Blog Archives

SEO consumer on computer

Google is the great, wise guru we all turn to for the answer to everything. Google amasses over 79 percent of desktop searches worldwide. This isn’t breaking news—the world has relied on it for a number of years. For brands and agencies, this means SEO, or Search Engine Optimization, is essential. However, SEO has been around for a while and people are asking—is it still worth the work?

What is SEO?

Search Engine Optimization is a digital marketing strategy that helps your website and content show up in online search results. When employing SEO strategies your websites and content won’t show up as an advertisement, they will be in the regular, or organic, search results. This is important because organic results are 8.5 more likely to be clicked on than paid search results.

There are consumers out there with questions and you have the answers, and like a matchmaker, SEO connects the two of you. SEO will allow you to meet the consumers who actively search for information related to your products and services.

Studies have shown that the first three results from a Google search get 60 percent of traffic. If you are lower on the list, or heaven-forbid, not on the first page, you won’t get nearly as much traffic. Invest in SEO to get yourself up where consumers pay attention. If you’re a smaller organization and just thought to yourself, “Forget it, this is a money game and there’s no way I’ll win,” think again! Google recognizes that the little guys would have no chance if it was only about paying to be at the top. There are many small steps any brand or organization can take to be successful.

SEO strategy does take some time to set up and monitor (patience, young Padawan) but it’s absolutely worth it.

New Trends

Although the overall idea of SEO remains constant, strategies and trends are constantly evolving. For example, keywords are still relevant, but don’t stuff your content with too many keywords—search engines are smart enough to recognize this. Instead, keep your audience in mind and continue to write content geared toward them because then you will organically insert the correct amount and type of keywords. Also, keep in mind that SEO is more than just keywords.

Forbes released a list of up-and-coming trends in SEO which include optimizing for voice search (Siri, Alexa, Echo, etc.), updating all links to be secure (https), making sites mobile-friendly and insuring that your sites load quickly.

Forbes also mentions that long-form content seems to be ranking higher on Google. Users tend to look at long-form content for a longer period of time and share it on social media more often. However, the long vs. short content battle is far from over. There are pros and cons for each form. Short-form content is generally better for mobile devices and has a higher potential to go viral. Best practices vary by brand. Consider your brand’s personality and goals, then choose the appropriate content forms.

Agencies

If you want to create or update your brand’s SEO strategy, there is a lot you can do on your own, provided you put in the time needed. Google also suggests that SEO experts and agencies are helpful because they can review your site content or structure, give technical advice on website development, review your use of JavaScript, manage online business development campaigns and have expertise in specific markets and geographies, among other services.

Start a conversation with your agency today about SEO strategy.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter

2017 Impact Award

At the recent board retreat for the Utah-Southern Idaho Multiple Sclerosis Chapter, Penna Powers’ Chairman Emeritus Chuck Penna was honored with the 2017 Impact Award.

The impact award recognizes a member of the MS community who has been instrumental to the success of our community during the previous year.

According to Chapter President Melissa Mathews, Chuck was chosen for his avid participation as a member of the Board of Trustees.

“As a business owner, Chuck has always felt the responsibility to give back to the community through supporting non-profit organizations and causes. Chuck became a member of the board of trustees in 2016 and quickly has made an amazing impact in the lives of those with MS, said Mathews. “His expertise in marketing has improved awareness of MS and the society.”

Last year, Chuck led the Penna Powers cycling team in the MS: Harmons Best Dam Bike Race. During the two-day event, the Penna Powers bike team raised $3,800.

Congratulations, Chuck, for receiving the 2017 Impact Award.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter

 

make_the_podcast_bigger_logo

Have you ever wondered how an ad gets made? Are you dying to hear the gory, behind-the-scenes details of the marketing world? You’re in luck. We’re excited to announce the Penna Powers Make the Podcast Bigger podcast. We’ll pull back the curtain on what it’s like working in an agency environment and give you an in-depth look at marketing and communications in the modern world.

