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How Artificial Intelligence Has Revolutionized Digital Marketing


Last week, we explored the real power of Artificial Intelligence. AI’s ability to comprehend complex data sets and form patterns enables infinite new possibilities for personalization through the analysis of digital activity. Within the digital marketing industry, AI has been nothing short of a revolution. Here are the top ways in which Artificial Intelligence is impacting digital marketing:

NATURAL LANGUAGE PROCESSING

Natural Language Processing (NLP) is a field that focuses on the ability for computers to process human language to the point where it can generate replies based on inferred meaning. Machine Learning has sharply increased the ability for machines to generate sentiments designed to not only seem as if they were written by a human, but that are optimized based on data to elicit a specific action or emotional response.

Digital marketers fret over when to reach out, what to say, and what channel is most appropriate. AI’s NLP abilities mean that the guessing game has come to an end. AI can analyze big data to decide upon what the best method, channel, and timing will be in order to foster growth, engagement, and sales.

NLP as a trend is on the rise. Angel.co recently valued the average NLP start-up at $4.8 million.

SEARCH FILTERING

In days of yore, Google search rankings were determined by human-created metrics and social media feeds showed posts in chronological order. Now, programs like RankBrain are vital to deciding the criteria for Google’s search rankings while Facebook’s DeepText creates your newsfeed.

ADVERTISING

Artificial Intelligence drives programmatic purchasing, which is when AI determines who to show ads to and when to show them. Removing the burden of purchasing analysis leaves marketers room to focus on crafting powerful messages.

NLP enables AI to understand (through numbers and sentiment analysis) the abstract criterion of “context” and to match individuals with ads based on context to maximize the chances of generating a click or purchase.

According to Ad Exchange, programmatic purchasing accounted for 67% of all global display ads in 2017.

PSYCHOGRAPHIC PROFILES

Perhaps the most anxiety-inducing example of Artificial Intelligence impacts not only digital marketing, but politics.

Psychographic profiles are data-driven psychological profiles of consumers designed to shed light on why they do what they do. Firms like CaliberMind and Cambridge Analytica have turned this into a multi-million dollar industry. Insights gleaned from psychographic profiles are intended to optimize the messaging of both political and commercial ads to induce a desired action from the viewer.

Cambridge Analytica has taken credit for influencing both the Brexit vote and the 2016 presidential election; however, many (including the New York Times) cast a shadow of doubt over the extent of their impact. Regardless, as long as there are insights to be gleaned from digital activity, psychographic profiles will only continue to develop.

SELF-DESIGNING WEBSITES

That’s right, AI has become adept enough to design websites based on data. Wix ADI created this personal trainer’s website and Grid has been designing websites since 2014.

CONCLUSION

Every application of artificial intelligence in digital marketing is relatively new. While these applications are increasing in popularity, expect them to also increase in efficiency and effectiveness as technology continuously advances.


Artificial

The Real Power of Artificial Intelligence


Technological innovations expand the possibilities of our world, but they can also shake-up society in a disorienting manner. Periods of major technological advancement are often marked by alienation. While our generation has seen the boon of the Internet, the path to a new world may be paved with Artificial Intelligence.

WHAT IS ARTIFICIAL INTELLIGENCE

Artificial intelligence is defined as the development of computer systems to perform tasks that normally require human intelligence, including speech recognition, visual perception, and decision-making. As recently as a decade ago, artificial intelligence evoked the image of robots, but AI is software not hardware. For app developers, the modern-day realization of artificial intelligence takes on a more amorphous form. AI is on all of your favorite platforms, matching the names and faces of your friends. It’s planning the playlist when you hit shuffle on Apple Music. It’s curating the best Twitter content from you based on data-driven logic that is often too complex even for the humans who programmed the AI to decipher.

MACHINE LEARNING

Currently, Machine Learning is the primary means of achieving artificial intelligence. Machine Learning is the ability for a machine to continuously improve its performance without humans having to explain exactly how to accomplish all of the tasks it has been given. Web and Software programmers create algorithms capable of recognizing patterns in data imperceptible to the human eye and alter their behavior based on them.

