XIVIC

Design Is Strategy: Our Framework Gets Us There Faster

Xivic — Thu, 21 Aug 2025 06:41:21 +0000

At Xivic, we work fast, but not the “just ship it” kind of fast. More like, let’s stop redesigning the wheel and start focusing on the stuff that actually matters: intention, narrative, and results.

We created a flexible UX framework to help us do just that. It’s the system that lets us move quickly without sacrificing clarity, and it’s how we can spend less time on layout logistics and more time on what matters: making smart, strategic decisions.

Why We Built a Framework

We started to notice some patterns across projects, especially in the early wireframing phase. We were spending too much time rebuilding components, setting up grids from scratch, or re-solving layout problems we had already figured out in past work.

It wasn’t just inefficient, it also shifted the nature of client feedback. Instead of talking about content, goals, or intent, conversations often got stuck on visual inconsistencies or layout tweaks that weren’t moving the product forward.

So we challenged ourselves: could we create a flexible starting point that allowed us to focus less on setup and more on the story?

How It Works

We reviewed more than 20 Figma libraries to find one that could support the wide range of industries we work with, including healthcare, fintech, fitness, and government, among others. We chose Untitled UI as a foundation, then restructured it to fit our process and the level of adaptability we needed.

Here’s how we tailored it:

Refactored components to match our internal workflows
Modularized sections for rapid iteration on both web and mobile
Built in responsiveness from the start to speed up prototyping
Standardized specs and naming for a smoother developer handoff

It didn’t just save us time. It created a consistent, scalable way to align across design and dev, even with short timelines or shifting scopes.

The result: what used to take weeks now takes days. We can deliver full prototypes, test ideas early, and stay more responsive to feedback from clients and stakeholders.

What Changed for Our Clients

One of the biggest shifts we noticed was in the quality of conversations during review cycles. Once layout, spacing, and system-level elements were consistent from the start, the feedback became more strategic.

Instead of:

“Can we make all the buttons more similar?”
“This spacing feels off”

We started hearing:

“Does this flow support the user’s goal?”
“Is this section telling the right story?”
“Could we simplify the decision path here?”

That shift allowed us to focus more on experience design, content, and interaction, and less on resolving visual noise.

Real Example: Charlotte Regional Business Alliance

One example of this system in action is the Charlotte Regional Business Alliance project, where we supported the design of a large, data-heavy site for a regional economic development alliance.

The project required:

A high volume of modular, scalable layouts
Fast turnaround across responsive breakpoints
Smart use of interaction to surface complex information

With our framework in place, we were able to structure the experience quickly, reuse design logic across key templates, and layer in interactive elements without reinventing structure each time. It gave us a way to stay consistent while still customizing the experience for a unique audience of policy makers, investors, and business leaders.

Final Thought

Design systems aren’t just about speed. They’re about clarity and elevated output. When the foundation is strong and repeatable, we can spend more time thinking about impact and less time resolving things we’ve already figured out.

For us, this framework became more than a time-saver. It’s a strategic tool. It frees up the team to iterate faster, test earlier, and stay focused on what actually moves the product forward.

When design is treated as strategy, systems don’t slow you down. They unlock space to work smarter.

The post Design Is Strategy: Our Framework Gets Us There Faster appeared first on XIVIC.

How AI Is Reshaping the Future of SEO

Xivic — Tue, 10 Jun 2025 13:51:05 +0000

SEO Keywords aren’t enough anymore. Brands must harness the power of AI in order to stay relevant and appear above-the-fold on search result pages.

Optimizing content for search engines used to be fairly straightforward: put in the right metadata, use the right keywords often enough, and tada! — you get to rank on search results.

But now, AI Overview has entered the chat and the game of search has transformed into a more complicated one. Different platforms move in different ways, and you need to be keeping an eye on all of them, anticipating their next move and how it will affect the future of your business and its online presence.

If you keep playing by the old playbook, you — and your content — are going to be left behind.

The Big Shift: from Traditional SEO to AI-Powered Search

Traditional SEO search played by certain rules. There were a lot of them, for sure, but as long as you got the right pieces in the right places, your content was good to go.

Now, there’s a new landscape. It’s not enough to focus on keywords to drive traffic to your pages. Instead, AI is summarizing answers from across the web and providing that summary at the top of almost every web search, stealing attention from the traditional search results and pushing what used to be top-ranking content farther down the page.

The way users find and trust content has fundamentally changed.

Why Keywords Alone No Longer Cut It

Content that only focuses on keywords doesn’t land “above the fold” anymore — the AI Overview content does. Instead of providing information tied to keywords, the new world of search values answers to questions.

The new world of search values answers to questions.

Content must be AI-friendly, which means structured, helpful, and written like it’s answering real questions. Think less long-form articles, and more bullet points, FAQs, and an expert, no-nonsense tone.

Understanding the New Searcher Behavior

Users are finding the answers to their questions in AI Overviews, which means that many aren’t even clicking through to the original article. This can mean lower click-through-rates (CTRs) for brands.

However, it can also mean that if a person does click through to your site because the AI overview was insufficient, time on site can increase because they are looking for the answers you are already providing.

This means brands need to be optimizing for both AI visibility and a compelling reason for the person to explore further.

How AI Tools Are Influencing Purchase Decisions

Brands that are optimizing with AI in mind can find themselves catapulted to the top of AI Overview, meaning their knowledge and products get serious screentime, even ahead of well-known competitors with a lot of brand recognition that might not be harnessing content for AI effectively.

