On July 5, 2023, Facebook’s parent company, Meta, officially launched the initial version of Threads, a text-based app. Threads was built by the Instagram team, and it serves as a new, separate space for users to share text updates and join public conversations. In just one week, the app received 100 million sign-ups, and it has the potential to be a huge competitor of Twitter.

What is Threads? 

Threads is a new app from the parent company of Facebook, Instagram, and WhatsApp. Similar to Twitter, Threads comprises a feed of mainly text-based posts, although users can also add photos, links, and videos up to 5 minutes in length. According to Meta, messages posted to Threads will have a 500-character limit. Users can reply to, repost, and quote other users’ posts, and their accounts can be listed as either public or private. Verified Instagram accounts are automatically verified on Threads. 

Meta CEO Mark Zuckerberg says, “The vision for Threads is to create an option and friendly public space for conversation.” The platform is standalone – however, it is linked to Instagram and requires an Instagram account to sign up. Blending Instagram’s existing aesthetic and navigation structure, users can share posts from Threads directly to their Instagram Stories. Threads is available in 100 countries and supports over 30 languages via Apple’s iOS and Android.

How to Get Started With Instagram Threads

Threads is part of the Meta family of social media networks, so the sign-up process is simple. Once the Threads app is downloaded from the Apple App Store or Google Play Store, it asks users to log in with their Instagram credentials or create a new account. If you manage multiple Instagram accounts, you can link each to their unique Threads account. 

Next, you’ll see the Profile screen appear. You can either enter new details or import your existing Instagram bio. From there, you’ll be prompted to choose your privacy settings. With a public profile, anyone on or off Threads can see, share, and interact with your content. To restrict your content to only approved followers, opt for the private profile. Users under 16 years of age (or 18 in certain countries) will be defaulted to a private profile upon joining Threads.

Thanks to its integration with Instagram, users don’t have to build a following on Threads from scratch. You’ll have the option to instantly follow the accounts you currently follow on Instagram. You can choose individual followers or click “Follow All” to import your entire follower list. On the last screen, you’ll be asked to agree to the terms of use. Once you’ve done this, click “Join Threads” and you’re ready to get started!

Threads Vs. Twitter

While tech experts have deemed Threads a near-identical comparison to Elon Musk’s Twitter, there are several differences to note between the two platforms. 

The transfer of users’ Instagram followers and the accounts they’re following to Threads gives the app at least one significant advantage over Twitter. With the size of its existing user base, Meta hopes to capture a good portion of its more than 2 billion global active Instagram users with the new app. In comparison, Twitter’s active user base is approximately 250 million. 

Another major difference between Threads and Twitter is the order in which posts appear in users’ feeds. Similar to Instagram and Facebook, Threads’ timelines are purely algorithmic. On the other hand, Twitter timelines show posts in reverse chronological order with the most recent posts first. In addition, Threads is a mobile-only app that allows users to read posts on Threads.net, but they can’t create a post or interact. Twitter is accessible via desktop and the Twitter app. 

As previously mentioned, posts on Threads can be up to 500 characters long, almost double Twitter’s 280-character limit. Also, Twitter has ads, and Threads does not – at least for now. In a reply post to one user, Zuckerberg mentioned that only time will tell whether or not monetization is implemented.

Can Users Delete Their Threads Account? 

The short answer is no. According to the app’s Supplemental Privacy Policy, users cannot delete their Threads account without deleting their Instagram account. However, users can choose to deactivate their Threads account, which essentially hides their profile and all uploaded content. Users can also change their profile to private and delete individual threads at any time. Due to backlash from users, Instagram’s Adam Mosseri addressed the issue by stating that Threads is powered by Instagram, with everything operating under the same account. They are looking into a way to enable users to delete Threads accounts separately.

What’s Next for Threads? 

It’s been roughly a month since the announcement of Threads joining the digital space, and this new platform is far from complete. The app is still missing many features users like about Twitter, including a desktop version, hashtags, trending topics, and direct messaging. Meta executives are working continuously to build out Threads to enhance the user experience for all. Due to its early success, we’re excited to see what the future holds for Threads and its rival app. Stay tuned!

Thoughts on Threads from Our Team

“Threads was created by Mark Zuckerberg to create a more “friendly” alternative to Twitter, and I have found that to be true thus far. In recent years, many people have become reluctant to post on Twitter, including me, while Threads feels more care-free, casual, and an overall more positive environment for social media users.”

Jamie Drogy, Social Media Strategist 

“It seems like Threads is Meta’s way of creating a more casual and ‘on-the-fly’ way to connect on social media, rather than more calculated, perfected, and monetized Instagram posts. Definitely feels like we’re moving back in time to the early days of social media with this one, especially with how similar it is to Twitter itself.”

 Stefanie Palmieri, Social Media Strategist

“I haven’t tried Threads yet but, to me, it seems like it was started out of ego because of all the back and forth between Elon Musk and Zuck. I think Meta should focus on improving their internal operations at Facebook and Instagram rather than trying to clone Twitter.”

Joe Sanfilippo, Director, Growth & Partnerships

Social Media Marketing Services at Today’s Business

At Today’s Business, we offer social media marketing services for clients in various industries. Each campaign we create is tailored to your brand’s specific needs, goals, and budget. Our social media team uses proven strategies to develop engaging content, place your brand on the appropriate social channels, and reach your target audience. We utilize Instagram, Facebook, Twitter, YouTube, and more to help our clients achieve the results they’re looking for. Are you ready to grow your social media presence? Schedule a consultation or contact us with any questions you have about our services today!

The post Threads: All About Instagram’s New Text-Based App appeared first on Today's Business.

Author: Joe Sanfilippo

One of the biggest networking events in the affiliate marketing industry, Affiliate Summit East, was back in full force this year and the team at Today’s Business was there to soak it all in. If you didn’t get a chance to attend the show, have no fear, the TB team is here to fill you in on the biggest trends going on in the industry.

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What were the biggest trends from ASE 2023?

