Norah Amboko

5 Risky Link Building Methods That Every Digital Marketer Should Avoid Over the last two decades, search engines consider links as determinants of website popularity. Website crawlers use links to establish how websites are related and in which ways. Today, they apply complicated algorithms and many SEO professionals believe that links related to your page define the page ranking. The crawlers can use the links to evaluate websites popularity by following metrics such as author, trust, and spam. Because of this immense role of links, marketers go to great lengths to build links for their websites. However, you must be careful with the methods you apply to build links. The following are five methods of link building you should always stay away from. (i) Building links from splogs (spun content) Spinning articles has been considered as an easy method of getting content faster without getting noted by plagiarism software. Some people create one article and use software to spin it into hundreds. Then, those articles are posted in spam sites or directories that link back to the original article site. Progressive search engine algorithms have made it easier to detect such link building tactics sites using the strategy are doomed. (ii) Using forum spam This link building method is applied by creating multiple profiles and including your website link there. However, many people prefer to use software that places links in actual forum posts both in signatures and body of the posts. However, this method will attract very severe penalties for your pages when detected by crawlers. Remember that if this is applied well like joining an active member of a community, you can gather useful links and grow your authority in the industry. (iii) Using Private blog networks (PBNs) Though some bloggers might disagree with this, it is no doubt that using PBNs is a very risky method to build links. Back in 2014, Google targeted PBNs, and the entire blogging fraternity was thrown into confusion and panic. Google has since then been discouraging PBNs and it is a matter of time before they factor how to detect and even close PBNs in the algorithms. (iv) Links coming from different language sites If your website is in the UK and you are dealing with content targeted at the local audience, Google would expect most of the links to come from British websites. However, if most of your links have been built and emanate from foreign languages, search engines will raise a red flag. It is prudent to take time reviewing the quality of the links you are getting. (v) Paid link designed to pass PageRank Though Google does not find anything wrong with paid links, it has issues with those that are noneditorial and designed to pass PageRank. While following paid links is no doubt a monumental task for Google, certain indicators make it easy to cite pages that noneditorial and targeted at passing PageRank. For example, gathering links from unrelated content/sites or pages with obvious footprints like sponsored posts. 5 Most Important Metrics That Expert Marketers Always Include In SEO Campaigns When you talk to SEO experts, one thing stands out prominently; if something can be measured, there is a way to improve it. For new marketers, the risk of falling into the trap of a single metric like ranking and wishing that it changes from good to best remains very high. By focusing on 1 or 2 metrics, there is a risk of leaving out some important areas and risking getting suboptimal results. The following are five most important metrics that pro marketers use and that you should also utilize in all SEO campaigns. (i) Monitoring clients time on your website For every page and marketing content you generate, there is a purpose that can be broken down into several goals. For example, you might be targeting to increase the page organic visibility, keep visitors engages, or have the visitor take action. If a visitor lands to a page with content he did not anticipate, the first action is moving away. However, when a client gets high value and very compelling content that has an appropriate message for conversion, he will be very satisfied. By engaging clients for longer, your website visibility and rank will go up. Therefore, you need to give particular attention to the time clients take on the page and identify content that is underperforming. (ii) Following the website’s usability Website usability is the ease of visitors' understanding of posted content, navigation from one part to another and following call-to-action. To improve your website's usability, consider listing most important posts at the page bottom to help clients get the best content to continue reading. Besides, you should include consistent internal linking strategies so that clients can simply click when reading through to reach there and get the message you anticipated. Use call-to-action buttons and exit-intent popups to encourage users stay on the page or take special offers from your brand. (iii) Tracking traffic to a website based on devices Today, most of the traffic comes from mobile devices. When you evaluate traffic based on devices, you will be able to understand the type of experience every user gets by visiting your page. Just like Google adjusted its algorithm appropriately, you should ensure that your website is easily accessible on mobile devices. On Google Analytics, visit the audience>mobile>overview. Here, you can compare mobile and desktop metrics to understand how accessible your site and its contents are. (iv) Setting campaigns completion and tracking rates of conversion While driving traffic to your website is a great beginning, what is more crucial is targeted traffic. This is the traffic that takes the action you want to convert to sales or join mailing list among others. Even though you will always get a general idea by checking at sales figures and growing mailing list, get a better picture by using Google Analytics. With Google Analytics, you want to have a direct goal such items downloads, tracking visitors or purchasing an item. To set the goal you anticipate on Google Analytics, go to Overview>goals>set up goals. After Google Analytics collects some data, you will be able to check it on the overview tab for info on completions. The report will also categorize the goal into completions and conversions based on the source of the traffic. 