For example, Google’s autonomous cars view the road through a camera that streams the footage to a database that centralizes the information of all cars. In other words, when one car learns something—like an image or a flaw in the system—then all the cars learn it.

For the past 50 years, computer programming has focused on codifying existing knowledge and procedures and embedding them in machines. Now, computers can learn from examples to generate knowledge. Thus, Artificial Intelligence has already permanently disrupted the standard flow of knowledge from human to computer and vice versa.

PERCEPTION AND COGNITION

Machine learning has enabled the two biggest advances in artificial intelligence:  perception and cognition. Perception is the ability to sense, while cognition is the ability to reason. In a machine’s case, perception refers to the ability to detect objects without being explicitly told and cognition refers to the ability to identify patterns to form new knowledge.

Perception allows machines to understand aspects of the world in which they are situated and lays the groundwork for their ability to interact with the world. Advancements in voice recognition have been some of the most useful. In 2007, despite its incredibly limited functionality, Siri was an anomaly that immediately generated comparisons to HAL, the Artificial Intelligence in 2001: A Space Odyssey. 10 years later, the fact that iOS 11 enables Siri to translate French, German, Italian, Mandarin and Spanish is a passing story in our media lifecycle.

Image recognition has also advanced dramatically. Facebook and iOS both can recognize your friends’ faces and help you tag them appropriately. Vision systems (like the ones used in autonomous cars) formerly made a mistake when identifying a pedestrian once in every 30 frames. Today, the same systems err less than once in 30 million frames.

EXPANSION

AI has already made become a staple of mainstream technology products. Across every industry, decision-making executives are looking to capitalize on what AI can do for their business. No doubt whoever answers those questions first will have a major edge on their competitors.

Next week, we will explore the impact of AI on the Digital Marketing industry in the next installment of our blog series on AI.


iOS 11 Image

The Best New Features of iOS 11


While we thoroughly enjoyed iOS 10’s open functionality and all it offered app developers, Apple’s premiere operating system is due for a refresh. iOS 11 has been making waves in its public beta release, here are the top upgrades coming to Apple’s landmark OS:

MAJOR UPGRADES FOR IPAD

Apple’s iOS 11 preview states right off the bat: “A giant step for iPhone. A monumental leap for iPad.” iOS 11 offers a number of improvements for iPad users.

The improved Dock now looks a lot like the macOS dock. Users can put dozens of apps in the doc and easily pull it up by swiping upward.

Need to use two apps at the same time? iOS has your back. Like Picture-In-Picture Mode for Android, which we detailed last week in our coverage of Android Oreo, iOS 11 allows you to use two apps at the same time—something that will inevitably come in handy on the large screens of the iPad.

Apple Pencil Instant Notes via Redmond Pie

APPLE PENCIL receives a major upgrade in iOS 11. Instant Markup makes it easy to mark up PDFs, screenshots and more. Instant Notes and Inline Drawing let you customize your screen. The Scan and Sign feature also makes it easy to sign important documents online and send them in the flash of an eye.

SIRI MATURES

WIRED recently detailed the path toward improving the voice of iOS: Siri. While Google and Amazon have excelled in their virtual assistant development, Siri seems to have lagged behind. iOS 11 revamps Siri’s voice to sound much more natural, while also teaching her to translate Chinese, Spanish, French, German, or Italian.

GET READY FOR AUGMENTED REALITY!

When Pokemon Go took the world by storm, “Augmented Reality” became a household name. Now, the time has come for app developers rejoice! iOS 11 features ARKit, a new development framework that makes it easy for developers to build incredible AR experiences.

ARKit allows developers to create 2D or 3D elements in the live view from iPhone and iPad camera’s in order to make them appear as if they exist in the real world. ARKit combines device motion tracking, camera scene capture, advanced scene processing, and display conveniences to make building AR experiences a breeze.

Check out some of the best AR experiences built with ARKit so far.

CAMERA TIME

Thanks to a new compression technology, iOS 11 will be able to store video using less space than ever. Additionally, the camera will allow users to loop live videos, to trim and edit live videos, to grab a still from a live photo, and to capture time and movement with long exposure photos.

