When broadcasting celebrates its first century of life in Spain, it is clear that it has found in the Internet era a powerful tool that amplifies its reach and offers new possibilities. This phenomenon is evident in the way radio has quickly and effectively embraced digital platforms and new broadcasting spaces. Far from remaining confined to a niche audience, podcasts and video podcasts have experienced record growth in recent years and offer an enriching alternative for listeners, inviting them to immerse themselves in on-demand dialogues and narratives. These have integrated the format and have led Spain to stand out as the country where most podcasts are consumed in Europe (45%), contrary to what happens with traditional radio, according to a study by Funcas. The percentage is nine points higher than the average of 24 countries worldwide (36%), according to the Digital News Report Spain study of the University of Granada.

This evolution marks a turning point for communicators, influencers and brands, who see in podcasting a unique opportunity to connect with their audiences through content that not only informs, but also educates and transforms. Whether venturing into in-house production or participating in third-party spaces, it is necessary to deploy an appropriately designed strategy for this format, whose proliferation has no signs of slowing down in the short and medium term.

The data support the podcast fever

Reports suggest that in 2023, there were some 460 million podcast listeners globally and this figure is expected to reach 504.9 million by the end of 2024. Dosdoce.com projections indicate that “digital radio products in Spain will reach an audience of 26.6 million listeners in 2026, experiencing an annual growth of up to 30%”. This increase in audience is expected to boost industry revenues to €590 million, leveraging various monetisation strategies such as advertising, sponsored content and subscriptions.

According to the Spotify’s report “Podcasts Trends 2023”, one in ten listeners who visit an advertiser’s website or app after listening to a podcast advert, makes a purchase and one in six takes a desired action, like signing up to an email marketing list. This means that these engaged audiences are not just listeners: they are already in the buying process, which opens a window of opportunity for brands wishing to deploy their activity in this format and integrate audio and video content into their own channels.

However, at a time when, there are currently around 500,000 podcast in Spanish, according to the iVoox 2023 Observatory, the sophistication in the production and broadcasting of content establishes a kind of natural selection and professionalization becomes essential. Especially when it comes to a brand’s audiovisual product, the audience is becoming more and more demanding and not just anything goes. Therefore, raising the quality is an element that adds to the reputation of a company or a influencer, as audiences set and demand new standards – both visual and audio – forcing content creators to live up to the new bar.

Emergence of podcasting in traditional media: how to participate?

Likewise, the analysis conducted by Dosdoce.com reveals that entities in the Spanish audio industry belong mainly to three economic activities: production companies, streaming platforms and, especially, “22.10% are media outlets seeing their communities grow with this new format.”

Based on these data, it is necessary to integrate into a communication strategy and media relations, participation in these spaces, both those produced by traditional broadcasters, networks and newspapers, as well as other programmes led by relevant personalities who have a critical mass of followers among our target audiences. It is also an effective way to enhance spokespersons’ thought leadership, broaden the reach of key company messages, improve brand recognition and connect more deeply with audiences.

To effectively incorporate this tactic as an activity of the press office, consider the following recommendations:

• Identify relevant podcasts. Those programmes whose subject matter fits with an economic sector; also those whose audience is aligned with the company’s values or strategic lines of communication. Both popular and niche specific podcasts with more engaged listeners should be considered.
• Deliver value. Before initiating any outreach, we must identify what value they offer to their audience. It could range from a unique perspective on a topic, insights from a subject matter expert, to inspirational or educational stories.
• Prepare the message. Define the key points of the brand, products or services to be referred to in that collaboration, as well as any call to action that needs to be incorporated.
• Train spokespersons. Because of its mainly audio nature, it is crucial that the delivery of the message during participation in a podcast is clear and engaging and it is advisable to have prepared answers to common questions. It is advisable to train, record our spokespersons and let them listen to themselves in order to perfect themselves. Naturalness and storytelling skills are essential in this format.
• Apply basic tips on radio voice-over. Good diction, vocalisation, cadence of speech – neither too fast nor too slow -, standing an inch away from the microphone, wearing headphones during participation and not accidentally knocking against the furniture are basic precepts when participating in these spaces.
• Promote participation. Include this collaboration in the brand’s milestone promotion strategy, sharing the news with the audience through your own channels, such as newsletters, social media and website.
• Assess impact. Analyse the impact in terms of web traffic, engagement on social media, sales enquiries or any other relevant metrics, in order to understand ROI and adjust future strategies.
• Establish long-term relationships. Beyond a one-off participation, it is advisable to open the door to future collaborations, recurrent participations or even sponsorship opportunities.

Branded pódcast

As we have been reflecting, the podcasting today favours the expansion of audio content, and more than a few brands are considering developing their own personalised, on-demand radio slots.