5 Unique Ways to Drive Conversions from Your Landing Page Every marketing campaign should have a well-designed landing page to help with conversion. Whether you want to create a mailing list or direct sales, the landing page is the final step to convince visitors to convert. Notably, the landing page can also be a repelling factor if it is not carefully constructed and tested. This post outlines five unique ways you can use to drive more conversions from a landing page. 1) Use prefilled forms Though this can be spooky, it makes the work of filling the form easier. The form captures data of a lead and uses it to fill some fields of the landing page. For example, the forms can fill fields such as email address or even the first name so that the visitor will only need to hit the CTA button to convert. To set the forms to capture and prefill the details of a visitor, you must select the landing page creator carefully. 2) Use Auto-select form fields This is like getting into your house, and lights go on automatically. While this might get you off-guard, it is a very convenient way of notifying the client and encouraging them to take the next step. Just like the lights turning on, the visitor will want to look further and complete the forms. The forms allow the visitor to start typing immediately and finally hit the conversion button. You can increase conversion rate with about 60% using auto select forms. To choose this option, many landing page builders require you to check Auto-Focus on the field forms. 3) Utilize videos in the landing page Unlike in the past, many buyers want to be persuaded beyond reasonable doubt to buy an item from a store or a website. By including a carefully done video about the product of choice, visitors will not only convert, but also develop a stronger attachment to the brand. The video will summarize what the visitor might have missed and even add more so that they can make the right decisions. 4) Consider using popups as opposed to forms The debate about what works better between popups and forms has ranged on over time. Tests have demonstrated that on page-forms make some visitors see like forms are engaging them to unforeseen commitment. However, buttons are a single hit, and many visitors will click right away. Remember that you are showing the same information that could have been displayed in a form. 5) Active text replacement In marketing, you must make every page lively. Though dynamically replacing text can be a little frightening, it works well when it comes to driving conversions in a landing page. The active text replacements work well when they are carefully researched to reflect more customization. In particular, the texts that can actively change include name, location, and interests. Your landing page is the ultimate step in the conversion process. Accordingly, it must be carefully done, and all efforts focused on perfecting it to guarantee better results. Remember to also test the landing pages to get what visitors prefer for guaranteed conversion. 6 Most Deadly Mistakes That Mobile Marketers Must Avoid When Google reported that over 50% searches come from mobile devices about a year ago, every digital marketer has leveraged marketing efforts to capture the large consumer segments. From mobile-optimized segments to faster loading speeds, nothing is left behind. Even after trying so much, many people are still reporting suboptimal performance of their websites. The chances are you are performing one of the following 5 mistakes. Poor utilization of ASO (app store optimization) To raise your visibility, it is important to enhance visibility in the App Stores through ASO. ASO operates like SEO in many aspects but mainly relies on the following four criteria to rank an app; Downloads of your mobile app Retention (access and use of your app) Average customer rating Number of reviews To improve on your ASO it is important to use proper descriptions, tags, and even take marketing to other platforms such as social media. This will increase downloads and installation that help to raise your ranking. Besides, you should get reviews from experts and clients to demonstrate the app’s effectiveness. Using the wrong tracking solution Not integrating an appropriate tracking solution is a very terrible mistake. It will be difficult to tell the effectiveness of the marketing strategy, identify errors, or come up with a good method of improvement. The best tracking solution should be comprehensive in bringing all the data to help you make the right decision. You should particularly check for apps that can handle large volumes of data even during peak periods. Not optimizing the apps for mobile environment Many are the times when app developers keep a lot of focus on what an app does and fail to factor the operational environment. To ensure that your app is ideal for the mobile environment, it is important to adapt all formats, content, and compelling call-to-action. This ensures that the screen is ideal for advertisers and has appropriate stretching capability. Failing to utilize other marketing channels for your app Once the app has been launched, some owners make the mistake of thinking that it will automatically sell. Just like other products, it should be marketed in diverse channels including social media and Pay Per Click (PPC) strategies to inform and persuade more people to access and download. Ensure to use affiliate marketers, organize