Uncovering the Mystery of SEO and Social

Uncovering the Mystery of SEO and Social

SEO and social media can seem so mysterious as it relates to content marketing, but it is quite simple.


We hear the term SEO and are minds might flash to a guy with a black hoodie on, typing lots of mysterious code into the backend of our website. When we hear the term social media we think of teenagers posting selfies on Instagram or our Aunt Ruth sharing embarrassing photos of our kids from years gone by.

The reality is SEO and social media are necessary marketing tools and thankfully they are a lot less mysterious than you may think. Today many use the term “content marketing” when talking about SEO, and that can encompass blogging, social media posts, rich website copy, all written with the intent to draw your ideal customer in through search. SEO, or Search Engine Optimization, is simply optimizing your web and social content with words and phrases that Google, Bing, and other search engines are looking for.

Let’s look at a few examples of how this works:


When Kevin asks Google, “Do I need to send in my 1099 forms with my tax return?” Google is going to search for a piece of content that will answer this question the best. What if a tax preparation service company had a blog post titled, “Do you need to send 1099 forms in with your tax return?” Kevin would be clicking over to that website in a matter of moments. Now Kevin is reading more helpful content on their website and sees a 20% discount code on the homepage for getting his tax returns done by a pro.

Let’s say that Robert looks in the mirror and notices his hair is getting a big shaggy. He asks SIRI, “What are the most popular hairstyles for middle-aged men?” He might be served up a video that is posted on Facebook from his local hip hair-stylist showing before and after shots of middle-aged men going from NOT to HOT! (I'm sure it had something in the video about pitching the preppy sweater as well!) In the post, he notices this hip stylist is nearby and so he clicks on the CALL NOW button that is on the Facebook page and books an appointment.

When Carli searches for “Exercises to get ready for spring gardening,” she will find a Pinterest post showing photos of different stretches and exercises to “Get Your Body Ready for Gardening” This piece of content was created by the fitness studio in her neighborhood. She loves the exercises listed, and at the bottom, it has a coupon for 10 FREE days to come in and get a jump start on the spring workout. Guess where Carli’s going?

The more closely the content matches the question, the higher in search results it will be. It’s not about gaming the Google system. It’s not even about paying to have your site show up in the top AD space. Most people skip those first few ads and jump to the meaty content that is showing up organically (naturally or earned). Content that is created specifically to answer the unique questions your ideal customers have is search engine GOLD. When you start sharing that content across your social media channels, those veins of gold will lead people to your GOLDMINE.

One of the challenges a business owner has is juggling all that is involved in running a successful business. Marketing activities tend to get put to the back burner while fires are handled that are blazing on the front. But when you look at the ROI (RISK OF IGNORING) of content and social marketing, the lack of new business can soon be a front-burner issue.

Google and other search engines want to make sure they are serving up the best, most relevant (and localized when possible) content to the person searching. Making time to create helpful and interesting content is a must in today’s digital world. It is the best and, quite frankly, the most effective form of marketing you can do.

The good news is, it’s no longer a mystery what it will do for your business!

Gina Schreck
Marketing
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Gina Schreck is the president at SocialKNX, a content marketing and social media management agency. She was voted by FastCompany as one of the top 50 female influencers in soc ... Click for full bio

Rosie the Robot, Amazon, and the Future of RAAI

Rosie the Robot, Amazon, and the Future of RAAI

Written by: Travis Briggs, CEO at ROBO Global US

It’s tough to find a kid out there who hasn’t dreamed about robots. Long before artificial intelligence existed in the real world, the idea of a non-human entity that could act and think like a human has been rooted in our imaginations. According to Greek legends, Cadmus turned dragon teeth into soldiers, Hephaestus fabricated tables that could “walk” on their own three legs, and Talos, perhaps the original “Tin Man,” defended Crete. Of course, in our own times, modern storytellers have added hundreds of new examples to the mix. Many of us grew up watching Rosie the Robot on The Jetsons. As we got older, the stories got more sophisticated. “Hal” in 2001: A Space Odyssey was soon followed by R2-D2 and C-3PO in the original Star Wars trilogy. RoboCop, Interstellar, and Ex Machina are just a few of the recent additions to the list.

