Byter - Digital Marketing & Social Media

Content Marketing Explained

Jan 7, 2022 10:33:57 PM / by Byter Team posted in Marketing, Content Creation, Copywriting


Let’s be honest, the primary goal of marketing is to sell stuff. Today’s folk have adapted to the traditional marketing methods though, and nobody wants to feel like they’re being pushed to buy something. So how do you sell a product or service without acting like you’re trying to sell something? Enter content marketing. 

What is content marketing?

All marketing activities focused on producing and sharing relevant, valuable, consistent information to a clearly defined audience are classed as content marketing. 

Instead of blatantly pitching your product or service, content marketing enables you to express your expertise in a certain field and build an audience that is genuinely interested in the solution you are offering. 

Examples of content marketing

There are so many types of content marketing out there, here’s a list we created of the main ones:

  • Blogs
  • Videos
  • Social media posts
  • Podcasts
  • Ebooks
  • Whitepapers
  • Infographics
  • Webinars
  • Slideshare presentations

We could go on, but we think you get the picture.

The importance of content marketing

Content marketing is giving away valuable information for free. Yes, that’s right, for free. You might be thinking that sounds a little counterintuitive when the ultimate goal is to make money, but here’s why it works.

Back in the day customers were less likely to question the expertise of a company, but today we have the internet. An endless stream of information and home to countless businesses offering the same products or services. You can judge companies by reading reviews, and you don’t have to stay local. If you want to buy a new coat you can have it delivered from across the globe, if you need a new car insurance deal you can find and compare hundreds in the click of a mouse. With so many options to choose from, customers are becoming increasingly critical in their decision making before they decide to buy something. Online researching before you commit to purchase is standard practise these days.

This is where content marketing comes in. A thorough content marketing strategy can help businesses compete by sharing their expertise and building trust in potential customers.

Here’s how it works

Say you’re currently redecorating your house. You’re trying to decide which tile to buy for your new bathroom, and so you hit Pinterest in the hope that by browsing hundreds of images of bathrooms you’ll stumble on the perfect bathroom inspo. As you’re browsing, you click on an image that takes your fancy. You’ve found it, the perfect tile. A white rectangular porcelain number. And what’s that link attached to the image? A link to a shop that sells these exact tiles…handy right? Well, that’s content marketing. This hypothetical bathroom tile business has used Pinterest as a platform to post free content of their products. 

The same company might also have a blog where they post weekly home DIY articles, an Instagram page full of beautiful eye-catching images and a Facebook page showcasing their customer testimonials. 

There are endless options when it comes to content marketing. If you’re struggling to figure out which kind of content will work best for targeting your perfect customer, check out our guide on how to create a top tier marketing plan.

Good luck!

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How to Create a Flawless Social Media Marketing Strategy

Jan 7, 2022 10:32:55 PM / by Byter Team posted in Digital Marketing, Marketing, Sales and marketing


Why is social media the best place to advertise your brand? Well, around 4 billion people worldwide use it, that’s why. And since the Covid-19 pandemic, this number is growing rapidly. 

Social media platforms are the perfect tools to tap into a huge audience and get your brand the kind of exposure that is guaranteed to grow your business. 

So, without further ado, let’s look at how to create the perfect social media marketing strategy. 

Define your audience 

Before you do anything, you need to decide who your target audience is. To do this, create a buyer persona. This is a fictional representation of your ideal customer. If you already have existing customers you can compile data from them, if not, you’ll need to decide for yourself what kind of person will want to buy from you. Consider things like:

  • Age
  • Location
  • Language
  • Interests
  • Pain Points
  • Stage of life

If you’re finding this stage a little tricky, have a read of this guide we wrote on how to find your audience on social media. 

Set your goals

Next, you should think about what aims you’re trying to achieve with your marketing strategy. This way you’ll be able to track your successes and figure out if your investments have been worth it. It will also help to guide your activities in the right direction if you have a clear plan of what you’re hoping to achieve. 

Here’s some examples of the kind of goals you might want to consider:

  • Build brand awareness
  • Grow and manage an engaged audience
  • Increase sales
  • Obtain customer insights
  • Identify and nurture leads
  • Deliver customer service

Create great content

Now that you’ve established your target audience and your goals, it will be easier to decide what kind of content you’re going to produce. 