Apple App Store via BGR

APP STORE REDESIGN

The rigorous standards of Apple’s App Store always lent itself to curation. With that in mind, Apple has redesigned the App Store to emphasize discovery. The new App Store will offer a completely separate tab for Games, a variety of daily stories and a tab for the best apps of the day, all curated by Apple!

FILES, PAYMENT, AND MORE

iOS 11 is a comprehensive upgrade that comes equipped with a host of other great additions, including:

- FILES: Never lose track of important documents again! The Files app makes it easy to find files stored on iOS devices, in iCloud Drive, and even across other cloud services like Box and Dropbox.

- APPLE PAY IN IMESSAGE: iOS 11 will make peer-to-peer payments easy, allowing users to send Apple Pay payments as a part of iMessage.

- CONTROL CENTER: The Control Center has received a complete redesign. The new Control Center will appear all on one page and is customizable, allowing users to personalize the design to the most helpful layout.

TAKEAWAYS

If you are an iPad user, you are truly in for a treat when iOS 11 comes out. If you only use iPhone, iOS 11 still delivers a fresh redesign with improved functionality. iOS 11 is yet another solid entry in Apple’s OS canon.


Android Oreo

Android Oreo Serves Up the Sweets


Like the candy, Google’s newest delectable dessert-themed operating system Android 8.0 Oreo offers the best of both worlds: crunchy cookie goodness of versatile functionality and the creamy frosting of beautiful UI and presentation.

PROJECT TREBLE 

Project Treble is one of the major aspects of Android Oreo that makes it a full 1.0 update. Project Treble is designed to reduce device fragmentation by making it easier for hardware manufacturers to issue updates on Android devices. The architecture redesign modularizes the Android OS away from the drivers and other hardware-specific code. By making it easier for manufacturers to update Android devices, Project Treble makes accessing the latest Android OS from your devices  easier than ever.

HIGH-PERFORMANCE BLUETOOTH AUDIO

Android Oreo is loaded up with BLUETOOTH 5 and LDAC, making Oreo capable of supporting audio quality that surpasses what the vast majority of high-end audio equipment can reproduce.

LDAC is a codec that supports the transfer of 24 bit, 96kHz audio via Bluetooth. The closest competitor is Qualcomm’s aptX HD which supports 24 bit, 48kHz technology. LDAC was created by Sony, who donated the codec to Android for Oreo as a part of the core AOSP code for other OEMS to implement.

Whereas previous iterations of Bluetooth offered a range of 50m-100m outdoors and 10m-20m indoors, Bluetooth 5 can reach up to 200m outdoors and 40m indoors. Additionally, Bluetooth 5 BLE doubles Bluetooth 4.x BLE’s data transfer rate with up to 2Mbps. The kicker is: Bluetooth 5 actually utilizes up to 2.5 times less power while increasing range and speed.

BATTERY LIFE

The Android Oreo update includes multiple initiatives designed to improve battery life. Background execution limits have been enacted to limit requests to scheduled windows of activity, resulting in longer battery life and less strain on the device by inactive apps.

Android Oreo places two major limitations on what apps can do while users aren’t directly interacting with them:

  1. Background Service Limitations limit the use of background services by idle apps. This does not apply to foreground apps, which are defined as apps with visible activity, apps with a foreground service, or apps that are connected to another foreground app.​
  2. Broadcast Limitations prevent apps from using their manifest to register for implicit broadcasts. Apps can still use their manifest to register for broadcasts at runtime and for explicit broadcasts targeted specifically at their app.

For the most part, app developers can work around these limitations using JobScheduler jobs. Android has also made several improvements to JobScheduler.

Background execution limits will have a major impact on the functionality of existing and future apps, check out a full breakdown of the new functionality directly from Android.

Additionally, Android Oreo comes with Vitals. Vitals is an initiative by Google that improves system performance and stability by offering developers various tools to monitor app usage on a device. Vitals enables developers to  optimize their apps for improved battery life and performance.

UI

Google’s strategy with OS updates has become more and more minimal in recent years. The last major visual OS overhaul was enacted by Google in Android 5.0 Lollipop. Android Oreo does not change the name of the game, but offers a variety of UI improvements.

DOWNLOADABLE FONTS: Android 8.0 Oreo offers support for apps to request fonts from a “provider” application, reducing the amount of disk space spent by apps on storing font libraries individually.