This might mean that an athletic wear startup who is effectively answering exercise clothing related questions on their site can show up in results ahead of an Athleta or Lululemon.

This is great news for smaller brands or less well known brands, since they can optimize their content to be more helpful and increase their visibility, rather than try to go head-to-head on brand recognition.

Content That Wins in an AI-Driven Search Landscape

The content that finds itself featured in AI overviews is clear, concise, and conversational. There’s less jargon and less brand-specific language. It answers questions and offers solutions to problems as quickly as possible.

One way to boost the content on your site in the AI overview world is to use traditional PR to help establish your brand as an authority on a subject. If you and your brand are getting quoted in major news outlets and industry-specific publications with links back to your site, you have a greater chance of ranking in traditional SEO and in AI visibility.

Structure Content for LLM Consumption (ChatGPT, Gemini, Copilot)

There are a few things you can do to help structure your content for Large Learning Model (LLM) consumption.

First, allow all AI platforms access to your site.

Second, move away from JavaScript if you are still using it. ChatGPT and other LLMs can’t read it effectively.

Third, keep your XML sitemaps up to date. This shows the LLMs that your content is current.

Aligning SEO and Content with AI Expectations

AI bots love a list, bullet points, and content that comes from expert voices. Be sure to quote your industry experts as you can.

Structured content (using H1s, H2s, etc.) and long-tail keywords have become essential. The more specific your expertise, the less likely it exists elsewhere out on the web, and the more likely it will be to end up in an AI Overview on search.

FAQs are a great way to create conversational add-ons to all articles, blog pages, and about pages. FAQs ask and answer questions similar to the ask/answer cadence of LLMs, which demonstrates that your content has the answer that someone, somewhere is looking for right now.

Beware the AI Content Trap

This might all sound like you should be pumping out articles on your own site left and right to establish your expertise, but pause before you go that route.

Not all AI is created equal — especially when it comes to writing content for your brand.

Using tools like ChatGPT or Gemini to brainstorm ideas or help you structure your site content? Smart.

But publishing unedited, AI-generated articles? That’s a fast track to SEO mediocrity.

Search engines can detect thin, low-value, or overly generic content. And if your brand sounds like everyone else, you’ll be ignored — by both humans and algorithms.

Real World Example: A client launched an AI-generated blog in June. Google was not picking it up, and it was showing minimal impressions and clicks. Xivic had a human writer rewrite the article and it started gaining traction almost as soon as the new version went live in November.

The goal is to collaborate with AI, not delegate. Use it to enhance your expertise, not replace it.

After all: Your expertise is really what the AI overview wants.

“The goal is to collaborate with AI, not delegate. Use it to enhance your expertise, not replace it.”

Why Video Is Becoming Essential for SEO

It feels like video’s moment should be over, but it’s not — trust us. The AI of today is crawling videos, their metadata, and their transcripts and using them to provide AI Overviews.

Articles with videos AND great transcripts offer enhanced content for AI to recommend, especially when it’s coming from a brand with demonstrated industry expertise.

Tools and Tactics to Stay Competitive in 2025 and Beyond

Go deep. Your content can’t be surface-level anymore. It needs to offer insights and analysis AI won’t find elsewhere on the web.

Ask and answer questions on your own site. The easiest way to do this is to embed FAQs on every page possible, so long as it makes sense. Robots may be curating the content, but humans are still the ones reading it.

Prioritize BING visibility. ChatGPT largely uses Bing’s Index via API.

Think beyond Google. Consider the places that search starts today — it’s not just the Google homepage. Your brand should be present on TikTok, YouTube, and other platforms where users are searching for information in your industry.

Be actively helpful. Jargon-filled articles that pile on SEO keywords will lose ranking even more now that conversational AI is in the picture.

Balance human- and machine-centered content. Quality creative that isn’t properly indexed — or isn’t able to be indexed — will be ignored. Create content that is good, that users want to experience, but that will also show up in AI search and get people to your site. They can’t appreciate clever or creative site features if they never even get there.

Strategic AI Search Takeaways for Marketers and Brands

Act now. Search-related stagnation will hurt you now and even more in the future.

Update current content. You need to work to update your current content as soon as possible so that it is available and optimized for AI Overview.

Build out new content with AI in mind. As you build out new content, do so with AI overview in mind. Consider answering a core question in your industry as you build each new piece of content.

Get expert help. Work with a trusted agency to help effectively optimize your brand content for AI and the future of search.

Ready for a new SEO playbook?

Our strategy team will develop a FREE competitive analysis to help you update and expand your search strategy as AI drives the conversation forward.

The post How AI Is Reshaping the Future of SEO appeared first on XIVIC.

Why Local SEO is important to Your Business

Xivic — Fri, 05 Jul 2024 12:19:22 +0000

For businesses that depend on customers in specific geographical regions, ranking high in search engine results within that local area is crucial for any size business, from small boutiques and regional service providers to large operations that generate revenue through local franchises. The question is how do you get your business to rank higher for the most relevant keywords?

What is Local SEO?

“Local search engine optimization” (local SEO) is a growing customer acquisition and lead generation strategy for businesses in specific geographical areas. Local SEO boosts rankings, increases awareness, and helps build an online presence, which in turn increases revenue.

The use of local SEO and ‘near me’ searches is on the rise. Simply adding “near me” to a search phrase prioritizes search engine results based on the location of the user. And consumers are adding the “near me” search term more and more. It is a massive advantage to a local business if it appears high on search results, because they are reaching customers who are close to their location and have an intent to buy.