For example, let’s say your company sells recruitment software. You know that you’re targeting B2B customers, so your best bet is to publish content on Linkedin. Your content should be things like:

  • Issues that are relevant to recruitment professionals
  • Best practices that are useful to recruitment professionals
  • Research within the recruitment industry

Check out your competitors

Keep a tab on what your biggest competitors are doing on social media. You can learn from what they’re doing, and compare your content against theirs.

If they’re publishing more content than you are… up your game. 

If they’re publishing content on more platforms than you are… up your game. 

If they’re creating more interesting content than you are, yep that’s right, up your game! 

Engage with your audience

Creating and publishing content is not your only job, you also need to engage with your followers. Encourage them to interact with your posts by using hashtags and CTA’s. Ask for their responses, and reply to them when they do. This will make them feel cared about, and help to build your online community and brand awareness. 

Follow these key points and you’ll be on your way to a flawless social media marketing strategy. If you need some extra help with your social media marketing, we’d love to help. 

Good luck!

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How To Create a Top Tier Marketing Plan

Jan 7, 2022 10:30:42 PM / by Byter Team posted in Digital Marketing, Marketing, Sales and marketing


Once a year your team should be sitting down and producing a marketing strategy for the following year. Why? Because without one your team is going to lack direction, and without direction it can be hard to push forward and stay on track. Plus, it will be almost impossible to put a number on the budget you’re going to need for all the projects, outsourcing and hiring to come over the next year. To make the ambitions and goals of your team a reality, a great marketing strategy is essential. 

In this post we’re going to talk you through each element of an effective marketing plan. Remember, every industry has different goals so you’ll need to personalise it to your specific company, but you can think of our guide as a template to work from.

What to include in your marketing plan

1. Business Summary

The best starting point for your marketing plan is to produce a summary of the business. It’s as simple as it sounds too – just make a brief summary of the organisation. Include the company name, headquarters, and your mission statement. 

2. Company Initiatives

Next, outline the company initiatives that are specific to the marketing department. This is a great way to map out the goals of your department; for example segment the goals of various upcoming projects and describe how these goals will be measured. 

3. Market Research

It’s likely that your company has already completed a thorough market study so this stage will be easy to complete. Split this step into two sections: customer profile and competitor analysis.

Customer Profile: Create a semi-fictitious picture of the ideal customer for your business and describe them. You should focus on their imagined traits such as age, location, goals, pain points, personal challenges, and triggering events. 

Competitor Analysis: Your customer profile should identify the challenges that your customer wants to solve. With this in mind, you can imagine the companies they might go to for these solutions. These companies are your competitors; identify them and evaluate their strengths and weaknesses and how they compare to your business. This information will help you identify gaps in the market that your company can potentially fill. 

4. SWOT analysis

SWOT is a great framework to use for evaluating your company and developing a strategic plan of action. It stands for strengths, weaknesses, opportunities and threats. A lot of this information can be gathered from the sections above, but be patient because it’s worth having if you want to identify your company’s future potential. 

5. Market Strategy

Think of this stage as your plan of action. Using the information you’ve put together so far, it’s time to lay out how your company intends to approach the market. If you’re struggling to figure out a strategy, think about this question: What should your company offer your ideal customer, to solve their solutions, that your competitors aren’t already offering? 

Having identified the product or solution you’re going to be offering, the next part of your plan is to create a list of the marketing channels you’re going to use to educate your buyers, generate leads and spread brand awareness. For example, if you intend to use social media channels, you can use this section of your plan to write down which social media platforms you’re going to use and how you’re going to measure their success. If you’re creating accounts from scratch, take a look at this post we wrote on how to find your social media audience. 

6. Budget

The final stage of your marketing plan is all about money. Dull stuff, we know. This step is essential though if you want to bring your marketing strategy to life. Itemise your budget by stating what you intend to spend on each individual expense, for example:

  • Outsourcing 
  • Software
  • Ads
  • Events

Establishing a budget also means you can calculate some financial projections for the year based on your ROI.

Creating a marketing plan is the best way to realise your business’ goals and put them into action. It connects everything together and makes sure that your team knows what to do, when to do it, to which audience and through the right channels. 

Good luck!

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A-Z Digital Marketing Glossary

Jan 7, 2022 10:29:33 PM / by Byter Team posted in Digital Marketing, Marketing, Sales and marketing


Whether you’re a newbie to the field or are an experienced digital marketer in need of a refresher, getting the lingo down can be tough. That’s why we’ve created this handy digital marketing glossary from A-Z of the most useful buzzwords all digital marketers need to know.