1. Social Whitelisting is growing in popularity

Numerous publishers were talking about their social whitelisting capabilities. This seems to be a growing trend as it can be a great win-win collaboration between brands and publishers. Advertisers who are already investing in sponsored content with a publisher are able to tap into social whitelisting from the partner to drive more traffic to their sponsored content. This works for everyone because brands who are spending a lot on social ads get fresh new creatives to test and also get that 3rd party credibility to help sway consumers to complete their purchase. This helps the brand by getting more touch points with the publisher’s audience and it helps the publisher by helping create more traffic on their site and earn more affiliate commissions. One publisher mentioned to us that they are working with brands that are spending nearly half a million dollars each month on whitelisting ads.

2. Product sampling to editors continues to be a winning tactic

At Today’s Business, we are constantly striving to send product samples out to editors as we have seen the success it has created by the thousands of content placements we’ve secured for our brands. Here are a couple of recent wins from this approach.

• Travel and Leisure x State & Liberty + Mugsy
• Insider x Mugsy 
• The Guy’s List x Mugsy

We know that if you have a good product and you can get it in front of the right people at the right time good things will come. Quite a few publishers have confirmed with us that sampling is key with their editors because the organic content creation is so heavily driven by the editorial team so being top of mind with product samples definitely goes a long way.

3. Money talks: Brands should have dedicated consistent affiliate flat fee budgets 

I don’t think this trend will ever change but feel like it needs to be stated again. Publishers are almost always going to prioritize the advertisers that generate the most income for them. How that income is generated doesn’t necessarily matter so long as it is there. Pubs told us that their most important metric is Earnings Per Click (EPC) but they also put a major priority on brands who have dedicated paid placement budgets. We had multiple publishers say that they like to see brands spend money with them across the funnel and through different channels. For example, they like to see brands do upper funnel brand awareness sponsored content coupled with display ads, social whitelisting, and lower funnel content. It’s always important to keep in mind that big publishers are often publicly traded and have to keep earnings high for stockholders and also that many of the people on their teams earn commissions so they are trying to make money to feed their families. We had multiple publishers ask us to confirm that our brands had budgets before scheduling a meeting with us.

4. Having an editorial angle is very important

If you aren’t running sponsored content with publishers then you need to impress the editorial team. Having strong editorial angles such as notable founders, interesting stories, or working off of popular trends are great ways to catch their eye. Editors want people to read their stories so anything that has a great appealing headline and a corresponding story that will engage readers is your best bet. Editors are busy though and get hundreds if not thousands of pitches per day so you need to handle the creativity for them and be short and concise with your pitch to get their attention.

What were the best seminars at ASE 2023?

1. How to Optimize Partnerships Between Publisher and Brand.

Speakers: Elisabeth Chambry – InsideHook; Kara Kamenec – a360 Media;  Emma Grace Moon – Praize; Jessica Seib – Rolling Stone

Optimizing with our partners is key to our brand’s success within the affiliate channel. After the seminar, our team left with key takeaways to improve our publisher relationships and grow our affiliate brands even more. The most prominent and consistent information given by publishers in the space is the focus on longer-term, consistent relationships. Justifying a return after a single placement or sponsored post can lead to issues, as it’s critical to advertise through multiple channels when looking for overall success with a publisher. Embracing long-term partnerships results in both parties being incentivized to collaborate in a more holistic and rewarding manner.

2. How Publishers Can Diversify Revenue in the Affiliate Channel.

Speakers: Camilla Cho – Vox Media; Leilani Han – NY Times Wirecutter; Lindsay Grillot – Ziff Davis; Albert Murillo – Vertical Scope

Similar to the seminar regarding optimizing partnerships, publishers are looking to diversify their revenue by partnering with brands across multiple channels of their sites. This can include social whitelisting, sponsored posts, article inclusions, ads, etc. A big takeaway from this seminar, however, was the relationship between publishers and the editors, specifically how they communicate across their teams to ensure beneficial partnerships with the brands they feature. It is crucial for brands to include unique product value when trying to get publications interested in the product. In addition, educating the publisher about the specifics of your brands is key for writers/editors to understand the brand’s vision and purpose. Lastly, providing case studies/information in your communication/outreach will further incentivize a beneficial partnership and a more specific plan of action for how to grow revenue in the channel.

3. The Future of Content Creation: ChatGPT and Your Partners

Speakers: Lynda Mann – Featured; Merin Pasternak – Blavity Inc., Stephen Regenold – GearJunkie.com; Rashmi Singh – Raptive; and Mike Malazzo – Forum Brands

It’s no secret that Chat GPT has taken over the AI conversation, giving many publishers, advertisers, agencies, etc. new efficiencies for their business. It has also brought about various challenges that the affiliate industry now has to tackle. What our team learned from listening to the seminar is consistent with what we have been hearing in the industry as a whole, which is cautiously optimistic. Delving into AI for many publishers has been extremely successful in terms of the efficient work habits it can produce, however, brands and publishers specifically do not want to lose their voice or integrity with their audience. Another challenge is with the specific regulations that automated content may not be in line with, such as plagiarism, FTC guidelines, etc. The key focus moving forward is to avoid many of these hindrances by using Chat GPT and AI to optimize work processes, but relying still on writers to generate content featuring the integrity and original voice of the publication/brand. This in turn increases the long-term value of good writers that are featuring unique, new, and interesting content.

4. How to Produce High-Quality Content that Builds Trust at a Low Cost

Speakers: Reid Webb – The Daily Beast; Neha Anada – Money Group; Jessica Seid – Rolling Stone; Jessica Spira – Heart Newspapers

It is always insightful to hear the perspectives of the publications we as an agency work with on a daily basis. This seminar gave light to details that we wouldn’t typically have access to such as the size of their editorial team and various details regarding the structure/daily processes of the publications. One big takeaway our team had was the need for publishers to build out a separate shopping component from their main sites. A great example of this is CNN Underscored and Scouted for the Daily Beast, which are the specific shopping destinations for these sites covering reviews, roundups, etc. Publishers see this as a way to target specific keywords that might not work as well within informational content, however, still align content with the views and interests of the original readers. Another big takeaway our team had was the importance of positive customer reviews for brands and products. The Daily Beast and Rolling Stone explained that due to the small size of their editorial teams, and how spread out their members are, it is nearly impossible to engage in hands-on testing of every product sample they receive. As a result, they rely heavily on user reviews. This affirms the strategy of investing in high-quality, thorough, and positive brand reviews.

