We’ve all felt it. You pour time into high-quality content, only to see your organic clicks drop—despite impressions climbing. What gives?
Welcome to the era of AI-powered search.
Google’s AI Overviews (AIO) and other generative engines are changing how people discover and engage with content. The game isn’t over—it’s evolving. And if you want to keep winning, it’s time to optimize not just for traditional SEO, but for AI-powered results.
At 97th Floor, we’ve spent the last year testing and refining strategies that help our clients show up and stand out in AI results. This guide breaks down what we’ve learned and how you can use it to grow.
Here’s a fast-track checklist that we stand behind:
We’re seeing a clear trend since the advent of Google’s AI Overviews:
This shift in metrics is significant. Your content is still being seen, but it’s not driving as many clicks.
This is largely due to AI Overviews, which are providing answers directly in search results—without users even having to visit your site.
In fact, research from Ahrefs revealed that AI Overviews reduce clicks by 34.5%. They analyzed 300,000 keywords and found that the presence of an AI Overview in the search results correlated with a 34.5% lower average clickthrough rate (CTR) for the top-ranking page, compared to similar informational keywords without an AI Overview.
This doesn’t mean SEO is dead. It means that SEO needs to evolve.
With this change in how users interact with search results, it’s important to note that KPIs are shifting. While clicks may be down, impressions are up—and brand mentions and search visibility are becoming increasingly valuable metrics. It's no longer just about tracking clicks; it’s about how your brand is being mentioned and perceived in the broader conversation.
At 97th Floor, we’re helping brands adapt to this new search landscape. We’re testing what works—and what doesn’t. In this article, we’ll walk you through how to optimize for AI and stay ahead of the curve.
AEO (Answer Engine Optimization) – Structuring content to appear in AI-generated answers and summaries (like Google's AI Overviews).
GEO (Generative Engine Optimization) – A broader strategy to improve how your content appears in LLM-powered results, including chatbots and voice assistants.
Other helpful terms:
Yes. But traditional SEO on its own won’t cut it.
GEO and AEO prioritize intent, clarity, and usefulness over keyword stuffing or link volume. Search engines (and AI tools) want to deliver satisfying answers, not just keyword matches.
Good keyword research still matters—especially when it covers both primary and secondary search intents.
Unlike traditional SERPs that rank blue links, AI search engines pull and generate answers using two main data sources:
They look for:
Here’s the opportunity: content that works well in LLMs often also ranks well in traditional SERPs. Optimizing for both doesn’t require two strategies—it just requires a smarter one.
AI content optimization is the process of structuring, writing, and formatting your content to be more useful and accessible to AI tools, without losing sight of your human audience.
Let’s be clear: the goal is not to “hack” the algorithm. The goal is to help people. To provide persona-driven content that resonates.
Too often, we see content stuffed with keywords or unrelated FAQs just to rank. That’s not helpful. It’s not what AI wants, and it’s not what readers want either.
Before you go all-in on optimizing for models instead of humans, this quick video breaks down why that approach can actually hurt your content’s real-world performance.
Start with your audience. Understand who they are, what they care about, and how they search.
Consider using audience insights to build Custom GPTs that speak in your brand voice and match your customers' tone. (Here’s a screenshot of what it looks like in ChatGPT to configure a custom GPT.)
We also recommend:
Start with the answer, then explain it.
Example:
Q: How do I optimize for GEO?
A: Focus on clear, structured answers, semantic HTML, and direct responses to user queries.
Then go deeper.
Also:
AI favors content that’s easy to parse. That means:
97th Floor Test Results:
After adding bullet points and clear heading structure to a product page for a 97th Floor client, impressions and AIO rankings for an SEO-optimized article skyrocketed from ranking on the third page of the SERP to the first page (and ranking in Google’s AI Overview) in a short period of time. Here’s the results:
AI wants to serve trustworthy content. Show yours.
Ways to do that:
97th Floor Test Results:
By focusing on tightly-knit topic clusters, we were able to achieve topical authority for Princess Cruises:
AI search engines increasingly value content from recognized, authoritative sources. This makes brand pages, like your About Us or Homepage, vital for building trust with both AI and human users. Additionally, third-party citations, such as mentions from reputable websites or reviews, are becoming more influential in how your content is perceived. Ensuring your brand is recognized across the web not only boosts authority but also increases your visibility in AI-driven search results.
AI is already reshaping how people find information—and how businesses earn attention.
At 97th Floor, we’ve helped our clients weather the shift from traditional SERPs to AI Overviews and GEO. Our strategies have earned AIO features early and consistently. And we’re continuing to test and refine what works as the landscape changes.
If you're ready to future-proof your content and get in front of your audience—no matter how they search
Google promises better results with just one click—“Apply All Recommendations.” But what if those recommendations aren’t actually in your best interest? At 97th Floor, we’ve seen firsthand how blindly following Google's automated suggestions can drain budgets and derail strategy. So we put it to the test. In a head-to-head experiment, we pitted Google’s recommended setup against our tailored, expert-built campaigns. The results were eye-opening—and could change the way you manage your ad spend.
We tested campaigns with three of our clients to compare the effectiveness of Google’s automated recommendations with the hands-on approach taken by our experienced advertising team at 97th Floor. Each campaign was structured to align with specific goals, but the key difference was in how they were managed:
| 97th Floor | ||
|---|---|---|
| Objective | Select one | Select one |
| Conversion actions | Auto-select | Manually select |
| Campaign type | Search | Search |
| How you reach goals | Visit website | Visit website |
| Bidding | Start with conversions | Start with clicks |
| Max CPC limit | Don’t start with one | Start with one depending on client; not too restrictive (e.g., under $10) |
| Networks | Allow Search partners and Google Display Network | Turn Google Display Network off; test Search partners if... |
| Location | Set a location as presence or interest | Set a location as presence only |
| Audience Segments | Observational targeting | Observational targeting |
| Broad match | On | Off |
| Automatically created assets | On | Off |
| Ad rotation | Optimize for best performance | Optimize for best performance |
| Ad schedule | None | Add if needed |
| Campaign creation | Go through Google's process | Go through 97th Floor's process |
| Ad copy | Use Google's suggestions | Written by expert content marketer |
| Budget | Equal budget | Equal budget |
| Optimizations | Turn on auto apply recommendations for this campaign | Optimize manually |
Here are the settings we kept the same between the control and test group. These are Google’s recommendations that we agree with.
| 97th Floor | ||
|---|---|---|
| Objective | Select one | Select one |
| Campaign type | Search | Search |
| How you reach goals | Visit website | Visit website |
| Audience Segments | Observational targeting | Observational targeting |
| Ad rotation | Optimize for best performance | Optimize for best performance |
| Budget | Equal budget | Equal budget |
When you feed a smart bidding system bad signals, you get bad results. We focus on signal quality to guide the algorithm toward actual business growth — not just form fills or button clicks that look good on paper.
| 97th Floor | ||
|---|---|---|
| Conversion actions | Auto-select | Manually select |
Smart bidding needs data to perform well. Jumping straight to "Maximize Conversions" without historical data is like trying to sprint before you've learned to walk. Our approach allows us to build a strong foundation — minimizing waste while setting the campaigns up for smarter automation later.