The podcast will be season-based and contain insights, how-tos and interviews from some of the top experts in the Utah marketing scene. Our agency has been fortunate enough to work with some of the best—ranging from clients to employees—and we’ll share their secrets to success on the show.

Our first episode is now live and features KSL Newsradio host Amanda Dickson. Podcast hosts Elyse Freeman and Alex Antonino will grill Amanda on everything from starting a successful career to advice for young professionals who want to drive meaningful change.

Tune in on Thursdays on iTunes and help us Make the Podcast Bigger by rating and reviewing our first episode.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter

Recently our native advertising partner StackAdapt popped into our Salt Lake City office to discuss the latest and greatest features their team is working on. For those of you who are not familiar StackAdapt is the premier native advertising platform based in Toronto, Canada, and no big deal they’ve been featured in Forbes. Their product offering is led by native articles with video and display products launched in the past year. While we can’t discuss everything Michelle and Eli covered during out lunch and learn. We can say StackAdapt has a lot of great features launching this coming quarter and year.

As advertisers look for alternate channels to Facebook and Google we predict a continued shift to native advertising. Native’s metrics are stacking up, if not exceeding those of other channels and can track time spent on site (when using StackAdapt) no matter if you are using native articles, video or display.

Is native advertising included in your brand’s campaign spend? If not email us at content@pennapowers.com and we can peek at where your audience is online and where you should be.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter

All the attention has been on Facebook and fake news, yet everyone in the room is missing another issue being Twitter’s massive bot problem. Estimates are circulating that bots are over 15 percent of active users, something Twitter disputes and pegs at about 5 percent. Whether it is more than 15 percent or less than 5, the point is Twitter’s bot problem is out of control and they need to do something about it.

Recently we analyzed a Twitter campaign that utilized the website traffic objective to see how active bots are on Twitter. Within 24 hours, the ads delivered 1,882 clicks and 13.76 percent Click Through Rate (CTR) which seemed very odd to our team. Deep down we all want a 13 percent CTR but immediately knew something was wrong. After further investigating, we immediately saw that majority of impressions served and clicks came from Android devices which raised a huge red flag.

Figure 1 – Campaign Delivery

After flagging Android devices as an issue, we considered the languages our ads were delivered. Again, we saw another red flag with a large share of our ads delivering to people who spoke Japanese, Portuguese and Turkish–to name a few.  

Figure 2 – Impression Breakdown By Language

Our analysis concluded the rush of clicks over 24 hours could be explained in no other term except for bot fraud. Now this was a very small, target campaign in the U.S. Bots are a worldwide problem for advertisers and governments when used in an inauthentic manner.

You may be asking yourself what can my brand do? Is my agency aware of Twitter’s bot problem? Right away you can look at engagements on your tweets. Look at the profiles engaging with your content. Click on profiles to see if they have real photos and information. Bot profiles will have the standard egg profile photo or they won’t match the target audience you were seeking. If you work with an agency probe them, asking if they are aware of Twitter bots and what they’re doing to combat them.
Staying ahead of ad fraud will continue to be an ongoing battle. Something we hope the major social media channels take very seriously and will develop sophisticated tools to help detect. If you have additional questions regarding Twitter’s bot problem or online ad fraud, please email us at content@pennapowers.com

 

 

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter

We recently attended the 2018 Silicon Slope Tech Summit to learn about the state of tech in Utah. The conference covered everything from gender equality to the entrepreneurial spirit. Here are a few of our favorite takeaways from the conference:

Relevance is key

Facebook’s Vice President of Global Communications Caryn Marooney stressed the importance of relevance in content marketing. If you can’t get relevance right, it doesn’t matter who you are or what you can offer. If you can get relevance dialed in, that’s the real ticket.

Don’t mistake motion for progress

Another highlight from Marooney’s talk centered on progress. She paraphrased Bill Gates’ famous quote: “People overestimate what they can do in a year and underestimate what they can do in ten. You need to put a building block on it every day.” However, Marooney stressed the importance of staying simple; be intentional in what you create. “The longer you are in business and the more successful you are, the harder people will pull at you to become more complicated,” Marooney said.