5. How CNN is Leveraging TikTok to Grow its Commerce Business

Speakers: Haley Kinne – CNN; Hannah Lauson – CNN

TikTok is one of the fastest-growing platforms in the entire world, and utilizing it within e-commerce has proven successful for many publishers. CNN Underscored specifically gave a step-by-step of how they grew their business via TikTok, and we wanted to share a few takeaways. A distinction that is very important when looking at CNN vs. other publishers is that they have a consistent voice/message across all of their content. This is crucial for an audience to know what to expect and stays in line with the authenticity and integrity of the brand. In addition, publishers should be producing high-quality content that shows the products they are featuring and why they are unique instead of telling the audience directly. It creates more engaging and organic content and is much more tailored to the TikTok demographic which is usually skewed much younger than an editorial-based audience.

The last key takeaway goes in line with this, as many of the articles containing the products featured on the TikTok page will not resonate with their new demographic. Leaning into the younger audience by asking them for specific brands to feature, as well as linking out to a custom landing page, allows a tailored approach to TikTok’s target demographic, generally increasing conversion rate and performance throughout.

The post Affiliate Summit East (ASE) 2023 Recap appeared first on Today's Business.

It’s happening – Google has announced the official retirement of Universal Analytics (UA) and it’s time to start preparing your business for what’s to come. Starting on July 1, 2023, UA will stop collecting data and all websites will have to migrate over to Google Analytics 4. If you haven’t done so yet, there’s no need to panic. As a full-service digital marketing agency, Today’s Business takes care of data migration and tracking for all of our clients. We understand that data is king, and we are here to help you get set up for success with Google Analytics 4 (GA4) and become a pro by the time summer 2023 rolls around. Keep reading to learn more! 

Do I Need to Switch to Google Analytics 4?

The short answer: yes. The upgrade from UA to GA4 is not optional – Universal Analytics will stop collecting data altogether after July 1st. The sooner you get set up, the more time you’ll have to get familiar with the interface and its breadth of capabilities. The change is motivated by privacy concerns regarding the way Google Analytics uses and processes data online. GA4 offers more robust data protection and privacy controls, which are becoming increasingly important for brands to comply with GDPR and CCPA regulations. 

For instance, GA4 does not collect users’ IP addresses and sets limits on data retention timeframes. Consent mode puts the user in control of their data by allowing website and mobile app owners to adjust how Google tags behave based on the user’s expressed consent. When a cookie banner pops up, the user can decide which cookies to enable. Switching from UA to GA4 is the only way to stay in compliance with privacy regulations and get a holistic view of traffic and performance centralized in one place.

Differences Between Universal Analytics and Google Analytics 4

For the first time in years, Google Analytics has gotten a full overhaul in response to the changing demands of the digital landscape. According to Google, GA4 is “the future of measurement,” and offers a better understanding of the customer journey by combining website and app analytics under one property. GA4 has several key features that are different from its predecessor, which will require time and effort to get used to. So, before you start migrating to GA4, here’s what you need to know. 

Reporting Interface

When you set up GA4, the first thing you’ll notice is that the reporting interface has changed. Most of the reports we’re used to seeing in Universal Analytics have been replaced or renamed. One reason for this is that the latest version uses a different measurement model compared to Universal Analytics. There are new reports such as Engagement, Monetization, and Retention in GA4, which are organized by customer lifecycle stages. In addition, the new Library page allows users with edit permissions to customize the reports seen in the Reports section of a GA4 property. 

Measurement Models

Universal Analytics uses sessions and pageviews as the foundation for all reporting. It collects and measures different user interactions on your website within a given period as sessions or “hits.” This tracking paradigm requires some technical skills in event tracking and Google Tag Manager to work properly. On the other hand, GA4 measures event-based data. It’s built to capture what’s happening across your website and app as “events” instead. This more flexible measurement model gives a full overview of user engagement on and off the web, regardless of your technical knowledge.

Data Setup Organization

In Universal Analytics, it has always been best practice to have at least three distinct views under each property. One “unfiltered” view to store raw data, a “test” view to implement configuration changes, and a “master” view for the goals, filters, and other configurations you wish to work with. In GA4, instead of views, a website or app will be considered a “data stream,” and they fall under a singular property. A data stream is a data funnel starting from a customer’s touch point to GA4, which can be sourced via Web, iOS, or Android. Each GA4 property can have a maximum of 50 data streams. 

Bounce Rate vs. Engagement Rate

Existing UA users are familiar with the term “bounce rate,” which measures the percentage of single-page sessions without interaction with the page. A bounced session has a duration of 0 seconds. GA4 has introduced a new metric called “engagement rate,” which measures the percentage of engaged sessions. An engaged session lasts for at least 10 seconds, has at least one conversion event, and involves at least 2 pageviews or screenviews. You’ll have the option to increase the conditions from 10 seconds to 30 or 60 seconds. The engagement rate metric may be useful in understanding user behavior across all property types, since UA’s bounce rate is not applicable to apps. 

Goal Conversions

In Universal Analytics, “conversions” were classified as one of five goals: destination, duration, pages/session, smart goals, and event goals. You may use the “end session” point to analyze and optimize the conversion rate. In UA, the Goal URLs report shows the URLs where most goals were completed as well as the URL which you have assigned as the goal completion point. If you’re using events to assign goals, you can see which elements of your website help convert the best. In GA4, all conversions are events, so it may be difficult to precisely duplicate some UA goal types. To set an event as a conversion, you’ll have to mark it as a conversion in existing events and use tools like Google Tag Manager. 

Setting up Your Google Analytics 4 Account

The best time to migrate from Universal Analytics to Google Analytics 4 is now. Since you are not able to move data 1:1 from your old UA property to your GA4 property, you’ll need to start collecting historical data and tracking metrics relevant to your business in the new form ASAP. So, what’s next? If you want to try out GA4, there are three different ways to get set up. For all options, you must have Editor-level access to your Google Analytics account.

1. Add GA4 to a site that already has Universal Analytics

When you open Google Analytics, click on the GA4 Set-Up Assistant and create a GA4 property that collects data simultaneously with your existing UA property. Your original property will be left unchanged and continue working as usual. You will be able to access your new GA4 property through the Admin panel or property selector. 

