Google’s Artificial Intelligence (A.I.) is probably the world’s most powerful.  Four hours after being taught how to move chess pieces (no instructions on strategy or openings), their AlphaZero chess player was not only able to beat the best human who had ever lived, but also the best machine.  AlphaZero  was described as having ‘God-like ability’, with strategies never previously dreamt of.  This powerful A.I. is also available to help you to win more and better clients, in the form of Google Ads.

Ad Creation, Not Just Optimization
It’s well known that Google’s Conversion Optimization can bring more clients for less money, as long as well-structured Google Ads/Analytics accounts are in place.  What’s less well-known is the fact that Google can actually generate most of the ads and keywords themselves. And, they sometimes outperform experienced human ad creators.  This technique is called ‘dynamic ad groups’.  Google’s A.I. scans a webpage, multiple web pages or an entire website, generates the ads and keywords, monitors visitor actions and continuously optimizes the ads and keywords in a virtuous circle.

​Astonishing Results
But does this technique really work in the real world?  In order to test the A.I., I generated a competitive dynamic ad group, which looked at an entire client website and compared it to what I had created manually.  The results were astonishing.  I noticed that the robot was outperforming me substantially, so I shifted most of the funds into the robotic ad group, away from the human-created ad group.  The account-wide return on investment (ROI) nearly quadrupled from 47% to 166%, as a result.
 

​                                              One week period ending two weeks after the A.I. budget was increased
 
Man vs. Machine
Don’t get me wrong.  Sometimes my colleagues and I beat the A.I., but not in this case.  When directly comparing the results during the same week, the man-made ad group had an excellent ROI of 144%, but that was eclipsed by the robot’s stratospheric 275% ROI.  Furthermore, the robotic cost per conversion was about 70% less, while the conversion rate was five times as great.  Maybe someday, the machines will take over from us, but in the meantime, let’s use them to make a lot of money.

When building a multi-national e-commerce website, it’s important for visitors to experience the website in their own language and to be able to make purchases in their own currency.  But what if the visitor does not see or indeed understand the drop down menus, which enable the Language and Currency switches.  Would it not be better to default to the individual visitors’ standards, even before they see the website?  Of course it would.   At RocketScienceWeb.com, we offer  this ability, which  enables ​far more traffic to your international website, with improved user experience.

​There are fewer currency considerations than linguistic considerations.  The first step is for the website owner to choose a base currency in which to receive funds, for instance, US dollars.  Typically, the website owner would pick other major currency options such as the euro, British Pounds Sterling and/or Chinese Yuan.  In this instance, four currencies are offered.  The widget accesses the visitor’s IP address to determine their location.  A visitor in France, would see 110 Euros, if the initial cost is $120.  E-commerce platforms such as Shopify convert currencies internally.  We take it a step further by implementing various degrees of rounding, so that French visitors see the above rounded price and are spared the confusing $109,67 Euro price.  But what happens if one’s ocation currency is not available?  In these cases, your base currency appears.  For instance, visitors in Israel, would see dollars as their currency, assuming Shekels were not selected as an option by the web designer.  If the product sells for $120, Israeli visitors would see $120 as the price.   Of course, visitors can select an alternative currency, when available. A travelling businessperson may wish to pay in their home currency and we offer this option. 

​We base the default language on the visitor’s browser language selection.  For instance, an Italian travelling to California would still see the website in Italian, assuming Italian is their selected browser language.  Utilizing browser language, rather than IP address for default language also has the advantage of offering those not residing in their country of origin, a more familiar language, as the default.  For instance, native Spanish-speakers in the USA may appreciate the cultural sensitivity of having Spanish as the default language and therefore may be more prone to buy from the website.