The demographic you are targeting your ads at in order to convert them into customers.


A link that connects one website to another. Also called “inbound links” and are very important SEO tools. 

CTA – Call to Action

A word or phrase used in content to persuade the audience to perform a specific action, e.g. “buy now”

Domain Name

Part of a URL that identifies it as belonging to a particular company or organisation. E.g. in, the domain name is ‘’

Email List

A collection of emails used in email marketing. Each email address may represent a potential customer, business or outreach lead. 

Full-Stack Developer

A web developer or engineer who is capable of producing both client and server software. They work with both the front and back end of a website or application.

Google Analytics

A web analytics service provided by Google that tracks and measures website metrics such as which search engine was used to land on the site, where users are located, how many users have visited the site, how long they stayed on each page, and more. 


A metadata tag that is prefaced by the hash symbol, #. Hashtags are used for widespread content sharing, usually on social media platforms such as Instagram and Twitter. 


Impressions measure how often your ad is viewed on-screen by members of your audience.

Java Script

A programming language primarily used for building interaction-based applications on websites or digital devices. 


A word or phrase that is entered into a search engine. For the purpose of digital marketing, keywords are popular/ common words or phrases that are used in content to optimise a site’s ranking position. 


A lead is a potential customer, someone who may potentially or may have already shown interest in your product or services. 

Marketing Automation

Technology used for the purpose of streamlining marketing efforts to make them more effective. 


An identifier tag that tells search engines not to increase the ranking of the webpage it is assigned to.

Organic Listing

A natural or unpaid listing of a website on a search result page. The point of SEO is to optimise organic listings. 

PPC – Pay Per Click

An advertising method where advertisers will only pay for their adverts each time a user clicks on them. 

Quality Score

A metric used by Google, Yahoo and Bing! To measure the quality of ads. 

ROI – Return On Investment 

Measures the return on an investment relative to its cost. In digital marketing, calculating the ROI will tell you whether marketing and campaign efforts are contributing to revenue growth.

SEO – Search Engine Optimisation 

Increasing the quantity and quality of traffic to your website through organic search engine results. For example, practising SEO can increase the visibility of your website on google search results. 


Number of visitors to a website. 

URL – Uniform Resource Locator 

A web page address. E.g. is the address for Byter’s website. 


A video blog. 

White Paper

An in-depth report or authoritative guide that educates an audience about a particular issue or problem.

XML Sitemap

A list of URL’s for a particular website. It is used by search engine crawlers to easily identify all of a website’s available content. 


An online video sharing platform. 

And for Z….well, we’re not sure there is one. Please let us know if you have one!


Good luck!

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What is a Social Media Manager?

Jan 7, 2022 10:25:58 PM / by Byter Team posted in Digital Marketing, Social Media, Marketing


What is a social media manager? The Social Media Manager is responsible for a brand’s online presence, with an emphasis on social platforms. The Social Media Managers job can scale from being the only person in charge of a small brand’s entire social platform presence, creating all of the content and posting it; to managing huge companies online presence. In recent times more and more companies are understanding the vital importance of having an effective online presence, making SMM (Social media manager) one of the most sought after professions in digital marketing. 

What does a social media manager do?

Social Media Managers are in charge of the maintenance of the businesses online presence. So what are the responsibilities of a Social Media Managers? Some of a SMM’s tasks are monitoring, moderating and responding to audience comments; manage social media partnerships with other brands; and creating and posting sharable content such as videos and images. So what makes a good SMM? Communication, good copy, creativity and time management are all great skills to have as a Social Media Manager. This article gives a deeper explanation of the each skill set a SMM should have! Great read too!

Other skills you can work on to optimise your SMM skills:

  • Literacy, and the ability to understand analyse

An obvious one. As a social media manager, you live in a world made of photos, but also of words. You have to be able to have a good command of the language, create engaging and interesting copy quickly. Another aspect you need to be aware of is your grasp of the language your brand uses to be aware of implications or be able to play with it. You will also need to know how to quickly research and analyse data, both from yourself and your competitors. being able to successfully analyse events and situations will allow you and your brands to keep up with trends.

  • Being able to understand the various social media platforms and their analytics.

As a Social Media Manager, your sole job is to increase the effectiveness of your and online presence. There are four main sets of social media metrics that aid in evaluating the success of your online presence. 