2. Set up GA4 and Universal Analytics on a new site

If you’re new to Google Analytics, you can set up a GA4 property that will collect data alongside Universal Analytics. It will automatically establish a connection between the two properties, so you don’t have to do anything else. Later on, you will be able to migrate configuration settings from your UA property to GA4. 

3. Find an agency partner to set up GA4 for you 

Google is changing the way they collect, store, and analyze data through Analytics, and it’s not waiting for anyone. Historical data is crucial to your brand’s marketing efforts and overall business strategy. Working with an experienced digital marketing agency to help you migrate to GA4 is a valuable investment, especially if you don’t have the technical skills and knowledge to do it yourself. It will save you both time and money, and you’ll get access to ongoing support and optimization services to ensure a smooth transition to GA4 before Universal Analytics is gone forever. 

Migrate to Google Analytics 4 with Today’s Business

Google Analytics 4 is here with new features and benefits to improve your website performance, optimize marketing campaigns, and track the success of your online sales efforts. At Today’s Business, we’ve successfully implemented and optimized GA4 for a wide range of clients across multiple industries. We’ll work closely with you to understand your business and create a personalized digital marketing strategy that addresses your specific needs and goals. Contact us to schedule a consultation with a member of our team, or learn more about our services today!

The post Is Your Business Prepared for GA4 Migration? appeared first on Today's Business.

So you’re attending AAOE 2023?!? Get ready for a week of quality educational content, networking, and loads of fun! If you are interested in learning about how you can improve your practice’s digital marketing efforts then be sure to stop by our booth to learn more!

What is AAOE 2023?

The American Alliance of Orthopaedic Executives (AAOE) is an organization that provides education and resources to the administrators and staff of orthopedic practices and other musculoskeletal groups. Each year, it hosts the AAOE Annual Conference to promote continued learning and professional development. From April 20-23, 2023, more than 500 AAOE members and orthopedic executives from across the U.S. will gather in Orlando, Florida for this event. When you attend AAOE’s Annual Conference, you can expect to hear from keynote speakers, engage in networking opportunities, explore new products and services, and much more! The conference is specifically designed to help you advance your career and take your practice to the next level. 

Where is the AAOE 2023 Annual Conference?

The AAOE 2023 Annual Conference is being held at the Hyatt Regency located at 9801 International Drive in Orlando, FL.

Why Should You Attend AAOE?

If you are in the orthopedic industry, AAOE is the best way to learn from leaders in the space. You can also connect with vendors and find expert partners to help you enhance specific areas of your practice. For example, if you are not a digital marketing expert, you can connect with our team of marketing gurus. With their help, you will learn the benefits of digital marketing for an orthopedic practice, review case studies of past client successes, and get a basic understanding of fundamentals.

Why Should You Exhibit at AAOE?

If your business has a product or service relevant to orthopedic groups, exhibiting at the AAOE 2023 Annual Conference is a no-brainer. At AAOE, all the leading practice administrators, CEOs, and other executives come together to share insights and learn from each other. One of the best ways to get in front of key decision-makers is when they are not overwhelmed with their normal day-to-day. Additionally, by exhibiting at AAOE, you are showing these people that you support their industry and are also aware of the importance of supporting the industry. Finally, there is no better way to build relationships than in-person face-to-face connections, and there is no better place to do it than AAOE.

How to Maximize Your Time at AAOE?

As an exhibitor at the AAOE Annual Conference, the best way to maximize your time is by spending the proper time to prepare. Tons of orthopedic executives will be attending so you must connect with everyone as early as possible and plan in advance to avoid missing out on key networking opportunities. As many in the industry know, it is a very tight-knit circle, and attendees don’t typically like cold outreach. The way to make it into these circles is through consistent sponsorship and attendance of the event and by going the extra mile by sponsoring drink tickets, hosting happy hours, and having awesome prizes/swag at your booth that appeals to the audience. This year, Today’s Business will be sponsoring an invite-only event in partnership with the Leadership Academy.

What are the Best Networking Opportunities at AAOE 2023? 

If you are new to AAOE, you should try to join state or regional societies. All state and regional societies have an annual reception each year at AAOE. This year it is taking place on Thursday at 6:30 pm ET at the hotel. 

The Southeastern Association of Orthopaedic Executives (GA, SC, AL, TN), Bones Society of Florida, Midwest AAOE (KS, MO, OK, AR), and MidAtlantic BONES (PA, DE, MD) all share a reception, so you get to meet tons of different people across multiple regions in one place. These four regional associations are managed by Cobbe Consulting and have a really cool Leadership Academy. If you get involved locally, you will have an opportunity to apply for this academy. Being a part of the Leadership Academy is a great way to expedite your learning process as a newer member of the orthopedic community. Plus, Today’s Business sponsors an annual happy hour for the Leadership Academy, and members are welcome to join us for food and beverages at our exclusive event!

What Did Today’s Business Do at AAOE 2023?

Today’s Business had an amazing time at the AAOE 2023 Annual Meeting! Most of our time was spent at our exhibitor booth chatting it up with some of our clients, giving out swag, and answering questions from orthopedic executives who had questions about digital marketing. During downtimes, we chatted with other exhibitors or were answering calls and emails from the TB team and other clients. We also attended networking events like the state reception hosted by Cobbe Consulting and of course the Happy Hour we sponsored for the Leadership Academy!

Biggest Takeaways from AAOE 2023?

After thinking about it for a couple of days, the one thing that sticks out to me is simply how great our partners are. Our team had so much fun just being able to connect in person with our clients and have casual conversations.

About The Author:

Joe Sanfilippo’s digital marketing career began in the orthopedic field in 2016 where he served as a marketing and business development coordinator for one of the largest orthopedic groups in the country, Illinois Bone & Joint Institute. Joe has been attending orthopedic conferences since he was just 22 years old and doesn’t plan to stop anytime soon!

The post AAOE 2023 Annual Conference Recap appeared first on Today's Business.

What are Core Web Vitals?

