Businesses focused on expanding their reach to more customers will want to pay attention to the increase in volume of visitors, as well as the quality of those interactions. Traditional measures of volume include number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.
Understanding how to be creative and have an eye for seeking out new opportunities is what will set you apart from your competitors and others creating great content. What works today might not necessarily work tomorrow. Always challenge the status quo. Always look for new opportunities. In this lesson, you'll learn how to instill a growth marketing mindset within your organization and how to manage your growth funnel. This is especially important with the ever-changing landscape of digital media.

Just because a phrase didn’t appear in either of these tools doesn’t mean there is no demand for it. There are other ways to confirm that someone is interested in this topic. And for the blog posts and articles that target the informational keyphrases, we aren’t necessarily looking for huge demand. Any visibility in search can make a big difference in the performance of a post.
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users. This is true whether your site provides content, services, products, information, or just about anything else.
Maybe this feels a bit too scattershot for you. Buzzsumo also allows you to find and observe influencers. What are they sharing? By clicking the "view links shared" button, you'll get a display of all the unique pages shared. Sometimes "influencers" share all types of varying content crossing many topics. But sometimes, they're pretty specfic in the themes they share. Look for the latter in this competitive research stage.
SEO strategy plan reviews such as the keywords targeted, optimized pages, link building submissions, SEO copywriting and so forth should be done at least every six to twelve months. If you are operating in an industry that is very competitive, you may want to do this even sooner. It will depend on the recommendations of your specialist who will be monitoring changes in the industry and SEO trends throughout the entire process.
Google continuously develops and improves upon their algorithm to create a sophisticated machine that learns as it grows; the more it learns, the less humans can comprehend. Over the years, SEO strategies have evolved in attempts to keep pace with Google’s algorithm changes and updates with the use of machine learning and data science, and this is SEO in 2018.
Let me tell you a story. Early in my tenure at Yahoo we tried to get into the site dev process in the early stages in order to work SEO into the Product Recommendations Documents (PRD) before wireframing began. But as a fairly new horizontal group not reporting into any of the products, this was often difficult. Nay, damn near impossible. So usually we made friends with the product teams and got in where we could.
I expand on this definition of digital marketing to explain that, in practice, digital marketing includes managing different forms of online company presence and presences such as company websites, mobile apps, and social media company pages. This is in conjunction with online communications techniques including the likes of search engine marketing, social media marketing, online advertising, e-mail marketing and partnership arrangements with other websites.
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
Key phrases are keywords containing multiple words. We tend to use the word keyword all the time, but we don’t necessarily mean it’s only one word. ‘WordPress SEO’ is a keyword, as is ‘Google Analytics plugin’. Keywords usually consist of multiple words! So, in this guide, when we talk about keywords, we usually mean a phrase, rather than a single word.

Basically, Google shows the autocomplete suggestions whenever you start typing anything into Google search box. It is in Google's best interest to show the most relevant keywords in the autocomplete suggestions. Keywords that would help Google to retrieve the most relevant websites and help users find the most relevant content for their search query.


A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed at human visitors.
In order to engage customers, retailers must shift from a linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer.[21] Exchanges are more non-linear, free flowing, and both one-to-many or one-on-one.[5] The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.[22]
Search engine spiders can only spider through text. They will use the content on your site to determine what your site is about, which in turn will help to decide how highly your site will be ranked for specific keyword phrases when visitors type them into the search engines. For this reason, keyword research is critical to obtaining natural search engine placement and should be at the top of your list when mapping out your SEO strategy.
Digital marketing and its associated channels are important – but not to the exclusion of all else. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions.
If a member of your target audience who is looking for your topic landed on these same search results, what would they do? Would they immediately try again and search for something else? In other words, are the high ranking pages relevant to you, your brand and your content? If not, you’re in the wrong neighborhood. Go back and consider different phrases.
"The other guy is doing it" seems like a terrible rationale, except that showing off the shares and attention a competitor is getting for their content can really help prove your point with someone who still doesn't see the value in content marketing. Just be ready for what sometimes comes next - "Do exactly what they're doing" - which is not the way to win at content marketing.

This is beyond website content, but good user experience is becoming more and more important in strong SEO rankings. According to Robert Berris in his blog Three UX Principles That Help Your Website Do Its Job Right, “During the last two years, Google has evolved to place much higher emphasis on sites that deliver quality user experiences across platforms and devices. Though traditional ranking factors are still king, search engine optimization is increasingly becoming user optimization.” So, work with your web developers to be sure that your website is easy and intuitive to navigate and that each link works and takes your visitors to the next bit of information they’re looking for.


Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).[42]
Special thanks to Isla McKetta for writing the lion's share of the guide, to Trevor Klein for writing a couple of chapters and wrangling the project, to Derric Wise, Kevin Engle, and Abe Schmidt for their fantastic illustrations (and for bringing Carl the Content Cat to life!), to Lisa Wildwood for her keen editing eyes, and to Ronell Smith and Christy Correll for their additional reviews.
In 1933, Procter & Gamble started to broadcast a radio serial drama sponsored by their Oxydol soap powder. The owners wanted to build brand loyalty by aiming to adult women. They could intermix their marketing messages into the serial drama. The term soap opera was born in this year, and they marked a precedent for native ads. Engagement with the audience was a key element with the creation of this content.
We need a metric to compare our specific level of authority (and likelihood of ranking) to other websites. Google’s own metric is called PageRank, named after Google founder Larry Page. Way back in the day, you could look up the PageRank for any website. It was shown on a scale of one-to-ten right there in a Google toolbar that many of us added to our browsers.
Ask for a technical and search audit for your site to learn what they think needs to be done, why, and what the expected outcome should be. You'll probably have to pay for this. You will probably have to give them read-only access to your site on Search Console. (At this stage, don't grant them write access.) Your prospective SEO should be able to give you realistic estimates of improvement, and an estimate of the work involved. If they guarantee you that their changes will give you first place in search results, find someone else.
This was all free information I found online in less than an hour, that gives me some great ideas for content, partnerships and potential tools to build into my site to be relevant and useful to my target audience. Of course this is just some quick loose data, so I'll emphasize again: be careful where your data comes from (try to validate when possible), and think about how to use your data wisely.

When Googlebot crawls a page, it should see the page the same way an average user does15. For optimal rendering and indexing, always allow Googlebot access to the JavaScript, CSS, and image files used by your website. If your site's robots.txt file disallows crawling of these assets, it directly harms how well our algorithms render and index your content. This can result in suboptimal rankings.
Typically, others in the industry will be maintaining ongoing SEO on their sites, so it’s usually advisable to continue with monitoring, tweaking, and expanding your SEO strategy as time goes on. The logic is that if you’re not acting on your own search visibility, but your competitors are, it’s likely that you’ll eventually lose any hard earned progress in search engine rankings.
For example, we regularly create content on the topic of "SEO," but it's still very difficult to rank well on Google for such a popular topic on this acronym alone. We also risk competing with our own content by creating multiple pages that are all targeting the exact same keyword -- and potentially the same search engine results page (SERP). Therefore, we also create content on conducting keyword research, optimizing images for search engines, creating an SEO strategy (which you're reading right now), and other subtopics within SEO.
Do you regularly publish helpful, useful articles, videos or other types of media that are popular and well produced? Do you write for actual human beings rather than the search engine itself? Well, you should. Latest research from Searchmetrics on ranking factors indicates that Google is moving further towards longer-form content that understands a visitor’s intention as a whole, instead of using keywords based on popular search queries to create content.
During your campaign, you should be given progress reports by the SEO expert you have hired. Bear in mind that Search Engine Optimization is a long term strategy, and you will not be able to see results straight away. As a rule of thumb, agencies will provide clients with monthly reports. Communication is recommended throughout the process, but this is your opportunity to ask any questions about the campaign or tweak it slightly. Typically, the results of an SEO campaign can take anywhere from 3 months to a year before showing up in reporting.
Quite simply, earned media refers to the exposure you’ve earned through word-of-mouth. Whether that’s content you've distributed on other websites (e.g., guest posts), PR work you’ve been doing, or the customer experience you've delivered, earned media is the recognition you receive as a result. You can earn media by getting press mentions, positive reviews, and by other people sharing your content on social media, for instance.
As a simple example, I recently renovated a Victorian-era house in the UK, and throughout the process, I was looking for various professionals that could demonstrate relevant experience. In this case, having a well-optimized case study showing renovation work on a similar house in the local area would serve as great long-tail SEO content — it also perfectly demonstrates that the contractor can do the job, which perfectly illustrates their credibility. Win-win.
LinkedIn is commonly known as the professional social network, and it’s obvious that its users are serious. Sixty-four percent of social referrals to corporate websites come from LinkedIn, compared to 17% from Facebook and 14% from Twitter. A glance at the demographics demonstrates that LinkedIn has the greatest percentage of college-educated, higher-income users of all the major social channels.

An omni-channel approach not only benefits consumers but also benefits business bottom line: Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal. This could be due to the ease of purchase and the wider availability of products.[24]
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