NOTIFICATION CHANNELS: Notifications have always been one of the strong suits of Android Operating Systems. With Android Oreo, app notifications must be sorted by the developer into channels based on type, so that the user can then customize what types of notifications they would like to receive and how they receive them.

For example, users can modify characteristics of notification channels that apply to all notifications in that channel, including:

  • Importance
  • Sound
  • Lights
  • Vibration
  • Show on lock screen
  • Override do not disturb

PICTURE IN PICTURE MODE: Oreo ports Android’s famous “Picture-In-Picture Mode” for phones and tablets. Picture-In-Picture Mode allows users to view multiple apps at the same time. It is most handy for watching video or having a video call while using another app.

TAKEAWAY

Overall, Android 8.0 Oreo delivers the goods. It’s sleek, supports the best audio quality available, allows more UI customizability, saves battery life, and it’s a major step toward conquering device fragmentation which has plagued Android since its inception.


Generate Downloads with the Ultimate App Promotion Guide


App PromotionAs app developers, retaining an adept understanding of the marketing side of the business is of the utmost importance. An improperly promoted app, whether it’s good or not, will falter in the 6 million apps in app stores. Some larger companies can afford to outsource this work. Independent developers and companies developing apps for clients must have the knowledge to guide projects from development through release regardless of their expected level of involvement in enacting a release strategy. When developing your app, take into consideration our overview of app promotion strategies and best practices.

APP STORE OPTIMIZATION 

App Store Optimization is the bread and butter of all app marketing efforts. App stores are the largest driver of downloads for the vast majority of apps. When enacted properly, ASO will drive tens, hundreds, or even thousands of daily downloads from app stores depending on the search traffic of the keywords. Experienced developers create ASO strategies before they begin the programming process.

Selecting keywords is the first and most important process of ASO. Searches in the app store are typed out with thumbs rather than a full keyboard, thus thinking of key shorthand terms is vital to improving search rankings. Developers must evaluate the amount of search traffic for each keyword and how competitive that search traffic is. Pursuing high traffic search terms can backfire because apps can falter against the high level of competition. Developers should continually refine their keywords and have a strategy ready for when their apps improve in search rankings. Over time, apps grow stronger in app store search and can eventually rank for more competitive keywords. It’s vital for developers to constantly refine their ASO strategies and build toward more competitive search terms. Many companies create one strategy for when their apps are first entering the store and a separate strategy for when they improve in ASO strength and can compete with higher volume search terms.

ASO does not end with the release. Engagement signals like retention, number times people open the app, and length of usage increase app store rankings. Developers must constantly be working toward improving the UI of their apps, as retention will boost ASO.

PAID ADVERTISING

While paid advertising, specifically social media ads, can be a major driver of app downloads, it’s important to understand where paid advertising factors into the equation. Before enacting paid ads, developers should have established a proven revenue model and overall business model. How much revenue an app generates per download will dictate the paid advertising budget. Without a model for revenue per download, app promotion can quickly become too expensive to maintain and end up in the red.

THE BENEFITS OF A SOFT LAUNCH

A soft launch is when developers make their app available in app stores without any promotional push. The small set of users you acquire through a soft launch can act as an initial beta user group that will inform your understanding of how consumers are using your app.

App developers often come to realize a major disconnect between why they think their app is good versus the opinion of their users. Experienced developers make the most of their analytics and continuously dedicate resources to the iterative process of improving their apps.

THE DANGERS OF CROSS-PROMOTION

While cross-promotion is a popular tactic, it’s also one that can backfire. App developers find partners with relevant but separate audiences and promote traffic to one another’s pages or content. The key to cross-promotion is finding a partner with an audience that is going to give an equivalent amount of exposure. The potential pitfall is that when users redirect out of the app, it reduces retention, ultimately damaging ASO.

Rather than partner with another app or company, some developers elect to develop feeder games and alternate apps which cross-promote to one another, maximizing downloads without detracting from outside marketing efforts.

SEARCH ENGINE OPTIMIZATION

Many app developers promote their apps through their website with Google SEO, social media, content marketing & more. While some apps treat their website as a landing page with a large download button, there is much more that can be done. For example, hosting Youtube content or a blog on your site will draw users in to your brand and retain them on the web page.