Without a CPC cap, Google can overspend on low-quality traffic. We applied reasonable limits to protect budget efficiency.
| 97th Floor | ||
|---|---|---|
| Bidding | Start with conversions | Start with clicks |
| Max CPC limit | Don’t start with one | Start with one depending on client; not too restrictive (e.g., under $10) |
The Display Network may offer more impressions, but not always better ones. Especially early on, we want every click to count — and that means keeping the focus tight on search intent, not expanding blindly into display.
Advertising to someone thinking about your market is not the same as advertising to someone in your market. Having your location set as presence or interest allows Google to waste your dollars on the wrong users.
Google's default runs ads 24/7. We customized schedules to align with peak engagement and business hours when necessary.
| 97th Floor | ||
|---|---|---|
| Networks | Allow Search partners and Google Display Network | Turn Google Display Network off; test Search partners if... |
| Location | Set a location as presence or interest | Set a location as presence only |
| Ad schedule | None | Add if needed |
Broad match can open the floodgates — sometimes usefully, sometimes recklessly. We prefer a controlled expansion. Typically, we prioritize stricter match types, like phrase or exact. We use broad match strategically, mostly on longer tailed terms since the intent is more spelled out. It’s important to test broader match types strategically—you don’t want to waste ad spend but you do want to take into account that 15% of searches every day are new. People could be in the market for your product or solution but type it in differently than your keywords. Broad match keywords are a good way to mine for new keyword ideas.
| 97th Floor | ||
|---|---|---|
| Broad match | On | Off |
Auto-generated ads often sound robotic and generic, or can state things that are outright wrong. We believe brand voice is too important to automate away — especially when you have just seconds to grab a user’s attention and build trust.
| 97th Floor | ||
|---|---|---|
| Automatically created assets | On | Off |
In every case, the campaigns managed by 97th Floor outperformed those set up using Google’s automated recommendations. Here's a breakdown of the results:
The data speaks for itself—relying solely on Google’s recommendations can leave performance on the table. While Google’s automation offers convenience, it lacks the precision and strategic insight required to maximize advertising budgets effectively. 97th Floor’s campaigns delivered better results, proving that expertise and human intervention are essential for optimal ad performance.
If you're relying entirely on Google’s automation, you could be spending more without seeing the results you deserve. At 97th Floor, we offer expert campaign management that outperforms Google’s one-size-fits-all approach. Contact us today to see how a professionally managed campaign can transform your advertising results.
See how a professionally-managed campaign can transform your advertising results.
Here's a reality check for marketers: according to HubSpot's 2024 State of Marketing report, companies spend $92 on attracting visitors for every $1 they invest in converting those visitors into customers. We're pouring resources into filling the top of our funnels while neglecting what happens after people arrive.
Even more eye-opening, Build Wealth reports that less than 2% of websites use any kind of Conversion Rate Optimization (CRO) technologies. This represents a huge missed opportunity, especially as marketing teams face growing pressure to deliver more with tighter budgets.
Let's clear something up right away: CRO is much more than just A/B testing. While testing is part of it, CRO encompasses everything that helps turn visitors into customers. When done right, it dramatically boosts the return on all your marketing efforts by making sure the traffic you've worked so hard to attract doesn't go to waste.
In this article, we'll explore why CRO deserves more attention, how to build an effective optimization framework, and why accessibility might be your biggest untapped conversion opportunity.
Despite being what experienced marketers call "the lowest hanging fruit" for driving growth, CRO remains significantly underinvested in most companies. But why?
Many organizations view CRO as simply testing button colors or headline variations, asking: "How much impact can these small changes really have?" This limited perspective misses the strategic value of a comprehensive CRO program.
When treated as a core marketing function rather than an occasional tactic, CRO becomes transformative. As Chad Sollis, Chief Marketing Officer at AudioEye, puts it, CRO represents an opportunity to "double leads, double revenue really quickly."
The real power of CRO emerges when it serves as a gateway to other marketing initiatives. By understanding how different audience segments interact with your website, you create insights that strengthen everything from content creation to paid media, email campaigns to product development.
Yet CRO often falls to the bottom of priority lists. It requires building a capability that many organizations haven't developed, demanding both technical skills and strategic thinking that crosses department boundaries.
At the heart of effective CRO lies a genuine understanding of your audience—not through fluffy personas that detail what time people drink their coffee, but through actual behavior data that drives action.
According to Sollis, audience understanding makes up 60-70% of successful CRO implementation. The good news? When it comes to CRO, you have an advantage in segmentation compared to broader marketing initiatives: you're focusing specifically on people already visiting your website.
Here's how to gather actionable audience insights:
Web Analytics and User Behavior: Start with the data you already have. What sources bring traffic to your site? Which landing pages get the most visits? This information provides your first layer of segmentation.
First-Click Behavior: The first action a visitor takes reveals volumes about their interests and intent. As Sollis explains, "What is the first click they do? If they're abandoning, then you have a problem with the page that they're actually landing on... But if they create a next action, that creates a segment for you."
These behaviors allow you to make informed discoveries: "These people are interested in product X when I thought they were interested in product Y" or "This is their problem versus that is their problem."
The content visitors consume, the product pages they view, and the search terms they use on your site all provide valuable clues for effective segmentation.
Similar to a lead scoring model, this behavioral segmentation happens through technical tools that track on-site behavior. Different pages and actions carry different weights, with product and pricing pages typically having higher impact than others.
Once you've established your audience segments, it's time to build tests that will improve conversion rates. Sollis recommends a three-component framework:
The key is aligning content to the outcome you're trying to drive. For a B2B or SaaS business, that might ultimately be generating leads or trials. However, recognizing that visitors often need to take several steps before converting is crucial.
"You might have to understand that to get them to trial, you actually need them to go two or three steps into the website before they're willing to engage in a trial," Sollis notes. "So if they're in step one, your goal is get them to the next step. If you're in step three, your goal is to get them into trial."
By understanding this progression, you can optimize each step of the journey rather than focusing solely on the final conversion point.
Perhaps the most overlooked opportunity in CRO is optimizing for accessibility. Many companies view accessibility primarily as a way to avoid lawsuits or as a social responsibility initiative. While these are valid concerns, this perspective misses the significant business opportunity.
"People with disabilities actually account for about 25% of web traffic on the internet," Sollis reveals. "So one in four of every visitor has disabilities. That is an opportunity to personalize and to optimize to a segment."
The numbers are compelling:
Viewed through this lens, accessibility becomes not just a compliance requirement but a substantial CRO opportunity that spans across B2B, D2C, and all types of companies.
A comprehensive accessibility strategy requires more than just installing a plugin. Sollis outlines a three-pronged approach:
This combined approach yields not only the highest level of compliance but also "a level that will achieve the highest conversion for a massive component of your audience."
Beyond direct conversion benefits, accessibility improvements can drive additional value:
The gap between what companies spend on attracting traffic versus converting it represents an enormous opportunity for marketers willing to invest in CRO. By approaching conversion optimization as a comprehensive discipline—with audience understanding at its core—organizations can dramatically improve their marketing ROI across all channels.
The three-part framework of audience segmentation, content alignment, and creative execution provides a structured approach to improving conversions. Meanwhile, accessibility stands out as a particularly underutilized opportunity to reach a significant segment of consumers while building brand loyalty.
As marketing budgets face continued scrutiny, the ability to extract more value from existing traffic becomes increasingly important. CRO offers a path to not just incremental improvements but potential step-changes in performance.
The question isn't whether you can afford to invest in CRO—it's whether you can afford not to.
Packd is a travel service offering pre-paid mailer bags to send your vacation clothes home, leaving more room for all the stuff you find along the way.