for webinars, and freebies to clients who access the download. No effort should be spared to market the app. Focusing solely on installation and global statistics More often than not, mobile apps marketers tend to keep focus on apps installations and forget other important KPIs (key performance indicators). The impact of this is wrong interpretation of clients’ behaviour that can compromise ROI. The performance of your app marketing should be based on the type of device it is being used on, operating system, geographic region, and retention among others. Not running A/B split testing A/B split testing is a great way to pre-test your content, the apps, CTA buttons, and anything else that you are presenting to clients. Do not simply trust your minds about the best landing page. Make several of them and a/b split test them to know what is more appealing to the clients. Best Practices for Your SEM Campaigns As importance of useful and relevant content keep increasing, it is prudent to apply every SEM strategy appropriately. When search engines find your page with very relevant content in relation to specific keywords in a campaign, the post/page/website will be allocated a higher quality score. The following are the best practices for SEM to help you double results within a very short time. (i) Utilize different keyword matches Keywords used in SEM are the basis of search campaigns because advertisers believe they generate clicks and ultimately, new clients. Because thousands of new searches are made every month, advertisers must keep their SEM campaigns updated through keyword matches. The main keyword matches include: Broad match: This means your keyword is matched with exact keyword, related phrases, plural or singular version, and even misspellings. Broad match modifier: This keyword will be searched as long as any of the words in the phrase is included in visitors’ search. Phrase match: The phrase keywords you use for the content must show in the same order on local searches. (ii) Carefully evaluate search terms reports to get appropriate long-tail search terms Though long-tail keywords (keywords that have 2 or more words) are rarely targeted, they usually bring better CPA (cost per acquisition). Using Google Analytics for such keywords will help you understand the trending and useful terms to use for better results. (iii) Analyse search term reports to identify negative keywords on your account The main target of any marketing campaign is driving traffic and conversion. However, negative keywords that do not bring results should be identified and replaced to avoid unnecessary spending. It is important to understand the reason behind poor performance of negative keywords in order to avoid repeating similar mistakes. (iv) Check on geographical performance of your campaigns Using City zip codes, smart advertisers carefully review the geographical performance of various keywords to maximize efforts on areas that bring results. Geographic bid modifiers can be used to redefine the searches or come up with campaigns targeting poor performing areas. (v) Run periodic ad tests such as A/B split test Understanding what ads works best for your brand is very important. Prepare different ads and test them regularly to understand what the targeted audience prefers. A good example is A/B split test that helps to establish what works better for your brand. This will help to raise CTR and even conversions. (vi) Review your campaign performance across devices More people are moving away from the desktop and prefer browsing from their tablets, smartphones, and laptops. You should, therefore, check how your posts, keywords searches, among others are ranked in mobile searches. However, you do not simply turn off the mobile if it is underperforming. Rather, consider optimizing it to guarantee better results. All search engines are encouraging websites and content developers to make their content mobile optimized for better ranking and conversions. Conclusion In every SEM effort, the target should be raising the quality score. The outlined best practices will help you understand your campaign, the target audience, and achieve better results in all categories. Remember that it is crucial to also work on other marketing campaigns in addition to SEM to get higher conversion rates. Best Video Marketing Tools Every Digital Marketer Should Use Video marketing has become the best approach to winning more clients in the digital world today because it carries your brand story and convinces target audience to buy a product/service. You can show the human side, take complex ideas to the audience, and create emotions necessary to trigger action from clients. However, crafting a perfect video is very different from penning a post or uploading an image. This fact has been a major stabling block preventing some brands from using video marketing. However, you do not have to start a camera to make a great video because a lot of tools have been designed to help every marketer or brand manager come up with perfect videos to capture attention, engage, and make customers convert. Here are top five video making tools that will help you make great videos. (i) YouTube Editor This is a great tool used to help edit videos and perfect them. Unlike other tools that come at a cost, this tool is free because you will use YouTube to host and stream the videos. Using this tool, you can add transcripts and annotations that help the video enthralling. Also, the tool can be used to make trailers that run before your video to introduce and summarize what it is all about to the visitor. (ii) Animoto Animoto is a market leader in generating great videos from photographs, music, and video clips. While it requires some practice to use, you will find it rather easy by following the tutorials. You can also include annotations and transcripts that will make your video outstanding. (iii) Stoome