In fact, the integration of audio into brands’ digital marketing strategies has also seen an unprecedented boom, positioning the corporate podcasts as key tools for companies looking to connect in a deeper and more personalised way with their audience. In 2023, the proliferation of branded podcasts has been remarkable, according to the iVoox Observatory, each taking unique approaches that reflect the company’s values and goals, while delivering relevant and engaging content to listeners.

Among the most outstanding themes and programmes, the podcasting highlights:

• Sustainability and corporate social awareness like Repsol with its podcast “The Energy that Moves Us” or “GREENFLAGS” of Greenpeace.
• Brands like Cabify with “Your journey begins today” and Carrefour with “Out of Place” choose to tell fascinating stories or interviewing influential people, immersing listeners in unique experiences that challenge prejudices and broaden horizons, creating a strong emotional bond with your audience.
• Other podcasts capture the attention of fans and establish themselves as authoritative sources of entertainment and culture, fostering brand loyalty through shared passion. In this area, it is worth highlighting “Fanáticos” by FNAC.
• The disclosure on a topic of interest to the brand is key in programmes such as “Bring out the investor in you” by SelfBank, or programmes “The green elephant”, by comma or “The Crypto Mode oracle”, in which comma collaborates with the driving brand, Modo Cripto; without neglecting to cite the space “Blockchain Bites” by Alastria, or “Cripto Jungle”, by Valentín Santamaría. These spaces not only inform but also empower listeners with practical tools and knowledge, reinforcing the image of the brand or influencer as an expert in the field.

Own production or third-party programmes? Pros and cons

At this point, it is abundantly clear that participation in podcasts is, nowadays, essential, both for brands and for spokespersons and influencers looking for enhancing and projecting your personal image. The big question is whether or not deploy a strategy of partnerships with programmes already settled or venture into production of your own product. Let’s look at the pros and cons of both options.

Participation in third party programmes

Advantages

• Access to established audiences: instant access to loyal listeners of popular podcasts is achieved, quickly expanding reach.
• Cost-efficiency:requires fewer financial and time resources compared to producing your own programme.
• Credibility by association: partnering with well-established and respected podcasters can elevate brand credibility.
• Flexibility: it allows you to explore different audiences and niches without the commitment of producing content on a regular basis;

Disadvantages

• Less control: the ability to control content and narrative is limited, depending on the host and format of the third-party podcast.
• Limited availability: the opportunity to participate in popular or niche podcasts can be limited and highly competitive;
• Competition for attention: you may compete with other guests for the audience’s attention, which can dilute the impact of the message.
• Fewer opportunities for personalisation: the ability to include specific key brand messages or directly promote products or services is restricted.

Own production

Advantages

• Total control: Full control is maintained over the content, format, frequency and tone of the programme, allowing for perfect alignment with brand and communication objectives.
• Content flexibility: a wide range of topics, formats and styles can be explored to maintain audience interest and attract new listeners.
• Positioning as a thought leader: it is facilitated to establish the brand as an authority in its industry by providing content of educational, informative and entertaining value.
• Community building: the opportunity is provided to build and nurture a dedicated community around the brand, promoting loyalty and long-term engagement.

Disadvantages

• Resources required: it takes a significant investment in time, money, technical and human resources to produce a quality podcast.
• Learning curve: it is facing a learning period in terms of audio production techniques, podcast marketing and audience engagement.
• Regular content production: maintaining a content calendar with a fixed periodicity can be challenging, especially for small teams or brands with limited resources.
• Audience building: Developing an audience from scratch can be time-consuming and require consistent and strategic marketing efforts.

Not only content is king

In the podcasting, as in any communicative activity, content is always king, but in this case it is accompanied by a court of elements that, depending on our skills, elevate or distort the emission of the message. Therefore, before embarking on in-house production we must ensure that we have well-trained spokespeople, we comply with the technical requirements of the medium and we have the capabilities to pull off a programme; and be consistent in terms of periodicity of episodes and seasons.

It is also vital to assess the possibility of generating a return on investment, ensuring that the cost-benefit ratio is favourable. Without these elements, the risk of failure or cost overruns is high. Therefore, if after careful analysis it is concluded that these conditions are not met, it may be more prudent to opt for alternative strategies. Collaborating and participating in already established podcasts, taking advantage of their loyal audiences and technical infrastructure, presents itself, in these cases, as a safer and more profitable route. This approach allows brands to enter the podcast in Spain without assuming the risks and costs associated with in-house production, thus maximising the opportunities for success in this expanding medium.

La entrada Podcast fever: is in-house production worth it in a market saturated with audio products? se publicó primero en Agencia comma.

Let’s try to take a look at how the convergence of AI and SEO is shaping the future of search, offering businesses new opportunities to reach their audiences in more effective and efficient ways.

What is SGE (Search Generative Experience) ?

During Google’s annual I/O conference, it was announced that an unprecedented revolution is coming for online search engines: the Search Generative Experience (SGE), which incorporates generative AI into search results pages. The arrival of the SGE will have a direct impact on the search experience and user preferences.

But what exactly is this?