Enacting SEO for your app store URL can be even more effective than for your website. App Store URLs can outrank websites in SEO because of the authoritative domain of iTunes and Google Play.

PUBLICITY AND OTHER ENTREPRENEURIAL METHODS

While effective ASO and app promotion can be done on a relatively low budget, app promotion doesn’t have to begin and end on the tech side of things. Many developers make a point of developing their public persona through social media and external publicity in order to foster an audience to whom they can later market their products.

THE ROAD TO SUCCESS

Ultimately, the road to success is not smooth, but bumpy. With the right mix of expert development, continuous maintenance, vigilance and dedication, an app can break through the sea of competition and become a profitable enterprise.


app-promotion-3

App Promotion Strategies and Best Practices


As app developers, retaining an adept understanding of the marketing side of the business is of the utmost importance. An improperly promoted app, whether it’s good or not, will falter in the 6 million apps in app stores. Some larger companies can afford to outsource this work. Independent developers and companies developing apps for clients must have the knowledge to guide projects from development through release regardless of their expected level of involvement in enacting a release strategy. When developing your app, take into consideration our overview of app promotion strategies and best practices.

APP STORE OPTIMIZATION 

App Store Optimization is the bread and butter of all app marketing efforts. App stores are the largest driver of downloads for the vast majority of apps. When enacted properly, ASO will drive tens, hundreds, or even thousands of daily downloads from app stores depending on the search traffic of the keywords. Experienced developers create ASO strategies before they begin the programming process.

Selecting keywords is the first and most important process of ASO. Searches in the app store are typed out with thumbs rather than a full keyboard, thus thinking of key shorthand terms is vital to improving search rankings. Developers must evaluate the amount of search traffic for each keyword and how competitive that search traffic is. Pursuing high traffic search terms can backfire because apps can falter against the high level of competition. Developers should continually refine their keywords and have a strategy ready for when their apps improve in search rankings. Over time, apps grow stronger in app store search and can eventually rank for more competitive keywords. It’s vital for developers to constantly refine their ASO strategies and build toward more competitive search terms. Many companies create one strategy for when their apps are first entering the store and a separate strategy for when they improve in ASO strength and can compete with higher volume search terms.

ASO does not end with the release. Engagement signals like retention, number times people open the app, and length of usage increase app store rankings. Developers must constantly be working toward improving the UI of their apps, as retention will boost ASO.

PAID ADVERTISING

While paid advertising, specifically social media ads, can be a major driver of app downloads, it’s important to understand where paid advertising factors into the equation. Before enacting paid ads, developers should have established a proven revenue model and overall business model. How much revenue an app generates per download will dictate the paid advertising budget. Without a model for revenue per download, app promotion can quickly become too expensive to maintain and end up in the red.

THE BENEFITS OF A SOFT LAUNCH

A soft launch is when developers make their app available in app stores without any promotional push. The small set of users you acquire through a soft launch can act as an initial beta user group that will inform your understanding of how consumers are using your app.

App developers often come to realize a major disconnect between why they think their app is good versus the opinion of their users. Experienced developers make the most of their analytics and continuously dedicate resources to the iterative process of improving their apps.

THE DANGERS OF CROSS-PROMOTION

While cross-promotion is a popular tactic, it’s also one that can backfire. App developers find partners with relevant but separate audiences and promote traffic to one another’s pages or content. The key to cross-promotion is finding a partner with an audience that is going to give an equivalent amount of exposure. The potential pitfall is that when users redirect out of the app, it reduces retention, ultimately damaging ASO.

Rather than partner with another app or company, some developers elect to develop feeder games and alternate apps which cross-promote to one another, maximizing downloads without detracting from outside marketing efforts.

SEARCH ENGINE OPTIMIZATION

Many app developers promote their apps through their website with Google SEO, social media, content marketing & more. While some apps treat their website as a landing page with a large download button, there is much more that can be done. For example, hosting Youtube content or a blog on your site will draw users in to your brand and retain them on the web page.

Enacting SEO for your app store URL can be even more effective than for your website. App Store URLs can outrank websites in SEO because of the authoritative domain of iTunes and Google Play.