What are the benefits of local SEO?

Local SEO has a variety of benefits that can provide fast results once optimization tactics are in place.

Targets “buy now” customers
Local SEO reaches the most coveted customer of all – customers that are both local and at the bottom of the purchase funnel (BOFU). These customers are past awareness and consideration and ready to convert. They are actively searching for something to buy, be it fresh flowers, a service, a lawyer or mechanic, something to do, or the best Thai restaurant. And if a business is at the top of the search results, they are most likely to win the business.

This is where local SEO is paramount. Rather than optimizing for broader search phrases like “how do I find a car mechanic,” local SEO focuses on “near me” phrases like “best mechanic near me (or a city or neighborhood).” Sites that are properly optimized for local searches will rank higher and engage more BOFU consumers that have an intent to buy now.

Builds Trust
Consumers trust local businesses that appear high on “near me” search results. But this also requires a business to have done the legwork, such as claiming listings across search platforms, managing reviews (positive and negative), and having relevant content. Consumers are much more likely to engage with a business they view as trustworthy.

Improves the digital footprint of businesses
A strong local SEO strategy ensures a business’ digital footprint is healthy and builds awareness and trust. The underlying benefits include growing local backlinks and citations, increasing qualified website traffic, and boosting overall SEO.

What are the best ways to optimize for local SEO?

Local search engine optimization is accomplished with a variety of tactics, which in general are not complicated to put into place, nor are they expensive.

Start with your Google Business Profile Listing.
Google Business Profile (GBP), formerly Google My Business (GMB) is the lowest hanging fruit and critical to that “first blush” a consumer will have of your business. Make sure your name, address, phone number (NAP) are in place and hours-of-operation are accurate. And get satisfied customers to leave positive Google reviews and directly address negative reviews, which impact your results in local searches.

Lastly, consistently posting your Google Business Profile engages customers and drives more clicks to your site, which boosts overall SEO.

Don’t stop with Google.
Optimize your listings across all channels, including Yelp, Apple, Bing, Facebook and even local channels that allow advertising, such as Nextdoor.

Insert Location-based keywords in your website and content.
The text in your content significantly influences your results. Add location-oriented keywords organically throughout your website, blogs, and other written content for social media. Start with headlines and page titles. Review your meta descriptions, sub-headlines, and body copy. Include a specific area or neighborhood that is “near” your business. In fact, include “near me” where appropriate!

Create localized landing pages.
Many local businesses operate in several locations in the same general area. Build dedicated landing pages for each location that includes keywords specific to that location. Details about what you offer will help. Remember, this is what a consumer will see first. Would you respond to your landing page?

Are you mobile-friendly?
The vast majority of “near me” searches are done on mobile devices, so it is imperative your website is optimized for mobile devices. Providing a top-drawer user experience for mobile users is a primary difference maker between you and your competitors.

Optimize your website too.
It’s not all about mobile. People still use desktops and laptops to search. Your website needs to load fast, provide an intuitive UX, have content relevant to a consumer’s expectations, and give them what they want/need.

Implement “structured data.”
Structure data markup (Schema.org) helps search engines understand what your web pages are trying to convey. If your structured data markup is done correctly, your website will rank higher in search engines. It can be as simple as your location, operating hours, and services you provide, or it can be sophisticated and include schema markup for products, recipes, articles, reviews, and other specific types of content on your website.

Add proper meta titles and descriptions.
Crafting effective metadata will improve your ranking as well as your click-thru rate. For meta titles, use location based keywords along with “near me” if it is natural to the content. And keep it short (under 60 characters). Such as “best Thai restaurant near |.”

Meta descriptions should be under 160 characters and showcase a local example of your service or product. Ideally, include a call-to-action and other keywords relevant to the search. “Looking for the best Thai dining near ? Try for an authentic taste of Thailand. Takeout or dine in. Visit now!”

Local SEO should be a key component in your digital marketing strategy.

From the most popular local search terms and phrases, like lawyers, home repair, and things to do, to more obscure key words, any business will benefit from local search engine optimization. Local SEO provides immediate, measurable, attributable results and is a pillar of a solid overall SEO plan with many crossover tactics.

Local SEO is becoming increasingly crucial for businesses that rely on local customers. While it offers immediate, measurable results, implementing an effective local SEO strategy requires expertise and ongoing effort. At Xivic, we specialize in helping businesses like yours dominate local search results. Our team of SEO experts can develop and execute a tailored local SEO strategy that drives more qualified leads to your business. Don’t let your competitors outrank you in local searches – contact us today for a free local SEO consultation and take the first step towards boosting your online visibility and attracting more local customers.

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Revolutionize Your Data Management: Unleash Real-Time Insights with AI-powered Reporting

Xivic — Fri, 28 Jun 2024 08:34:21 +0000

In today’s fast-paced business environment, drowning in data can hinder your ability to make informed decisions. Traditional report generation is often a cumbersome process, riddled with delays and limited flexibility. Xivic offers a solution that empowers your team to extract valuable insights from your data faster than ever before.

Imagine this: Generating comprehensive financial reports and dynamic dashboards should be as simple as asking a question. Xivic’s cutting-edge AI tools integrate with your existing cloud databases and tracking tools, eliminating the tedious and time-consuming task of data management.

Empower your team to become data exploration champions:

Effortless Data Segmentation and Modeling: Our AI tools allow your team to segment and model data in innovative ways, uncovering hidden trends and patterns without the need for extensive reconfiguration.
Spontaneous Discovery of Fresh Insights: Foster a culture of data-driven decision making. Xivic’s AI enables on-the-fly analysis, allowing your team to delve deeper into specific aspects of company and project performance, leading to the discovery of fresh perspectives and game-changing insights.