Packd targets two main audiences: business travelers and families. They needed to reach these audiences while they were experiencing the pain point that Packd solves.
97th Floor launched digital OOH ads (both GIF and still images) in four major airports, tailoring the ad copy and creative to each location.
By putting Packd's audience first and experimenting with a new channel, Packd saw incredible results running this campaign even on a small budget.
19% increase in average engagement time on the site
467% increase in purchases from organic;120% increase in purchases from direct
225% increase in revenue!
Search Engine Marketing (SEM) is an important part of digital marketing, where our primary goal is to increase a website's visibility in search engine results pages (SERPs) through both paid and organic strategies. SEM includes a range of activities including paid search advertising, search engine optimization (SEO), and pay-per-click (PPC) campaigns, all aimed at amplifying a brand's presence in search results.
To return profits, SEM leverages the power of search engines like Google and Bing, allowing marketers to place their ads in front of motivated customers who are ready to buy at the right time to make conversions happen. This makes SEM a highly targeted, effective, and measurable form of marketing.
SEM bridges the gap between businesses and their potential customers. With millions of people turning to search engines like Google, Youtube, and Microsoft Bing every day to find answers, products, and services, SEM places your brand directly in their line of sight. It’s all about targeted visibility, reaching individuals who have already expressed an interest in what you offer.
SEM offers a level playing field for businesses of all sizes. Whether you're a startup or a Fortune 500 company, SEM allows you to compete for the same space in SERPs, based on the relevance and quality of your content and ads (not just on the size of your budget).
This aspect offers a unique opportunity for growth and expansion.
Lastly, SEM is measurable, generating results in concrete, quantifiable data. This data enables businesses to understand their audience, refine their strategies, and continually improve their marketing efforts for better ROI.
Like most marketing strategies, SEM offers a mix of immediate results and long-term gains. Here are a few specific advantages you can expect in your SEM efforts when performed correctly.
While both Search Engine Marketing (SEM) and Search Engine Optimization (SEO) aim to increase a website's visibility in search engine results, their approaches and outcomes differ.
SEM is like renting out the top spots in the SERPS, offering immediate but temporary visibility. SEO could be compared to building equity in a property by improving its value over time, leading to lasting visibility. Both strategies are complementary and, when used together, can enhance the overall online presence and effectiveness of a marketing campaign.
Search Engine Marketing (SEM) operates on a blend of technology, strategy, and creativity. It involves multiple steps and components working together to increase a website's visibility in search engine results. Here are five recommended steps to take as you begin your SEM efforts.
JK Moving is the largest independent mover in North America, having made over half a million moves. Their residential services include local, long-distance, and international moves. They offer commercial services including office and facility relocation, biotech and lab services, and warehousing and archival services.
JK Moving came to 97th Floor after a previous agency failed to deliver cost-effective leads through JK Moving’s search advertisements.
JK Moving needed a strong partner to take control of disorderly ad accounts and execute a strategy that would consistently deliver leads at a low cost.
97th Floor immediately took a deep dive into the client’s ad accounts, reviewing the entirety of the account history to own a complete understanding of previous and current campaign results.
Based on this audit, 97th Floor’s goal for the account was to maintain and increase JK Moving’s ad’s high conversion rate while decreasing costs and using budget more efficiently to ultimately increase the return on investment.
97th Floor’s meticulous fine-tuning produced a 190% increase in new users to the site, and a 108% increase in leads overall, while lowering JK Moving’s cost per lead by 50%.
Want the details? Read more to get the full picture.
In Search Engine Marketing (SEM), success hinges on understanding and utilizing various methods and metrics. Here’s a quick overview of the ones we’ve found most effective.
Understanding and leveraging these methods and metrics will lead to targeted SEM campaigns, boosting your ROI in digital marketing.
A well-developed SEM strategy ensures your brand keeps pace with and stands out from competitors. Key Elements of an Effective SEM Strategy include:
By focusing on these key elements, you can develop an SEM strategy that reaches your target audience and drives meaningful results, contributing to the overall success of your digital marketing efforts.
In Search Engine Marketing (SEM), the way you structure your account and campaigns matters. A well-organized account is easier to manage, optimize, and scale. It also provides clearer insights into performance, allowing for more strategic decision-making.
A strategic account and campaign structure not only improve the performance of your SEM efforts but also provide a strong foundation for scaling your campaigns as your business grows.
The right targeting strategies can significantly improve campaign performance, increase conversions, and enhance ROI. These strategies involve selecting specific parameters to provide Google with signals to optimize for the highest visibility by your target audience. Here are a few of what we’ve found to be the most effective.
The following tools offer a wealth of data and insights, helping you make informed decisions, track performance, and stay ahead in the competitive digital marketing landscape. Be sure to research which tools will best fit the needs of your campaign.
Each of these tools offers unique functionalities that can enhance different aspects of your SEM campaigns, from keyword research to performance tracking.
SEM is a digital marketing strategy aimed at increasing a website's visibility in search engine results pages (SERPs) through paid advertising and sometimes combined with organic search tactics like SEO.
SEM primarily involves paid advertising (like PPC ads), offering immediate visibility in SERPs, whereas SEO focuses on optimizing a website to rank higher in organic search results over time.
The key components include keyword research and selection, ad creation and optimization, bid management, targeting strategies, and performance monitoring and analysis.
Keyword research is crucial as it helps identify the terms and phrases your target audience is searching for, allowing you to tailor your ads to match their search intent.
Quality Score is a metric used by search engines to assess the relevance and quality of your ads and keywords. A higher Quality Score can lead to better ad positions and lower costs.
The ad auction process determines the placement of ads in SERPs. It considers the advertiser's bid amount and the ad's Quality Score. Ads are ranked and placed accordingly.
Effective strategies include geographic targeting, demographic targeting, device targeting, time-based targeting, and audience targeting (like remarketing).
Yes, SEM can significantly enhance brand awareness by placing your brand at the top of SERPs, thus increasing visibility to a relevant audience.
Success is measured using metrics like click-through rates (CTR), conversion rates, return on ad spend (ROAS), and overall traffic and engagement levels on the website.
SEM can be beneficial for most businesses, especially those seeking immediate visibility and targeted reach. However, the approach should be tailored to fit the business size, industry, and specific marketing goals.
Search impression share shows how often your ad pops up in search results compared to how often it could appear. It’s a percentage that reveals the visibility of your ad and its effectiveness in grabbing attention.
Every time your ad gets displayed, that’s an impression. Whether someone clicks it or not, it counts. Platforms like Google and Meta run ads based on a bidding system. You’re competing with all your competitors for those prime ad spots. Your impression share is the slice of the pie you get from all possible impressions. It’s an indicator of how much of the market your ad is reaching.
Search Impression Share is a key metric for understanding how well your ads are performing. A high impression share means your ad is out there more often than your competitors. It’s a sign of a healthy, strong campaign. On the flip side, a low impression share means it’s time to make some improvements in your ad’s content, targeting, or budget.
A high impression share means your ad is being seen by more people, giving you a better chance to attract potential customers. It’s a clear indicator that your campaign is on the right track. Conversely, a low impression share is a wake-up call to make some changes in your strategy It tells you that your ads are not performing as well as they could be, and it’s time to pinpoint weak spots and perform optimizations.
There are two primary types of impression share: Search Impression Share and Display Impression Share. Understanding both can help you tailor your strategies for different advertising platforms.
