Heard Of Dynamic Title Tags?

I’ve discovered what appears to be a glitch in Google’s algorithm and it results in two title tags showing in the SERPs for a single landing page, dependent on the search query. Is Google doing this intentionally, or is this actually a glitch in the algorithm?

The Discovery

I was conducting routine checks on some of our landing pages in the SERPs when I came across something very interesting. We were targeting two main keywords with one of our pages, and I wanted to check where and how that page was ranking for those terms. Sure, I could just use SEMrush for a quick check, but I also wanted to see competitor title tags and if our page might be a featured snippet.

When I searched for “medical inventory software” this is what showed up in the SERPs:

medical inventory software SERP

And when I searched for “medical supply software,” here’s what I saw:

medical supply software

Notice the difference? It’s the exact same page and URL, but each result has a different title tag to match the exact search term. When I saw the different title tags initially, I thought another one of our landing pages was showing for “medical supply software.” But when I double-checked the URL, it was the same. See for yourself, this is the landing page. I was baffled. I was using a Chrome incognito browser tab, so clearing my cache and cookies wouldn’t have done anything to affect the results. I finally realized and accepted that Google was showing a different title tag for this landing page, depending on the search query. I had NEVER seen this before. We all know Google AdWords has dynamic search ads, but a dynamic element in organic results? This was a new discovery and a tasty little revelation from Google’s algorithm.

Was this an old glitch or mistake in the algorithm that fell through the cracks?

Can this be replicated and exploited to more easily rank for two keywords?

Next was the fun part – the investigation.

The Investigation

The first thing I had to find out was – where was Google pulling the second title tag from? I compared the title tag and page title, and they were the same:

Title tag vs page title

“Medical Supply Software” is in the URL: https://www.fishbowlinventory.com/industries/medical-supply-software/, so that was a definite possibility. The other possibility was when I pulled up the source code and searched for “medical supply software” – this is where I found the likely culprit. “Medical Supply Software” was indeed in the breadcrumb code snippet.

medical supply software breadcrumb code

If you’re not familiar with the term, breadcrumbs (or the breadcrumb trail) are a secondary navigation scheme that reveals the user’s location in a website or web application.

Below, highlighted in red, is how the breadcrumbs look to a user on the front end:

Fishbowl medical supply breadcrumb example

I feel safe with the assumption that Google pulled the dynamic title tag from the breadcrumbs instead of the URL text. It’s just more likely for them to pull from the HTML. We had set up the breadcrumb trail a long time ago, but Google chose to pull from it this time for some reason. I checked with our Sr. Front End Developer and he confirmed it was the breadcrumb trail and that it was a bit outdated. In an attempt to find other examples, I reviewed similar landing pages where we were targeting multiple keywords. Standard findings – the title tag was the same, no matter the search query.

The Conclusion

These are the observations we can make:

Observation 1 – Google has an algorithm rule to pull in the breadcrumb title tag as the title tag instead of the set title tag for a page, if it matches the search query

Observation 2. – This occurrence is rare

These are the claims we can make:

Claim 1 – Dynamic title tags exist

Claim 2 – Google has never publicly mentioned this algorithm factor (big surprise, right?)

How Can You Benefit from This Algorithm Discovery?

Right now we’re at the point of theory and experimentation, but here’s how you could leverage this tactic. With Google only displaying the first 50-60 characters of a title tag, this can absolutely benefit you if there’s another top-level keyword variation you prefer to rank for with a landing page. Put the most important keyword as the title tag and then put the next most important keyword as the breadcrumb title tag. In theory, you could rank for both without having a diluted or lengthy title tag. However, the standing issue is the unpredictability of this occurrence.

What factors or conditions must align for Google to reproduce this? Stay tuned as we head back to the SEO Science lab…

This is a guest post from George Nielsen, digital marketing manager at Fishbowl.

How Your Business Can Incorporate UGC Into Your Strategy

Creating content on computer

Image Pexels

By now, you should know that content is king. It drives conversions, increases traffic, and boosts your brand awareness. Whether it’s a long-form blog post on how to save money for your business, or a photo catalog of your product collection, content is king.