Google SGE, (Search Generative Experience), includes artificial intelligence in its search results. Although, for the moment, this technology is still at an experimental stage only in the United States and available at Google Search Labs, the revolution it will bring can already be seen.

The aim is that the user can easily find the answer to their question, avoiding accessing different URLs and allowing them to focus their attention on the information that really interests them.

And what will happen once the SGE is up and running? According to this post by Good Rebels, Google will continue to dedicate a section of the SERP (search engine results page) to organic results and traditional ads. The main new features we can anticipate are:

*Source: Good Rebels.

• The AI will provide summaries of the results, integrating relevant links in the text or at the end, rather than lists.
• The search will be conversational, allowing you to ask detailed questions in natural language. Do you want more information? Just click on the follow-up suggestions at the end of the dialogue window.
• Google will display 3 to 5 snippets*, adapting to the type of query and offering general information, news, maps, ratings and products, backed by Shopping Graph and its 35.billion references.

*Snippets are those Google featured results with short descriptions, questions or videos.

What’s next for AI and Google Search | Google I/O 2023

AI tools revolutionising SEO

For the time being, as this becomes a reality, let’s go for something tangible today. And that’s how AI tools are transforming every aspect of SEO: from keyword research to content optimisation and competition analysis.

Tools such as the well-known ChatGPT offer advanced content generation capabilities, while legendary platforms for SEO professionals such as Ahrefs and SEMrush also use AI algorithms to provide content generation. insights detailed information on SEO performance, keyword targets or SEO opportunities. backlinks (external links). It doesn’t matter one way or the other

Let’s take a closer look at this issue one by one.

• ChatGPT: Every day we find new plugins within ChatGPT 4 that allow us to give our SEO a boost, but mainly we are using it to generate SEO optimised content in an efficient way, helping to cover a wide range of topics and niches more easily than we have been doing.
• Ahrefs: This tool, familiar to all of us who have been involved in SEO at some point, has had a new AI-powered content analysis feature for some time now. It suggests specific keywords to include in your content, based on what ranks best in your niche.
• SEMrush: Another mythical tool but with a “new” AI integration. In this case, it offers a sentiment analysis tool that uses AI to assess users’ opinions about a brand, product or service on the web, which can inform content and SEO strategies.
• Clearscope: It is a content optimisation tool that uses AI to recommend how to improve articles to rank better in search results, focusing on relevance and understanding user intent.

These tools demonstrate the diversity of applications of AI in SEO, from content creation and optimisation to sentiment analysis and keyword research.

The generation of SEO-optimised content is being transformed by AI. AI-based content creation tools are able to produce articles, blogs, and product descriptions that are not only relevant and of high quality, but also optimised for search engines. However, it is crucial to maintain a balance between the use of AI-generated content and the human perspective to ensure that the content remains genuine, engaging and valuable to the reader.

In addition, AI can help identify content gaps on a website, suggest titles based on search trends, and optimise existing content to improve its SEO performance.

Technical SEO optimisation using AI

But let’s move on to another point beyond content that is very interesting: technical optimisation. This is essential for SEO, encompassing aspects such as page load speed, website structure, and mobile experience.

This is where AI plays a crucial role, offering tools that can automatically analyse and optimise these technical aspects. For example, AI can evaluate the loading speed of web pages and recommend specific changes to improve it, such as compressing images or removing unnecessary JavaScript.

In addition, AI tools can track website health in terms of SEO on-page, identifying problems such as broken links, missing or duplicate title tags and meta description issues. By automating these analyses and optimisations, AI allows SEOs and webmasters focus on more complex and creative strategies to improve site ranking and visibility.

Review the ethical implications of the use of Artificial Intelligence in SEO

Of course, the use of AI in SEO brings with it important ethical considerations. As AI tools become more powerful, it is crucial to maintain a clear ethical basis in order to avoid manipulations that may harm the user experience or distort search results.

The transparency in the use of AI for content creation is essential, as is ensuring that AI-generated content maintains high quality, relevance and value for the end user, although this we cannot control… In addition, the use of personal data for personalisation must be done with the highest respect for the privacy and security of users, complying with all applicable regulations such as the GDPR. Managing these ethical issues effectively will be critical to ensuring that the future of AI SEO benefits both users and brands in a fair and transparent manner.

As we move forward, it is essential that SEO professionals and media, marketing and advertising agencies, and other consultancies, remain informed and ethically aware in order to make the most of the opportunities that AI offers, while navigating its complexities responsibly.

As communication professionals, it is important that we bear in mind that, while AI can offer efficiency, accuracy and personalisation, it is the human touch that brings creativity, empathy and ethics. The key to the future of SEO is to find the happy medium where technology amplifies human capabilities without replacing them.

Needless to say, this balance manifests itself in how we conceive and create content. AI can help to identify opportunities, generate drafts and optimise for search engines, but it is human perspectives, stories and emotions that connect with readers and create meaningful experiences..

