I think by now, most of the principles of SEO are more or less well understood by people that have done their time in the trenches since 1999, although new platforms and data types arrive all the time keeping the need for ongoing practice or testing even more important than in the past. The need to learn about new entrants like Siri, Alexa, Facebook, Linkedin, and specialist search engines (like Booking.com, for example) will keep SEOs on their toes for years to come.
First, understand that schema markup is one of the most powerful, least used parts of SEO today. Schema are basically brief snippets of data that can give extra information to search users and search engines. Best of all, schema markups don’t require extra coding, and can be inserted through Schema.org, a rare collaboration between Google, Yahoo, and Bing.
Imagine the most ambitious outcomes for your marketing and communication efforts. Imagine a partner that seeks to understand your business and make its products and services work for you. A partner that brings you new ideas and creates impact for your business. Imagine a partner that leverages years of research and know how in creating messaging and communications that are game changing. Meet Evolve Impact Group.
There’s obviously a huge number of reasons why a website might link to another and not all of them fit into the categories above. A good rule of thumb on whether a link is valuable is to consider the quality of referral traffic (visitors that might click on the link to visit your website). If the site won’t send any visitors, or the audience is completely unrelated and irrelevant, then it might not really be a link that’s worth pursuing.

Content marketers are constantly battling for the attention of their prospects and customers. To help ensure that you're heard, you need to be genuine and tell a story that appeals to your audience. Your goal is to make a human connection. It's about resonating with people, people that need your help or guidance. In the world of business, a story helps you create contrast between choices. Stories will help your prospects make sense of decisions they're about to make, whether it's deciding on a needed product or service or making a purchase.

Identify where target audiences are spending their time online, and where relevant conversations are already taking place. For retail companies, maybe it’s Instagram and Pinterest. For B2B, it might be Twitter and LinkedIn. Instead of wasting time and resources on social media that won’t deliver, focus on the right channels with the biggest payoffs...


Laura,Great post.  This touches something I wish more SEOs practiced: conversion optimization. I think most SEOs think of what they do as a service for, instead of a partnership with clients.  The end result should never be raw traffic, but value obtained through targeted, CONVERTING traffic.You make excellent points about market research, product input, content creation, and other functions many SEOs and SEMs neglect.More and more SEO providers focus only on assembly line basics and worn out techniques instead of challenging themsleves to learn product marketing, usability, and conversion optimization.Your advice on market research is extremely valuable.Great start to a promising series.  I look forward to more!
Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.[40] Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).[41] Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).[42] Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.
Your marketing plan should go beyond the types of content you'll create -- it should also cover you'll organize your content. With the help of an editorial calendar, you'll be on the right track for publishing a well-balanced and diverse content library on your website. Then, create a social media content calendar so you can promote and manage your content on other sites.
Consumers seek to customize their experiences by choosing and modifying a wide assortment of information, products and services. In a generation, customers have gone from having a handful of television channel options to a digital world with more than a trillion web pages. They have been trained by their digital networks to expect more options for personal choice, and they like this. From Pandora’s personalized radio streams to Google’s search bar that anticipates search terms, consumers are drawn to increasingly customized experiences.

What is ​search engine optimization, then? It's not secrets or tricks — just ranking methodologies to follow in order to help a site that offers value to users beat the competition in search results. Today, you must be committed not just to optimizing your domain, but also to making it a quality site that attracts links naturally and is worthy of ranking.


Once you’ve done a thorough analysis of your chances to rank on a specific term, the next step is to write an amazing article and optimize it accordingly. And hit publish. Make sure you’ll attract some nice backlinks. And wait a little while. Check out your rankings. Does your article pop up? Did it hit the first page of Google’s SERPs? Or is it hidden away on page 2 or 3? Make sure to evaluate your articles in the SERPs. Google the terms you’ve optimized your articles for. Check whether or not your SEO is paying off!
Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.

What's the point of creating content if you don't know whether it's working or not. This lesson will help you understand various metrics and data points to track and measure to see whether or not your initiatives are successful. This way your business is constantly growing and learning as opposed to doing the same ole' thing because it's what you've always done. You'll also learn how to communicate the results of your content efforts with the rest of your team.
When launching, adjusting or creating search engine optimization (SEO) and search engine marketing (SEM) campaigns, you work with a ton of keywords (words you choose and want to rank well in search engine results). In the SEO/SEM world, keywords can be a marketer’s best friend, if chosen wisely! The keywords you choose for your Pay-per-click (PPC) online advertising campaigns can ultimately determine the success or failure of your campaign. In order to succeed, you need to find a good mix of different keywords, from branded to non-branded, to competitors terms, as well as generic and long-tail terms. There are plenty of excellent paid or free trial PPC keyword research tools out there to choose from. However, you can create a really extensive keyword list with tools that are 100% free  – Sweet!
Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity -- after all, it's 40X more likely to get shared on social media than other types of content -- it's a medium worth experimenting with.
Another example when the “nofollow" attribute can come handy are widget links. If you are using a third party's widget to enrich the experience of your site and engage users, check if it contains any links that you did not intend to place on your site along with the widget. Some widgets may add links to your site which are not your editorial choice and contain anchor text that you as a webmaster may not control. If removing such unwanted links from the widget is not possible, you can always disable them with “nofollow" attribute. If you create a widget for functionality or content that you provide, make sure to include the nofollow on links in the default code snippet.
Establishment of customer exclusivity: A list of customers and customer's details should be kept on a database for follow up and selected customers can be sent selected offers and promotions of deals related to the customer's previous buyer behaviour. This is effective in digital marketing as it allows organisations to build up loyalty over email.[22]