If you liked a certain video or has a clip from a friend that you think can help to make a great video for your brand, Stoome is all you need to edit and perfect it. This tool has won the hearts of many people because they do not have to walk around with cameras and start afresh. With the tool, you can add anything from images, annotations, and even make trailers for introducing your videos to clients. (iv) Sellamations For people who want to take video marketing to a different level, one great way is using animations. This tool allows you to create doodle videos by hand drawing a story using a marker. While the tool is not the cheapest in the market, your video will be outstanding to take the message to clients and engage them. (v) GoAnimate GoAnimate helps marketers to make animated videos using characters of their choice. The tool has a lot of options, characters, and is easy to use especially when making short marketing videos. You can tell a story, include annotations, and even links to the videos to make them more compelling. (vi) Common Craft This tool provides users with a unique way to tell their story. The tool uses paper cut outs on a white board to map and tell your brand story. It is a great method to simplify complex ideas for your audience. Though it may look hard, you will find it very easy to use after some practice.   Building Remarketing Lists: 4 Crucial Lists You Should Carry From Google Analytics One of the best methods of driving conversions is remarketing. It entails showing ads to people who visited your website but only stopped a couple of steps from converting. However, creating the remarketing lists is never easy. This post outlines top four lists you should import from Google Analytics to prepare a comprehensive remarketing list. Pick lists of people who visited and took over 30 seconds on the home page People who took longer at your website indicate inherent interest on your product or service and are more likely to buy compared to others who took a few seconds. They might have looked at the product, read clients comments, or even went all the way but only failed to convert. On your Google Analytics, visit Admin Section and select lists. Then, select create a new remarketing list and then create my list using segments. Then, navigate to the behavior section and set the duration of higher than 30-seconds. After saving the list, you can utilize it in the AdWords account linked to your Analytics. Visitors from a specific geo area with highest sales If you have an e-commerce tracking set on Google analytics, it is possible to retrieve geographic level information. You can use this information to know the area that gave the highest conversion for your brand. After figuring this, you can proceed with a highly effective remarketing strategy. Construct a remarketing list that includes all people from a specific geo area who took more than 30 seconds on the website. Then, import the list in Google AdWords for the specific group for the remarketing campaign. Remember to exclude all the people who have converted to only target those with the highest potential. Utilize Google Smart Lists Though this is a new method, it is a great way to test new accounts. Utilizing past conversion info of business, Analytics will estimate the people with a greater likelihood of converting in future marketing. When you remarket to this list, the requisite budget per user will be optimized to drive higher conversion. On the Google Analytics account, go to Admin>remarketing>lists>allow Google to manage my list for me>remarketing type. Then hit save and you will be able to test new clients immediately. Visitors who visited specific pages of your sales The best people to target in your remarketing are those who have visited various sales pages on your site. In this category, you can consider visitors who looked at your products or services, those who checked on costs, shipping, and special offers, as well as those who added several components to the shopping cart but failed to convert. To approach these people, it is advisable to get a custom strategy depending on what they were doing. For users who checked on specific sales pages, the best strategy is retargeting them with special offers or additional info to bridge the missing link that made them fail to convert. For people who dropped at the stage of a shopping cart, the best method is split testing solutions to ensure they complete the purchases. Critical Technical SEO Elements Every Webmaster Must Address in 2017 Technical SEO is any search engine optimization that does not deal with content. While it used to be a key ranking factor in the past, it can no longer directly guarantee you the top position in SERPs. However, technical SEO is the surest way to a website's success. This post brings you five unique SEO components no webmaster can ignore in 2017. (1) AMP (accelerated mobile pages) In 2016, AMPs were among the most debated components of digital marketing. The Accelerated Mobile Pages were created by Google to assist in making mobile pages faster. AMPs are stripped off components that are unnecessary for the handheld devices. Initially, AMPs were thought to be only important for news site because they carried content to viewers. However, they have become essential for all websites after Google divided its search index with a bias to mobile index. With appropriate AMPs, you improve the page loading speed, enhance user engagement, and guarantee a more user-friendly interface to clients. All of these work towards enhancing your website's ranking. (2) Structured data (Schema markup) Structured data (schema markup) are codes that make it easier for search engines to understand the content and improve visibility. To put it in a different way, schema markup helps search engines understand the context of the pages to deliver better answers and Enhance UX to clients. Though