Hopin in a Nutshell
Hopin is an all-in-one platform for live online events that – thanks to the surging demand for virtual events – has been gaining traction at exponential rates.
Praising itself as a virtual venue, the company is enabling users to create engaging events that connect people around the globe. Even more, the platform is offering deep analytics and user data for lead generation and marketing objectives.
How Small Changes in the SERP Can Impact Traffic
Where previously SEO and PPC peacefully existed across clearly defined sections of the SERP, the lines between organic results and paid ads are now more blurred than ever.
Because the SERP includes organic search results, paid ads, features, and videos, it’s a good starting point for learning more about Hopin’s digital strategies.
Right now, the first result in the SERP for Hopin’s brand term is occupied by a competitor’s ad. This means that Hopin is not protecting that real estate with their own ad, and is likely losing customers that otherwise would have landed on their website.
Protecting your brand in the SERPs is essential, especially for businesses in competitive industries. Using synergy between PPC and SEO is one of the best ways to shut out other players and boost your presence.
SERP Features to Keep an Eye On
SERPs may look different for different queries, but they’re all made up of the same three elements – paid ads, organic results, and SERP features.
SERP features refer to any element (or widget) beyond the traditional organic results and paid ads. They help improve user experience and have a significant effect on SEO.
Let’s take a look at the features that appear on Hopin’s brand search.
People Also Ask
‘People Also Ask’ is an extremely useful feature, especially on mobile devices. It’s usually located in the middle of the SERP and, when you click on a question, it expands out with an answer. Every time you click to reveal an answer, Google loads more related questions.
Currently, the answers to the most commonly asked Hopin-related questions are pulled from other websites (e.g. Trustradius and Hopin’s Zendesk page). Because this is a very important SERP battleground, not claiming this real estate is a big missed opportunity.
Ultimately, all of these are fantastic questions to answer in the form of dedicated pages, blog posts, and videos. Producing content that answers these questions better than the current publishers will help Google replace them, ensuring that you are not steering users to answers that you’re not in control of.
Tweet Boxes
Tweet boxes are another feature that appears in the SERP for Hopin’s brand name.
Here, Google displays popular tweets in a carousel. In most cases, these come from an official Twitter account associated with the searcher’s query.
Video Thumbnails
More and more, Google is posting video thumbnails in their SERPs. This is another crucial area for SaaS marketers in competitive niches.
The three videos that show up in the SERP for Hopin are:
‘Meet the Team’ video
A video featuring an unsatisfied user
‘Live Hopin Event Walkthrough’ video
In the next section, we’ll walk through these videos in more detail to gain a better understanding of Hopin’s YouTube video marketing.
Hopin’s Video Marketing
By now, it’s clear that video is a powerful tool for SaaS, and leveraging video SEO and PPC tactics can have countless benefits, such as broader brand awareness, increased sales, and longer watch time.
Because today’s users want to be entertained, learn, and engage with brands through video, building a long-term video marketing strategy is crucial.
As a video content distribution platform, YouTube is incredible because it makes it very easy to share and digest content.
Let’s look at how Hopin is utilizing the platform as part of its overall digital efforts.
Hopin in a Nutshell
Hopin is an all-in-one platform for live online events that – thanks to the surging demand for virtual events – has been gaining traction at exponential rates.
Praising itself as a virtual venue, the company is enabling users to create engaging events that connect people around the globe. Even more, the platform is offering deep analytics and user data for lead generation and marketing objectives.
How Small Changes in the SERP Can Impact Traffic
Where previously SEO and PPC peacefully existed across clearly defined sections of the SERP, the lines between organic results and paid ads are now more blurred than ever.
Because the SERP includes organic search results, paid ads, features, and videos, it’s a good starting point for learning more about Hopin’s digital strategies.
Right now, the first result in the SERP for Hopin’s brand term is occupied by a competitor’s ad. This means that Hopin is not protecting that real estate with their own ad, and is likely losing customers that otherwise would have landed on their website.
Protecting your brand in the SERPs is essential, especially for businesses in competitive industries. Using synergy between PPC and SEO is one of the best ways to shut out other players and boost your presence.
SERP Features to Keep an Eye On
SERPs may look different for different queries, but they’re all made up of the same three elements – paid ads, organic results, and SERP features.
SERP features refer to any element (or widget) beyond the traditional organic results and paid ads. They help improve user experience and have a significant effect on SEO.
Let’s take a look at the features that appear on Hopin’s brand search.
People Also Ask
‘People Also Ask’ is an extremely useful feature, especially on mobile devices. It’s usually located in the middle of the SERP and, when you click on a question, it expands out with an answer. Every time you click to reveal an answer, Google loads more related questions.
Currently, the answers to the most commonly asked Hopin-related questions are pulled from other websites (e.g. Trustradius and Hopin’s Zendesk page). Because this is a very important SERP battleground, not claiming this real estate is a big missed opportunity.
Ultimately, all of these are fantastic questions to answer in the form of dedicated pages, blog posts, and videos. Producing content that answers these questions better than the current publishers will help Google replace them, ensuring that you are not steering users to answers that you’re not in control of.
Tweet Boxes
Tweet boxes are another feature that appears in the SERP for Hopin’s brand name.
Here, Google displays popular tweets in a carousel. In most cases, these come from an official Twitter account associated with the searcher’s query.
Video Thumbnails
More and more, Google is posting video thumbnails in their SERPs. This is another crucial area for SaaS marketers in competitive niches.
The three videos that show up in the SERP for Hopin are:
‘Meet the Team’ video
A video featuring an unsatisfied user
‘Live Hopin Event Walkthrough’ video
In the next section, we’ll walk through these videos in more detail to gain a better understanding of Hopin’s YouTube video marketing.
Hopin’s Video Marketing
By now, it’s clear that video is a powerful tool for SaaS, and leveraging video SEO and PPC tactics can have countless benefits, such as broader brand awareness, increased sales, and longer watch time.
Because today’s users want to be entertained, learn, and engage with brands through video, building a long-term video marketing strategy is crucial.
As a video content distribution platform, YouTube is incredible because it makes it very easy to share and digest content.
Let’s look at how Hopin is utilizing the platform as part of its overall digital efforts.
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