This type pertains specifically to ads shown in search engine results. It measures how often your ads are displayed compared to the total number of times they could have been shown, based on your target keywords. This metric is especially important for businesses focusing on search engine marketing (SEM) as it offers insights into the visibility and reach of their ads on platforms like Google and Bing.
Unlike search impression share, this display impression share measures the visibility of ads on display networks. These networks include websites and apps that show ads, where your ad is displayed in various formats like banners or videos. Display Impression Share is an important metric for businesses leveraging display advertising as it indicates the frequency and reach of their ads across a wide range of internet locations.
Now you know what impression share is and why it matters, let’s talk about how to boost it. Here are some best practices and tips to help you get more eyes on your ads.
Here’s a real-life example of what results from ad quality improvement look like.
Sold.com simplifies buying and selling a home by matching customers with a real estate agent. Sold.com knew that Google ads would be a great way to reach new customers, but its ads targeted generic keywords and sent users to the sold.com homepage, handicapping what could’ve been a killer tool for winning business.
97th Floor created a strategy to pull new leads and increase conversion while lowering cost. 97th Floor first began targeting focused search terms such as “how much is my home worth,” and “how to sell my home.” To retain these high-intent leads, our team also changed the ad landing page to the Seller’s Quiz where users can get a customized seller report. We then analyzed reports to cut underperforming ads and prioritize the most effective campaigns.
97th Floor’s efforts boosted ad quality scores and brought ROI and anticipated revenue to levels sold.com has never seen before.
It's important to consider impression share in conjunction with other Key Performance Indicators (KPIs). These related metrics provide a more comprehensive view of your campaign's overall health:
Impression share helps marketers understand the reach and visibility of their ads. It also serves as a barometer for ad competitiveness in the digital marketplace. A robust impression share signifies a strong presence in your target market, while a lower share signals an opportunity for strategic adjustments.
Improving impression share involves a mix of creative ad design, strategic keyword management, intelligent budget allocation, and continuous performance monitoring. By focusing on ad quality, targeting precision, and leveraging data-driven insights, you can take your advertising impact to the next level.
Search Impression Share is a metric that represents the percentage of times your ads were shown out of the total number of times they could have been displayed, based on your target keywords and campaign settings, in search engine results.
It gives insights into how often your ads are seen in search results, indicating the effectiveness of your keyword targeting, ad relevance, and competitiveness in auctions.
A higher impression share often correlates with increased visibility and potential customer engagement, which can lead to more conversions and a better return on investment (ROI).
Key factors include ad quality, keyword relevance, bidding strategy, budget allocation, and overall competition in the ad auction space.
Yes, a low impression share might suggest that your ads are not as competitive, either due to insufficient bidding, budget constraints, or poor ad relevance and quality.
Google calculates it by dividing the number of impressions your ad received by the estimated number of impressions it was eligible to receive, based on your current ads' targeting settings and bids.
While theoretically possible, achieving a 100% impression share is extremely difficult due to variables like budget limitations, competitive bidding, and fluctuating search volumes.
Investigate the cause – it could be due to reduced bids, budget cuts, lower ad quality, or increased competition. Respond by adjusting these factors and optimizing your ad strategies.
Yes, most ad platforms like Google Ads provide tools and analytics for monitoring impression share and offer suggestions for improvement based on campaign data.
Regularly monitoring impression share is key. Depending on your campaign's scale and dynamics, reviewing this metric weekly or bi-weekly can help in making timely adjustments for optimal performance.
Search engine algorithms are the backbone of how we discover information on the internet. These sophisticated systems analyze and rank web pages, giving users the most relevant and authoritative content for their queries. They function as keyword matchers and assessors of a variety of factors like page quality, user experience, and content relevance. Ultimately, these algorithms control what gets seen and what doesn't.
Google’s algorithms are always evolving. They reflect and adapt to changing user behaviors, technological advancements, and the ever-growing internet. Google’s approach to search algorithms impacts how businesses and content creators strategize their online presence.
Over the past two decades, Google's algorithm updates have consistently reshaped the SEO landscape. Each update has refined how search works, making it more user-friendly and intuitive. Here are the most significant changes that have happened over the past 20 years.
The Florida Update was a seismic shift in SEO, targeting manipulative tactics like keyword stuffing. It marked the dawn of a new era where quality content began to trump over-optimized, spammy practices.
Panda aimed to weed out low-quality content and content farms. This update prioritized high-quality, user-focused content, affecting a significant portion of search results and changing the way content creators approached SEO.
Penguin cracked down on link spam and unnatural backlink profiles. It penalized websites with dubious link-building strategies, pushing for more organic and credible backlinks, and cleaning up the web from manipulative link practices.
Hummingbird revolutionized search by focusing on the meaning behind queries rather than individual keywords. This update enhanced Google's ability to understand the intent behind searches, making results more relevant and precise, especially benefiting conversational and voice search.
With the surge in mobile internet use, the Mobilegeddon update ensured mobile-friendly websites received a ranking boost. It emphasized the importance of responsive design and a seamless mobile user experience, encouraging webmasters to optimize their sites for mobile users.
RankBrain, an extension to the 2013 Hummingbird update, introduced machine learning into Google's algorithm. This update helped Google better understand complex queries and provided more relevant search results by analyzing past searches. It became one of the most critical factors in ranking, highlighting the importance of high-quality, user-centric content.
The Medic update significantly impacted health, wellness, and YMYL (Your Money, Your Life) sites. It stressed the importance of expertise, expertise, authoritativeness, and trustworthiness (E-E-A-T) in content, ensuring that users receive accurate and reliable information on crucial topics.
BERT, which stands for Bidirectional Encoder Representations from Transformers, enhanced Google's understanding of natural language. This update allowed Google to comprehend the context of words in a query better, making search results more accurate and relevant for complex and conversational queries.
The Page Experience Update introduced Core Web Vitals, focusing on user experience metrics such as loading performance, interactivity, and visual stability. It emphasized a more holistic view of user experience, beyond just content quality, encouraging sites to improve overall usability.
This update targeted content created primarily to rank in search engines rather than to help users. It promoted high-quality, user-first content, reinforcing the principle that content should be valuable and engaging for real people, not just search algorithms.
It’s not over yet – Google's regular core updates continually refine the search algorithm to better evaluate content quality and relevance. These updates highlight the need for websites to maintain high standards of content, user experience, and E-E-A-T principles to stay competitive in search rankings.
Each of these updates has pushed the SEO community to innovate and adapt, ensuring that the web remains a valuable, user-friendly resource.
When Google releases an algorithm update, websites might experience a range of symptoms indicating how the update has impacted them. Some common signs include:
Our Head of SEO Trent Howard outlines six critical steps to take in the event of a suspected algorithm update in “The SEO’s Algorithm Emergency Response Guide”
1. Gather trusted industry reports
2. Assess bottom-line impact on rankings and traffic
3. Investigate the SERPs
4. Review page-level ranking factors
5. Review domain-level ranking factors
6. Roll out a communication and execution plan
The March 2023 Core Update was a big change in Google's algorithm. Core updates are significant because they entail comprehensive modifications to Google's search algorithms and systems. These updates are designed to enhance the overall relevance and quality of search results. For websites, this can mean noticeable changes in search rankings. The best response to such updates, as advised by Google, is to continue focusing on producing high-quality, relevant, and user-centric content.