It is important to remember that just because digital marketing uses different communications techniques to traditional marketing, its end objectives are no different from the objectives that marketing has always had. It can be easy to set objectives for digital marketing based around ‘vanity metrics’ such as number of ‘likes’ or followers, so it is useful to bear in mind this definition of marketing advanced by the Chartered Institute of Marketing:

SEO.com is a certified Google Partner, and our team is filled with specialists in SEO (search engine optimization), PPC (pay per click), eCommerce, social media, Google AdWords, conversion optimization, site usability, databases, apps, and more. Our developers and teams combine creativity and top technical expertise to manage the most effective up to date websites.

Identify where target audiences are spending their time online, and where relevant conversations are already taking place. For retail companies, maybe it’s Instagram and Pinterest. For B2B, it might be Twitter and LinkedIn. Instead of wasting time and resources on social media that won’t deliver, focus on the right channels with the biggest payoffs...


A very popular and highly competitive keyword on Google search engine is "making money." It has 85,300,000 search results, meaning that millions of websites are relevant or competing for that keyword. Keyword research starts with finding all possible word combinations that are relevant to the "making money" keyword. For example, a keyword "acquiring money" has significantly fewer search results, only 61 000 000, but it has the same meaning as "making money." Another way is to be more specific about a keyword by adding additional filters. Keyword "making money online from home in Canada" is less competitive on a global scale and therefore easier to rank for. Furthermore, keywords also have various intents which can affect whether the marketer would want to target that keyword. Multiple tools are available (both free and commercial) to find keywords and analyze them.
Achievable: Make sure you're grounding your goal in reality. Sure, you can't control a massive Google update, but using the history of your sales and competitive data, you can make some inferences. You also need to make sure you have agreed-upon goals. Get buy-in before you set the goal in stone, leveraging the thoughts from the leaders, merchandisers, analysts, and anyone who might be able to provide insight into the likelihood of hitting your goal.

We need to go deeper than knowing what industry we are in and that we want to be profitable, if we want to generate the kind of waves that affect visibility in the search engines. Dig deep into that vision statement to look for ideas that will guide your strategy goals and metrics. If your vision statement isn’t doing that for you, you might want to consider developing a new vision statement for your own campaign, which serves the purpose.
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. This lesson will introduce you to the world of content marketing and provide you a big picture view of everything you need for a successful content marketing strategy.
I agree on everything but the 8, about meta description: surely it helps a lot the users, so it should be used, but for my experience I don’t think it can give you a boost in serp: maybe 10 years ago, now not any more.The tag title is ten times much more useful for seo reasons. A site without meta can go along quite fine. Of course just IMHO. Anyway thanks a lot for the article and your advice, your blog is great, that’s the first time I visit it. Sorry for any possibile mispell: I’m italian, from Rome.
Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire. Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever. Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company that might change your fortunes overnight? It might be easier than you think.
For new visitors and potential customers to find your site, they typically need to interact with a search engine like Google, and the way they tell the search engine what they're looking for is by using keywords. Being able to anticipate the words and phrases those people use in large part determines how successful you'll be at SEO. The process of mining for these keywords is called keyword research.
“Phrase” – The sum of the search volumes for all terms that include that whole phrase. If you were doing PPC and targeted the phrase match for pizza dough, ads would show for anyone who typed in social media, with or without additional keywords such as social media marketing or about social media. Organic results would include only results including the exact phrase social media.

Digital marketing is the use of the internet, mobile devices, social media, search engines, display advertising and other channels to reach consumers. As a subset of traditional marketing, digital marketing goes beyond the internet to include Short Message Service (SMS), Simple Notification Service (SNS), search engine optimization (SEO), electronic or interactive billboards and other online ads (such as banner ads) to promote products and services. Some marketing experts consider digital marketing to be an entirely new endeavor that requires a new way of approaching customers and new ways of understanding how customers behave compared to traditional marketing.

Simply put, search engine optimization (SEO) is the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.
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