No matter what type of website you have or business you run, getting on Google’s good side is key to maintaining competitive rankings in search results. Over the years, Google has released countless updates to the search algorithm, ranking factors, and more, so those in the digital marketing industry must constantly be aware of changes and understand how to adapt. However, one of Google’s recent updates has been bigger than most – Core Web Vitals, which became a significant ranking factor in June of 2022. Core Web Vitals are a standardized set of metrics that Google has stated have an impact on rankings, as they contribute to your total page experience score. The three page speed and user interaction measurements that make up Core Web Vitals are Google’s way of sizing up your user experience and getting an idea of whether or not visitors can find what they need quickly and effectively. Positive user experience has always been important for conversions, but knowing that it is also a ranking factor means your site needs to be built for success. Learn more from our digital marketing experts at Today’s Business about Core Web Vitals and how you can make the proper site optimizations to dominate your target search queries. 

Components of Core Web Vitals: Explained

Google is dedicated to providing the best possible results to its users, which is why it is so important to meet their criteria when it comes to page experience. Primarily focused on page speed and user interaction, Core Web Vitals metrics consist of three components:

• Largest Contentful Paint (LCP)
• First Input Delay (FID)
• Cumulative Layout Shift (CLS)

It is important to note that page experience is just one of many ranking factors that Google considers. However, Core Web Vitals are now a major part of the page experience, so optimizing these items is essential for organic ranking success. It’s great to know the names of the three core components of CWVs, but what do they mean?

Largest Contentful Paint (LCP)

Largest Contentful Paint measures the time (in seconds) it takes from the start of your page load to the rendering of the largest text block or image element. This is Google’s way of determining how long it takes to load the core components of your page, as the largest text block will most commonly contain the main content of the page. The goal here is to have as low a number as possible, correlating with a fast page load time. 

First Input Delay (FID)

This component of Core Web Vitals measures the time it takes for a user to interact with your site. This can include anything from choosing an option within your menu to entering an email address into a form field. This gives Google a clear picture of how your users interact with your site and showcases your site’s responsiveness to user activity. FID is vital for pages that require quick interaction, such as a login page. This moment and your site’s ability to properly serve its users is a valuable snapshot of your site’s overall interactivity and responsiveness, which contributes to your page experience score.

Cumulative Layout Shift (CLS)

CLS focuses on the visual stability of a page as it loads all of its elements. Both Google and your users don’t want to see page elements that move around as the site loads, making the page experience confusing. Page elements that tend to shift when CLS is not optimized include fonts, images, videos, and contact forms, among other items. There are several reasons why your site may have CLS issues. Something as simple as adding height and width dimensions to your images can improve your overall Core Web Vitals score.

Why Are Core Web Vitals Important?

Core Web Vitals are Google’s way of ensuring they display the best possible sites to their users. If you saw a drop in your organic rankings after June 2022, negative CWVs may be partly to blame. Taking the time to optimize your site with CWVs in mind is crucial. We don’t always know what Google is considering when they rank sites in search results, but in the case of Core Web Vitals, we know exactly what we need to fix for success. Some of the many benefits of optimizing your CWVs in 2023 include: 

1. Improve Overall User Experience
   • Making sure site elements are visually stable helps to improve the overall user experience on your pages and leads to a steadier, more solid website.
2. Speeding Up Your Site
   • Addressing page speed issues helps keep users on your site. A slow site can prompt users to leave before converting.
3. Benefiting All Areas of Your Digital Marketing
   • Improving user experience translates to boosts in organic rankings, more engaged users, increased conversion rates, and other benefits that will help you stand out in the crowd.

What Tools Can I Use to Measure Core Web Vitals?

Various online tools can help you understand how your site is performing in terms of CWVs. Google Search Console has a dedicated section for CWVs where you can see how your site is performing and which pages may need a boost. For a quick look into your site’s CWVs, Google’s Page Speed Insights Tool is the way to go. Simply inserting your URL and running a check will show you Google’s data on your URL, including data on your LCP, FID, and CLS. These are just two of many tools that you can use to measure your CWVs and see where you stand with Google before you dive in and start to update your site.

How to Improve Core Web Vitals for Your Website

Learning about Core Web Vitals: check. When you want to get going with site optimizations and ensure your site meets Google’s CWV criteria, there are many steps you can take depending on which aspect of CWVs you want to start with. It’s difficult to summarize them all in one place, but some high-level insights into work that will improve your CWVs include:

• Largest Contentful Paint
  • Set up lazy loading, so images only load when someone scrolls down your page.
  • Upgrade your website hosting.
  • Remove large page elements that are slowing down your total speed.
  • Remove unnecessary third-party scripts from your site.
  • Minify your CSS.
• First Input Delay
  • Reduce JavaScript (JS) execution time.
  • Optimize the HTML of your images.
  • Remove unnecessary third-party scripts.
  • Use a browser cache to help load content faster.
• Cumulative Layout Shift
  • Add size attributes to your images, videos, and other media.
  • Avoid inserting content above content that’s already loaded.
  • Create dedicated space for ad elements.

CWVs Impact on Healthcare Organizations

At Today’s Business, we’ve seen growth and success for clients who’ve committed to letting us tackle their CWV issues. One of the biggest improvements we’ve seen has been with a plastic surgery practice, whose performance had been struggling due to Google algorithm updates. We optimized desktop Core Web Vitals to ensure that the site was passing Google’s criteria, and since then, we’ve seen both short and long-term improvements in organic acquisition metrics, service page performance, conversions, and more. When we analyzed Quarter 4 of 2022 (during which CWV issues were addressed) vs. Quarter 3, we found that organic landing page clicks increased 50.5% while impressions increased 116%, along with a 32% increase in search query clicks and a 113.5% increase in search query impressions. Explore our case studies for more insights into the work we’ve done for clients of all kinds!

Boost Your Site’s Rankings with Core Web Vitals Optimization from Today’s Business

At Today’s Business, our digital marketing experts have been keeping an eye on Core Web Vitals, and they have experience optimizing all types of websites to ensure that each component of CWVs is tackled. Our Search Engine Optimization (SEO) and website development teams work together to ensure that our clients’ websites pass CWV tests and provide users with the best possible experience as soon as they arrive. Our comprehensive approach to digital marketing allows us to deliver positive results and form true partnerships with each of our clients. We want to work with you – contact us today and tell us more about your business to get started!