PUBLICITY AND OTHER ENTREPRENEURIAL METHODS

While effective ASO and app promotion can be done on a relatively low budget, app promotion doesn’t have to begin and end on the tech side of things. Many developers make a point of developing their public persona through social media and external publicity in order to foster an audience to whom they can later market their products.

THE ROAD TO SUCCESS

Ultimately, the road to success is not smooth, but bumpy. With the right mix of expert development, continuous maintenance, vigilance and dedication, an app can break through the sea of competition and become a profitable enterprise.


Android O: What Google’s Latest OS Offers App Developers


On March 21st, Google unveiled the developer preview for the latest version of the largest OS in the world: Android O. For consumers, it means improved UI, design, battery life, & more. For app developers, it has far deeper implications. With release anticipated in Q3 2017, here is our rundown of the top takeaways about Android O for Android developers:

BATTERY LIFE

The main focus of Android O appears to be to continue Android Nougat’s initiative to reduce battery life. The OS will limit and manage what launched apps can do in the background when multiple apps are open. For example, if a user has a geolocation app open in the background while using another app, location updates will happen less frequently for the background app.

In technical terms, background execution & location limits have been reigned in, allowing the OS to better manage background activity. Background apps are defined by Google as apps showing no visible activity, no foreground service & not connected to a foreground app through its services. Location changes affect the following APIs:

  • Fused Location Provider (FLP): The local system service computes a new location for background apps only a few times each hour, according to the interval defined in the Android O behavior change. Foreground apps will not experience location sampling rates in relation to Android 7.1.1 (API level 25).
  • Geofencing: Background apps can receive geofencing transition events more frequently than from FLP.
  • GNSS Measurements: Callbacks registered to receive outputs from GnssMeasurement and GnssNavigationMessage will stop executing for background apps.
  • Location Manager: Location updates will be provided to background apps only a few times per hour according to the interval defined in the Android O behavior change.

NOTIFICATION CHANNELS

Android OS’s have always thrived in the notification department. Android O allows developers to group notifications into channels. Developers must select a channel for each distinct type of notification they send with the goal of making things easier and more customizable for the user. For example, a user can turn off the “Sports” notification channel from the New York Times app if they are already getting sports notifications from the ESPN app.

Developers can also allow user behavior to dictate notification channels. For example, the developer of a messaging app can create separate notification channels for each of a user’s messaging threads.

WI-FI AWARE

Wi-Fi Aware, or Neighbor Awareness Network (NAN), allows devices to discover and connect directly with each other without any other connectivity between them, like Wi-Fi Access Point or Cellular. Two phones can connect with each other with NAN and share data at high speeds without any additional apps or configuration, opening up tons of possibilities for developers.

Learn more about Wi-Fi Aware:

HI-FI BLUETOOTH AUDIO

Android O supports Hi-Fi Bluetooth audio. While the quality of the audio still depends on the speaker or headphone through which one listens, this is a major improvement for music lovers.

ADAPTIVE ICONS

Android O will introduce adaptive launcher icons. Adaptive icons support visual effects and can display a variety of shapes across different device models. Adaptive icons are a major tool for developers to guide the user’s eye and enhance UX. Check out Android’s developer site to learn more.

RELEASE SCHEDULE

The O Developer preview will run from March 21st to the final Android O public release anticipated in Q3 2017. Android will provide incremental updates in mid-May, June, & July. Until Q3 2017, the onus is on Android developers to prepare their future and existing apps for the latest operating system.


SEO Pro Tips: Best Practices for Meta Descriptions


Last week, we explored the art of perfecting title tags for SEO dominance. This week, we’ll explore another vital meta tag: the meta description.

The meta description is the text that appears below the link in SERPs, as below:

Meta descriptions should be about 135 – 160 characters long, although Google has tested longer snippets. Any time quotes are used in the meta description, Google cuts the text off. To prevent meta descriptions from being cut off, it’s best to remove all non-alphanumeric characters.

Google uses meta descriptions to pull preview snippets on SERPs and return results when searchers use advanced search operators to match meta tag content, but unlike title tags, meta descriptions do not directly influence Google’s ranking algorithms for normal web search since meta description keywords are not ranked.