Xivic’s AI is tailor-made for your team, regardless of their technical expertise.

Coding Veterans and Newcomers Welcome: Whether your team consists of seasoned SQL and Python developers or data analysis novices, Xivic caters to all skill levels. Our intuitive tools are designed for ease of use, ensuring everyone on your team can leverage the power of AI.
Seamless Integration for a Smooth Transition: We understand the importance of minimizing disruption to your existing workflow. Xivic’s solutions integrate seamlessly with your current processes, ensuring a quick and painless adoption for your team.

Ready to unlock the true potential of your data and propel your business forward?

Contact Xivic today! Our data experts will analyze your current workflows and provide customized recommendations for AI-powered tools and processes specifically designed to supercharge your team’s capabilities. Ditch the struggle with data management and unlock a world of real-time insights that empower your team to make informed decisions with confidence.

The post Revolutionize Your Data Management: Unleash Real-Time Insights with AI-powered Reporting appeared first on XIVIC.

Unleashing the Power of AI: A Revolution in Customer Support and Team Empowerment

Xivic — Fri, 28 Jun 2024 08:32:50 +0000

In today’s dynamic business landscape, customer support is the cornerstone of building lasting relationships and fostering brand loyalty. However, real-time support and meticulous issue tracking can often become a significant resource drain. A single unresolved issue can snowball into wasted time and ballooning expenses, leaving both your team and your customers frustrated.

This is where Artificial Intelligence (AI) emerges as a game-changer. By implementing cutting-edge AI tools, you can empower your customer service representatives (CSRs) to navigate this complex terrain with newfound efficiency and effectiveness.

Imagine a world where:

AI streamlines the process: AI tools can rapidly classify and prioritize incoming requests, ensuring they reach the most qualified representative for a timely resolution. This not only reduces response times but also minimizes the mental burden on your CSRs, preventing burnout and fostering a more positive work environment.
Language barriers become a thing of the past: Dynamic text transcripts, generated by advanced voice detection, eliminate the risk of misunderstandings caused by dialects, accents, or even foreign languages. This allows a single CSR to handle a wider range of requests, regardless of the customer’s location or native tongue.
Your team scales with your ambition: As your business expands its global reach, AI tools can seamlessly adapt to accommodate a broader customer base. This eliminates the need for constant staff recruitment and training, allowing your current team to provide exceptional support across diverse regions.

Xivic: Your Partner in AI-Powered Customer Success

At Xivic, we understand that every company has unique needs and challenges. That’s why we don’t offer a one-size-fits-all solution. We take a collaborative approach, working closely with you to customize an AI suite that seamlessly integrates with your existing workflows and leverages the strengths of your team.

Here’s how we can help you build a future-proof customer support infrastructure:

Harnessing the Wisdom of Experience: We can analyze your team’s past successes and extract valuable insights to create reusable triage processes. This ensures best practices are continuously implemented, leading to consistent and exceptional customer service.
Building a Learning System: Our AI tools are designed to evolve alongside your business. They can learn from past interactions and adapt their response protocols to tackle new challenges and scenarios effectively.
Investing in Long-Term Growth: By implementing a robust AI-powered customer support system, you’re investing in the future of your organization. This translates to a more resilient and scalable infrastructure that can adapt to changing customer demands and industry trends.

The End Result: A Winning Formula for Success

By empowering your CSRs with AI tools, you’re not just optimizing a department, but fostering a company-wide transformation. Imagine a team that’s not only efficient but also passionate about exceeding customer expectations. This translates to a significant improvement in customer satisfaction, a strengthened brand reputation, and ultimately, a brighter outlook for your long-term growth.

Ready to unlock the true potential of your customer support team?

Contact Xivic today and let’s discuss how we can tailor an AI solution that propels your business towards unparalleled customer service excellence.

The post Unleashing the Power of AI: A Revolution in Customer Support and Team Empowerment appeared first on XIVIC.

Unlock Growth and Efficiency with Xivic’s AI-Driven Business Intelligence Solutions

Xivic — Fri, 28 Jun 2024 08:30:48 +0000

In today’s dynamic business landscape, data is king. But with a constant influx of metrics, keeping track of your company’s performance can feel like a daunting task. Xivic’s cutting-edge AI-powered Business Intelligence solutions are here to help you transform this data overload into actionable insights, empowering you to optimize operations and propel your business forward.

Imagine a world where:

Effortless data analysis is at your fingertips. Generate comprehensive and insightful reports in seconds, simply by using natural language. No more deciphering complex dashboards or struggling with time-consuming manual analysis.
Customization meets expertise. Whether you boast a seasoned data science team or are just embarking on your data journey, Xivic tailors its solutions to your unique needs. We offer a comprehensive range of services, from initial data integration to crafting dashboards that perfectly align with your company’s goals.
Data security is never a concern. We understand the critical importance of safeguarding your sensitive information. Our secure cloud-based solutions or on-premise options ensure your data remains protected behind a robust firewall, allowing you to confidently integrate external sources without compromising internal security.
Expert guidance paves the way. Our team of seasoned consultants will leverage your company’s historical data and data analytics to reveal insights which can be leveraged to expand your business potential. They will meticulously evaluate your current approach and recommend the most appropriate AI-powered tools to seamlessly integrate into your existing workflows, maximizing efficiency and impact.