Conversation rate – The number of conversations per post. On Facebook, Google+, and LinkedIn comments and on Twitter replies.

Amplification rate – The number of re-shares or retweets per post.

Applause rate – Retweets, Likes, +1s, etc.

Economic value – The sum of short-term revenue, long-term revenue, and cost savings.

Evaluating the success of posts depends on the purpose of the post. Some posts are aiming to have a high reach. Other posts aim to have high link clicks or signups. 

  • Being able to use at least one graphics package

This is another obvious one, you are working in the area of brands and branding is a heavily visual art. There are plenty of graphics packages out there, ranging from the simple, like Canva to the complex such as the Adobe suite.  You have to be able to make effective visual displays for your online presence. 

  • The ability to plan.

When you are running social media for brands it is very important to have a plan for your content. This prevents you from posting low-quality content, running out of content to post, being unprepared and being unable to reach goals, or even have useful goals. When working for a brand, you have to plan your social media ahead of time so you can show it to your client for approval and have enough time to revise and change it. The interesting thing about social media marketing, unlike normal sales,  is the appearance of being new, unplanned, fresh and up to date. Social media managers have to hit a careful balance between appearing new, fresh, and off the cuff, to the customers and being carefully planned and true to brand with the company.  

  • SEO knowledge.

Search Engine optimisation. This is thrown around as mysterious hard understand. It isn’t, it is mainly to do with websites and blogs. There are even plugins to sites such as WordPress who will help you with it. It is less important if you are only running on social media platforms like Twitter or Instagram.  

The best social media manager is someone who understands the platforms, the brand, and is flexible enough to mould both into a successful and engaging presence. It is a modern much more fast-paced version of traditional sales.  

  • Being flexible/ spontaneous

As much as we have mentioned the benefits and importance of planning, we have also mentioned the necessity of also being a little spontaneous and taking risks. Sales live off this, you might accidentally create a viral trend, and become very important, or you could terminally embarrass your boss and be forced to put out an apology. Again here experience will help.  

  • Valuable content 

Lastly, this is maybe not a skill but more of a statement, this is where social media sales is different from traditional sales. There are a lot of different marketing rules, but there is a general rule which is the 80/20 rule. This rule is 80% useful content talking about something other than yourself, and 20% talking explicitly about yourself. There’s another rule 70/20/10 rule. This rule is a refining of the 80% rule to help you narrow down what you need to post. 70% value, 20% promotion, and 10%, human. 

So, 70% of what the brand is going to post should be of value to its audience. Educational, funny inspiring etc. 20% promotion, discounts, sales, promo codes, giveaways etc.  10%  is the “personal touch”. These posts are often about things the brand cares about, brand values, or seemingly relatable personal things. (a good example of this maybe would be Wendy’s Twitter account when its creator took to roasting people for a few weeks).

In conclusion, a Social Media manager is a person who is responsible for a brand’s online presence. They are a combination of creatives, organisers and salesperson. The job is a flexible multi-faceted sales job, they must be able to understand the basics of advertising, like what campaigns are, but they must also understand the day to day stuff that goes into running a social media presence.

You can be your own social media manager as a business owner, but often that work can get too much for one person to handle. At Byter we specialise in Social Media Management, from content creation, strategy, management and audience engagement. If you need to alleviate some of your work load with social media marketing, don’t hesitate to give us a call or email (Contact page) 

You can also reach out to us on any of our Social Media platforms, we are more than happy to have a chat!

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How to your Target Audience on Social Media

Jan 7, 2022 10:24:05 PM / by Byter Team posted in Digital Marketing, Social Media, Marketing, Sales and marketing


Target Audience

Most people on social media believe that just putting content up and throwing in a few hashtags will bring in a large audience. However, marketers know that it is more than just content and hashtags. There should be a strategy in place to attract a good audience. As a business, you need a specific audience: one must be interested in buying your products. Any publicity can be good publicity, but in the long run, you must be able to reach out to the target audience for your product. There are many small businesses that have managed to amass quite a large audience on various social media platforms. You cannot monetise it, eg, you sell children’s toys, however, you’ve managed to attract a largely middle-aged male audience by creating biker related content. 