The September 2022 Core Update followed Google's tradition of regularly refining its search algorithms to better meet user needs. Like other core updates, it impacted a wide range of factors that determine how websites are ranked in search results. These updates often necessitate a review and adjustment of SEO strategies, as they can significantly influence a website's visibility and traffic.
The May 2022 Core Update was another critical adjustment in Google's continuous effort to improve search quality. These updates are a reminder of the dynamic nature of Google's search algorithms. They demand constant vigilance and adaptability from SEO professionals and website owners. Staying abreast of these changes is crucial for maintaining competitive search rankings.
The November 2021 Core Update was another significant adjustment in Google's algorithm. Core updates like this often bring broad changes to the search engine's ranking processes, impacting a wide range of websites and industries. These updates are a reminder of the ever-evolving nature of search algorithms and the need for constant vigilance and adaptability in SEO strategies. As with other core updates, the focus remained on providing high-quality, relevant, and user-focused content.
Each of these core updates underscores the importance of aligning with Google's guidelines and focusing on creating content that genuinely serves the user's intent. It's essential for digital marketers to not only react to these updates but also anticipate and integrate best practices in content creation and SEO strategies proactively.
In February 2023, Google released an update specifically targeting product review content. This update emphasized the importance of providing in-depth, insightful reviews rather than superficial information. Google aimed to reward content that offers original research, thorough analysis, and useful insights – characteristics of expert and enthusiast reviews. This update highlights the growing significance of quality and depth in reviewing content for better search rankings.
The September 2022 Product Reviews Update continued Google's focus on enhancing the quality of review-based content in its search results. This update further clarified what Google considers to be high-quality review content. It underscored the need for reviews to be detailed, include evidence of product testing, and offer comparative analysis with similar products. This shift reinforced the importance for marketers and content creators to invest in creating comprehensive and informative review content.
The March 2022 Product Reviews Update was one of the earlier steps in Google's efforts to prioritize high-quality review content. This update was a clear signal to content creators that merely aggregating product specifications or providing thin content was not sufficient. Instead, reviews needed to be well-researched, demonstrate expertise and provide valuable insights to the reader. This update was a pivotal moment for businesses relying on product reviews, pushing them to elevate their content strategies.
These updates to product reviews are part of Google's broader goal to ensure that users find genuinely useful and reliable content in their search results. For businesses and digital marketers, adapting to these updates means focusing on creating high-quality, in-depth, and user-centric product reviews.
The December 2022 Helpful Content Update was a significant move by Google to further refine its search results. This update specifically targeted content that seemed to prioritize search engine rankings over user value. Google aimed to promote content that genuinely helps and informs the user, rather than just serving the algorithm. The key takeaway for content creators and digital marketers was to focus on creating content that addresses the needs and questions of users, offering real value and insights.
Earlier, in August 2022, Google introduced the Helpful Content Update as a part of its commitment to enhance user experience. This update was designed to reward content that provides a satisfying, informative, and helpful experience to users. It discouraged practices like generating content en masse with little regard for quality or user engagement. The update was a clear message to website owners and content creators: prioritize the user's needs and experiences in content creation.
These Helpful Content Updates emphasize Google's dedication to ensuring that the content ranking high in search results is not just SEO-friendly, but also genuinely useful and engaging for users. For businesses and marketers, these updates serve as a reminder to align their content strategies more closely with user intent and satisfaction.
Staying informed about Google's algorithm updates will give you a step-up when designing your SEO strategies. These updates, ranging from core changes to specific aspects like product reviews and user experience, dictate the dynamics of online visibility and search rankings.
A Google Algorithm Update is a change or modification to the complex set of formulas and processes Google uses to rank web pages in search results. These updates can affect how websites are evaluated and ranked, impacting their visibility and traffic.
Google continuously updates its algorithms, with minor changes happening daily. Major updates, such as Core Updates, occur several times a year and often come with significant impacts.
You can tell if your site is affected by monitoring your website's analytics for significant changes in traffic or rankings. Tools like Google Analytics and Google Search Console can provide insights into these metrics.
If your site is negatively impacted, review Google’s guidelines and assess your website's content quality, user experience, and SEO strategies. Focus on improving these areas in line with Google's recommendations.
To prepare for future updates, focus on creating high-quality, relevant content, ensure a good user experience, and stay updated with Google's guidelines. Adapting to a user-first approach is key.
Algorithm updates can be retroactive, affecting both new and existing content. It's crucial to continually monitor and update your site to align with the latest guidelines.
Yes, recovery is possible. It involves identifying areas of improvement, making necessary changes, and waiting for Google to re-crawl and re-evaluate your site.
While keywords remain important, their relevance has shifted from mere frequency to context and user intent. Quality content that seamlessly incorporates keywords is key.
Some updates may target specific types, such as those with low-quality content or spammy backlinks. However, most updates aim to improve overall search quality and user experience.
Official information about algorithm updates can be found on Google’s Search Central Blog, Google’s Webmaster Central Blog, and through their social media updates.
Hub and Spoke is an SEO strategy where a central hub page is surrounded by spoke pages covering specific aspects of the central theme. This structure creates a network of related content, improving search engine and user navigation.
Hub and Spoke shifts focus from individual keywords to broader topics, aligning with modern search algorithms that prioritize topical authority and relevance. This strategy enhances site visibility by creating a comprehensive content network, demonstrating your experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) in a field.
This approach encourages a broader content perspective, ensuring comprehensive topic coverage. It enhances user experience by addressing various user queries, increasing page views and reducing bounce rates as users explore interconnected, valuable content.
Select a broad, relevant topic that acts as the central hub. This topic should be pertinent to your industry and broad enough to generate multiple subtopics for thorough coverage.
Conduct thorough keyword research to identify subtopics related to the core topic. Use tools like Ahrefs or SEMrush to understand how your audience searches for information, guiding targeted, relevant content creation.
Create comprehensive hub content covering the core topic, with spoke pages delving into specific subtopics. The hub page serves as an awareness piece, while spoke pages target users further down the buyer funnel.
Write engaging, informative content optimized for readers and search engines. Incorporate relevant keywords, optimize meta tags, and ensure mobile-friendliness.
Establish robust internal linking between the hub and spoke pages and among spoke pages where relevant. This enhances user navigation and signals the hierarchical relationship to search engines, boosting SEO performance.
Gympass is an employee benefit providing access to a huge selection of gyms and wellness apps. They came to 97th Floor with a goal of becoming a major info hub for HR specialists. In order to do that, they needed to build tons of content. They also needed to rank and capture backlinks for high-difficulty keywords.
A hub and spoke strategy would allow us to create strategic content groups to maximize internal linking potential and boost key pages faster.
We selected high volume keywords to extend our reach as far as possible. We crafted each piece of content with multiple on-page syntactical optimizations; internal links; and schema markup to match the SERP and maximize the ranking potential.
Together, we built out a content calendar combining Gympass’ priorities with our SEO recommendations.
Working with Gympass to adjust strategy as needed, we created quality content ranking high in the SERP for strategic, competitive keywords.
Gigamon is a leader in the highly competitive network security space that sought to increase sales pipeline by attracting prospects through a high-profile, short-tail keyword. After 6 months, the page still wasn’t ranking. Gigamon was experiencing the frustration of following the right protocol, but still not seeing the impact or results they wanted.
By building a hub-and-spoke content creation and promotional strategy (combined with large site architecture modifications), 97th Floor was able to help Gigamon win a series of longer-tail keyword variations and prove its authority on the subject. In time, the “big fish” keyword that would unlock major traffic and conversion increases.