Xivic is more than just a technology provider; we are your trusted partner in achieving data-driven success. By leveraging the transformative power of AI, we empower you to gain a deeper understanding of your company’s performance, identify opportunities for growth, and make informed decisions that propel your business towards a brighter future.

Ready to unlock the hidden potential within your data?

Contact Xivic today and schedule a consultation. Let’s discuss how our customized AI-powered Business Intelligence solutions can streamline your operations, optimize decision-making, and propel your business towards long-term success.

The post Unlock Growth and Efficiency with Xivic’s AI-Driven Business Intelligence Solutions appeared first on XIVIC.

A How-To Guide for Enterprise SEO

Xivic — Mon, 11 Mar 2024 13:37:20 +0000

Search engine optimization continues to be one of the most important strategies a brand can use to grow their business. Regardless of what business you’re in, the higher you rank on the search engine results pages (SERPs) the better, especially for small businesses. But if you’re a larger organization, is SEO still relevant? The answer is a resounding “yes!”

Let’s start with some facts*.

Nearly 70% of online engagement begins with a click on a search engine result
More than 50% of all website traffic is initiated from an organic search
Less than 1% of second page results get clicks

*BrightEdge Channel Report

Another recent report of data from HubSpot, Ahrefs, Semrush and more found that:

The first organic result in a Google search has an average CTR of 27.6%
49% of marketers say that organic search has the best ROI of any other marketing channel
61% of marketers say SEO organic traffic generates more leads than any other marketing channel.

Properly done, an enterprise SEO strategy can generate more quality leads than any other marketing strategy, not to mention reducing cost-per-acquisition, improving click-through rates, and increasing engagement.

The challenge for enterprise SEO is the complexity of managing, analyzing, optimizing, and maintaining a massive website ecosystem. It’s up to you to ensure you have the right team, tools, and strategy in place to get your organic search ranking high and keep it there for the long term.

What’s the difference between traditional SEO and enterprise SEO?

It’s a matter of scope and scale. Enterprise SEO is a more robust, sophisticated approach to traditional SEO that provides scalable strategies for larger companies that may have hundreds or thousands of website pages. To improve search engine rankings among their competition, an enterprise level SEO strategy must:

– Manage highly competitive (and expensive) keywords (often per page)
– Maintain existing brand and domain authority
– Develop and publish quality, relevant content consistently
– Manage and optimize backlinks
– Integrate fluidly with the company’s everchanging digital ecosystem
– Constantly analyze, track, and adjust tactics

This is just the tip of the SEO iceberg, but the fact is that the complexity and scope of a well-run enterprise SEO strategy often requires a team of experts in a variety of disciplines, whether or not they are in-house or an outside SEO partner.

How do you know if you’re ready for an enterprise SEO strategy?

There is no set threshold or rules that mitigate an enterprise SEO strategy, such as page count of your website. But if your organic rankings, inbound leads, and website traffic are dropping despite the best efforts of your team, it’s time to take a pulse check. If your SEO team consists of one or two people who have multiple tasks outside of their SEO responsibilities, it may be time to consider a broader enterprise SEO plan to manage the sheer volume of your organization’s SEO needs.

What are the key factors to consider in an enterprise SEO strategy?

While all the following may apply to any SEO strategy, they carry more significance for a larger website and more comprehensive digital footprint. Here are some things to keep in mind:

Leverage your purchase funnel: However your company makes money, you have a purchase funnel that your enterprise SEO strategy can map to, especially with content. Identify keywords that intersect with different touchpoints in the funnel. New or refreshed content can take advantage of these for awareness, consideration, and other decision points.

Publish Quality Content: Enterprise SEO content is most effective when the SEO team works together with the content creation team to provide the requirements of the content, such as headlines, keywords, and image alt-text. This also includes newly discovered keywords and snippets for potential new content.

Use old content properly: While keeping new content is paramount, your old content still has value. If you simply delete old content, it also eliminates high page authority and backlinks the page may have. The role of an enterprise SEO strategy is to be able to identify these pages and effectively refresh the content.

Keep looking in the mirror: Enterprise SEO demands self-reflection. Audit your website, analyze your competition, automate/streamline your processes, and make sure your staff or agency partner has the chops to properly engage and evaluate analytics and put the results into practice. You can’t control what your competitors do, but you can control what you do. Even a massive enterprise site can nimbly implement changes with the right people and processes in place.

Have a backlink strategy: Link building is one of the OG’s of SEO and still plays a fundamentally important role in organic traffic. For enterprise sites with strong legacy brand authority, leverage what you have to acquire more backlinks with a broad outreach plan.

Use the right tools for the job: “Work smarter, not harder” as they say. With so many software tools available, find the right one(s) that suit your needs to help in research, tracking, automation, and everything else that goes into your SEO toolkit. This is essential for scalability.

Templatize: Your website should employ templates that can be easily replicated for new landing pages, blogs, product pages, and other content types. A template-based website makes applying SEO tactics to these pages more efficient and effective.

Social is still relevant: Google does not count a social share as an inbound link to your website and will not improve your ranking. But a share is a share. Obviously, the more your content is shared, the more likely it is that someone will link to it.

Use schema markup: Search crawlers “read” your website. Schema markup helps crawlers better analyze your website for content people search for and improve your SERP ranking.

Page Speed: Larger websites are constantly adding, editing, and/or deleting pages. Test page speeds regularly and have the resources in place to address issues that are slowing you down, like redirects, image size, code issues, and more. If your engagement rate is low because of a slow load times, it can hurt rankings.

