Another challenge is the sheer scope and scale of digital marketing. There are so many great digital marketing techniques ranging from search, social and email marketing to improve the digital experience of your website. Our article, What is digital marketing? shows how by using our RACE planning framework you can define a more manageable number of digital marketing activities which cover the full customer journey. Within each digital marketing technique, there are lots of detailed tactics that are important to success, so they need to be evaluated and prioritized, for example from dynamic content for email automation, website personalization to programmatic, retargeting and skyscraper content for organic search.
It's all too common for digital marketing activities to be completed in silos whether that's a specialist digital marketer, sitting in IT or a separate digital agency. It's easier that way to package digital marketing into a convenient chunk. But of course, it's less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels. We always recommend developing an integrated digital marketing strategy and once Digital Transformation is complete digital marketing activities will be part of your marketing plan and part of business as usual.
Keywords also vary widely in search intent and length. Short tail keywords like “Indian restaurant” may have large search volume, whereas long tail keywords such as “Indian restaurant serving breakfast in Chicago” will have lesser search volume. The SEO analyst’s job is to strike a balance between types of keywords and the amount of search volume behind them.
Marketers are now moving toward a more centralized mode of social sharing, putting their investments only in proven platforms they’ve actually found traction on. This correlates to higher line-item ROI and a more consistent experience for social followers. Integrating social distribution directly into the content marketing supply chain amplifies the total reach of your assets and allows you to quickly see how engaging your content is, while receiving real-time feedback from online users.
Baseline ranking assessment. You need to understand where you are now in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You should see improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator.
These milestones cannot be done without using some of the most effective SEO strategies and practices available. Speaking of SEO strategies, it pays to be daring and risk-taking every once in a while. In fact, some of our achievements used some unique strategies that can be risky should they not be properly applied. With that in mind, here are some daring SEO strategies that you must try this 2018.
2. Microsoft Ad Intelligence Tool (Excel Add-on) – This is a PPC keyword research tool and Excel add-on for Bing Ads. This tool requires a Bing Ads advertising account.  Once installed, the tool is available as a new tab in your Excel workbook.  You can discover new keyword ideas by entering the URL of your website or list of keywords.  The tool also gives traffic and bid estimates on your keywords, which allows you to determine the cost to advertise on Bing/Yahoo. There’s also some interesting demographic and geographical information available.
AT&T chose DigitalMarketing.com after an extensive evaluation of a number of agencies in the market. We have not been disappointed with our choice. DigitalMarketing.com has been extremely beneficial to our ongoing strategies in helping us tailor our content and develop our online marketing programs to the level needed to exceed our sales objectives. They are continually looking for ways in which we can improve the return on our business development investment. I would highly recommend them to anyone.
You should place sharing options above and below content to increase visibility and give readers access, wherever they are on the page. If you’re company blog runs on Wordpress you can also implement auto-detection plug-ins that prompt users to share or subscribe to your content depending on the platforms they are logged into when they are viewing your content.
If you're struggling to think of more keywords people might be searching about a specific topic, go to Google.com and take a look at the related search terms that appear when you plug in a keyword. When you type in your phrase and scroll to the bottom of Google's results, you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.
With so many channels, platforms, and methods of communicating with audiences, it’s easy to overlook the classic email — but email is very much alive and well. In fact, email drip campaigns are one of the simplest, most effective ways to provide targeted, high-performing content directly to your readers, enhance their experience with your brand, and enable the sales process.
Another challenge is the sheer scope and scale of digital marketing. There are so many great digital marketing techniques ranging from search, social and email marketing to improve the digital experience of your website. Our article, What is digital marketing? shows how by using our RACE planning framework you can define a more manageable number of digital marketing activities which cover the full customer journey. Within each digital marketing technique, there are lots of detailed tactics that are important to success, so they need to be evaluated and prioritized, for example from dynamic content for email automation, website personalization to programmatic, retargeting and skyscraper content for organic search.
4. Keyword Concatenation Tool – This keyword concatenation tool from Found.co.uk helps you build a large list of keywords.  The tool also includes inputs that include match time modifiers, as well as different permutation outputs. You could concatenate a “buy” modifier to your product list to create a keyword list of “Buy + products” for example. This is all really just fancy/techy lingo for joining large lists of keywords together with ease and being able to switch between paid search match types.
