Escaping to a sunny Madrid for two days, I had the privilege to attend The Inbounder Digital Marketing Conference at the end of April in Spain. Some of the best speakers in SEO, PPC, Analytics and Content presented a lot of insightful ideas that we too can use to improve our work and results.
With so many ideas, I’ve picked four actionable recommendations that you can start doing this week:
Pinterest Rich Pins
Structured data on Google has become a big thing over the last year. But did you know that Pinterest also has it’s own? They call it Rich Pins. This markup allows you to bring more information to a pin and it’s available for products, articles, recipes and apps. This last one is only available on iOS and lets people download an app without leaving Pinterest.
Here’s one example of a recipe:
See? People can read the recipe without an extra click. For a recipe, this might cost you a click, but they tend to rank higher and can help you to grow your Pinterest fan database. On the other hand, showing prices, an articles description and making it easier for customers to download an app is always positive.
Use image sitemap to improve your presence on Google Images
Did you know 1/3 of all searches performed in Google are performed in Google Images? Let’s be honest: we often ignore Google Images (or do very little work) as traffic source or as a way to make customers interact with our brand. The estimation above is for US only, but as we look for celebrities, products, fashion… Everyone looks for images on search engines.
If you’re not convinced yet, according to MozCast 12.5% all search results on “normal” Google return an image pack as well. This data is from 2017 and from my experience, I’d guess this number is much higher now.
Three easy ways to start here: add an image sitemap on your website, write alt tags and cut your images on 4:3 or 16:9 formats (those are Google’s favourites!).
Piggyback: rank for someone else’s results
Ranking #1 is always a very hard task, especially with the current pages in which Google makes changes. It’s normal to fluctuate daily and personalised results per user also create changes only visible for each person.
If you can’t be #1, can you be mentioned on someone else’s page? Let’s say you’re targeting tourists who are searching for “things to do in Dublin”. That’s quite a generic search, as people indicate here that they’ve no idea of what they want, just a general view of what the city has to offer.
The likes on TripAdvisor, Lonely Planet and Irish-focused websites listing things to do in town are the ones you want to be in. If you appear consistently on those, your brand will remain on people’s mind for longer in this early stage when decisions have not been made yet.
Screenshots to show tasks
Do you ever need to send screenshots to show bugs, features or any visual features of a page? A tool like Marker.io can help show these errors to your team or agencies you work with.
You can take screenshots and make easy annotations to help people visualise problems. Instead of the hassle of taking a screenshot, savings and uploading the file, you can do it all from one place and add to your files on project management tools such as Trello, Slack, Asana and others.
One case for marketing activities is to show someone an ad appeared on a page that shouldn’t or if you need to point it out a spelling mistake or a broken link. All screenshots are in the cloud, making it much easier to manage, share and find historical data.
Overall the experience at The Inbounder was really good, keeping the same level as their first large event in Valencia (Spain) in 2016. The calibre of speakers and quality of talks was again very good, without sales pitches and leaving the attendees with a lot to think and new ways to improve their marketing efforts. If you’re looking for an event with the same standards in Dublin, the digital marketing conference Learn Inbound will bring to Ireland several of the same speakers discussing new topics in September this year.