Your employees deserve transparency

Allbirds CEO attributed the success of his company to the employees. He stressed giving employees access to the greater vision in order for them to make better decisions. If your employees are truly invested in your vision, they are being driven by the right reasons. As soon as money becomes the motivating factor, you’re going to be paying a lot and the employees are going to jump ship.

Utah is the place to be

Although shadowed by Silicon Valley, the Silicon Slopes is operating at optimal density right now. Because of its competitive tech culture, Utah’s talent pool is creating something magical in the state. Multiple Utah-based CEOs agree that the state and its quality of life are the driving factors for success. “Almost everyone I know who comes here says ‘I’ll give it a little bit of time.’ Utah is a wonderful place that wins you over,” said Experticity CEO Tom Stockham.

We loved attending the 2018 Silicon Slope Tech Summit and look forward to the presenters they bring next year.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter

Facebook recently announced major changes to how your newsfeed will look soon. We all know the days have passed where brands organically pushed out their content to waves of engagement, reaching a large audience. With this new algorithm change, Facebook is taking it one step further by showing you less business and media content, and more personal content from friends and family. Overall, the social media giant expects people to spend less time on the channel, meaning less time on brand content.

You should be asking yourself not if this will affect my brand, but how will it affect it moving forward. Now more than ever brands will have to fight for attention and space on newsfeeds.

Big Changes:

  1. Time spent on site will decrease

Less space for brand posts will lead to less reach, engagements and referrals to one’s website. If your brand relies on Facebook to deliver a large portion of its blog and website traffic, you’ll want to adjust your strategy on the platform. Consider adding new channels, such as email marketing or a paid platform, in the form of native content placements.

  1. Engagements will decline, becoming more valuable long-term

As people spend less time on Facebook, engagements will naturally decline. Short term this may be bad, but long term the value of an engagement may increase as people spend quality time engaging with content vs. scrolling and liking mindlessly.

  1. Facebook will look at your engagements more closely

You may have already noticed on your personal newsfeed that a friend’s post with a healthy conversation is staying at the top of your newsfeed longer than it used to. This is not by accident. Facebook is now looking more closely at engagements beyond likes, shares and comments, examining if a brands content is leading to dialogue.

  1. CPMs (Cost Per 1,000 impressions) will increase

Now that you know Facebook is making more room for friends’ and family content, that means more brands will need to utilize paid placements on Facebook more than ever if they want to amplify their content. As demand increases and supply decreases, an increase in CPMs is expected, continuing a trend we’ve seen over the past few quarters.

What your brand can do moving forward:

  1. Better content

Sure, it’s easy to say you’ll need to create better content for your brand, but it’s true. Moving forward you’ll need a well-planned content strategy that aligns your brand by delivering relevant and interesting content to the target audience.

  • Live organic videos will fare better vs. pre-recorded organic videos
  1. Diversify

Consider adding new channels to your content strategy, such as email marketing or a paid platform like native content placements. Brands also should evaluate how they use existing channels, such as paid search which could be tweaked to drive blog or content views on a website.

  1. Facebook ads

If you’ve sworn off paid ads or use them sporadically, stand back and reevaluate how you use Facebook products. Brands and marketers have for years treated Facebook as a pay-to-play channel. 2018 will be the year where brands can no longer ignore using Facebook ads to amplify their content. An “Always-On” strategy—whether it’s $50 or $5,000 per month—used wisely can still increase brand content reach and desired actions.

The biggest takeaway from this change is that brands no longer have the upper hand they once did on Facebook. It has been a slow decline, but the most recent change will require brands to rethink and shift their strategies. In 2018, influencers will be crowned the kings/queens of content because at the end of the day they are people first, brand second and these algorithm changes will favor them.

Share: Email this to someoneShare on FacebookShare on LinkedInShare on Google+Tweet about this on Twitter