Make sure it’s mobile first: Even enterprise websites with templatized pages, well-organized subdomains, and great content can neglect mobile users. Make sure your site is optimized for a responsive mobile experience.

Expose yourself: A relatively easy and often overlooked tactic to increase exposure and rankings is to optimize technical aspects of your website and content using structured data markups, canonical URLs, robots.txt files, and XML sitemaps. This will also help search engines index your content.

Why Quality Content is a Game-Changer

High quality, relevant content provides your customers with value that can build an audience over time and establish you as a trusted information source. The long-term benefit to SEO is ensuring your ranking remains strong. With Google RankBrain, content can be recognized as relevant to your particular audience. Better content that consumers engage with will rise above the rest in organic searches and garner more organic backlinks. Here are some tips to improve your content strategy.

Smarter Content for Smarter Customers: Content that exists solely for the purpose of SEO is easy to spot and even easier to click away from. Make sure your content is professionally created and crafted. With the influx of AI, you run the risk of redundancy or even plagiarism, especially if your subject material is commonplace. There’s only so much to write about the “best for 2024!”
Content for non-humans: Guess what? It’s not only humans reading your content. Google and other search engines are becoming increasingly adept at spotting keyword stuffing. So, it’s worth noting that how you use keywords can be just as important as the words you use.
Customize your content for higher conversion: Whatever your metric is for measuring success – conversions, sales, lead generation, etc., it can be accelerated by the right content at the right point in your sales lifecycle. Customers researching a product or service are at a different point than customers who are investigating an in-depth review with the intent of purchasing it.

If now is the time for you to upgrade to enterprise SEO…

Tackle the low hanging fruit first, like optimizing your website, creating new content, acquiring the right software tools, and expanding your team to accommodate the new workflow. And consider consulting an agency equipped to handle your growing enterprise SEO needs. An agency like Xivic can help recommend scalable, cost-effective strategies to help ensure the long-term success of your organization.

If you’re ready for enterprise SEO and you wait, you are leaving revenue on the table in the form of qualified leads, sales, site traffic, and more. And even worse is that your competition will gain ground in organic rankings, which can be more costly and time consuming to overcome.

Are you ready to talk about enterprise SEO? We are here to help!

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Now is the Time to Prepare for a Future without Third-Party Cookies

Xivic — Sat, 02 Mar 2024 09:18:53 +0000

This past January, Google Chrome started restricting third-party cookies for 1% of Chrome browsers, with the goal of gradually phasing out third-party cookie support in 100% of Chrome browsers by the third quarter of 2024. This initial 1% rollout is a grace period of sorts so websites and services (this is you) can research and test more privacy-focused alternatives for collecting user data.

This is a big deal for digital marketers, as it all but eliminates the use of third-party cookies as a data collection tool. If you rely on third-party cookies, this means no more tracking, targeting, personalization, attribution, measurement, and so much more. Forward-thinking marketers (this is also you) who prepare now for a third-party cookieless digital marketplace will have a distinct advantage over their competition.

What Are Third-Party Cookies and Why Is Google Blocking Them?

First, let’s take a step back and review. Cookies are small snippets of code that websites place on a user’s browser when they visit a website. These are first-party cookies, and they store information about a user’s visits and behavior. On most websites users can manually block cookies or set restrictions, but many users choose to blindly hop on a website to shop, watch, learn, browse, etc. Little do they realize that lots more is happening with every mouse click that they may be unaware of.

While first-party cookies are created directly by the website the user visits, these websites also allow advertisers and analytics providers to drop their own “third-party” cookies onto the devices of unsuspecting users. Advertisers and other companies use these external cookies to gather information about browsing behavior, serve targeted ads across domains, and track performance.

It’s no surprise that third-party cookies have always been controversial due to how much data is being collected without users’ informed consent and the potential for massive data breaches. By blocking third party cookie support, Google is attempting to increase user privacy and security, reduce shady tracking practices and eliminate uncontrolled data sharing. This allows Google to boost security and give users more power over how they are tracked and targeted online.

Google is not alone in their decision to block third-party cookies in Chrome browsers. Safari and Firefox already impose restrictions. So, by the end of 2024, third-party cookie support will cease to exist across all major browsers.

What does the end of third-party cookies mean?

The immediate impact will be on digital advertising and click/conversion tracking. Without access to browser cookies, it will get much harder for marketers to:

Retarget consumers across domains
Track conversions over multiple sites
Personalize advertising and offers
Analyze performance of advertising campaigns

Basically, multi-domain and multi-channel attribution and analytics will be severely disrupted. Cross-tracking will be eliminated, and all accessible data will be restricted to the specific domain. This means that digital marketers who personalize and optimize advertising performance will have to find alternatives to third-party cookies to harvest the data they need.

Those (we hope this is you) who can adapt to cookieless tracking alternatives early will have a definitive advantage in the marketplace over those who choose to “wait and see.”

What can you do now to prepare for a cookieless future?

The third-party cookie phase-out will be here sooner than you expect. Many of the core competencies you offer as digital marketers, such as targeting, personalization, insights, and attribution, will be gone in their current form. The good news is that Google won’t prevent the use of first-party cookies, allowing collection of site visitors’ data when they choose to interact directly with a website. And Google aims to have the Privacy Sandbox fully functional long before completely killing third-party cookies. This gives the digital marketing industry some time to reconfigure how they operate.