In conclusion, the integration of AI in SEO is not only a technological evolution, but also an invitation to rethink our approach. By embracing both the possibilities that AI offers and the human values that guide its ethical use, we can create a future of SEO that is not only more advanced, but also more human.

We will continue talking about this issue in other posts, we are sure. You know that with great power comes great responsibility. From comma, we will certainly do so.

La entrada Artificial intelligence and SEO: two worlds doomed to understand each other se publicó primero en Agencia comma.

Since its creation in 2003, LinkedIn has become much more than a job search platform: is a space where professional connections are forged, knowledge is shared and personal and business brands are built with a global audience.

Did you know that in 2023, the estimated global number of LinkedIn users worldwide was a whopping 746 million and is expected to continue rising over the next few years, to surpass the 800 million mark by 2026?

Source: Statista

However, more than user data (you only have to look at the example of Facebook to see that this matters very little) what really sets LinkedIn apart is the quality of interactions and the focus on professional and business development. According to recent statistics, over 90% of recruiters use this network to find suitable candidates, underlining its importance in the recruitment and job search ecosystem. In addition, LinkedIn has proven to be an invaluable tool for the B2B model, with 80% of B2B leads coming from LinkedIn, outperforming all others social media platforms.

LinkedIn also stands out among other social networks for its ability to deliver relevant and high quality content through articles, publications and studies shared by leaders and experts in various industries. This not only allows users to keep up to date with the latest trends and developments in their fields, but also gives them the opportunity to demonstrate their own knowledge and expertise, establishing their authority in their respective areas.

Of course, the use of LinkedIn transcends borders and sectors, ranging from small businesses and startups to corporate giants. The platform offers a wealth of tools and functionalities designed to improve visibility, facilitate networking, enhance brand image, and, above all, connect talent with opportunity.

In the end, we have to think that we live in an increasingly digitalised world, whether we like it or not. A world in which these “first impressions” are often through a screen and those fast connections, are more important than ever. Pues en este contexto, la realidad innegable es que LinkedIn sirve como el puente definitivo entre profesionales y empresas, no solo para avanzar en sus carreras sino para redefinir el futuro de las industrias en su conjunto.

As we move into a future where digitalisation and professional networks will play an even more critical role in business success, the question is no longer whether your company should be on LinkedIn., as we all know the answer. The real question is how you can maximise the potential of this platform to not only keep pace with your industry, but to establish yourself as a leader in it.

In short, an active presence on LinkedIn is a must for any company that aspires to grow, innovate and lead in the digital age.

What are the essential benefits of your company having a LinkedIn account?

I sincerely hope you have no doubts about why your company should be on LinkedIn, but if you are still not completely clear, let’s give you the main benefits that this will bring you, to see if you are convinced.

• Increasing your company’s visibility: LinkedIn has millions of professionals searching daily for relevant content in their sector, so you will find few better scenarios than this to highlight your company. Posting regular updates, industry news, company achievements or opinion pieces increases the visibility of your business and draws attention to your brand.
• Access to a large network of professionals: LinkedIn makes it easy to build a network of contacts that can be very interesting for your company. Through direct connections, recommendations and participation in relevant groups, you can reach potential customers, partners or employees who would otherwise be difficult to reach.
• Improving corporate image: An active and professional presence in LinkedIn strengthen your business reputation. By sharing content that demonstrates your expertise, thought leadership and corporate values, you not only attract followers, but also build credibility and trust in your brand.
• Ease of recruiting talent: LinkedIn is an invaluable tool for recruitment, allowing you to not only post job openings, but also to actively search for candidates who fit your company’s culture and needs. The platform offers advanced search and filtering tools that make it easy to find the right talent.
• Great possibility for market analysis and market outlook: you will find valuable data and insights about your industry, competitors and market trends. Through its extensive network of professionals and companies, you can keep up to date with the latest developments, helping you to make informed and strategic decisions for your business.

Strategy: essential to achieve results

Before starting to have a presence in any social network, it is essential that we take into account the strategy we are going to follow.

Strategy: Content Territories

Define your brand voice and personality: Before publishing, it is essential that you are clear about how you want your company to be perceived. This includes the tone of voice, the type of content (educational, informative, inspirational…) and the topics that reflect your company’s values. This will help you create a consistent and recognisable brand on LinkedIn.

Content territories: Have you ever wondered what topics you are “qualified” or have the authority to speak to your audience about? Well, these are the content territories. Imagine you are a company involved in renewable energy. Well, these territories could be technological innovation, sustainability and environmental impact, environmental education and awareness, corporate issues, etc.

Create and share valuable content: Focus your efforts on generating content that brings value to your audience, i.e. the people you know you will impact with them. This can include your own articles that address common problems in your industry, trend analysis, case studies, and practical advice, among many, many other ideas. The important thing here is that you use that content to demonstrate the knowledge and thought leadership of your company and the people who work in it, in your areas of expertise.