While meta descriptions do not directly affect SEO, they do indirectly impact it. The prominence of meta descriptions in SERPs makes them a very valuable UX component and a tool for enticing searchers. While keywords do not affect ranking, they are bolded in the meta-description, which attracts the eye and can help influence a searcher’s decision to click. Thus the use of keywords in meta descriptions can be beneficial to increasing Click Through Rate (CTR). The Click-Through-Rate is the ratio of searchers who click on a page compared to how many searchers see it. CTR is highly valued in search rankings. Since meta descriptions are one of the first things that a searcher will see, they can influence them to click, increasing CTR and boosting SEO.

The ideal meta description articulates the value proposition which a company or web page offers in a precise way while taking into consideration the competition that the page is up against in SERPs. It assumes an active voice and includes a call to action. Web developers can enrich a meta description by using schema markups like star ratings, customer ratings, or product information, to increase the appeal. See below for example:

Image via Google Support

Sometimes meta descriptions are unnecessary. Moz advises if a page is targeting between one and three high volume search terms or phrases, it’s best to write a meta description targeting users performing those searches. If the web page is targeting long-tail traffic (three or more keywords, like a blog with hundreds of entries), it may be best to let the search engines extract the relevant text from the site since they will pull text specifically targeting the user’s search. A blog might be targeting one audience in their keywords, but have content on so many topics, they can be found through any number of search terms. A meta description specified for a page with a lot of content may detract from the relevance that the search engine can create organically by pulling a text description from the page which is relevant to the specific search.

Like title tags, repeating meta descriptions or making them incomprehensible will result in penalization from Google. Meta descriptions can be tricky since they are longer and a bad meta description can be worse than none at all. With the right title tags and website content, meta descriptions can be a major UX tool to drive traffic to a web page.


SEO Pro Tips: Perfecting the Title Tag


Over 100 billion searches per month are made on Google worldwide. Search Engine Optimization (or SEO) has become one of the top marketing disciplines for anyone trying to drive web page traffic and digital revenue.

Title tags are one of the most important facets of SEO. Title tags are the titles of web pages that display in search engine results pages (SERPs) and as the clickable headline for a given result. They are the most obvious element in a search result and are pulled to the forefront of SERPs (Search Engine Result Pages). They display as below:

Social networks use title tags to determine what to display in the link preview when you share a page:

Title tags are extremely important for SEO, social sharing, and UX. They are one of the major on-page SEO elements. Keywords in title tags will factor heavily into a web page’s rank in any keyword-based search query.

Below find some of the best practices for crafting the perfect title tag.

KEYWORD EFFECTIVELY: Since title tags have a direct affect on SEO, effective keywording is crucial. Putting important keywords in the front of the title tag will increase SEO rankings, while keywords and search phrases at the end of the title tag will be less of a factor. For this very reason, it is best to put a company or website name at the end of the title tag, unless that name is an important keyword phrase. Keyword stuffing, or overloading keywords without making sense, will result in penalization. Ultimately, keywording effectively means writing clearly to an intended audience while factoring in important search phrases.

OPTIMIZING LENGTH: Title tags are not measured by length, but by a 600-pixel limit. Pixels do not equate to characters since certain letters require more pixels to compose than others. 600 pixels generally equate to about 50-60 characters. Measuring pixels can be made easy with this pixel length measurement tool by Search Wilderness.

RESEARCH, RESEARCH, RESEARCH: Statistics show 48% of marketers worldwide identified keyword/phrase research as the most effective SEO tactic. Effective research means honing in on your audience and enacting relevant keyword searches to observe the organic search competition. It is also important to note the inorganic competition: promoted ads for web pages that are boosted to the top of searches by Google AdWords.

Having a solid understanding of what a web page is up against in search engines helps web developers optimize their pages to stand out in the face of the competition. Since the competition and search rankings are constantly changing, research is an ongoing process. 34% of marketers cite frequent website updates as a key to their success.

PIPES “|”: Pipes can be used to punctuate and divide sentiments while minimizing punctuation and word count. See below for an example:

As with any copywriting, writing for an audience is crucial. Since the Title Tag is often the first thing a search user will see about your website, it is ultimately very important that it clearly communicates the subject of the web page and entices the intended searcher. Effective title tags are the first step on the way to SEO dominance.