The post Google’s Core Web Vitals: Your 2023 Guide appeared first on Today's Business.

The post Affiliate Summit West (ASW) 2023 Recap appeared first on Today's Business.

Author: Joe Sanfilippo

Writing SEO copy is not easy but it doesn’t have to be hard! When it comes to writing a copy there is a basic formula that I use that I think works very well for me and can work for you too. I’ve learned some of these techniques from college literature teachers and the rest I learned in my 7-year career here at Today’s Business constantly analyzing top-ranking articles, reading about SEO, interviewing SEO experts, and then writing copy myself.

What are the best tactics for writing E Commerce Content?

#1  Define Your Goal

Before you do anything you should always ask yourself “What am I trying to achieve here?”. Let’s use this article as an example. My primary goal was to create a simple guide to writing content that I can share with our interns here at Today’s Business so I can teach my copywriting tactics at scale. My secondary goal is to write a piece of content that can possibly rank on Google and drive more traffic and leads to our website (if you stumbled across this article from Google it looks like I’ve done my job well ).

#2  Start with Keyword Research

If your goal is to create a piece of content that ranks on Google then you absolutely need to do a fair share of keyword research. And because this article is about writing ecommerce content you definitely want to rank on Google so you can drive traffic and acquire new customers. 

To properly do keyword research you are going to want to invest in a tool like SEMrush. SEMrush is an a amazing tool for keyword research and so much more. If you have SEMrush then start off by going to the Keyword Magic Tool and input the product or topic that you want to write about. For this article I started with the keyword “how to write content”.

Once you’ve entered your keyword into the Keyword Magic Tool it is going to populate thousands of different keyword variations. The next step is to find a keyword that is relevant to your product/service, has a low keyword difficulty, and high volume. I typically sort the results by keyword difficulty, low to high, and then scan for the best keyword to write about from there.

As you can see in the screenshot above, I selected the keyword “how to write e commerce content” for this article because it has a low keyword difficulty (14) yet still gets 90 searches per month. User intent is also important to keep in mind when looking for keywords. Although 90 searches per month isn’t a super large volume, this keyword is super relevant for our website as we provide digital marketing solutions for e-commerce businesses. Therefore, while the volume is low the quality of traffic is great because the people searching for this keyword may likely need to utilize our e-commerce marketing services and could be quality leads.

#3  Research the topic

Now that you know what keyword you want to try to rank for it’s important to do your research on the topic. You can start by taking a look at some of the other websites that are ranking for this keyword and see what they have written. You can also look at alternative keywords and dive into the topic as a whole. If possible, it’s best to work with an expert on the topic. So if you are writing content for an e-commerce website you may want to interview the company owner or somebody who deals with the manufacturing of the products so that you can create the most thorough and accurate content possible.

#4  Create an Outline

Having an outline is key to success. When creating an outline you don’t need to overthink it as it can always be revised later but it’s important to have a rough idea of how the content will be structured. In some instances, the outline will be more detailed but in most cases, you simply need a page title, header 2 sections, header 3 sections, and a closing paragraph.

#5  Do NOT Plagiarise

This part is very important. NEVER copy and paste from another website or source of information. This is called plagiarism and is illegal. Not only is it illegal but it creates duplicate content which can actually prevent you from ranking as Google isn’t interested in displaying duplicate or plagiarised content. Use the information you’ve gathered from research but make sure your content is unique and original. In the next section, I’ll explain how I do this.

#6 Just Write! Don’t Think!

Now that you’ve done your research and have an outline, simply just write the copy for each section. What I do is simply just put my head down and write everything that comes to mind as fast as I can. I type as fast as I can and try to fill the page with a lot of copy. I don’t overthink anything, I don’t worry about spelling or grammar, I don’t get overly concerned about organization or keyword usage, and I simply just write as much as possible.

#7 Revise

Once you’ve got the page filled with the copy now you can go back and revise everything. Start by reading the copy and trying to organize ideas to fit in the appropriate sections. Fix any grammar and spelling mistakes. If you don’t have Grammarly you absolutely need to add that Google Chrome extension immediately. It’s a game-changer. Also, you can utilize Google search to find synonyms for words that you are overusing and feel redundant. 

#8 Optimize

This part is pretty important as well. If you aren’t familiar with SEO fundamentals then do some research on things like header structure, URL slug, meta description, internal linking, and alt text. I’ve linked to some of the top-ranking articles about each of those topics so I recommend reading those. Also, while reading those articles, notice how they structure their content and how they write their copy. If you need further explanation or have questions reach out to our SEO experts.

Always try to add images, videos, and other interactive content where possible (if you use images you have to add alt text to them). Google wants your content to be user-friendly so these things will help make the content more engaging.

Finally, make sure sentences are concise and easy to read. Again, user-friendly content always wins.

#9 Get a 2nd Opinion

Finally, have someone else read your content before you publish it. You can easily get fatigued after working on content and might miss some common mistakes or get caught in a fog. If you have someone that can proofread your content that is always a winning approach as well.

Need E-Commerce SEO Services?

Creating content is only one part of the SEO puzzle. If you are struggling with writing good SEO copy for your e-commerce website then you likely are lacking in other areas of SEO too. Today’s Business has been doing SEO for over a decade and has a proven track record of improving organic search results for e-commerce businesses. Contact us today to chat with an SEO copywriting expert!

The post How to Write E Commerce Content appeared first on Today's Business.

At Today’s Business, we often have brands and businesses that need to tap into Tampa influencers to help promote their products or services. Our influencer and content marketing teams are constantly searching for local influencers who create the best social and web content. We’ve been providing influencer and content marketing services for over a decade so our database of local influencers is quite large. Our team spent some time reviewing our list of Tampa influencers and identified the people below as the best in the area!

Who are the best Tampa Influencers?

1)  Linsey Dean (@frills_and_drills)

This super mom is the queen of DIYs! Linsey Dean is a mom of two who loves to take a room and remodel it to make it organized and modern! She shares her remodeling process with her over a million followers on Instagram.