Source: Metricool

Use a variety of content formats: LinkedIn allows you to share a wide variety of formats, including text, photos, videos, and PDF documents. Experiment with different types of content to engage your audience and encourage interaction.

Source: Metricool

Paid Campaigns

• LinkedIn Ads: Consider investing in LinkedIn Ads to promote your content, services or events to a broader, more targeted audience. LinkedIn offers several options, including text ads, Sponsored Content, sponsored messages (InMail) and more, which can be targeted by industry, company size, job title, and other demographic criteria. It allows you to reach just those people you have in mind.
• Advanced targeting: Use LinkedIn’s advanced targeting tools to target your campaigns to the most relevant audiences. This ensures that your advertising spend is efficient, reaching those most likely to be interested in your content.
• Analysis and optimisation: “He who does not measure is like he who does not see”. Was that a saying or did I make it up? Well, it’s the same, the thing is that you cannot launch campaigns “on air” without understanding how it is working, if it is necessary to make changes during its development, if it has converted following the KPIs you expected… Don’t think you need external tools to understand it, within LinkedIn itself you will find many metrics that will help you. This will allow you to adjust your strategies in real time, improving the effectiveness of your campaigns based on concrete data about what works best for your audience.

Implementing these strategies takes time, effort… and investment, but the benefits of building a solid, professional presence on LinkedIn can be more than significant. Of course, get advice on how to manage your account or entrust it to a social media and communication professional if you want to get the best possible results.

La entrada Why is it essential for your company to have a LinkedIn account? se publicó primero en Agencia comma.

What is a newsletter?

A newsletter, formerly known as news bulletin, is an online communication format that allows companies, organisations, individuals or brands to stay in touch with their audience via email. This is a periodic mailing (daily, weekly, fortnightly… you decide!) containing relevant information, news, tips or any other content of interest to your subscribers. It can consist of text, images, links, videos or other multimedia content, depending on the objectives and preferences of your target audience.

What is a newsletter for?

The objectives of a newsletter can be very varied, but it is important to be clear about them before launching it; this way you will be able to design it with the type of content that best suits what you need your organisation to have. Among them:

Inform and educate;

It allows your subscribers to be updated about news, events, products or services of a specific topic, company or project; It can also be an opportunity to share relevant information, useful tips, practical guides or other content that generates value for your audience.

Loyalty and relationship building

By maintaining constant communication with your subscribers, a newsletter helps to build strong and lasting relationships; It will allow you to maintain an open dialogue, answer questions, receive feedback and build trust in your brand or project.

Generate traffic and visibility;

By including links to relevant content, either from your own website or from other interesting channels, a newsletter can generate additional traffic and increase visibility;

Increase business opportunities

Take advantage of the newsletter to promote specific products or services, offer discounts or exclusive coupons to your subscribers, or even to invite them to interesting events, courses or webinars; If you can keep your subscribers engaged and interested in what you offer, you will be creating a direct channel to generate sales and promote the growth of your business or brand;

How to create an effective newsletter?

Before launching your newsletter, it is important that you are very clear about the previous steps to create and manage it effectively:

Define your objective;

The first and most important thing, before starting to send a newsletter, is to clearly define what you want to achieve with it and to think whether it makes sense to launch it or not; Do you want to inform, educate, build loyalty, build relationships, generate traffic, increase visibility or increase your business opportunities? Being clear about your goals will help you focus your efforts and measure results effectively;

Define your audience;

We live in the microfragmentation of the audience; Who do you need/want to address? It is advisable to make a buyer persona of who your potential reader is; Not all subscribers have the same interests and needs, so it is important to think carefully about who you want your reader to be; Asking yourself all these questions before you create your newsletter will help you to personalise your content and send more relevant and tailored messages to your audience; Most importantly, always keep it in mind, make it feel unique and listen to it continuously to nuance and correct the way you address it.

Take care of the design and presentation

A visually appealing and well-structured newsletter is more likely to capture the attention of subscribers; Use a clean design, include quality images and make sure the content displays correctly on different devices and email platforms;

Provide valuable content;

The content of your newsletter must be relevant and provide value. Do not write just to write, because many people already do that and it creates a lot of noise. Avoid self-promotion and focus on providing useful information, practical tips, interesting news and really exclusive content for your subscribers;

Set a sending frequency and always stick to it

Think about how regularly you want to send your newsletter, plan your mailings and always keep to the dates you set; So your audience will know when to expect news from you; Finding the right balance in delivery frequency is the key;

Constantly observe and analyse;

Always analyse the results using tracking and analysis tools to measure the effectiveness of your newsletter; It is important to look at open rates, link clicks, audience growth or other relevant indicators to assess impact and make necessary adjustments to your strategy; Your newsletter must be alive and evolve according to the results achieved after each mailing;

Which tool to choose for your newsletter?