The bottom line is that with preparation, testing, investment and adaptation, your marketing strategies can still thrive. Now is the time to embrace new ideas, invest in new technologies, and get your team skilled in, and even defining, new best-practices. Take these steps today to stay ahead of the changes:

1. Lean into First-Party Data

When third-party data signals are eliminated, you need alternative sources of customer and lead information. Fortunately, first-party cookies aren’t going away and will be the foundation for marketing in the cookieless future.

The first step is to improve the process of how you collect first-party data and integrate consent flows into your tech stack. Focus on gathering rich, privacy-compliant data through:

Customer sign ups and profiles
Loyalty programs, memberships, or subscriptions
Promotions
Interactive content
Surveys and feedback forms
Integrations with CRM and marketing databases
Email engagement

Other tactics include contact info, transactional data, website activity, and app usage. It’s imperative that you provide quality and value to your audience so you can build the trust it requires to get new and existing customers to willingly share personal information.

2. Evaluate Identity Resolution Technologies

Dive into identity resolution and customer data platforms (CDPs). These technologies take disparate first-party data points, such as a user’s device and sessions, and tie them to individual users to create unified profiles using probabilistic matching techniques.

Furthermore, advanced matching algorithms, statistical models, and graph networks allow connecting actionable insights to real people while maintaining privacy when third-party data disappears. And there are alternatives already available, such as Google Ads Data Manager, and more being developed (thanks Google Privacy Sandbox!).

3. Test Cookieless Tracking Methods

New attribution tools focused on first-party data are already emerging. If you’re now relying completely on third-party cookies, it’s time to experiment with alternatives, such as:

Browser Fingerprinting – Collecting device settings into unique combinations for identification without cookies.
FLoC – Google’s cohort analysis techniques for interest-based tracking segments.
Differential Privacy – Adding noise to aggregate reporting numbers for true anonymization.
Contextual Targeting – Using page content semantics for smarter placements without behavioral data.

Explore emerging attribution and analytics providers who offer cookieless solutions. Thoroughly test out new multi-touch modeling platforms that leverage privacy-safe approaches like data clean rooms and incremental measurement. The future of performance tracking will require embracing new methodologies.

Xivic is here to help.

It’s true that the end of the third-party cookie will completely alter digital marketing as we know it. But it’s also an opportunity to develop and enable more sustainable, privacy-centric strategies. Rather than relying on external data crutches, brands must focus inward to build first party data universes, understand real audience segments, develop owned media, and form authentic engagement across channels and platforms.

The brands that start putting in the work now to more closely connect with customers through transparency, value, and relevancy have the most to gain after cookies have disappeared. They’ll be ahead of the curve rather than playing catch-up in an increasingly volatile digital marketing landscape.

At Xivic, we stay in front of developments from Google and other tech giants, so we can help our clients adapt to a future without third-party cookies. We can assess how your Google marketing and analytics strategies may be affected, advise on new approaches worth testing that are right for your business, and ensure you are prepared for the inevitable. Who knows? Maybe in a few years, we’ll look back on cookies as a quaint targeting tool of the past.

Reach out to start the conversation about how you can stay ahead of Google’s cookie changes.

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We’re no fortune teller, but AI is not the only marketing trend to watch

Xivic — Tue, 19 Sep 2023 11:03:25 +0000

Artificial intelligence (AI) has firmly established its presence in the world of marketing, transforming how data is analyzed, targeting is refined, and personalization is perfected. As we look ahead to 2024, the rise of AI-powered marketing solutions continues, promising even more innovation and adoption. But amidst the AI buzz, it’s crucial to remember that while AI is a force to reckon with, it’s not the sole star in the marketing galaxy.

The marketing and advertising landscape is constantly evolving, and 2024 is shaping up to be a year of major change. Here are three trends that will redefine the way brands engage and connect with their audiences:

1. The importance of first-party data:

As third-party cookies are phased out, first-party data will become increasingly valuable to marketers. Brands that effectively collect and use first-party data will be able to create more personalized and relevant experiences for customers, and to target their advertising more precisely.

First-party data is data that a brand collects directly from its own customers. This data can include things like email addresses, purchase history, and website activity. Brands can use first-party data to create customer profiles, which can then be used to target advertising, personalize marketing messages, and measure the effectiveness of marketing campaigns.

Here are some ways that brands can optimize their use of first-party data:

Collect first-party data through a variety of channels: Brands can collect first-party data through their website, email marketing, social media, and in-store interactions.
Use first-party data to create customer profiles: Brands can use first-party data to create detailed customer profiles that include information about their interests, preferences, and buying habits.
Target advertising based on first-party data: Brands can use first-party data to target advertising to specific groups of customers who are more likely to be interested in their products or services.
Personalize marketing messages based on first-party data: Brands can use first-party data to personalize marketing messages to each individual customer.
Measure the effectiveness of marketing campaigns based on first-party data: Brands can use first-party data to measure the effectiveness of their marketing campaigns and track their return on investment (ROI).

By effectively collecting and using first-party data, brands can create more personalized and relevant experiences for customers, target their advertising more precisely, and measure the effectiveness of their marketing campaigns.

Need help integrating first-party data into your marketing strategy? We can help!

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2. The boom of social commerce:

Social commerce is an undeniable force, and its momentum is set to surge even further in 2024. Consumers now rely on social media for every step of their buying journey, from initial research to making a purchase and beyond. A mere two-hour live event on TikTok recently achieved what a physical store typically achieves in a week’s worth of sales for a beauty brand. Simultaneously, a captivating Instagram live stream, complete with seamless shopping features, garnered hundreds of thousands of comments. Snapchat’s augmented-reality (AR) lenses empower users to virtually experiment with makeup and share these images with friends.