Social media websites are among the most valuable resources a business can have. Sites such as Facebook, Twitter, and LinkedIn are chock full of members of your niche audience and other potential customers waiting to be found — so be sure to share your content with them! It can even help answer many of their questions while simultaneously establishing your credibility.
For example, assume your search ad generated 5,000 impressions in one day, of which 100 visitors have come to your site, and three have converted for a total profit (not revenue!) of $300. In this case, a single visitor for that keyword is worth $3 to your business. Those 5,000 impressions in 24 hours could generate a click-through rate of between 18-36% with a #1 ranking (see the Slingshot SEO study for more on potential click-through rates), which would mean 900-1800 visits per day, at $3 each, or between 1 and 2 million dollars per year. No wonder businesses love search marketing!
Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[63] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[64] As of 2006, Google had an 85–90% market share in Germany.[65] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[65] As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise.[66] That market share is achieved in a number of countries.
On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[67][68]
Making a list of possible search terms is hard. Up until a few years ago you could just check Google Analytics and see the terms people used to find your website, but unfortunately, that’s no longer possible. So you have pretty much no idea which terms people use in search engines to end up at your website. Luckily, there are still some other tools which make your keyword research a bit easier. Read our post about tools you can use in your keyword research for more tips and tricks.
Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17]
Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page30 that kindly guides users back to a working page on your site can greatly improve a user's experience. Your 404 page should probably have a link back to your root page and could also provide links to popular or related content on your site. You can use Google Search Console to find the sources of URLs causing "not found" errors31.

SEO is the discipline that allows people and websites to access the potential of the internet. It’s about knowing when your site is the right result, and admitting to yourself when it is the wrong result. SEO is making your company and services more accessible to your prospective customers by studying what they need and creating the resources to serve them.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)."[19] The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
Using digital marketing without a strategic approach is still commonplace. I'm sure many of the companies in this category are using digital media effectively and they could certainly be getting great results from their search, email or social media marketing. But I'm equally sure that many are missing opportunities for better targeting or optimization, or are suffering from the other challenges I've listed below. Perhaps the problems below are greatest for larger organizations who most urgently need governance.
Like the hundreds of people already, I thought this was an amazing post. You have a great way of breaking things down into ways that the average reader will be able to understand and make actionable. I think this is a great resource for our readers, so I included it in my monthly roundup of the best SEO, social media, and content marketing articles. https://www.northcutt.com/blog/2014/02/january-resource-round-up-the-best-of-seo-social-media-and-content-marketing/
Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. For example, a long-time football fan might search for [fifa], an acronym for the Fédération Internationale de Football Association, while a new fan might use a more general query like [football playoffs]. Anticipating these differences in search behavior and accounting for them while writing your content (using a good mix of keyword phrases) could produce positive results. Google Ads provides a handy Keyword Planner34 that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report35.
It's all too common for digital marketing activities to be completed in silos whether that's a specialist digital marketer, sitting in IT or a separate digital agency. It's easier that way to package digital marketing into a convenient chunk. But of course, it's less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels. We always recommend developing an integrated digital marketing strategy and once Digital Transformation is complete digital marketing activities will be part of your marketing plan and part of business as usual.
The intent behind “SEO agency” is obvious… The searcher is looking for an SEO agency. Most of these searchers aren’t looking for life lessons from an SEO agency owner. Instead, they are just looking for the best SEO agency to get them more traffic and customers from Google. Plain and simple. I knew this when I created that page, but my SEO ego was too big.
In recent years and due to the success of the term and the growing awareness of marketers that relevant content is necessary and undervalued, the term content marketing is used for many purposes and tactics in the digital and social marketing context, ranging from social content and search engine optimization to even online advertising (so-called ‘native advertising’).

It's wonderful to deal with keywords that have 5,000 searches a day, or even 500 searches a day, but in reality, these popular search terms actually make up less than 30% of the searches performed on the web. The remaining 70% lie in what's called the "long tail" of search. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day, but, when taken together, comprise the majority of the world's search volume.