Stay tuned for next time when we explore how to write an effective meta description!


via Symbols & Emoticons

The Business of Emojis: How Top Companies Monetize Emoji Apps


They say a picture is worth a thousand words.

Emojis have become a staple of text communication in the 21st century. According to Digiday, over 6 billion emoji messages are sent per day. iMessage, Facebook Messenger, GChat, Snapchat & more have all integrated unique emojis into their platforms. Where there is popularity, there is money to be made.

An Emoji is defined as a small digital image or icon used to express an idea, emotion, etc., in electronic communication. Emojis evolved from emoticons, which are pictorial representations of a facial expression using ONLY punctuation marks, numbers and letters. The first intentional use of an emoticon has multiple origins depending on your source. In 1857, historians documented the use of the number 73 to express love and kisses in Morse code. Some credit a New York Times article covering an Abraham Lincoln speech in 1862 with introducing the phenomenon. The first documented use of “:-)” and “:-(”  overtly to express emotion was in 1982 at Carnegie Mellon.

As online chat became popular, so did the use of emoticons. In an era of computer-mediated communication, emoticons help communicate nonverbal cues in digital threads. From emoticons, emojis emerged, eschewing the punctuation and using images to directly convey emotion. The first emoji was created in 1998 or 1999 in Japan by Shigetaka Kurita. Emoji was first integrated with iMessage in iOS 5. Snapchat recently bought BitMoji for $100 million. Messaging apps like Facebook Messenger and G-Chat are all following WeChat’s lead in creating their own visual keyboards. iOS 10’s iMessage App Store pushes stickers, opening up a new visual possibilities for app developers and advertising.

With big money on the line, here’s how top companies are monetizing their emojis:

DOWNLOAD FEE: Some emoji companies sell their apps with a download fee. For a flat rate of $1.99, the user receives access to all emojis. Most users will find it hard to justify paying for an emoji app unless they have a pre-existing relationship with the brand, thus this technique is best for major brands like Kimoji, Amber Rose’s MuvaMoji, the newly released Mike Tyson emojis, etc.

EMOJI PACKS/PREMIUM CONTENT: A more popular monetization method than a download fee is the individual pricing of emoji packs and premium content. Both paid and freemium apps can enact this monetization method. A company may offer one emoji keyboard for free with download of the app, then offer premium content, potentially sponsored by another brand, for a fee. Emoji> is among the top purveyors of this strategy.

BRANDED CONTENT: Perhaps the most effective monetization method for emojis is branded emojis and stickers. Fortune recently profiled a start-up named Swyft that generates revenue creating branded emojis & sticker packs. A sticker pack they created for Gwen Stefani’s album Spark the Fire was downloaded almost a million times and resulted in 41 million impressions in 10 days.

App developers looking to push their own emoji packs can generate revenue with branded partnerships after establishing popularity. BitMoji built up an audience over time with a seemingly endless keyboard of expressions. Upon attaining popularity, BitMoji was able to acquire tons of sponsored sticker packs to generate revenue. BitMoji’s success led to Snapchat’s decision acquire BitMoji and integrate an established brand rather than create their own unique emojis.

RETENTION: In order to build an audience and monetize, emoji keyboards must retain their users. Ads aren’t a popular monetization method for emojis since users like their digital conversations ad-free. Animated Emoji Pro integrated games into their app in order to increase user retention and ascend in ASO rankings. Users get lost BitMoji’s vast selection of icons, increasing usage time.

LOCALIZATION: Localization is another major way of enhancing retention on an emoji keyboard. A study by SwiftKey found radically different patterns of emoji usage depending on geographic location. Creatively utilizing geolocation services to localize the user experience for an emoji keyboard can be a vital tool in building and retaining a national or even global audience.

Succeeding with an emoji app requires innovative thinking, attention-to-detail, marketing & careful consideration of audience. Like TV, print, & web messaging, well-crafted emojis require good creative, and meaningful visuals that convey emotion. With 45 billion messages sent per day in the US alone, there is great potential for a well-crafted emoji app to become profitable business with the right combination of concept, execution, and an experienced app developer.