structured data is not one of the main ranking components by Google, implementing it raises a site’s organic visibility. Since it raises the website’s visibility and enhances CTR, the site will be on its path to better ranking. (3) Secured certificate (HTTPS) After introducing the secured certificates in 2014, Google indicated that it would use them as important ranking factors. However, even after emphasis from Google, a lot of sites still lack the secure certificates (HTTPS). HTTPS works by including a new layer of security (SSL) when transferring data. In 2016, Google added a bar to sites that run on HTTP to remind owners of the preference for certified and trusted sites. If you are still operating on the old HTTP, you are exposed to numerous security threats and ranking on SERPs could be greatly compromised. (4) Redirects The redirects are very useful when pages have been moved, transferred or temporarily unavailable. Though the process is relatively simple, a lot of sites still operate without redirects even when various pages have been moved. The most important redirects include; (i) 302 temporary redirects: These are redirects that used when one is planning to move pages temporarily. You should never mistake the 300 redirects with 301 redirects that can get the old pages indexed while the new ones are disregarded. (ii) 301 temporary redirects: These redirects are applied when a webmaster does not want clients to keep refreshing the pages. This is very useful especially if clients are submitting useful details such as personal info and credit card numbers. (iii) 404-errors: If a page cannot be reached, the problem might be as a result of deleted pages, moved pages, or misspelling. The problem is addressed by redirecting clients to the right pages. You could opt to redirect them to the homepage or other sections with related info. To succeed in technical SEO, the webmaster has to be involved at all levels. Remember that every component of technical SEO requires significant computing knowledge and practice. Five Benefits of Google Analytics 360 That Every Marketer Should Know The marketing place has become a "bruising theater" as marketers and brands compete for bigger market share, clients, and conversions. For SEO, the last decade has seen huge transformations that define the way they see the market, enter, win clients, and drive sales. One unique thing, perhaps the best that SEO professionals could have expected, is the Google Analytics 360. The Analytics 360 is a great blessing for white hat SEO experts because it provides extra tests, controls, and makes it easier to achieve results. In thins post, we outline the five core benefits of Google Analytics 360 that every marketer should know. The analytics 360 helps marketers know everything happening on their sites If you want to be successful in SEO, it is crucial to follow every strategy to know what is happening on your website. This can be a great challenge for marketers especially those implementing multiple strategies. The Tag Manager 360 makes it easy always to learn what is happening in all campaigns and your website. Because these insights are coupled with inherent data, marketers find it easy to make the right marketing decisions. The analytics 360 helps to streamline marketing campaign One of the main challenges that marketers express when working on several SEO strategies is harmonizing the campaigns. In most of the cases, marketers use different analytical tools that yield incoherent results. If the results are needed within a short timeframe, it could prove impossible when using various tools. However, Google Analytics provides a new way of harmonizing all the campaigns so that results stream back to you in real-time. The report is comprehensive to every strategy and makes it very easy to compare the progress over time. The Optimize 360 tool helps to forecast of your campaign Will the SEO strategies I am adopting bear results? This is the question that every online marketer keeps asking when planning for various campaigns. With Google Optimize 360, you can now pre-test all aspects of the campaign in order to understand what the target audience requires. The tool makes it possible to follow the target audience and understand their lifestyle to know what they want and how to deliver it. SEO and brand managers, therefore, do not have to start their campaigns from a blind end. You can test the target market, what similar audience is consuming, the best time to launch, and geo-location. You can now walk with clients using Google Analytics 360 To enter a market, introduce a product, and win a large market share amidst stiff competition, demands that you understand the target audience well. The Analytics uses complex algorithms that allow users to follow the target audience to appreciate their journey and craft the right strategies. Google Analytics 360 lets you understand where the target audience is, what other similar audiences prefer, and how to relate to them. Conclusion With Google Analytics 360, SEO professionals can take greater control of their campaigns and take the market with greater confidence. The Analytics 360 help to keep cost low and make marketing coherent for better results. Five Google AdWords Mistakes to Avoid In 2017 Google AdWords is a unique advertising system for Google that involves placing ads on Google networks. Unlike other advertising models, AdWords has grown in many folds because users only pay when results are seen (after making a click). The thrill of seeing your campaign generate more clicks, traffic, and conversion helps to place a business on the path of sustained growth. Despite this immense potential, Google AdWords success for many businesses has been hampered by a poor application. In this post, we explore the main mistakes that you must avoid to make Google AdWords successful in 2017. Working with incorrect keywords