There are many tools nowadays, but it is important to choose the right one for you in order to simplify the process and get professional results; Here are some of the most popular:

MailChimp

MailChimp is perhaps one of the most popular and recognised tools for creating and sending newsletters; It offers a wide range of customisable templates and is very easy to use, allowing you to design attractive and professional newsletters without the need for advanced design skills;

ConvertKit

ConvertKit is another alternative that has emerged as one of the top choices for content creators and bloggers. It provides advanced targeting and personalisation options and allows the automation of workflows, such as sending welcome sequences or creating customisable subscription forms to capture the attention of website visitors;

Brevo (Sendinblue)

Brevo is an email marketing platform that includes newsletter creation features; Its intuitive editor allows you to create visually appealing newsletters without the need for technical knowledge; It also has features such as A/B testing, workflow automation and detailed analytics to help you improve the effectiveness of your sends and understand subscriber behaviour;

MailerLite

MailerLite is a popular tool for those looking for a simple and easy to use newsletter solution; It offers an intuitive drag-and-drop editor with a variety of customisable templates; It also provides automation, audience targeting and performance analysis options to improve the reach and impact of campaigns;

To sum up;

In short, a well-designed and planned newsletter can be, nowadays, a powerful communication tool. It is important not to forget three key fundamentals: provide valuable content, encourage interaction and learn from the analysis of each other. If you deliver, your newsletter will help you raise awareness of your project, strengthen your brand image and build community;

La entrada The newsletter: a powerful communication tool se publicó primero en Agencia comma.

It seems that sometimes we forget that we are writing for the person who reads us, who has a concern, doubt or need. Do we really think that we are responding to what the user wants through their search intent? If the answer is “yes”, we are on the right track; It is the foundation that will best support the roots of our web positioning; If we are only thinking about creating a text for thecrawler, full of keywordsand meaningless links, we need to start rethinking everything;

Let’s take a look at what’s to come this year in terms of organic positioning.A year in which,(spoiler),Artificial Intelligencehas swept over us ‘like a wave’, and voice searches are becoming more and more common.

Here we go!

SEO trends in 2023: AI, user experience or Local SEO

The annual report of theSearch Engine Journal reflects that SEO professionals believe that machine learning, AI, Google updates and the elimination of third partiescookieswill be the main changes in organic positioning in 2023;

Let’s break down some of these points;

Artificial intelligence

Artificial intelligence (AI) is a constantly evolving technology that is increasingly being used in the world of SEO.. And it can be positive and negative at the same time for many reasons; What is certain is that it is already turning everything ‘upside down’;

Just a few days ago,Google posted on its blog a Google search guide to AI-generated content. “The appropriate use of AI or automation does not violate our guidelines; In other words, we are referring to content that is not primarily used to manipulate search engine ranking, which infringe our policies aboutspam”, they say;

At the end of the day, one of the big questions is how Google intends to address AI-generated content that may spread misinformation.

His answer seems simple: “These problems exist in both human-generated and AI-generated content; Regardless of how content is created, our systems seek to highlight high quality information from reliable sources, rather than information that contradicts established consensus on important issues; On issues wherethe quality of information is of vital importance, cWhether it is health, civic or financial information, our systems put even more emphasis on signals of trustworthiness;

But beyond what Google is saying, let’s look at how AI will affect SEO in 2023.

We believe that AI can help search engine optimisation by enabling personalisation of results. AI algorithms can analyse users’ search behaviour and preferences to present them with more relevant and personalised results.. This personalisation can help improve the user experience and increase click-through rates; In addition, SEO professionals can leverage this technology to create more effective, user-focused content, which can improve the ranking of the website.

Of course, another of its functions can be to identifying and correcting errors, such as broken links or duplicate content. It can also help identify patterns and trends in user behaviour, which can help SEO professionals optimise website structure to improve the user experience and increase conversion rates;

Another important aspect of AI in SEO is its ability to analyse large amounts of data and provide interesting information on website performance. We can use it to analyse search trends and keywords, which can help create effective content strategies;

However, despite all the benefits that AI can offer to SEO, there are also some challenges that are worth keeping in mind; For example, AI algorithms can be very complex and difficult to understand; Moreover, it can be difficult to ensure that these algorithms are not biased and that they are providing the most accurate results;

By the way, some of these paragraphs have been developed by Artificial Intelligence, would you know which ones?

And, if you are interested in the world of artificial intelligence, we recommend that you read this post on our blog in which we talk about AI and copyright.

Focus on user experience (UX)

User experience has always been an important factor in SEO, but in 2023 it is expected to become even more important; Search engines seek to offer quality results to users and, therefore, sites that offer a fast and satisfactory browsing experience , will benefit the most in terms of positioning.

As we said at the beginning, and we will explain below, it is the creation of quality content that will allow users to find answers to their search needs; But at the same time, a good SEO strategy for titles and tags will help both rankings and improve the user experience.