But crafting and creating good quality content takes time. Research, typing it up, editing the final draft — it can quickly eat into your valuable time. So more and more, savvy brands are using user-generated content as a vital part of their marketing strategy.

Essentially outsourcing your content to your community can save you time and stress, so you can focus on other things. But what exactly is UGC, and how do you go about integrating it into your strategy? Read on to find out…

What is UGC?

User-generated content is basically any form of content that has been made and provided by unpaid individuals, usually customers or fans of your brand. It can include blog posts, photos, videos, tweets: almost anything that comes from people outside of your brand.

Why should I use UGC?

Let’s crunch the numbers. Why should you be using UGC for your brand? Well for a start, 76% of social media users trust it more than branded content. And why not? It’s content that’s been made by their peers, rather than those with a vested interest in the business.

Add to that the fact that brand engagement goes up by a whopping 28% when consumers see a mix of UGC videos and brand content. And 93% of customers say that UGC informs their decision when they’re considering making a purchase.

The stats don’t lie: user-generated content is an MVP in the marketing world. And you can use it everywhere and anywhere your brand is, from your website to your social media feed. UGC might not be the holy grail your business needs, but it’s damn near it.

How can I use UGC for my strategy?

You’ve got the what, you’ve got the why: here comes the how.

Create your own product

This is a super popular means of leveraging UGC used by brands the world over, from Coca-Cola’s famous #ShareACoke campaign to StarbucksWhite Cup Contest. It’s simple: you get your customers to create, design and customize one of your products. The world is full of creative individuals just waiting for their fifteen minutes of fame — and your business can give it to them. They get their design recognized and embraced by a brand, and you get any number of likes, shares, tweets and tags, and that’s money in the bank as far as your image is concerned.

One brand that deserves a special mention is video game company Nintendo. In 2015, they launched the Super Mario Maker, where avid gamers from all over the world could create their own Super Mario levels to play. When the iconic franchise opened their doors to their fans they were overwhelmed with submissions, and people really got creative!

Show your product or service being used in the real world

Or, instead of getting your customers to design a new product, you can get them to show the world how they use your existing ones. Online furniture stores like Wayfair encourage their customers to show off their purchases with the #WayfairAtHome hashtag, sharing their photos on their social media feeds for all their fans to see.

And ASOS follows a similar direction, with their fashion-conscious fans showcasing their style with the #AsSeenOnMe hashtag. It’s free publicity that their customers love to share, and works a treat!

ASOS As Seen on Me (hashtag)

Image Instagram

And be sure to like and comment when your customers use your hashtag or you tag you in a post. Use a social media management tool like Sprout Social to stay on top of your customer conversations and let them know they’re appreciated.

Show off your customers themselves

And it doesn’t need to necessarily be your own products that people are sharing. Why not reach out and find out about the customers themselves? They are your lifeblood after all, so show you appreciate them by getting them to give you insights into their own lives.

The social media management tool Buffer is killing this. Using the #BufferCommunity hashtag, they show off content from their worldwide user base ranging from concerts and wedding photos to just simple (but crazy cute) photos of their customers’ dogs!

Buffer Community

Image Instagram

Video reviews and testimonials

If your customers love your product, they want to tell people. Where in the past they would have just passed it on through word-of-mouth, the advent of the internet means they can do it online too. There are plenty of video reviews of products available on YouTube, so brands can easily incorporate it into their marketing strategy.

Head on over to skincare brand Boom by Cindy Joseph’s website, where they embed video reviews from real women on their product pages. This use of social proof is hugely effective, as it comes not from the brand itself, but from everyday shoppers who really believe in the product.

Video testimonials are easy to find, so why not integrate it into your email marketing strategy? Moosend for example lets you easily embed videos into your emails, so you can use real-world social proof of your product in your marketing strategy.

If you’re launching a product or want to bring in new leads, use testimonials from genuinely satisfied customers to encourage people to sign up or buy.

I said earlier that content is king, and that’s true. But if content is king, then user-generated content is queen. Your customers are your fans, and they love your product or service. They’re just aching to engage with your brand through photos, videos, blogs, and more — so let them!