In digital marketing, many people think that the keywords that generate higher volume are the best. However, this is not always true with Google AdWords. Indeed, it is a huge mistake. The first set of keywords should be targeted to the net highly potential audience. This is particularly critical for people who are operating on small budgets. If you work with broad keywords, there is a risk that they will consume most if the budgets but generate very little or no conversion. Keeping accounts that are less or not active at all One huge mistake that you must avoid at all cost has accounts that sit idle. Approximately 1% of AdWord accounts are worked on only once every week. In fact, it is not just novices who are doing less, even experts in PPC are equally struggling to get ample time especially when they have multiple clients. The solution to this is ensuring you only have a workflow that allows you to promptly establish everything that needs regular tweaking without consuming more time. Lacking a clear goal set If your AdWord campaign lacks a clear objective, it is bound to fail. The first thing when crafting a Google AdWord campaign is crafting a clear objective. With a clear objective, your PPC account budget will generate higher ROI. If you lack clear goals, there is a feeling that the few conversions are okay or make you abandon the entire strategy altogether. With clear goals, it is easy to carefully review and change tact if results are not up to par. Failing to have a good landing page Even if you work so hard and succeed in AdWord campaigns, everything is bound to fail if the traffic is directed to the home page. While the homepage is a great place to explain about business, it can never generate the conversions you anticipate from AdWords campaigns. To get higher conversions, every campaign should have a specific landing page to achieve a specific objective. Make sure to provide a smooth transition from the ads to the landing pages with videos and complete descriptions to further encourage clients to convert. Thinking that AdWord is a one-time thing One unique thing about the digital client is that he is very dynamic. Your ads on mobile platforms must, therefore, follow the same trend to ensure that the objectives of clients are met. The game of optimization must be made constant through exploration of new opportunities for growth. Google RankBrain: What Every Digital Marketer Needs To Know Google RankBrain is perhaps the greatest invention/best algorithm so far by any search engine. The RankBrain is a unique artificial intelligence signal targeted at improving search results on Google. Though Google uses a lot of components in its algorithm, RankBrain stands out as a small part that stands for something very big. In this post, we explore the operations of RankBrain and what every digital marketer needs to know. RankBrain uses artificial intelligence Over the last decade, Google has narrowed down its focus to ensuring that it satisfies user experience at all cost. The RankBrain consolidates information on user's intent and determining the level of satisfaction on Google. By including RankBrain, Google can easily tell what clients want and deliver it in search results. Therefore, it is no longer about stuffing keywords to get top ranking. Rather, it is delivering the right content, answering clients' questions, and winning a better engagement. The algorithm is the initial focus that could surpass even experts While other signals simply discover what marketers have posted on the website, RankBrain goes a step further. As clients keep searching for content, RankBrain learns progressively so that it can deliver more every time clients come searching. By evolving over time, RankBrain has demonstrated that it could surpass even experts. When RankBrain was compared to human experts, it guessed correct answers with a margin of 10%. Experts in SEO and digital marketing agree that RankBrain demands generation of top notch content. It is the deathbed of black hat SEO. The focus must shift to comprehensive market research to understand the target clients and delivering highest possible quality in every marketing platform. RankBrain is used to process all new searches in Google One of the main reasons for developing RankBrain is helping the Webmaster to process about 15% of daily queries. In particular, RankBrain handles all new content (discovers) in Google which is approximately 450 million queries every day. For your site’s content to be discovered it is important to break the ceiling and focus on what has not been done to get the attention of RankBrain. For example, a site on fitness will get a lot of attention and even win higher ranking if it has new and workable weight loss content. RankBrain shifts the focus from searching strings to finding things Before RankBrain was introduced, Google largely relied on its Hummingbird algorithm to process organic queries. Now, this focus has shifted to semantic searches to increase accuracy. Talk of drifting from searching strings to finding things. When a client enters a search query, RankBrain does not simply apply the mathematical equation to generate the anticipated result. The queries are looked at from a broad perspective to drive better satisfaction, connection, and long term loyalty between Google and users. Google wants to make it feel like you are talking to it when making every inquiry. In fact, you can take this experience get deeper by researching and structuring content to make it easier for Google to understand and deliver to clients. Think of implementing schema markup. As an evolving algorithm, Google has demonstrated that it is willing to move even further to deliver better UX. It is advisable to take Google RankBrain as a pointer to where the search engines are headed. One example is the Voice Search that uses artificial intelligence to answer logical search questions.