​We also set a base language, which is typically the most widely understood, by global web visitors.  The next choice is whether to use a machine-based translator such as Google Translate or a human translator, the latter being superior at the current time, but perhaps not forever.  We utilize a two-pronged approach; Google Translate is initially used, but after the website is ‘finished’, we recommend a human translator.  The problem is that finishing a website is a metaphysical concept, since even mature websites are often changed.  Therefore, before utilizing human translators, it’s advisable to be far along in your text content creation, otherwise, you’ll have the nightmare of managing multiple translations on multiple occasions.  It’s also worth using a professional translator or translating service.  Amateur writers often don’t write as well as they think they do.

Websites always have two audiences, human and robotic, meaning SEO (Search Engine Optimization) or how you will rank in organic search.  Producing a human translation is a great start.  Your next step should be utilizing a global TLD (top level domain) which is geographically universal, such as a .com, .edu (for teaching institutions) or .org (for non-profits). Next, create separate pathway for your target country and the target language within the country.  For instance, Switzerland has several official languages.  We recommend the following URL structure.

www.example.com/ch/fr/ — Switzerland, French or  www.example.com/ch/it/ — Switzerland, Italian

​For those whose native language is not available on your website, the default language, often English, is selected. The website visitor can always change this to a language to a more familiar one, via the language selector. If you’re not sure where your web visitors are located, Google Analytics can provide these answers.  Even languages with a non-Roman alphabet, such as Chinese, Russian, Arabic or Hebrew may be selected, the latter two being written right to left! 
For an example of a currency and language switching website, visit SorianoMotori.com., recently built by RocketScienceWeb.com.
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Different strokes for different folks. Power to the people. Provide a comfortable user experience for your precious website visitors, in their own language and in their own currency and the big bucks will follow.

There are three main benefits to installing the Facebook Pixel. The one that really counts for most businesses is Facebook remarketing. In other words, you can set it so that your web visitors, a very important target audience, see your ads during future Facebook visits.

The second benefit is seeing the analytical and demographic data of website visitors.  Given that the near ubiquitous Google Analytics platform already offers this, I don’t see much added benefit here.  The third benefit is the ability to track actions taken on your website, in which the visitor’s journey originated on Facebook.  This could be beneficial if a business is running a complex orchestra of different Facebook ads, in which it’s important to identify the exact ad that caused certain actions (e.g. sign up for an event).  Also, I’m not sure if assigning Facebook code to a website action precludes the tracking by other platforms; for instance the Google Adwords conversion tracking does preclude phone tracking by other platforms, in certain circumstances.
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Anyway, for many businesses, it’s worth installing the Facebook Pixel, if only to employ Facebook remarketing.

Blogging three times per week and expecting better search engine results?  Think again. 
I’ve seen no data to support good results from blog stuffing, in which a company publishes an inordinate amount of blog content (typically more than once per week), relative to their size.  But, I have seen great results from blogging at a more reasonable rate of one to four times per month, as measured by Google Analytics and other tracking software. 

One thing is certain.  Blog stuffing uses up plenty of critical company time and resources.  Yet I’m seeing a number of businesses who have been advised to blog stuff or alternatively, to constantly revise the content of their website.  The usual result is a rapid stoppage of all content, which is nearly as bad.  Yet for some digital marketing agencies, blogging three times per week is a common and in my opinion, misguided mantra.

​Think about content creation from Google’s perspective.  The Google algorithms love fresh content, but will “know” approximately how large your business is through various signals, such as the number of employees on LinkedIn, number of locations, type of business etc.  Their algorithms no doubt have an understanding of what is a reasonable amount of content output, for a 5 - 50 person company and it’s a lot less than two thousand words per week.  Who would have time for such a quixotic project?
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With rare exception, the only rational reason for blog stuffing is an attempt to attain higher search engine rank positions.  Therefore, blog stuffing is a form of black hat (not kosher) SEO and is unlikely to help or could even result in a downgrade in search engine rank.  Blog stuffing is therefore similar to keyword stuffing, but worse, since it also sucks up so much of your valuable time.

So should companies blog? By all means.  But blog stuffing in order to trick the search engines…a sure fire trip to digital Armageddon.