by putting together a report on what your audience is searching, reading and otherwise showing interest in at every stage of the content creation process. This allows you to better target your own campaign and post writing, as well as provides a direction for links and status updates.

Skyword works by making sure your SEO, usability and content quality guidelines are being taken serious.

What makes it different from a basic SEO app is that it actually was created to factor the data into the writing process itself. Currently, it is in the beta stage and so asking only for feedback from those that choose to use it. It is free to create an account.

3. Gather Content

Gather Content

A simplification app for content creators and managers, this works by creating a “site map” that involves all media content you have to get done. You set in the parameters and turn it into single page collections that can be shared and edited by invited parties.

The platform costs $66 minimum and for that you can maintain 10 active projects and add an unlimited number of users.

Conclusion

Working out a way to increase the efficiency and workability of a content strategy takes time, effort and a bit of know how. These apps will help you to get it done much more quickly, and without the stress.

Add in the fact that two of them are free and the other more affordable than any similar service I have personally found, and you have every reason to try them out.

8 Essential Factors for Strong Brand Equity

Communication skills, including writing, speaking and listening to and with customers, supply chain members, employees and other stakeholders, are the most important factors in building brand equity.

Brand equity is the premium value that buyers assign to a known brand name, above and beyond the generic features and benefits it offers.

All brand managers strive to achieve brand equity by going beyond necessary levels of customer service, value, reliability or some other attribute that simply ensures parity in a competitive marketplace.

Brands build equity by becoming memorable and readily distinguishable and by developing unique personalities. Marketing campaigns, including mass media and online content creation, can facilitate the creation of brand equity.

Brand equity translates to growing profitability, strong repeat sales and increasing market share. In addition, brand equity also offers the intrinsic characteristic of brand leverage, meaning that consumers assign positive aspects of the brand image to other products carrying the brand name.

The following eight components are needed to develop strong brand equity. Each component relies on the availability and use of strategic thinking and strong communication skills.  

Strategy

A brand must have clearly defined objectives and tactics to achieve its strategy. The branding strategy defines the business a brand conducts, as well as how the brand will enter the market, gain market share and maintain a competitive position among its target market.    

All brands have a life cycle that includes an introduction, growth, maturity and decline stages. However, the duration and lifetime of a brand is influenced by the strength of its strategy.

The longevity of a brand rests on its ability to communicate accurately and professionally; behave ethically; collaborate with employees, intermediaries and final customers; deliver valued differentiation; and create an emotional connection, while capitalizing on the turbulence of the marketing environment.

The soundest brand strategies operate as communication tools that integrate and direct the components of the marketing mix, including questions related to product, place, price, and promotion. Therefore, branding strategies must be simple and easy to understand and communicate.

Communication

Walk into any business and you find workers creating e-mail messages, making presentations, reading trade journals, writing reports and talking on phones. A brand’s success depends on people communicating and working together to accomplish shared objectives. 

Through effective communication, groups of people interact clearly and professionally with suppliers, retailers, government agencies and customers to achieve a common goal. Therefore, a brand must consist of competent writers, speakers and listeners who can facilitate the transition from concept to production, distribution and sales.

Marketing demands that brands be successful communicators that generate compelling content in a language the market understands. Branding also requires the development of a consistent image and style. A brand’s image consists of its logo, color palette, typeface, tagline and common layout.

Whether you undertake branding in a small business or a global conglomerate with thousands of employees, multilingual writing and speaking skills will help you find investors, promote your product, and manage your employees. Strong communication is so critical in branding that it influences each of the remaining factors. 

Awareness

A brand may offer exceptional features and benefits, but unless the marketplace is aware of them, the brand will never generate sales. Awareness relies on strong content marketing strategy to build brand awareness.

It begins by identifying the best online channels for promoting a brand message, establishing engagement goals, developing engaging promotional materials, and measuring the success of the promotional efforts.

Reputation

A brand’s reputation can be built or destroyed online, in person or in print.

When a customer has a negative experience, the situation may be aggravated when that customer writes an online review and the company mishandles the situation with a savage rebuke.

Reputation can also be tarnished when someone representing a brand either by telephone or in person displays disturbing or unprofessional body language or verbal transgressions. Finally, reputation can be harmed through the use of offensive language, incorrect terminology or poor writing skills.

Prior to the Internet, developing a brand reputation, trust and credibility was much more difficult. Today’s world of social media and online business reviews can bring instant fandom or wreak destruction overnight.

When someone types your business’s name into a search engine, your company website should be the first listing they see. Good online reputation management ensures that your brand dominates the first page results with listings you control.

These should include your website, social profiles, entries for Google Places, and news stories. A Wikipedia page and review sites should also be listed in first page results. Monitor the review sites closely to ensure your data is correct.

Brand reputation is directly influenced by the quality of your professional communication and relationship management. Your ability to represent your brand positively and handle negative feedback is essential to a positive brand image.

Legal and Ethical Decision-making

Business ethics has become an increasing concern among business leaders. Today ethical awareness and training is widespread. Many businesses have amended their mission statements to include ethical behavior.

With harsher punishments being handed down to businesses, employees recognize that they cannot lie, make false claims, stretch the truth or make half-truth claims. Ethics is such an important subject that rules for ethical behavior must be upheld in communication.

Collaboration

Success relies on collaborating in cross-functional work teams. Many writing projects require collaboration among engineers, marketers, sales representatives, compliance officials and external stakeholders.

Common types of collaboration projects include sales proposals, employee manuals, training handbooks, websites, and marketing collateral and financial reports that require input from multiple departments and disciplines.

Since the increasing complexity of the workplace makes it impossible for one person to have the time and expertise to create detailed documents, business communicators require skills in teamwork.

Value

Value can be thought of as the customer’s desire and utility for a particular product or brand. Powerful brands develop strategic advantages by positively articulating significant points of differentiation in their value proposition.

By differentiating the marketing mix to do a better job meeting customers’ needs, the firm builds a competitive advantage.

When this happens, target customers view the firm’s position in the market as uniquely suited to their preferences and needs. Because everyone in the firm is clear about the position it wants to achieve with customers, the product, promotion, and other marketing mix decisions can be blended better to achieve the desired objectives.

Emotional Bond

In a purely competitive marketplace, a considerable level of parity exists when competing products offer similar levels of reliability, customer service, innovation and price.

Even as brands adopt new features, competitors are quick to adopt them. However, brand success often rests on softer features other than rational comparisons; thus purchase decisions become emotional choices.

The strongest brands have established emotional capital that integrates into their marketing strategies. Emotional capital is built when people choose brands for personal reasons, such as association, sense of belonging or self-expression. Strong brands induce passion, strong sensations and exhilaration. Furthermore, strong brands are trusted and consumers are faithful to them.

Infograpgic source: http://www.24hourtranslation.com/strategies-building-strong-brand-equity.html

Brand equity is the value that makes one brand more preferable than another competing brand.  While there are different opinions on the factors that influence brand equity, four commonly mentioned factors are characterized in terms of innovation, exceptional customer experience, transparent values and strong market leadership.

Brand equity is the value that makes one brand more preferable than another competing brand. While there are different opinions on the factors that influence brand equity, four commonly mentioned factors are characterized in terms of innovation, exceptional customer experience, transparent values and strong market leadership.