In addition to this, of course, the website must have a good loading speed; In fact, the latter will not only help you to rank better in Google, but also to get a better position in the search results; users to browse more comfortably and smoothly. All this without forgetting the need to have a design responsive that allows users to access our website from any mobile device;

Quality content

Closely linked to the previous point, content has always been king in SEO, and that will not change; However, search engines are expected to pay even more attention to the quality of content and penalise sites that publish low-quality or misleading content;

Content is at the core of many inbound marketing, communication and digital advertising strategies, and publishing quality content regularly is the best thing we can do for the health of our website, as well as for our positioning;

Of course, we tend to think that only by publishing written articles in our blog we are doing everything necessary to create and maintain that quality content; But the content goes far beyond our blog posts: it has to do with the generation of videos, ebooks, guides or reports, such as our trend reports;

Local SEO

Local SEO is another point to take into account this year; With the undoubted (and increasing) prevalence of the use of our smartphone as a search engine, coupled with local search, it is essential that businesses do that job of complementing their digital presence with their physical location.

There is a key point in all this: Google My Business. This tool is a differentiator in local search results, as this is where the search engine gets most of the information it needs about businesses;

What is important to consider in order to optimise Google My Business to the maximum ?

Quality content

By this we mean the images and videos you upload to your profile: both their keyword optimisation and their quality; Avoid uploading photos or videos of your business or your products that are not of sufficient quality;

NAP

This stands for “name, address and telephone number”; Fill in as much information as possible so that both Google and users will thank you for it;

Include the timetable (and stick to it)

There are things that no one likes, such as arriving at a site that appears to be ‘open’ and it is not; Something as simple as setting a timetable and sticking to it will save you from more than one negative review;

Keywords use

Just as you would do with your website, it is important that you choose the right keywords to optimise your local spot

Categories

Google My Business has a lot of categories and subcategories; Only the first one will be considered the ‘main’ one, although you can choose up to 10 different ones; Take your time to choose the ones that most closely match your type of business, because it is really relevant when it comes to optimising local SEO;

Reviews: Essential!

User reviews are an essential part of Local SEO; To appear above our competition, i.e. among the top positions for our type of business, Google attaches great importance to reviews, especially if the vast majority contain between 4 and 5 stars;

Optimisation for voice

Alexa.

Ok, Google.

Hey, Siri.

This sounds familiar, doesn’t it?

That is exactly what voice search is all about; Did you know that a SEMrush voice search study claims that «70% of all responses returned from voice search occupied a SERP function»?

So important is this factor that we are already familiar with what is known as the Answer Engine Optimization (AEO), a new branch of SEO, which describes all the methods used to optimise your website so that it is more responsive to voice searches;

If you want more information about AEO, this Market Muse articlecan be very useful to you;

To optimise your website for voice search as much as possible, it is important to ask yourself the following questions:

• What kind of keywords in a question would you use to solve this question?
• What would that style of conversation look like?
• Am I giving the right answer to that question?
• What kind of questions are asked in relation to this topic?
• What is the competition doing?
• What response is currently returned for that query?

Focus on privacy

In the world of SEO, privacy has become a critical issue that we must address in the best way possible in order to ensure the protection of users’ personal data and compliance with the law.

Privacy is now more important than ever. Search engines and social networks have updated their privacy policiesto ensure that users have control over the information that is shared; They should therefore be more cautious in the way they collect, store and use user data;

Privacy in SEO is vital for a number of reasons. Firstly, good privacy management can improve the user experience; If visitors trust the security of their personal data, they are more likely to share additional information and spend more time on your website; Besides, search engines also give priority to websites that comply with privacy policies, which means that privacy-conscious websites can rank higher;

On the other hand, if users feel that their personal data is at risk, they are likely to leave the website and look for an alternative; If a data breach occurs, this can cause a significant loss of trust in the brand and, therefore, a decrease in customer loyalty; In addition, privacy laws are becoming increasingly stringent and non-compliance can result in heavy fines and penalties for companies;

In short, technology, and in this case Artificial Intelligence, will continue to affect the organic positioning of our content; But, as we said, what is important, and one of the keys to SEO success is quality.. Does that content respond to the search intent of your audience? Is it quality content? Would you consider your doubts resolved? If the answer to all these questions is “yes”, you are on the right track;

La entrada SEO trends: how will artificial intelligence affect SEO? se publicó primero en Agencia comma.

Reinvent yourself or die. When you work in Communications, there is no other option. But really what makes this social network so successful that it is about to make its initial public offering? I had to find out. And so, I discovered why this social network is used so much by young people. It is addictive, quick and ingenious.

I am not going to try and offer a tutorial, Vilma Nuñez’s Definitive Guide To Understanding Snapchat already exists for that. I am only going to offer some suggestions in order to encourage the non-digital natives amongst us to try this social network out and let themselves go a bit.