The content hierarchy and hub and spoke method led Gigamon to position #1 for one of its industry’s most important keyword.
Hub and Spoke is a powerful SEO strategy that aligns with modern search engine algorithms and user behavior. By focusing on broad topics and creating interconnected content, businesses can significantly improve search rankings, user engagement, and authority in their industry.
Hub and Spoke is an SEO strategy where a central hub page is surrounded by spoke pages covering specific subtopics. This structure helps search engines and users easily navigate and understand the content.
This strategy improves SEO by organizing content for easy search engine indexing and user navigation, enhancing site authority and organic traffic.
Yes, it’s versatile and applicable to any industry. The key is identifying broad, relevant topics and creating in-depth subtopic content.
There’s no fixed number. Aim for comprehensive coverage, which could range from 5 to 20+ spoke pages, depending on the topic's breadth.
Select a relevant topic broad enough to generate multiple subtopics and pertinent to your business and audience.
Hub content provides a broad overview, while spoke content delves into specific subtopics. The hub page targets awareness, and spoke pages target users further along the buyer journey.
Internal linking is crucial for navigation and signaling content hierarchy to search engines, boosting SEO performance.
Regular updates are essential to keep content accurate and relevant. The frequency depends on industry changes and new information.
Yes, it enhances user trust and credibility, leading to higher engagement and conversions.
Google Analytics, SEMrush, and Ahrefs are invaluable for keyword research, performance tracking, and user behavior analysis.
OTT, or "Over-The-Top", refers to the streaming of video content directly to viewers over the internet, bypassing traditional cable or satellite TV services.
This type of advertising is unique because it offers brands the opportunity to reach cord-cutters – individuals who have foregone traditional television in favor of streaming services – as well as a younger, tech-savvy audience.
As traditional TV viewership declines, more and more people are shifting towards streaming services for their entertainment needs. This migration has made OTT advertising an attractive proposition for brands looking to capture a dedicated and engaged audience. OTT offers precise audience targeting, rich data insights, and the ability to deliver a more personalized ad experience.
OTT ads aren't restricted to just the middle of a show or movie. They can appear pre-roll (before the content begins), mid-roll (during breaks similar to traditional TV commercials), or post-roll (after the content concludes). This variety in ad placements allows brands to position their content strategically, ensuring optimal viewer engagement. Furthermore, OTT ads can appear across various devices, from smart TVs and desktops to tablets and smartphones, widening their reach.
When we talk about OTT platforms, names like Netflix, Amazon Prime, Hulu, and Disney+ might come to mind. However, while some of these services are strictly subscription-based and ad-free, others like Hulu offer an ad-supported version. Other emerging platforms, such as Roku, Peacock, and HBO Max, also offer OTT ad slots.
Purchasing OTT ads varies by platform, but many platforms provide self-service portals where advertisers can directly buy and manage their ad campaigns. Other platforms might work through partnerships with media buying agencies or programmatic advertising platforms. These collaborations provide advertisers with the flexibility to bid for ad space in real time and target their audience with precision.
OTT video content should be engaging and relevant. Since viewers have the option to skip or close out of ads, it's essential to capture their attention in the first few seconds. High-quality visuals, clear messaging, and a compelling call to action are key. Additionally, OTT ads should be optimized for different screen sizes and devices, ensuring a seamless viewing experience.
OTT advertising is revolutionizing the way brands reach audiences by offering advanced targeting options and precise measurement tools that give you much more control than linear TV ads ever could. Here’s how OTT stands out:
Behavioral Targeting: OTT platforms can track what shows or movies users watch, allowing advertisers to serve ads to those with specific viewing habits. So, if someone binge-watches cooking shows, they might see ads for new kitchen gadgets.
Interest-Based Targeting: Ads can be tailored to what viewers are into. Love sports? You’ll likely see ads for the latest fitness gear. This keeps the ads relevant and engaging.
First-Party Data: OTT platforms use their own collected data (like subscription details and viewing history) to personalize ads. Brands can also bring in their own customer data to retarget users who’ve visited their sites.
Retargeting: Ever feel like an ad is following you? That’s retargeting. OTT ads can be served to users who interacted with your brand but didn’t convert, keeping your product top of mind across different devices.
Geolocation Targeting: Ads can target viewers based on where they are. Whether you’re a local shop or a national chain, you can make sure your message reaches people in the right places.
Metrics That Matter
View-Through Rate (VTR): This shows how many people watched your ad all the way through. High VTR? Your ad is a hit!
Conversion Tracking: Tools like Google Analytics help track what actions viewers take after seeing your ad—like visiting your website or making a purchase.
Cross-Device Tracking: Track how viewers interact with your ads across different devices. Using IP addresses, you can see a complete picture of the user journey from TV to mobile to desktop.
Audience Insights: OTT platforms give detailed reports on who’s watching your ads. Use these insights to tweak your strategy and improve future campaigns.
Return on Ad Spend (ROAS): This measures the revenue generated from your ad spend, helping you see if your OTT campaigns are paying off.
OTT advertising is all about engaging the right viewers with precision and measuring the impact. By using these advanced targeting and measurement tools, you can create more personalized ad campaigns that truly connect with your audience.
Like any emerging medium, OTT advertising has its set of challenges. Ad fraud, fragmented viewership, and data privacy concerns are among the top issues faced by advertisers. However, the future is bright. As technology evolves and platforms become more sophisticated, these challenges will be addressed. With innovations in interactivity and immersive ad experiences on the horizon, OTT advertising is set to redefine the way brands connect with their audiences.
The shift from traditional cable TV to Over-The-Top (OTT) platforms has opened up a plethora of opportunities for advertisers. These platforms allow for more targeted and interactive ad campaigns, leveraging the expansive reach of television with the precise targeting capabilities of digital advertising. Here's a detailed breakdown of the steps involved in crafting a successful OTT advertising campaign:
OTT advertising, particularly when broadcasted on television screens, combines the immersive experience unique to TV with the measurable impact akin to direct response channels. With the right steps, advertisers can craft campaigns that not only engage but also drive desired outcomes.
OTT (Over-The-Top) advertising is transforming the advertising landscape by merging the broad appeal of traditional TV with the precision and flexibility of digital marketing. This makes it a must-have for modern marketers looking to spice up their media mix.
OTT advertising captures the essence of TV’s grandeur but adds the magic of digital marketing. You get the immersive, wide-screen experience of TV ads combined with the real-time measurability and flexibility of digital ads. This blend allows for sophisticated targeting and immediate adjustments, ensuring your ads hit the right audience at the right time.
One of the standout features of OTT advertising is its ability to make real-time tweaks. If an ad isn't performing well on one platform, it can be quickly adjusted or shifted to another, optimizing performance on the fly. This level of control and responsiveness is something traditional TV simply can't offer.
Unlike passive TV commercials, OTT ads can be interactive. Viewers can click on products, watch additional content, or even make purchases without leaving their screens. This interactive element engages audiences in a way that traditional ads can't, making your campaigns more memorable and effective.
The OTT ecosystem involves a dynamic interplay between content creators, platforms, advertisers, and viewers. OTT platforms stream content directly over the internet, bypassing traditional TV channels. This setup allows advertisers to insert their ads easily into the streaming content, ensuring targeted delivery.
