Enhance your business with Translations Universe: tips for searching and being online
Most users use Google to search more or less efficiently. However, many do not know what to get different search results, you can instruct the search engine to return more relevant results.
For example, suppose we are looking for information about one of our competitors in a specific market. We can put the Boolean related: operator before our search to find information related to that particular competitor. Before visiting that competitor's page, we may want to search for information within its website, in this case using the operator site: which will return the values searched within that site. The site: function is particularly suitable when we navigate, for example, within Linkedin. This engine, in the free version, returns the link knowledge values up to the 3rd level and may not show us the link we are looking for. With the function site:linkedin.com + role or name of the link, we may see the contact we are looking for. This operator is also useful if you want to search for a specific market: for example, we could narrow our search in the United Kingdom by using the operator site:website.uk to search within an English market. Another important player is filetype: which allows us to search for documents in a given format, e.g. if we were looking for documents in .pdf format, we could use filetype:pdf.
We also remind you that Google allows you to change the navigation language as well as the geographical area where you are starting a search. In this way, we can pretend to be abroad in order to obtain more relevant search results.
Catch the audience we're interested in
The key to being able to intercept the right audience online is certainly to identify targeting priorities. We try to analyze the behavior of our ideal user: do we want to intercept a demand already on the market or launch a new proposal? In this regard we suggest you read the article about our multilingual SEO strategy so that you can act with the aim of structuring your content to be attractive to the users we are interested in. Translations Universe carries out linguistic research so that content is translated using terminologies that have a greater appeal to the target market audience. For example, suppose we want to communicate our company's values in the German market, our team will do specific research, using tools such as SEMRUSH to associate language strategy with marketing strategy and identify content that is attractive to the German user, based on the most searched for queries in that country.
Google trends is also a good tool to evaluate the search interest for certain topics. It provides information on search volumes in real-time. Google Trends data reflects the searches made by users on Google every day but may reflect irregular search activity, such as automated queries associated with attempts to place spam in search results.
In addition, we would like to point out a useful keyword search tool, Ubersuggest, which gives us an idea of the cost per click to start an Ad-words campaign. This tool helps to generate keywords for content marketing strategy, suggests keywords and their relevance by country or location and language. It can also analyze competitors' SEO strategy, content marketing, and social media in order to implement new strategies, refine them and gain an advantage over our competitors.
Your online presence can be conveyed directly through our website, through Google fact sheets or Google My business, through social media or industry marketplaces. Marketplaces are exceptional tools if you want to permeate a particular industry. Remember, however, that often, within marketplaces, there are several competitors, so it will be necessary to operate a brand awareness strategy with the aim of enhancing the quality of your brand in order to distinguish it from competitors. One strategy that we recommend is to tell the stories of the people who work in our company in order to win the trust of our customers and build their loyalty to our know-how.
Other target profiling tools: Audience Insights from Facebook
A valuable tool that supports a user's profiling needs and knowledge of their search habits is Facebook's Audience Insights. This tool allows you to categorize users according to their country of origin, age, gender, like pages in order to know what are their search habits and create interactions according to their interests. Facebook, therefore, allows, through this tool, to define the target market and tell the stories of the brands with useful tools such as video ads or carousels.
Linkedin also offers good systems for launching advertising campaigns and traffic segmentation. Our advice is to start more campaigns that actively contribute to generating leads. For example, we can start two campaigns at the same time: the first one will generate visibility and provide a lower and continuous budget; the second tactical campaign will involve a higher budget but only at a certain time and will lead us to the result we want to achieve (for example at the launch of a promotion.
Analyze data from advertising campaigns
The main tool we recommend to adopt for the study and the strategy based on the collected data is undoubtedly Google Analytics. This valuable tool allows us to track the ROI on advertising campaigns, as well as tracking user activities on our website, social networks, applications and all data related to direct online sales (Google Analytics E-commerce Tool).
This will allow us to listen to the market we are analyzing and intercept its needs, build customer loyalty and acquire contacts. Some noteworthy functions are those we suggest below. We certainly recommend that you activate the e-commerce tracking function that will allow you to display on your dashboard the performance of your e-commerce site, the behavior of users during the purchase, the performance of each product, etc. To activate this function, you must access the administrator panel and enable the function under "E-commerce settings". By default, Google Analytics does not require this function to be active.
Another useful Google Analytics tool that we recommend you use is Benchmarking Reports. It provides us with information about the performance of our online action against benchmarks:
To access benchmarking reports, select the Reports tab, then Public > Benchmarking. Choose one of the following three reports:
- Channels compare channel data against the benchmarks of each channel in the Default Channel Grouping: Social, Direct, Referral, Organic Search, Paid Search, Display Advertising, Email.
- Location compares country/area data against benchmarks for each of the countries/areas from which you receive traffic.
- Devices compare device data against benchmarks for traffic on desktop computers, mobile devices, and tablets.
Comparison with benchmarks
Use the selection menus at the top of each report to define the benchmark against which to compare data.
- Industry Top (required): Choose from more than 1600 industry categories.
- Daily visit size (required): Choose from seven traffic size classifications. This allows you to compare your property against properties with similar traffic levels in your sector.
- The geographical location (optional): limit your benchmarking data to a specific country or area by selecting a geographical location.