1. The first thing you have to do is to stand in front of the mirror. Say your name in a loud voice and then repeat after me: you are never too old to try new channels of communications. There are grandmothers out there, who read on iPads and hipsters, who have gone back to vinyls. Don’t put limits on yourself and be daring.
2. Strip yourself of any stereotypes before you create your profile. Stop demonizing this social network before you’ve even got to know it. Young people communicate in a different way, yes, but they are not silly. Their form of communication is not worse, it’s just different. Open your mind and throw yourself into it.
3. Do not think about how hard everyone says it is to use Snapchat. It isn’t. It reminds me of what everyone says about having children. They say only bad stuff and that you should prepare for the worst and then it turns out that actually it isn’t like that at all.
4. Look for a non digital native friend, who will create an account at the same time as you. Shared struggles are a lot more fun.
5. Find a digital native friend, a cousin, niece/nephew or a younger sibling and make them your Snapchat guide.
6. Once you’ve made your profile and invited your friends, it’s all trial and error. Look to Google for salvation when doubts arise. The best thing about it is that every day you can add a new snapstory and the previous one dissapears. Your snapstory is only alive for 24 hours. Conversations are deleted instantly.
7. Finally, don’t forget to awaken your inner child. The best thing about this social network is that it allows you to let yourself go wild: explore, experiment, see what instant communication is all about. Reinvent the world you live in. Demonstrate how you see the world.

You will discover in 10 seconds that you can share your world in a creative way, altering reality in order to create “esperpentos” (Valle Inclán would have loved this social network). You can change the world of color. Speed it up or slow it down. Swap faces with a friend. Make memes of your enemies or put on a cat’s ears. You can also say I love you with music or hearts, and leave no traces behind.

For those of us, who work in Communications, the possibilities are endless. Companies will be able to innovate how they communicate with young people. Although at first, brands had their doubts, now many of them are using Snapchat in this way. In PR Daily, there is a summary of ideas on how to use Snapchat as a marketing tool. In the meantime, Snapchat is looking for ways to make a profit from its formated advertisement. Many possibilities are available to the world of media communication, I am sure new forms of journalism will be invented. As my colleague Carlos Balaguer has said, now is the time for journalism to take the digital leap.

As a storyteller, it is clear to me…I already see myself writing a ‘snapstory’ daily. Literature for 24 hours. Why not?

La entrada How to start using Snapchat once you’ve hit 30 se publicó primero en Agencia comma.

Not only should we create a community on social networks with current clients and followers, but one that also attracts and captures potential clients, a task that we can achieve through Social Prospecting.

But what is Social Prospecting? It is the art of listening to users on social networks, the ability to know how to identify potential clients, participate and interact with them through content that shall attract them to our website or our store. Moreover, each social network has its tools, which can help us with out Social Prospecting.

Currently two types of people exist: on the one side, our followers or fans and on the other, everyone else. For this reason, part of our work ought to include the task of informing people what the brand has to offer. And so, here is where Social Prospecting comes into play and therefore, is an important part of our social network marketing strategy.

In order to achieve this, we should first start with a good level of monitoring. It is fundamental to identify key words or phrases through which people find us online. We also ought to include key words about our products or services through which we would like our users to find us, in order to see if people are using them and talking about them on social networks. And of course, it is fundamental to do tests to detect what key words or phrases are most interesting for our purposes. Specific experiments can be carried out in order to select and rule out words until we find the ones that best fit our needs and objectives. If we are not achieving engagement through these chosen key words, we ought to think about changing the strategy. It can also happen that we successfully capture the attention of users through these key words but we may see that this participation does not translate to brand customers, at which point we will have to consider adjusting the strategy. But we are only talking about content here….

To devise our social media strategy, we ought to establish the objectives, the target audience and the content proposals. After that, it will be the time to put this plan into action in order to achieve the business objectives.

If our objective is to bring traffic to the store´s online website or webpage, we should create, for example, a practical post or an offer which mentions our business. Or if we detect a user searching for a product or service and is not specifically mentioning our store in particular, hook that user in by providing information on how our business is able to help him or her or launch an offer to use our company for the first time.

How we measure the success of Social Prospecting. What we measure is used to give value to achieving objectives of our strategy and, as a result, we should identify the indicators which will reveal the success of our actions. In each case, these metrics can be different, from the number of visitors to a certain section of our webpage to the coupons redeemed or the number of downloads. It is also important to keep track of how the public grows on our social networks. We ought to analyze the demographic characteristics to see if they fit in our objective for the public, like how their behavior and engagement can help us measure the success of our strategy. We ought to measure which key words are driving behavior or desired action. Social Prospecting provides us with a perfect opportunity to connect with new customers and make them talk about us, but our strategy on social networks and the content will be crucial to determine its success. The creation of content of value is a very important part of our strategy. If the content does not stand out among all the noise that is generated every day or is not perceived as useful, it could affect how we get new potential clients and if we can ultimately achieve their conversion.

La entrada Social Prospecting for your digital marketing strategy se publicó primero en Agencia comma.