2)  Tracy Alves (@sunnychichome)

Tracy Alves is a full-time mom to two adorable daughters who shares photos of her epic decorations for the seasons and family pictures. She has a wonderful sense of home aesthetics so if you are looking for inspiration on how to design a Tampa home check out her Instagram page @sunnychichome.

3) Lauren Schwec (@laurenschwec)

Whether she is siping wine in the vineyards or taking her four legged friend on a trip, this influencer never lets you miss a moment! Lauren Schwec is a blogger that posts about travel, lifestyle, beauty and so much more!

4) Diana Blinks (@mrsblinks)

Diana Blinks is a  blogger and a full time mom to three daughters! She shares different mom hacks, ways to travel the world and snaps of their adventures they take as a family on her Pinterest and Youtube channel!       

5) Sam Shepherd (@tampabae_explorer)

Looking for fun things to do in Tampa? Check out Sam Sheperd’s Instagram page! Sam Shepherd is the “Tampa Bae explorer”, who shares the best restaurants, bars and nightlife in the area!    

6)  Megan & Tiffany (@momsoftampa)

Megan & Tiffany are co-parenting moms who post about their different outings, whether to a football game or Disney; this co-parenting friendship keeps it real with their followers. They have even appeared on a Tampa Radio Show, THE joe SHOW, to talk about their lifestyle. 

7) Kelly Bauer (@whenintampa)

Looking for a restaurant in Tampa? Well, this influencer is someone you don’t want to miss. Kelly Bauer, or “When in Tampa,” shares all of the different types of Tampa restaurants with her followers. Kelly shows it all from a delicious sushi restaurant or a mouthwatering pastry place.

8) Sarah Butler (@isarahbutler)

Need to up your makeup looks? Well, this influencer can help you with that! Sarah Butler is a model based in Tampa and has over 71K followers on her TikTok, where she shows her followers how to get the no makeup, makeup look, and she also has a Youtube Channel! 

9)  Kat IronMan (@katyironman)

Kat IronMan is “Your European Fashion Inspo,” where she shares photos of the latest and hottest fashion trends that are seen in Europe. Ooh La- La Tres Chic!

10)  Kiera (@thisbabeeats)

If you love the taste of delicious, mouth-watering food, this influencer is perfect for you. Kiera is a Tampa food blogger and photographer where she snaps different photos of tasty foods, from ice cream to tacos! Yum!!!

Need Influencer Marketing Services?

As you can see we’ve done our fair share of research when it comes to finding the best influencers in the Tampa Bay area. If you’re looking for influencer marketing services, including food and fashion influencer agency services, to help your business succeed on social media then contact Today’s Business to chat with our experts today!

The post The 10 Best Tampa Influencers appeared first on Today's Business.

By: Joe Sanfilippo

5-minute read

Tips for Organizing Google Sheets

There is nothing more frustrating than trying to work with an unorganized Google sheet. In this blog, we’re going to show you a few simple tips that will help you keep your Google Sheets super clean and easy to analyze. These simple tips will have you looking like a Google Sheets Pro in no time!

#1. How to Freeze Header Rows & Columns in Google Sheets

When working with a large set of data the most important thing is freezing header rows and columns. This allows you to scroll to the bottom of a spreadsheet or the far right and still understand exactly what the information in a particular cell is referencing.

Here’s a video showing you how to freeze header rows & columns in Google Sheets.

​​https://share.tbsmo.com/ApuxJopK

#2. How to Filter & Sort in Google Sheets

Filtering is super important when you are trying to identify specific trends or groups of information within a Google sheet. Check out our video on how to add filters and use them to sort your Google Sheets data.

#3. How to Use Proper Alignment, Text Clipping, and Text Wrapping in Google Sheets

Overflowing text or text that is too close together can be hard to read and analyze. We like to utilize clean formatting that is tailored to the objectives of what we are trying to understand within a particular dataset. Here is a quick video on how we properly align and clip text within our strategy sheets to make them easy to review.

#4. Use Data Validation

Inconsistent information can be a nightmare when working with large datasets. Data validation is the best way to eliminate human error and make sure consistent information is input into your Google Sheets.

How to Use Data Validation: https://share.tbsmo.com/yAukKRX6

#5. How to Use Conditional Formatting in Google Sheets

Conditional formatting is a great way to change the appearance of cells based on the data within that cell. We use this primarily to create a better visual representation of data and understand that dataset quicker.

Here’s how we use it: https://share.tbsmo.com/Wnuqy91r

#6. How to Fix Mistakes in Google Sheets

Mistakes happen and that is okay. However, if you don’t fix those mistakes appropriately that is NOT okay. Here are a few simple ways to fix your mistakes.

Here’s how to undo and fix mistakes in Google Sheets: https://share.tbsmo.com/yAukKRWp

#7. How to Use Saved Filters in Google Sheets

Saved filters are very important when it comes to collaborating with others on Google Sheets. Have you ever had a problem where you are trying to filter a Google sheet but you have another team member using that same sheet at the same time? That’s where saved filters come in. You can have the sheet filters and edit the information on a sheet without adjusting the view of your colleague. Additionally, saved filters are just a great way to go back to very tailored filters you may have had set up without going through all the same steps again.

Need Help With Google Sheets?

If you are needing support with organizing data for marketing campaigns or are new to the industry you might want to reach out to the team at Today’s Business. Whether you need a marketing consultant or are looking to get an internship so you can learn the fundamentals we offer all kinds of support here at TB!

The post 7 Easy Tips for Organizing Google Sheets appeared first on Today's Business.

At Today’s Business,  we like to do our research when it comes to working with brands we believe in. Much like the researchers on our team, these health and fitness writers and editors also take a lot of pride in doing their own research before publicizing their articles. All of the following writers have one thing in common, they know what they’re talking about. So if you’re asking the question “Who can I trust for health and fitness advice?”. You’ve come to the right place! Check out some of our favorite health and fitness writers below!

Who are the Best Freelance Writers & Editors?

Isadora Baum

Isadora Baum is a writer Today’s Business has had the pleasure of working with many times. Her extensive knowledge of health and fitness has built trust and dependability amongst her readers. Articles such as “2 Epic Reasons Why Cold-Water Therapy Is So Damn Good for You” and “Which Is Better Immediately After an Injury: Cold or Heat Therapy”, which feature our client Plunge, manage to educate readers both honestly and extensively about one of the industries newest trends, cold-water therapy. Isadora has worked with 100’s of publications including Men’s Health, Huffpost, and Well+ Good covering a range of different health-related topics.