OTT advertising excels in targeting specific audience segments with precision. Use analytics to understand your audience’s demographics, interests, and viewing habits. Tailor your ads to resonate with different segments for higher engagement and conversion rates.
Ensure your OTT ads are optimized across all devices, from smartphones to smart TVs. Consistent messaging and responsive design are crucial to maintain effectiveness across platforms.
Regularly track key metrics like viewer engagement, ad completion rates, and conversions. Use this data to refine your strategy and improve campaign performance continually.
OTT advertising costs can vary based on platform selection, ad format, and targeting specifics. Continuous measurement and optimization ensure that campaigns remain cost-effective and deliver high ROI.
With the rise of high-speed internet and streaming services, OTT advertising spend is increasing. Brands are keen to leverage the engaged audiences on these platforms for effective marketing.
Expect to see more integration with e-commerce, immersive AR/VR ad experiences, and advanced automated ad buying processes driven by AI.
By understanding and leveraging the unique strengths of OTT advertising, marketers can create compelling campaigns that captivate modern viewers and drive significant results.
OTT advertising refers to the delivery of video ads through "Over-The-Top" platforms, which allow users to stream video content over the Internet, bypassing traditional cable or satellite TV services.
Unlike traditional TV advertising, which broadcasts ads to a general audience, OTT advertising leverages user data to deliver targeted ads to specific demographics, interests, or viewing habits.
OTT advertising combines the broad reach of TV with the precision of digital targeting, offering personalized ad experiences that can lead to higher engagement and conversion rates.
Popular platforms include YouTube, Hulu, Roku, and Amazon Prime Video, among others. The best platform for your brand depends on your target audience and campaign goals.
Key metrics to monitor include video completion rates, click-through rates, engagement metrics, and conversion metrics. Advanced analytics on many OTT platforms also offer insights into audience demographics and behavior.
The cost varies based on factors like platform choice, ad format, duration, audience targeting, and content type. It's essential to consult individual platforms for specific pricing.
OTT platforms offer sophisticated targeting capabilities. By using platform analytics and integrating third-party data, you can tailor your ads to specific audience segments.
While some OTT platforms offer skippable ads, many provide non-skippable ad formats, ensuring that your message gets seen. Additionally, the immersive nature of OTT content often leads to higher ad engagement compared to other digital ads.
Absolutely! With geo-targeting capabilities, local businesses can serve ads specifically to viewers in their region or city, making OTT a powerful tool for localized campaigns.
Predictions include a rise in interactive ads, increased integration with e-commerce, growth in AR and VR ad experiences, and more automation in ad buying, leveraging AI and machine learning.
BOFU, or "Bottom-of-Funnel," is the final stage in the customer journey. At this point, potential customers have recognized a problem, explored solutions, and are ready to make a purchase. BOFU marketing strategies aim to guide and persuade them to take that final step, like making a purchase or signing up.
The marketing funnel represents a customer's journey from awareness to purchase. It starts with top-of-funnel (TOFU) content that generates awareness, followed by middle-of-funnel (MOFU) content that educates potential customers. Finally, the bottom-of-funnel (BOFU) focuses on conversion and sales, targeting leads who are already interested and need a final push to make a decision.
BOFU strategies target warmed-up leads who are close to making a purchase. These aren’t just random visitors; they’re people who already know your brand and are almost ready to buy. This makes BOFU marketing incredibly effective for boosting conversion rates.
Focusing on BOFU marketing can be more cost-effective than continuously pouring resources into the top or middle of the funnel. Since you're targeting leads already interested in your product, the Return on Investment (ROI) is often higher.
At this stage, potential customers are looking for reassurance. Delivering the right content solidifies their trust, ensuring not just a one-time sale but potentially long-term relationships.
BOFU allows for highly personalized marketing. By understanding what the lead has interacted with previously, you can tailor your marketing efforts to resonate better with their specific interests and needs.
While TOFU and MOFU play foundational roles in building awareness and interest, BOFU directly impacts sales. Properly executed BOFU strategies can lead to a significant increase in sales, contributing directly to your bottom line.
Most visitors won’t purchase on their first visit. Retargeting helps you reach out again, reminding potential customers of your products and nudging them toward a final purchase decision.
Leads at this stage often seek to understand how a product works. Offering demos or trial versions can help them experience the benefits firsthand.
Potential customers might be evaluating multiple options. Providing comparison charts that highlight the superior features and benefits of your product can sway their decision in your favor.
Creating a sense of urgency can be a compelling motivator. Limited-time discounts or bonuses can encourage leads to make a purchase decision sooner.
Social proof is powerful in BOFU marketing. Showcasing genuine testimonials or reviews builds trust and alleviates any lingering doubts.
At the bottom of the funnel, customers may require in-depth information about a product before purchase. Offering detailed specifications, FAQs, and other relevant data can be beneficial.
Ensure your landing pages are optimized for search to cater to leads actively seeking specific products or solutions. Focus on keywords that users would search for when they’re close to making a decision.
Based on previous interactions, send personalized emails addressing the potential customer's interests. This makes them feel valued and more inclined to purchase.
Real-time support can address any last-minute queries or concerns, offering immediate solutions and making the transition from lead to customer smoother.
Once a customer is ready to purchase, suggesting complementary products or higher-tier options can enhance the sale's value.
Your potential customers are looking for solutions. Create content that shows how your product or service solves their problems or fulfills their needs.
Engage your audience with videos, infographics, and interactive content to effectively convey your product's value proposition.
Address common questions and concerns to build trust and reduce friction in the buying process.
CTAs should be clear, persuasive, and compelling. Encourage your leads to take that final step, whether it's "Buy Now," "Book a Consultation," or "Get Started."
Offer detailed guides that provide insights into your product’s features, benefits, and applications. This helps customers understand its full potential.
Real-world applications and success stories offer powerful testimonials. They provide social proof and show potential customers the tangible benefits of choosing your product.
Tools like price calculators, product configurators, or quizzes can offer personalized recommendations, boosting confidence in purchase decisions.
Ensure your content is responsive and optimized for mobile devices, as many users might be reviewing it on the go.
Encourage satisfied customers to share their experiences. Reviews, photos, or videos from previous customers can be a convincing factor for potential buyers.
While BOFU marketing is an important step toward conversion, it represents only 5% of potential customers ready to make a purchase. The 95/5 Rule highlights the untapped opportunities in the remaining 95% who are not actively seeking a solution. Great marketing balances immediate gains with a long-term vision, engaging both the ready and waiting market segments. Use data to understand where customers are in their journey and how to catch their attention, making sure that today's 5% influences tomorrow's 95%.
In early 2022, eFileCabinet’s LinkedIn ads were in decline. The campaigns sporadically pulled a high volume of leads, but these leads never turned into qualified leads.
At this time eFileCabinet was also moving up-market to target larger organizations and change their USP, presenting another hurdle to qualified leads.
In June 97th Floor began working with eFileCabinet to leverage 6sense segments with LinkedIn ads to better isolate target ICPs and fill the pipe with qualified leads.
By the end of 2022, the revived LinkedIn campaigns were pulling leads that were qualified 22% of the time - a huge bump from the 1.5% qualified in 2021.
The Conference Group lacked data to make quantifiable business decisions. They enlisted 97th Floor to pair data with consumer insights and reveal promising conversion opportunities.
The Conference Group’s home page contained multiple primary calls to action, so 97th Floor started the process of A/B testing there. While running these tests, we paid careful attention to trends in the data, enabling us to pivot toward the most effective strategies. We began with a focus on one CTA vs two CTA’s but also wanted to test CTA’s promoting top-of-funnel content vs lower funnel content.