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Big Social Media Updates for Small Businesses

Jan 7, 2022 10:23:09 PM / by Byter Team posted in Digital Marketing, Social Media, Marketing, Content Creation, Web Design


Social media updates are constantly updating and changing, therefore it is extremely important for small business owners who run social media pages to stay on top of all these updates. Why? Well, as these social platforms update their software they may prioritise certain posts over others, or may stay away from certain content limiting the amount of people saying the post and ultimately your page. So, understanding these updates will benefit your social media strategy. Facebook is slowly starting to integrate Instagram, making it easier for businesses to manage both. And Google has done some changes to its marketplace to help small businesses survive the change. We have curated below, a list of the main changes, and how they can help you with your business.


Instagram has been working on supporting small businesses for a while now, by actively encouraging users to share their favourite businesses. They have been doing this with special stickers designed to help businesses increase their “reach”. Instagram has also been encouraging spending in these small stores by increasing the convenience to shoppers through its new buttons, and Instagram shop.

COVID-19 and social distancing have forced businesses to update their normal sales models to an online presence. To keep up, giants like Facebook and Google have adjusted their services also.

1- New Buttons: “Donate”, “Gift Card”, and “Food Orders” stickers facilitating customer purchases.

The Instagram story tray now offers Gift Card, Donate or Food Orders story stickers. These stickers are available for business accounts only. All you need to do is choose a delivery partner and add a link to your product. After that, users can buy from you by just clicking on your Stories. These are brilliant for small business owners, you can post as many items as you want on your stories, they will be there for 24 hours. And, best of all, you can keep reposting them without spamming your followers. People who lazily click through your stories are more likely to purchase something if it is right there!

2- Support Small Business Button.

Instagram story tray has also made a special support small business stickers. These work differently to the other stickers mentioned above, these stickers are available to businesses AND non-businesses.

This sticker allows users to tag and share small businesses, and give their followers a preview of the business’s account. When people use the sticker in a story, the story will be added to a shared Support Small Business Instagram story. This means that the sharer’s followers can see the shared business along with other business people in that circle support. To put it in laymans terms: the button is designed to provide free marketing. It allows you to reach a new audience. You can share other businesses using the button, and they can share you sharing them… sharing. 

3- Instagram shop made more accessible.

Instagram shop now has a shopping tab accessible via the main grid on any business account. This shop is combined with the Facebook shop. Businesses can post a product as a post on their Instagram account and it will allow users to purchase the item directly from the post. Instagram is now also allowing anyone with a Facebook and Instagram business account and one eligible product to sell on Instagram. Right now Facebook has waived its commission fee until December 31st, 2020. So now is a good time to get started and build up a base before having to pay.

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Keyword Search Volume: Are People Searching For Your Keywords?

Jan 7, 2022 10:18:00 PM / by Byter Team posted in Digital Marketing, Marketing, SEO, Search Engines, Sales and marketing


Keyword Volume is an estimation of the number of searches per month for a certain keyword or key-phrase.

Higher search volume means more potential traffic to your website, but really high volume keywords can often be more competitive as well as more broadly targeted.

You may think that you should always pick the highest volume keyword possible, but that’s not always the case!

Here are some important considerations for keyword volume:

High Volume Keywords

High volume keywords are often very competitive and broadly targeted.

Although ranking for such keywords can send a lot of traffic to your website, it may not be worth the effort because they are too competitive and will require too much time and money to rank.

For example, let’s take the keyword “computers”.

You can see that although the search volume is high, the keyword difficulty is “high” according to this tool from ahrefs.

High volume keywords might also not be worth it because the keyword phrase is too broad and often won’t lead to conversions on your website.

In this case, the search intent isn’t explicitly clear.

Some people searching for that keyword might be looking for information about computers, while others might be shopping for a new computer.

People searching for this keyword are less likely to actually buy a computer than someone searching for a specific brand or type of computer.

High-volume keywords might be worth targeting if you have the resources to outperform the competition.

Such keyword phrases can take longer to rank for, but they can drive a lot of traffic to your website.

Medium Volume Keywords (Medium-Tail Keywords)

Medium tail keywords can drive a significant amount of traffic to your web pages and can also be specific enough to drive targeted traffic and conversions.

Although there is no strict definition, medium tail keywords generally contain 2-3 words.

For example, if you are selling a specific type of computer like business laptops, then ranking for “business laptops” might be more worthwhile than trying to rank for “computers”.

Although the search volume is lower, the phrase is more targeted towards someone likely to buy what you are selling.