Chris Illuminati

Another expert writer and editor Today’s Business has thoroughly enjoyed working with is Chris Illuminati. Chris’s review of the men’s clothing subscription box brand Menlo Club shined a light on his experience building honest connections with his readers. Chris’s ability to articulate his thoughts and experiences with his readers has made him a trustworthy source for all types of lifestyle advice. Chris is a 5x author and has worked with many different publications on topics such as humor, lifestyle advice, and health.

Bryce Gruber

Articles such as “14 Best Leggings for Women, According to Amazon Shoppers” and “103 Unique Gifts for People Who Are Impossible to Shop For” have helped Bryce build a reputation as one of the best writers for those looking to make a purchase decision! Bryce’s in-depth research and engaging writing style allow her to speak at length on any given topic while maintaining the reader’s interest. She has also had articles featured in MSN, INSIDER, and Harper’s Bazaar.

Susan Brickell 

Susan Brickell’s unique writing style builds connections with those who follow her work. Articles such as “The 10 Best Lululemon Dupes on Amazon” or “The 12 Best Cooling Pajamas for Hot Sleepers” display a passion for authenticity and the lifestyle industry. Focused on giving the best advice to her readers Susan has established herself as one of the most reliable sources for up-to-date information on the best brands and products in the health and fitness industry. She has also written for Shape, Health, and Travel + Leisure for quite some time covering topics such as health, beauty, retail, and more.

Nora Horvath

Nora Horvath is one of the best list article writers in the industry, she has written posts including “25 Best Sunglasses for Women to Look Cute All Year Long” and “20 Best Leggings with Pockets That Are *Beyond* Comfy”. Nora has a natural writing style which allows her to write as if she was directly talking to the reader. She is honest, concise, and knowledgeable, mainly focusing on healthy eating,  Nora also delves into fitness and fashion now and then. you can find more of Nora’s work in magazines such as Weber Shandwick, Yahoo Life, Food Network, The Pioneer Women, and more!

Victoria Giardina

Another industry expert, Victoria Giardina,  we took notice of after her NY Post Spring Shopping round up included our clients Plunge, Organifi. Victoria’s writing style allows her to explore the in’s and out’s of supplements,  makeup brands, and fitness-related content. She specializes in many different areas of content such as Beauty, Health and Wellness, and lifestyle. She is always finding deals for her readers! Whether you’re looking for skincare specifically for sensitive skin, multivitamins that work, or the best gift-giving deals, Victoria has you covered! While consistently writing for the New York Post, she also has features in Business Insider, CNN, Her Campus, and many more!

Jon Adams

Jon Adam’s work on this Rolling Stone article features Today’s Business client Plunge and showcases his extensive knowledge and why he is on this list of best writers and editors. Jon has a unique writing style and is able to expertly explain fitness related content and how to care for your body after working out. Not only does he expand in detail on the benefits to ice baths but also explains how you should approach taking ice baths. If you’re into movie reviews and film, Jon also works on articles in reference to film and entertainment, lifestyle, and movie reviews.  His work is featured in Rolling Stone magazine and more!

Adam Wright 

Adam Wright is an expert writer who not only does freelance writing but created his own blog and consultancy business. His article “Organifi Green Juice Review: Benefits, Drawbacks, And Comparison” highlights the benefits of the plant-based supplement company Organifi. Adams’ writing style Is research and detail-oriented which has helped him to establish credibility with his readers throughout his many years of writing! Adams’ work encompasses all aspects of healthy living from diet and exercise, to goal setting, and even finance. Adam is the owner of The Lifehacker Guy blog and most of his work can be found there.

Amy Schlinger 

Looking for the right accessory to up your travel or fitness game, Amy Schlinger is the expert writer to follow. Her article “12 Expensive Men’s Activewear Brands That Are Worth the Price Tag, According to Trainers” featured Today’s Business client WOLACO and put her on our radar. Amy’s content mainly focuses on fitness and health. Along with being one of the best fitness editors, she is also a Sports Medicine Certified Personal Trainer and often interviews health professionals as well as athletes and nutritionists. Amy’s casual yet informative work is worth the read even if you’re just getting into fitness! You can find her articles in the New York Post, Men’s Health, Women’s Health, Huffpost, and many more!

Paula Lee

 Paula Lee is a Senior fashion and accessories Editor who featured WOLACO, a Today’s Business client, in her article “15 Best Plus-Size Leggings for Working or Working Out”. Paula’s content mainly focuses on fashion for those with active lifestyles. Her fashion articles are well-researched to give readers the best possible options on the market so her readers never waste their money! While a good portion of her content can be found on Oprah Daily, Paula has also been featured in the Atlantic, MSN, Huffington Post, and many more!

Amber Smith

Over the years Amber Smith has developed a reputation as one of the most trustworthy writers in the health and fitness niche. Articles such as “Best Testosterone Booster Supplements [2022 List]” display Amber’s detail-oriented and fact-driven writing style, making her a popular go-to source for fitness enthusiasts. Interested in all aspects of health Amber has also written many articles on healthy protein powders, supplements and canine health and her work has been featured in publications such as Discover Magazine and Garden Center Magazine.

Cory Smith 

An entrepreneur and fitness expert himself, Cory Smith is one of the most knowledgeable health and fitness writers. Some highlights of Cory’s in-depth, research-heavy writing include “The Best Home Gym Machines of 2022” and “The Best Men’s Workout Clothes’. Articles like this give a first-hand look at Cory’s passion and knowledge. His consumer focus and dedication make his writing instantly trustworthy and anyone focused on health or fitness will greatly appreciate his opinions. Most of his work can be found on Gear Patrol!

Need Content Marketing Services?

As you can see we’ve done our fair share of research when it comes to finding the best freelance writers in the digital marketing industry. If you’re in need of a team of SEO experts and copywriters to help your business succeed online then contact Today’s Business today to chat with a content marketing expert!

The post The 10 Best Health and Fitness Writers appeared first on Today's Business.