V4 was the winning variation, showing that BOFU verbiage paired with product pages led to the biggest increase in conversion rates.
BOFU marketing is about sealing the deal. It's the stage where potential customers are on the brink of making a purchase, and your strategies can tip the scales in your favor. By leveraging targeted tactics like retargeting campaigns, personalized content, and real-time support, you can guide leads to take that final step. Remember, while BOFU is important for immediate sales, balance these strategies with long-term engagement tactics that address the broader 95% of your potential market. This comprehensive approach will provide your brand with sustained growth and customer loyalty.
TOFU (Top of the Funnel) focuses on raising awareness and attracting potential customers. MOFU (Middle of the Funnel) aims to nurture these leads by providing more information and building trust. BOFU, on the other hand, targets leads who are ready to convert, using strategies to close the sale and solidify their decision.
While attracting and nurturing leads is essential, conversion is the end goal. BOFU marketing is crucial as it directly impacts a business's revenue by turning potential customers into actual buyers. It's the final push that can significantly influence a company's bottom line.
The primary goals are to eliminate any remaining purchase hesitations, reinforce the value proposition, offer personalized solutions, and persuade the lead to take the desired action, such as making a purchase, subscribing, or signing a contract.
Effective BOFU content addresses the specific concerns or questions potential customers might have at this stage. This can include product demos, comparison charts, testimonials, case studies, detailed product or service specifications, and personalized offers.
BOFU marketing and sales go hand-in-hand. Marketers can provide sales teams with BOFU content and tools to assist in their pitches, while sales teams can offer feedback from the field, helping marketers refine the BOFU strategy. Regular collaboration ensures alignment in messaging and tactics.
Key metrics include conversion rate, average order value (AOV), sales growth, time to conversion, cart abandonment rate, and customer lifetime value (CLV). These metrics directly reflect the efficacy of BOFU strategies in driving revenue.
Technology can facilitate personalized marketing, track user behavior, automate communication sequences, and retarget potential customers. Tools like CRM systems, chatbots, retargeting platforms, and analytics can significantly enhance BOFU efforts.
While there's no one-size-fits-all answer, given the dynamic nature of digital marketing, it's advisable to review BOFU strategies quarterly. Regularly assessing performance metrics and staying updated with industry trends can guide necessary adjustments.
Absolutely. While BOFU primarily focuses on conversion, strategies like post-purchase support, loyalty programs, and feedback collection can not only secure the sale but also foster long-term trust and loyalty, turning one-time buyers into brand advocates.
Inevitably, you’ve discovered technical issues that are hampering your organic growth—and you need development to tackle these optimizations. But getting the ear and time of dev teams can be extremely challenging amongst all the non-SEO initiatives they’re tackling.
Frequently, SEOs will find themselves in these scenarios:
Josh Moody, 97th Floor Executive Director of Palomar, offers five tips for reducing the friction between SEO and development:
Instead of trying to bend development to your SEO-strategy, learn how your development team operates and consider how you can amend your SEO strategy to fit into their existing process.
Get curious about your dev team:
Adjusting your strategy cadence to be more development-friendly decreases frustration for both SEOs and developers.
Before sending over a long list of optimizations, consider how development thinks about implementation. To begin, they’re using a completely different vocabulary than you use. Why in the world are we talking to developers about “optimizations?” Let’s try “bug” instead. Submit tickets, not slide decks.
Ancestry’s Director of SEO John Crockett advises, “Understand a developer’s world enough to talk to them intelligently. I don’t get too much into the solution with them, but I do know enough coding and engineering to be prepared in those meetings with an idea of how we’d accomplish it. Doing the research has taken projects from being labeled as impossible to being done.”
Be respectful of the developer’s expertise. Don’t assume you know what a fix will require from them, but come speaking in their language to show you’re ready to collaborate.
Marketers are always trying to create a story for their target audience. For SEOs, developers are your audience and you should structure your story using the following three components: user description, functionality, and benefit.
Here’s the formula:
As a [description of user] I want [functionality] so that [benefit].
For example,
“As a new or existing website visitor, I want to ensure text remains visible during the page load, so that I can have a better user experience, especially if I’m on mobile devices with a slow network.”
This reads a lot better than “make text visible while the page is loading,” and helps a developer understand why your requests are worth their extremely-limited time.
Get as clear as possible about the problem you are trying to solve and the role development will play in solving the problem.
There’s a huge difference between, “Could you add Google Analytics to the site?” and “Could you add the following JS tracking code to the site via each page’s header?”
A developer’s kryptonite is scope creep—changes made to the project push schedule, budgets, or resource allocation—and every time more clarification is needed, deadlines are at risk. Get clear by helping the developer know exactly what you need from start to finish—you’ll get more accurate estimates and preserve the relationship you’re working so hard to keep with them.
Need a change and want it a certain way?
Phrases like “Add some zing” or “make it more punchy” leave way too much room for interpretation. Whatever those phrases conjure up in your head are drastically different than what it may suggest to a developer. Obviously, you’d never use “zing” or “punchy”, but maybe you’re using other terms with subjective meaning.
Sharing examples side-steps this problem altogether. The best kinds of example you can share are:
Search around Dribbble and other sites to show development what you mean by “zing.”
Bonus Tip: Once a project is completed, share wins with the development team who helped you complete them. CC the boss. CC everyone. Get excited about the ways that SEO is improving customer experience and showcase how each person contributed.
SEOs, remember that your relationship with development is a partnership. Make dev your friends by understanding their world. Developers think literally. They are also extremely busy. Make their job as easy as possible, and your SEO implementations can happen faster and with greater precision.
Andy Frisella is an entrepreneur, bestselling author, consultant and speaker. He is the CEO of 1st Phorm, a supplement company valued over $175 million, and has founded five other businesses that generate over $200 million in annual revenue.
Frisella created the 75 Hard Mental Toughness Challenge - “an ironman for your brain” designed to help people transform mentally over the course of 75 days.
After 75 Hard went viral, sites like Forbes, Today, and Healthline wrote about the program, and these sites began out-ranking Andy for valuable, high-volume secondary keywords. 75 Hard was a major traffic source for Andy’s site; losing the SERP for 75 Hard keywords hurt Andy’s brand and threatened revenue.
After bringing the issue to Frisella’s team, we began an integrated SEO and content strategy to make Andy’s site the authority on his program. The main page for 75 Hard on Andy’s site isn’t structured like a standard page, so intentional optimization and consideration of how to address the SERP and user needs was vital to our success. We used a hub & spoke approach and internal linking to connect low-ranking KW content back to the main page, and we created new content.
In just one month, our new content brought in 12,000+ sessions to Andy’s site. The SEO and content strategy has increased YoY traffic to Andy’s site by 37%, and YoY revenue by 23%.
Andy’s site is now ranking in position one for over 200 75 Hard related keywords, including 75 hard (MSV: 185.0K) and 75 hard challenge (MSV: 114.0K).
We expect continued growth as additional content and optimizations go live, and as we use the traffic momentum to connect visitors to Andy’s podcast. Once people engage with Andy, they become lifelong followers and customers – they buy his books, listen to his podcasts, and come to his events. Organic traffic and awareness are key for helping future customers have their first touchpoint with Andy. Our work had a direct, tangible impact on that traffic and awareness, which will only continue to grow in the future.