This is a guest post from:

Victoria Greene from Victoria EcommerceVictoria Greene is a branding consultant and freelance writer. For all the hottest news from the worlds of ecommerce, marketing, and design, check out her blog, Victoria Ecommerce. Victoria is passionate about helping store owners get the most out of their online stores.

Top 10 Social Media Marketing Blogs

Social Media and Phone

With the ever-growing popularity of social media, the need to understand social media marketing has become integral for businesses. Even if social media isn’t your cup of tea, you can be certain that a significant proportion of your customers are using at least one form of it (probably on a daily basis!).

There’s no better place to look than social media marketing blogs if you’re after tips and advice for how to best connect with your customers on social media channels like Facebook, Instagram, Twitter, and Pinterest.

If you don’t know where to start, here’s our roundup of the top ten blogs you should start reading today!

Do you have a favorite social media marketing blog that we missed? Just send an email to cynthia@cornerstonecontent.com, and we’ll add your recommended blog to our list!

  1. Moz

Moz blog

When it comes to blogs with a voice of authority, Moz is right up there. Featuring “advice, research, how-tos, and insights,” from social media experts and marketers, you can be assured you’ll leave more knowledgeable. Make sure to also check out their weekly “Whiteboard Friday” explainer videos (complete with transcript) which have a cult-like following.

Three posts we like from Moz:

  1. Social Media Today

Social Media Today

Social Media Today is one of the go-to resources for those in social media – and those trying to wrap their heads around it! The blog is filled with all of the latest social media news, concepts, statistics, and trends presented in both article-form and visually-pleasing infographics.

Three posts we like from Social Media Today:

  1. ShareThis

ShareThis

You can trust that a company that’s all about social media follow buttons knows what they’re talking about when it comes to all things social media. ShareThis’ blog will teach you how to master each and every form of social media to better connect with your customers by improving your social media engagement levels.

Three posts we like from Share This:

  1. Social Media Explorer

Social Media Explorer Screenshot

You’ll be glad you started reading this highly practical social media resource. With articles organized into four categories: tools and tips; news & noise; movers & makers; and cases & causes, you’ll have all your bases covered when it comes to making an impact with your company’s social media presence.

Three posts we like from Social Media Explorer:

  1. Social Media Examiner

Social Media Examiner blog

Social Media Examiner makes it easy to catch up to speed about social media with their all-encompassing guides to platforms like Facebook, Instagram, and YouTube. In each guide, there are numerous resources to develop your knowledge. You can even listen to their useful podcasts to learn more about social media while you work!

Three posts we like from Social Media Examiner:

  1. Tailwind blog

Tailwind Blog

Want to learn more about how to tap into Pinterest’s diverse and engaged audience? Look no further than the Tailwind blog, which will teach you impressive techniques and strategies for traffic generation, how to make use of Pinterest in your social media strategy, and how to grow your own Pinterest following.

Three posts we like from the Tailwind blog:

  1. Convince and Convert

Convince and Convert

Convince and Convert is an analysis and advisory firm focused on digital marketing strategies that has a mammoth social media blog to its name. On their blog you’ll find everything from case studies of brands successfully using social media, to strategies about how to develop your social media game.

Three posts we like from Convince and Convert:

  1. Buffer

Buffer

As one of the world’s most popular social media management platforms, Buffer’s social media advice is on the money. Their blog posts are known for being in-depth and well-researched, so you’ll find it hard to stop at one article

Three posts we like from Buffer:

  1. Socially Sorted

Socially Sorted blog

Written by digital content strategist Donna Moritz, Socially Sorted is loved for its down-to-earth tone and intriguing insights into social media. The posts are easy to read and well-formatted – two features which certainly help when you’re new to the game. We guarantee you’ll find something to chew on in this popular blog.

Three posts we like from Socially Sorted:

  1. Sue B. Zimmerman

Sue B Zimmerman Blog

If Instagram has always gone over your head, Susan B. Zimmerman’s blog is the answer to all of your questions. Focused entirely on Instagram, the social media application that businesses are scrambling to leverage, you’ll become somewhat of an Instagram expert if you keep updated with this comprehensive blog.

Three posts we like from Sue B. Zimmerman: