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How Bing Picks Your Title Tag

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Before we get talking about title tags, let’s have a look at another type of tag web pages use: Meta tags.

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The Meta tag is hidden and is placed in the webpage’s <head> section. Although these remain invisible, the Meta tags can be useful in telling the search engines what your page is about. Search engines don’t rely just on these tags to identify your pages’ content, but it’s still a good idea to have those filled in: It shows good structure.

The Meta tags are used to describe the web page. Bing or other search engines make use of the description tags to explain your page to their users on the SERPs. An appropriate description tag will make the search result more attractive for the visitor to click on. When creating description Meta tags you must keep these in mind:

  • Don’t stuff the Meta description tag with keywords. Always make sure it is reader-friendly and try to include your main keyword in there. Use keywords naturally because Bing examines natural sentence structure
  • Explain what the page is about
  • The description should be distinct for each page
  • The length should be restricted to 160 characters or less
  • You should check the description for spelling or grammar errors

Title tags aren’t really Meta tags. However, they are often grouped into the same category. This tag is placed in the <head> section as well. The title tag shows in the following cases:

  • When bookmarks are saved, the browser uses the title tag for naming the bookmark
  • The title tag is usually what is shown in the Bing’s SERPs
  • The web browser displays the title at the top of the window

When creating or optimizing title tags for webpages, good guidelines to follow are:

  • The title tag should ideally consist of 60-70 characters. The extra text is truncated by search engines like Bing
  • Avoid putting company or business name in title tags because this wastes space
  • The tiles should be distinct for each page
  • Check the title tags for spelling or grammar errors

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3 Brands That Are Getting Content Marketing Right

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Since the beginning of time, businesses have wanted to build relationships with customers.

1. The press gave rise to print advertising.

2. The radio enabled radio advertising.

3. Television allowed 30- and 60-second spots.

4. The web yielded banners and popups.

With each invention and new communications medium, businesses reached more and more customers piggybacking on content that people would pay attention to.

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The Internet was by far the most important invention making it possible for brands to become publishers and to publish without the prohibitive fixed costs of presses and antennas while the next medium, dubbed “social” brought about a revolution allowing commercial brands to reach audiences with their messages in a much easier fashion. The challenge, however, was that social media gave distribution power to the people. This meant that brands had to start telling stories that inspire and provoke consumers’ attention and willingness to share.

If you’re in marketing, you’ve probably heard of the following:

1. Red Bull’s magazine that circulates to 2 million people a month.

2. American Express on OpenForum.com

3. Dove’s “Real Beauty Sketches” video

Because of social media’s new powerful influence, “publish or perish” is no longer just the dreaded axiom of academics. Commercial brands are also embracing the concept.

So Which are the Brands that are Getting Content Marketing Right in 2014?

1. American Express

If there is one brand that knows how to do rock content marketing, it’s American Express. One of their most booming endeavors is American Express Unstaged or AmexUnstaged. American Express Unstaged is a program that live streams concerts by high profile music celebrities. Fans from all over the world get to view, not only the event in live performance, but also exclusive videos before and after the event.

American-Express

According to Walter Frye, Director of Entertainment Marketing & Sponsorships at American Express, “Content is an important piece in all of our marketing efforts. Extending our messaging through content is a great way for us to continue to convert our customers from simply seeing a message to considering our brand.”

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A Step by Step Guide to Video Marketing

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If you feel online video is just another over hyped, passing fad, think again. In fact, online video is gaining strength as a type of content. The web trending towards video is made obvious by the popularity of YouTube. This may lead to the conclusion that we simply don’t like to read anymore. But the video preference situation we’re witnessing is much more detailed than that. So, why video?

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According to Susan Weinschenk, Ph.D. —a leading speaker, author and consultant to brands like Amazon, Disney and Walmart, there are 4 core and very human reasons why we are drawn to videos.

1. The fusiform face area (FFA) is a part of the human visual system that, it is speculated, is specialized for facial recognition. This is an actual brain function that hard-wires us to use the human face as a gathering point for information.

2. Voice converts information into meaningful content.

3. Emotions are contagious.

4. Movement grabs attention. Since the Stone Age, we’ve survived by noticing things in motion – we still do!

Show off Your Business Skills with Online Videos

Since YouTube arrived on the scene, online video has played a vital role in advertising and marketing. Leaders in every sector including health care, retail, and travel are sharing videos to showcase their industry expertise, educate consumers and demonstrate how their products and/or services work.

Marketers leverage the power of online videos to:

  • Establish industry knowledge and expertise
  • Put a face to a name and business, reinforcing trust
  • Help customers visualize a process or service

The take-away so far…

Human beings are visual creatures. We trust and rely on what we can see in front of us. Videos can help potential and current customers understand exactly what you’re offering. Show your customers that you are reliable, experienced and willing to take the time to explain your work.

4 Types of Videos to Implement in any Content Marketing Strategy

If you’re not already implementing videos into your current marketing strategy, you’re grossly behind the market. To get you started on this front, here are 4 essential types of videos that you should implement in any content marketing strategy:

1. Interactive Videos

Interactive videos allow users to have some level of interaction so that they may alter or change the outcomes of future parts during the video. They are used for a wide array of purposes. For example, fashion sites and media outlets often use interactive video technology.

2. Review Videos

Review videos assess companies, products and/or services. They are excellent to showcase details about your products and/or services and describe important benefits and weaknesses.

3. Testimonial Videos

Testimonial videos use customers to discuss their experience using a particular product and/or service. They are a great way to make customers the heroes. Testimonial video often feature aspects of your products, services and/or company.

4. Blog Videos

Blog videos support blog content. They are more casual and range from 45 seconds to 3 minutes in lengths. Use blog videos to share tips and tricks with your community. Like blog articles, blog videos should be relevant.

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