The keyword phrase is still competitive, but probably not as competitive as “computers”.

Long-Tail Keywords

Keywords that have 3+ words are often referred to as long-tail keywords.

Although these keyword phrases can be lower in volume in comparison to short-tail keywords, they often send highly targeted traffic that is more interested in what you have to offer.

For example, if you are selling a specific type of computer, like a Dynabook Toshiba Terca, then you might be better off targeting the phrase “Dynabook Toshiba Terca” instead of “computers” or even “laptop computers”.

You will receive less traffic for that search term, but the traffic you do receive will be much more likely to buy and you will also have less difficulty ranking for that lower volume keyword phrase.

When creating informational content like blog articles, sometimes you can get traffic for long-tail keywords by simply including them on the page.

Some long-tail keywords have very low search volume, but the cumulative traffic from lots of long-tail keywords can add up. In fact, an estimated 70% of all search traffic comes from long-tail searches!


Keyword search volume is an important factor in keyword research, but you won’t always want to pick the highest volume keyword possible.

Finding the right match between search volume and user intent is vital when selecting your keywords!

The good news is that you don’t need to get hung up on picking the “perfect keyword.”

By writing long-form content, web pages tend to rank for multiple keywords, even keywords that you are not intentionally targeting. Ranking for multiple keywords can result in additional traffic to your web page.

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Search Intent: What Do Users Really Want?

Jan 7, 2022 10:17:01 PM / by Byter Team posted in Digital Marketing, Marketing, SEO, Search Engines


Search intent is understanding what type of information users are searching for when they enter a search phrase.

Understanding this is crucial because to rank a web page in the search engines, the type of content you create must match the content that the searcher is looking for.

Otherwise, your chances of ranking and attracting the right traffic are low.

Yes, that’s right, even if you have your optimisation perfect, you still might not rank.

Here’s how it works:

Understanding What Users Are Truly Looking For When They Search

When people search on Google, it’s not always clear exactly what they are searching for.

For instance, if someone searches “pool,” what are they actually looking for? A swimming pool, or the game of pool (billiards)?

If someone types “cookies,” are they looking for a recipe for cookies, or are they trying to understand the cookies that are stored in their browser?

You can see how a search query could mean many things!

Search engines tweak their algorithms to make sure they are displaying the results for what people want – even when it’s not explicitly clear.

These are just some simple examples of disambiguation, but search intent goes further.

Categories of Search Intent

We can categorise search intent into several categories:

1) Informational Intent

Information intent means users are looking to get more information on a topic.

For example, if someone searched “how to ride a bike” they are looking for a guide. The search results will display articles or videos about how to ride a bike.

2) Commercial / Transactional Intent

Commercial or transactional intent refers to when a searcher is looking to purchase something or compare prices.

For example, if someone searches for “buy blue trek bike” they are likely looking to purchase. The search results will often display product pages, because this search is so specific.

Note: Just because users are looking for products doesn’t always mean your product page will rank! Google often prefers review-type content or lists of the best products to actual product pages!

3) Navigational Intent

Navigational intent occurs when a searcher is looking for a specific website or destination.

For example, searchers might type in a brand name “Ebay login” into the search engines when they want to find the login page to

Why Is Search Intent Important?

The reason this is important is that it will be very difficult to rank for your chosen keyword if your content doesn’t meet the search intent for that keyword.

This is one of the biggest mistakes in trying to rank!

Google often changes the search results for a keyword based on what they think the correct search intent is, and often display more informational type pages vs transactional pages.

As an example, in the past, if someone searched for a health supplement, Google might have seen the search intent as “transactional” meaning people wanted to buy the product, and therefore displayed product pages.

It was easy for a brand that sold the health supplements to rank their product pages for that keyword.

But then Google changed the keyword intent to “informational,” and now only articles about the supplement are ranking. Now it would be very difficult for a brand to rank a product page there.

It’s the same keyword, but because Google determined the search intent differently, the type of content you’ll need to create will change!

This is a very common scenario, and why creating long-form content around your products or services gives you a higher chance for ranking versus trying to rank your product or service pages!

So how do you make sure you understand the search intent of the keyword?

It’s easy:

How To Determine Search Intent

The simplest way to determine search intent is to perform a search on Google and see what results come up.

For example, let’s take the word “email marketing software”.

A quick search shows that most of the results are lists of the top email marketing software.

