Copywriting Blog

Voice recognition has come a long way since the early Siri days when the Apple feature was more like a gimmick than a useful tool. But tech companies have made strides with voice technology, whilst Google is also becoming vocal with its search services. When Google launched the semantic search tool, Hummingbird in August 2013, it steered search towards a new direction – voice recognition. A study by the search giant shows 55% of teenagers use Google Voice Search every day and 40% of adults have caught on to voice recognition too. This means that search will become more conversational by nature and voice assistance technology like Siri could become a feature to carry on the conversation. If you have seen the 2013 film Her with Joaquin Phoenix, it is easy to imagine how we might interact – and fall in love with – our computers in years to come, albeit not quite...

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. – Content Marketing Institute In the digital age, content marketing is used to attract and retain online customers though the consistent creation and curation of valuable and relevant material in order to enhance and encourage consumer behaviour. Marketers use it as an ongoing, integrated strategy which focusses on owning media and not renting it. Search engines, such as Google, reward sites who publish consistent, quality content with better search ranking performance, which makes it an invaluable strategy for digital marketers. According to Simon Dumenco of Adage.com, marketers first started referring to “content” around the time of Web 1.0 when he says “coders gained the upper-hand, and creative types [were] backed into a corner”. These “creative types”, he suggests, created the...

In this never ending game of cat and mouse that is SEO, following trends and forecasting change is the only way to survive. The last year has seen some huge (and unexpected) changes that SEOs have had to adapt to. The unstoppable force of social media is changing the way users utilize search and the mobile internet is starting to take over, bringing with it new challenges. Here at Ad-Rank we have sifted through the expert predictions and speculation that is out there to document the key changes that are likely to hit SEO in 2015. [caption id="attachment_1848" align="aligncenter" width="598"] Spot a theme?[/caption] Content Rand Fishkin of Moz predicts that 2015 will see an increase of interest in content-based strategy reach critical mass as marketers’ content will struggle to stand out. SEOs must turn to other strategies, or as Fishkin puts it “get creative”. He suspects that, as well as seeking paid and non-paid forms of...

Other than the obvious, that Scots don’t want independence. For the world of digital marketing, the Scottish Referendum is an invaluable case study of how social media can be utilised to garner public support, but also an experiment in its limitations. From 17th December 2013 - after the Bill passed Royal Assent - and right up until the polls closed on the 18th September, there were 8.8 million online conversations regarding the vote. Tweets, blogs and forums formed the main bulk of activity, while news reports only 1%. Twitter Statistics: 8.6 million total mentions 31,193 tweets per day 1,300 tweets per hour Despite losing the vote, the ‘Yes’ campaign received a greater share of social coverage overall. 36.4% compared to the ‘No’ campaign’s 26%. The First Minister of Scotland, Alex Salmond (although he has since resigned), tweeted 1.5 times more than his ‘No’ campaign counterpart, Alistair Darling. Stats according to Bell Pottinger Wired Yes means No But...

According to John Mueller, of Google Webmaster Tools, in a Google+ announcement, Google Search will no longer show authorship results, and will discontinue the tracking of data from content using rel=author markup. But what does the end of Authorship mean for SEO? Searchengineland.com’s Eric Enge notes that the change is just one of many similar redirections Google has decided to make over the years. “Over its entire history” Enge muses “Google has repeatedly demonstrated that nothing it creates is sacred or immortal.” And this is the business we work in, ever changing, always adapting. Why? Well, it just wasn’t that useful as far as search results go. “We’ve observed that this information isn’t as useful to our users as we’d hoped, and can even distract from those results,” Mueller puts it plainly. Searchers just didn’t care, there appears to have been no major change in click behaviour associated with posts with author photos. Low adoption rate,...

Content Marketing can be a tricky thing. You have to create good quality pieces but at a high volume, making idea generation somewhat tricky. Hitting writer's block can be a real problem, but if you’re feeling like you are about to run out of ideas, there are some online tools that can help you. Here are just a few to get you started: Delicious Signing up to Delicious is easy. Just log in with your Twitter or Facebook account, (a traditional email signup is also available), and look for the Discover button on the left. This will bring up what’s creating buzz on the web and can be used to tailor content to the top trends of the day. The smart search functionality of the platform ensures you don’t waste any time getting the information you want. It can also make sure you keep your content fresh, avoiding over-saturated topics and duplicating articles....

Independence Day is a great opportunity to jump on the USA nationalism spirit bandwagon, posting pictures of fireworks displays and star spangled banners. How not to do this was perfectly exemplified by American Apparel, the headline hitting clothing company out of LA, when they posted a picture of supposed clouds on Tumblr over the weekend. The image was not of clouds, but of the aftermath of the Challenger explosion from 1986. The company issued an apology blaming a young worker who was born after the tragedy that claimed 7 lives, after deleting the post. This is not the first time that the company has been in the news, with multiple sexual harassment lawsuits brought against the now ex-president, Dov Charney. The board of directors recently voted to oust him from his post, but he claims to be fighting back, something that many investors are keen to avoid. Charney has, however, been a...

News broke over the weekend that Facebook conducted a psychological study on nearly 700,000 users without their consent. The news feeds of users had been manipulated to control which emotional expressions they were exposed to. The ‘experiment’ was conducted on behalf of the University of California and Cornell University over the period of one week in 2012. The study aimed to find out what happens when users are constantly exposed to negative news stories in their feed. Would they then go on to post more negative stories on social media themselves? Many people have been outraged by the news, but do they have the right to be? Facebook is a free service and users are not customers. It is a bit like a farm; animals stay there for free and have everything provided for them, but they are the product not the customer. The real customers are the companies advertising to the users,...

Infographics have been around since humans learned how to write and draw, but recently they have seen an explosion in popularity. This post will discuss the reasons behind this boom. These easy to share chunks of information are crucial in getting the cold hard facts across to your audience, especially useful over social media. What is an infographic? The word originates as far back as the 1960’s as a combination of information and graphic describing a visual representation of data, such as a graph or even a subway-system map. More recently however, infographic has taken on a more modern and specific meaning. You are probably more than familiar with this style of image, but how did this method of conveying information become so popular and at such an unprecedented pace?   Infographic Usage The searches on Google for infographic over the past 10 years clearly show a massive increase especially since 2010. With more and more people using...