Macarena López-Hidalgo

Google’s new algorithm: all you need to know

At the end of May, Google revealed a pretty big change regarding SEO: an algorithm update which is mainly focused on user experience. According to Google, the upcoming ranking change incorporates new page experience metrics announced as ‘Core Web Vitals’. In other words, pages with user experience criteria such as speed or responsiveness will rank better. Good news: it will happen in 2021 so any marketer should have plenty of time to be prepared for this major update.  So, how will this affect you? First, let’s do a brief summary about Google Algorithms. Background Google Algorithms aim to find the most relevant web pages for a particular search. Following this, Google will position your page as a useful source according to certain factors that it considers to measure the relevance of your site. Since the Panda algorithm, SEO has been deeply connected to high-quality in-depth content which solves a specific problem and builds links in a natural and organic way. However, in 2013 Google announced Hummingbird: a new algorithm which includes 200 ranking factors to determine the quality score of a site. Yes, two hundred.  In that moment, a keyword search was not just a keyword but a keyword intent. In short, the user´s purpose for that search was the most important thing to consider during the search process. Conversational keywords became more popular but engaging content was still the key of Search Engine Optimization. In fact and after a few other updates (such as Pigeon or Fred), high quality content is still one of the most relevant ranking factors that any marketer should consider. In this sense, building links, researching the most popular keywords or selecting the right meta… Read More »Google’s new algorithm: all you need to know

Best practices on Email Marketing

Email Marketing According to Hubspot, email marketing “is the practice of sending various types of content to a list of subscribers via email” (Kolowich, 2019). Moreover, email marketing is a powerful tool to gain loyalty customers and enhance your brand credibility. Across this channel, marketers usually target potential buyers who already know your brand or have purchased your product before. In addition, Email Marketing is still considered among the most popular channels on 2020 (Gotter, 2020), with Pay Per Click, Social Media or Content Marketing and Search Engine Optimization (SEO). Email marketing helps a business to develop a one-to-one relationship with their customers and it is completely measurable. There are several email marketing best practices that could be highlated, some of them are more specific than others. However, it is worth underlining a few generic practices which should be included on any email marketing strategy: Personalization Content Marketing Remarketing Marketing Automation 1. Personalization One of the most important elements on an email marketing campaign is personalization. In this context, a personalized email “is an email sent by companies using subscribers’ data to provide them with more relevant offers and ensure a positive communication experience” (SendPulse, 2020). And why is personalization so important? “Personalized emails strengthen customer experiences by sending the right content to the right people at the right time” (Campaign Monitor, 2019). Furthermore, personalization is not only about using your subscriber’s first name, there are more complex tactics which are included in personalized emails. Some examples 1.Product recommendations: Using customer insights, you can tailor an email recommending certain products related to the interest of your customers. In this case, it may be a product that a customer has added to its… Read More »Best practices on Email Marketing

Benefits of Social Media Advertisement

Statistics Social media networks are essential in our daily life, being the most popular channel to communicate with each other at present. In 2014, an academic study suggested that “even if social media tools have increased in popularity, they are still not sufficient to ensure the visibility required by a strong branding campaign” (Platon, 2014). According to this author, social media worked as a support tool rather than working as the primary strategy. Nowadays, this idea has completely changed and there are several brand campaigns which assign an important part of its resources to social media campaigns. First of all, data speaks for itself and most of the internet users are also active on social media. Accordingly, “more than 4.5 billion people are using the internet at the start of 2020 and active social media users have passed the 3.8 billion mark” (Chaffey, 2020). As a result, social media offers an easy way to target your audience, especially Millennials and Gen X. As an illustration, “90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active US social media users” (eMarketer, 2019). To add more interesting data, “consumers are spending up to 3 hours on social media platforms per day, and even longer looking at their mobile screens” (Gilsenan, 2019). Benefits For all those reasons, social media networks are powerful channels that shouldn’t be underestimated. Moreover, social media advertising is very cost-effective and choosing the right platform and the right target can generate a high return of investment (ROI). In this sense, social media offers “a fast, inexpensive, and effective way to reach almost half the world’s population” (Newberry, 2018). Among the benefits of using social media are: Increase brand awareness and humanize your brand, “the ability to create real human connection is one… Read More »Benefits of Social Media Advertisement