Maybe it’s because these stories are such a part of our culture that few people realize just how far robotics has advanced today—and that artificial intelligence is anything but a futuristic fantasy. Ask anyone outside the industry how modern-day robots and artificial intelligence (AI) are used in the real world, and the answers are usually pretty generic. Surgical robots. Self-driving cars. Amazon’s Alexa. What remains a mystery to most is the immense and fast-growing role the combination of robotics automation and artificial intelligence, or RAAI (pronounced “ray”), plays in nearly every aspect of our everyday lives.

Today, shopping online is something most of us take for granted, and yet eCommerce is still in its relative infancy. Despite double-digit growth in the past four years, only 8% of total retail spending is currently done online. That number is growing every day. Business headlines in July announced that Amazon was on a hiring spree to add another 50K fulfillment employees to its already massive workforce. While that certainly reflects the shift from brick-and-mortar to web-based retail, it doesn’t even begin to tell the story of what this growth means for the technology and application firms that deliver the RAAI tools required to support the momentum of eCommerce. In 2017, only 5% of the warehouses that fuel eCommerce are even partially automated. This means that to keep up with demand, the application of RAAI will have to accelerate—and fast. In fact, RAAI is a key driver of success for top e-retailers like Amazon, Apple, and Wal-Mart as they strive to meet the explosion in online sales.

From an investor’s perspective, this fast-growing demand for robotics, automation and artificial intelligence is a promising opportunity—especially in logistics automation that includes the tools and technologies that drive efficiencies across complex retail supply chains. Considering the fact that four of the top ten supply chain automation players were acquired in the past three years, it’s clear that the industry is transforming rapidly. Amazon’s introduction of Prime delivery (which itself requires incredibly sophisticated logistics operations) was only made possible by its 2012 acquisition of Kiva Systems, the pioneer of autonomous mobile robots for warehouses and supply chains. Amazon recently upped the ante yet again with its recent acquisition of Whole Foods Market, which not only adds 450 warehouses to its immense logistics network, but is also expected to be a game-changer for the online grocery retail industry.

Clearly Amazon isn’t the only major driver of innovation in logistics automation. It’s just the largest, at least for the moment. It’s no wonder that many RAAI companies have outperformed the S&P500 in the past three years. And while some investors have worried that the RAAI movement is at risk of creating its own tech bubble, the growth of eCommerce is showing no signs of reaching a peak. In fact, if the online retail industry comes even close to achieving the growth predicted—of doubling to an amazing $4 trillion by 2020—it’s likely that logistics automation is still in the early stages of adoption. For best-of-breed players in every area of logistics automation, from equipment, software, and services to supply chain automation technology providers, the potential for growth is tremendous.

How can investors take advantage of the growth in robotics, automation, and artificial intelligence?


One simple way to track the performance of these markets is through the ROBO Global Robotics & Automation Index. The logistics subsector currently accounts for around 9% of the index and is the best performing subsector since its inception. The index includes leading players in every area of RAAI, including material handling systems, automated storage and retrieval systems, enterprise asset intelligence, and supply chain management software across a wide range of geographies and market capitalizations. Our index is research based and we apply quality filters to identify the best high growth companies that enable this infrastructure and technology that is driving the revolution in the retail and distribution world.

When I was a kid, I may have dreamed of having a Rosie the Robot of my own to help do my chores, but I certainly had no idea how her 21st century successors would revolutionize how we shop, where we shop, and even how we receive what we buy - often via delivery to our doorstep on the very same day. Of course, the use of RAAI is by no means limited to eCommerce. It’s driving transformative change in nearly every industry. But when it comes to enabling the logistics automation required to support a level of growth rarely seen in any industry, RAAI has a lot of legs to stand on—even if those “legs” are anything but human.

To learn more, download A Look Into Logistics Automation, our July 2017 whitepaper on the evolution and opportunity of logistics automation.


The ROBO Global® Robotics and Automation Index and the ROBO Global® Robotics and Automation UCITS Index (the “Indices”) are the property of ROBO who have contracted with Solactive AG to calculate and maintain the Indices. Past performance of an index is not a guarantee of future results. It is not intended that anything stated above should be construed as an offer or invitation to buy or sell any investment in any Investment Fund or other investment vehicle referred to in this website, or for potential investors to engage in any investment activity.
ROBO Global
Robotics and AI
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ROBO Global LLC is the creator of the ROBO Global® Robotics and Automation Index series, which provides comprehensive, transparent and diversified benchmarks representing the ... Click for full bio