If you’re running a business that sells email marketing software and you want to rank, you’ll need to create a piece of content that matches what Google is currently ranking.

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Chatbots: A Beginner’s Guide

Jan 7, 2022 10:10:40 PM / by Byter Team posted in Digital Marketing, Marketing, Web Design


First Things First: What Even is a Chatbot?

A chatbot is a software application used to conduct an on-line chat conversation via text or text-to-speech, in lieu of providing direct contact with a live human agent.

Sounds complicated? Let’s come up with an imaginary example.

Let’s imagine you want to buy some trainers from (the very imaginatively named) Trainer Zone. Ordinarily, you’d go to their website and browse at your leisure until you’d found a pair you’d want to purchase. Well, if Trainer Zone decided to make a bot then you could replace this process by instead simply messaging them on e.g. Facebook. Having asked you what you were looking for, a conversation opens up much akin to an actual in-store experience.

‘But what about things other than trainers’ I don’t hear you ask but will answer anyway…

Want to find out the weather? Need help picking out next week’s groceries? Fancy some financial advice? You’re covered. Weather bots, Grocery bots and Personal Finance Bots all exist and are ready at your convenience. Heck, in China there’s even a bot called Xiaoice acting as nothing more than a friend to over twenty million people. Pretty crazy right? But it’s true, with bots the possibilities are endless.

But Why Make a Bot in the First Place?

Yes, they technology seems impressive enough, but what’s the big deal? Is it really worth a company spending their valuable time and energy on them? In short, absolutely!

For the first time ever, messenger apps are being used more than social networks, so if you want to build a business online, you’ll naturally be drawn to where the people are: inside messenger apps.

As Aaron Batalion from Lightspeed Venture Partners writes:

“Major shifts on large platforms should be seen as opportunities for distribution. That said, we need to be careful not to judge the very early prototypes too harshly as the platforms are far from complete. I believe Facebook’s recent launch is the beginning of a new application platform for micro application experiences. The fundamental idea is that customers will interact with just enough UI, whether conversational and/or widgets, to be delighted by a service/brand with immediate access to a rich profile and without the complexities of installing a native app, all fuelled by mature advertising products. It’s potentially a massive opportunity.”

In short, it comes down to those last two words: it’s a ‘massive opportunity’.

So How Do They Work?

Surely, it’s Artificial Intelligence? That must be incredibly complicated? How on earth can they talk to people and answer questions? I can’t do that myself, can I?

All good questions and in answer to the final one, yes!

There are two types of chatbots. Let’s take a look at each of them now.

Chatbots that function based on rules:

This type of bot is only as intelligent as it is programmed to be, responding only to very specific commands.

Chatbots that functions using machine learning:

This type of bot is far less limited, with its AI enabling it to understand language rather than just commands, thereby becoming increasingly intelligent with each and every conversation it has with people.

What doesn’t change, though, is the fact that companies create each with a purpose, whether that be to facilitate a purchase or answer customer support queries. Either way, it seems the days of ringing up businesses are numbered.

Artificial Intelligence

Some good news…Thankfully, you don’t need to be an AI expert to create a great AI chatbot. It would though be recommended to apply the old adage of not trying to run before you can walk. Try not to over promise on your application’s abilities and even hold off until you’re ready. Anyone with the ability to code can certainly incorporate some level of artificial intelligence into their products, so it might be worth keeping this in mind when listing the ‘required skills’ in your hiring process!

Building Chatbots

Before you delve into the how, you’ll have to take a look at they why. In other words, what problem is your bot going to solve? Once this question has been answered, it’s time to choose which platform your bot is going to live on. Next, you’ll need to set up a server to run your bot from and then decide which service you will use to build your bot.

As Matt Hartman, the Director of Seed Investments at Betaworks, writes:

“The difficulty in building a chatbot is less a technical one and more an issue of user experience. The most successful bots will be the ones that users want to come back to regularly and that provide consistent value.” 

Don’t worry. There’s no gold rush leaving you behind. As is usually the case, it’s worth taking your time and remembering that quality wins in the end.

Time to Join the Chatbot Revolution?

Chatbots are not an entirely new phenomenon. In fact, they’ve been around for decades. It’s only due to recent advancements in artificial intelligence and machine learning that the aforesaid “huge opportunity” has arisen. Whether you’re currently building or wanting to learn how to build a chatbot, as always from the Byter Team, good luck!

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