Social commerce isn’t merely a trend; it’s a formidable force. According to McKinsey, retail social commerce in the US raked in an impressive $56.2 billion in revenue in 2023. Experts anticipate this figure will soar to nearly $80 billion by 2025. Brands can offer rich social commerce experiences by leveraging features such as product tagging, shopping carts, and seamless checkout processes. But it’s not just about driving sales; it’s also a powerful tool for fostering customer relationships and nurturing a sense of community.

In the social commerce landscape, you have the opportunity to connect with a vast audience and streamline the purchasing process by reducing friction in the buyer’s journey. In 2024, brands that wish to engage these consumers must establish a robust social media presence and offer irresistible social commerce experiences.

Not sure where to start? Xivic can integrate your catalog socially.

GET YOUR ECOMMERCE BUSINESS ON SOCIAL

3. The rise of voice marketing:

Voice search and voice assistants are becoming increasingly popular, and this trend is expected to continue in 2024. With more consumers relying on voice-activated technologies to interact with their devices and the online world, marketers need to adjust their strategies to meet this evolving consumer behavior.

Voice-Activated Ads

One way brands can seize this opportunity is by creating voice-activated ads. These ads can be strategically designed to trigger when consumers inquire about specific products or services through their voice assistants. For instance, if someone asks their smart speaker about the best camping gear, a sporting goods brand’s voice-activated ad could provide real-time information and recommendations.

Converting Voice Search

Another aspect that brands should take into account is the optimization of landing page content to cater to voice search. This involves creating content that provides answers to frequently asked questions, employing a conversational tone, and integrating long-tail keywords. By creating voice-optimized content, businesses can improve their visibility in voice search results, driving more traffic to their landing pages and increasing the likelihood of conversions.

Is your brand ready to capture voice traffic?

OPTIMIZE MY BRAND FOR VOICE

As the marketing landscape evolves, those who embrace these trends and adapt their strategies will be the ones best positioned to connect with consumers, increase conversions and drive success. The future is here, and it’s an ever-evolving realm where innovation meets opportunity. Is your brand ready to seize it?

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Marketing During a Recession Can Be an Opportunity, Not a Setback!

Xivic — Tue, 20 Jun 2023 12:28:19 +0000

In times of economic uncertainty, businesses tend to tighten their belts and cut back on spending, including marketing budgets. However, a recession can actually present opportunities for savvy marketers who know how to navigate the shifting landscape.

The economic downturn that began in 2020 as a result of the COVID-19 pandemic has caused businesses across a wide range of industries to reevaluate their marketing strategies. Many have had to pivot to accommodate changing consumer behavior and preferences, while others have had to find new ways to reach their target audience amid the disruption.

Despite the challenges, there are several reasons why businesses should continue to invest in marketing during a recession.

First, a recession typically results in reduced competition, as some businesses are forced to scale back or shut down altogether. This means that those who are still in the game have a better chance of standing out and capturing market share.

Second, a recession often leads to changes in consumer behavior, as people adjust their spending habits in response to the economic climate. Marketers who are able to anticipate and respond to these changes can position themselves to meet evolving consumer needs and preferences.

Finally, a recession can be a time to build brand loyalty and trust. By maintaining a visible presence in the marketplace and demonstrating their commitment to customers, businesses can establish themselves as reliable and trustworthy partners even in difficult times.

So, how can businesses effectively market themselves during a recession? Here are a few strategies to consider:

Focus on cost-effective channels: With budgets tight, businesses should be strategic about where they invest their marketing dollars. This may mean shifting resources away from expensive advertising campaigns and instead focusing on more cost-effective channels like social media and email marketing. These channels allow businesses to reach their target audience directly and can be highly targeted and personalized.
Emphasize value: In a recession, consumers are likely to be more price-sensitive and focused on getting the most bang for their buck. This means that businesses should emphasize the value of their products or services and look for ways to offer promotions, discounts, or other incentives that make their offerings more appealing.
Adapt to changing consumer behavior: As mentioned earlier, a recession can lead to changes in consumer behavior. For example, people may be more likely to shop online or opt for cheaper brands. Marketers who can anticipate and respond to these shifts can position themselves to capture market share. This may involve adjusting messaging, product offerings, or even distribution channels.
Maintain a visible presence: Even if budgets are tight, it’s important for businesses to maintain a visible presence in the marketplace. This can help build brand loyalty and establish trust with customers. This may involve investing in PR efforts, participating in virtual events or webinars, or simply maintaining an active social media presence.
Leverage partnerships and collaborations: In a recession, businesses may need to find creative ways to stretch their marketing budgets. One strategy is to leverage partnerships and collaborations with other businesses or organizations. By working together, businesses can tap into new audiences and amplify their marketing efforts.

Ultimately, marketing during a recession requires a willingness to be flexible and adaptable. Businesses that are able to pivot quickly and respond to changing consumer needs and preferences will be better positioned to weather the storm and emerge stronger on the other side.

In times of economic downturn, businesses may be tempted to cut back on marketing spending. However, a recession can actually present opportunities for businesses that are willing to adapt and pivot their marketing strategies. By focusing on cost-effective channels, emphasizing value, adapting to changing consumer behavior, maintaining a visible presence, and leveraging partnerships, businesses can position themselves to capture market share and build lasting relationships with customers. Rather than viewing a recession as a setback, businesses should see it as an opportunity to innovate and grow.

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