The personal finance site Mint.com used content marketing, specifically their personal finance blog MintLife, to build an audience for a product they planned to sell. According to entrepreneur Sachin Rekhi, Mint.com concentrated on building the audience for MintLife "independent of the eventual Mint.com product."[20] Content on the blog included how to guides on paying for college, saving for a house, and getting out of debt. Other popular content included in-depth interview and a series of financial disasters called "Trainwreck Tuesdays." Popularity of the site surged as did demand for the product. "Mint grew quickly enough to sell to Intuit for $170 million after three years in business. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information because of the blog’s smart, helpful content."[21]
This is excellent and should be intuitive for marketers (and SEO pros are marketers!) but we often take the short cut and neglect critical details. What would also reinforce the strategy is way of providing solid projections for SEO (these could be based on industry trends and statistics). Clients now ask for ways to calculate ROI and they need numbers to get budget approvals. Increase in traffic by X,  increase in qualified traffic and leads, conversions etc, some way of quatifying the expected return.
The objective of keyword research is to generate, with good precision and recall, large number of terms that are highly relevant yet non-obvious to the given input keyword.[2] Process of keyword research involves brainstorming and the use of keyword research tools. To achieve the best SEO results, it is important to optimize a website as well as backlinks for the most relevant keywords. It is good practice to search for related keywords that have low competition and still a high number of searches. This makes it easier to achieve a higher rank in search engines which usually results in higher web traffic. The downside of this practice is that the website is optimized for alternative keywords instead of the main keyword; main keywords might be very difficult to rank for due to high competition.[3] There are three essential concepts to consider when conducting keyword research. Good keywords are closely related to the subject of the website. Most search engines use an internal quality system to check website relevance related to possible keywords, a non relevant keyword is unlikely to rank well for a website.[4][5] Good Keyword that are highly competitive are less likely to rank in the top. Keywords that have no monthly searches generate no traffic and therefore are useless for SEO. Keyword stuffing in a web page should be avoided.
While most search engine companies try to keep their processes a secret, their criteria for high spots on SERPs isn't a complete mystery. Search engines are successful only if they provide a user links to the best Web sites related to the user's search terms. If your site is the best skydiving resource on the Web, it benefits search engines to list the site high up on their SERPs. You just have to find a way to show search engines that your site belongs at the top of the heap. That's where search engine optimization (SEO) comes in -- it's a collection of techniques a webmaster can use to improve his or her site's SERP position.
Just a suggestion, but maybe you could write an article about generating traffic to a brand new blog. As you know, when you start out, you have only a couple posts and very little credibility with other bloggers, also the search engines will take considerable time to be of any benefit initially. Would be interesting to know how Brian Dean approaches that dilemma!
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.
Usually, the various search engines provide their own keyword suggestion tools, which also include the number of searches for each of those keywords. The keyword researcher uses this information to select the correct keyword, depending on the SEO goals of the website. Around 20–25% of searches are very specific long tail keywords entered into Google every single day. It's easy to rank said keywords when there is the right amount of content and backlinks to match. Keyword research is a valuable and high return activity in the search marketing field.[citation needed]
3. Interviews: While many media companies use interviews as the core of their content offerings, take a page from Comedy Central’s Jon Stewart, who specifically extends his on-air interviews to be used as unique web-only content....Consider talking to key people related to the topic. For many businesses, this means your employees, as well as outside experts.
When would this be useful? If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Blog comment areas on pages are highly susceptible to comment spam. Nofollowing these user-added links ensures that you're not giving your page's hard-earned reputation to a spammy site.
How to apply: A majority of voice search inquiries are questions, which means that your keywords must be long-tail and have to be actual sentences, as opposed to keywords that consist of phrases and a combination of related words. Voice-based search terms work better when your content can be seen in Google’s Featured Snippet. When it comes to your content, make sure that the question inquiry and the answers would be at the same page, as Google tends to favor those sites more, and ensures that users would be getting instant results.
Use keywords (naturally): Identify your main keyword for the content, a few synonyms, and a few related keywords. Then make sure you’re actually using them in your content, headers, and page content. Don’t over-do it, though. Search engines have been cracking down on content that is “stuffed” with one or two keywords. Write for the reader, but do make sure those important words are present.
Google has a very large team of search quality raters that evaluate the quality of search results, that gets fed into a machine learning algorithm. Google’s search quality rater guidelines provide plenty of detail and examples of what Google class as high or low quality content and websites, and their emphasis on wanting to reward sites that clearly show their expertise, authority and trust (EAT).
In the 1990s, the term Digital Marketing was first coined,[10]. With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant part of marketing technology.[citation needed] Fierce competition forced vendors to include more service into their softwares, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM softwares after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad [11].
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