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.
Applied Semantics created the technology that powered Google’s AdSense program, enabling Google to better match website content to keywords associated with advertising. This a kind of contextual analysis that was used as a foundation for the AdSense program, which has since added additional technologies such as placement targeting, interest-based targeting and language targeting to improve and expand the AdSense program.
Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”
Nowadays, it is much more common to see internet users access more video content compared to blogs and images. This means that video content has  now become more important than ever, with other users having the tendency to search on Youtube before even going to Google. When it comes to the amount of searches, Youtube is already the second largest search engine, and your website would surely benefit with having some video content.
One common scam is the creation of "shadow" domains that funnel users to a site by using deceptive redirects. These shadow domains often will be owned by the SEO who claims to be working on a client's behalf. However, if the relationship sours, the SEO may point the domain to a different site, or even to a competitor's domain. If that happens, the client has paid to develop a competing site owned entirely by the SEO.
The role of a social media manager is easy to infer from the title, but which social networks they manage for the company depends on the industry. Above all, social media managers establish a posting schedule for the company's written and visual content. This employee might also work with the content marketing specialist to develop a strategy for which content to post on which social network.

Once you've got a good list, you'll want to determine how popular each keyword is and how difficult it would be to rank for them on search engine results pages (SERPs). This is where a keyword tool comes in handy. Start by entering a seed into a research tool like Keyword Explorer. You'll be presented with details on how popular the search is and how difficult it is to rank well for that keyword.


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.
Even if you’re a reasonably small business, you’ll probably end up with a couple of hundred keywords. But there’s no need to create pages for all of these straight away. The great thing about having a Content Management System (CMS) like WordPress is that you can add content bit by bit. Think about what keywords you want to rank for now, and which ones aren’t immediately so important. Understand your priorities and plan the creation of your content.
Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization's success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.
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.

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.

Be sure you don’t overlook your page URLs because they’re important for your SEO. This is where your keyword research comes in handy. For example, if a page talks about your solar financing product, then the URL for that page should be products/solar-financing. Focus on the most common and most searched appropriate keywords. If you are trying to decide between “solar financing” and “solar leasing,” choose the one with the highest search ranking.
Where do you start if you want to develop a digital marketing strategy? It's a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to grow and engage their audiences effectively. They suffer from the 10 problems I highlight later in this article and are losing out to competitors.

If you’re going to be putting valuable resources into growing your content strategy, then you have to make sure your efforts are actually paying off. The last thing you want is to spend time budgeting for content marketing and then discover later that you don't have any way of knowing whether your investment paid off. Many marketing teams struggle in this area because there are so many different metrics you could track to determine your content’s performance. However, before you can even begin to set these key performance indicators accurately, you must be crystal clear on your purpose for creating content and how it fits within your strategy.

For some reason I had to delete some pages, these pages are using the HTML suffix, so I blocked them in robots.txt use Disallow: /*.html, but it’s been almost a year, I found that google robot often capture these pages, How can I quickly let Google completely remove these pages? And I have removed these URL from google webmaster tool by google index-> remove URLs, but Google still capture these pages.
Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:
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!
Canonical: This plug-in handles content syndication, which essentially allows other blogs to publish your work (similar to franchising) without hurting your website’s SEO ranking—simply by adding a rel=canonical tag.You can get your brand and content out on the web in multiple outlets, ensuring a greater reach and bigger audience without hurting your own search results.

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.


Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that’s been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That's the earned media component. To support the content’s success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.[27]
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.

The process of optimizing a website – as well as all the content on that website – so it will appear in prominent positions in the organic results of search engines. SEO requires an understanding of how search engines work, what people search for, and why and how people search. Successful SEO makes a site appealing to users and search engines. It is a combination of technical and marketing.
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.
Hey Brian, This article is really really awesome, Seriously you have covered all 21 points which i never read on anywhere over internet. Everyone shares basics but here you have shared awesome info specially that face book keyword research and 1000+ words in a post, and the wiki pedia ideas are really good and helpful. learned many things from this article. keep sharing this kind of info thanks
Social media. The algorithms have truly changed since social media first emerged. Many content websites are community-oriented -- Digg began allowing users to vote which stories make the front page, and YouTube factors views and user ratings into their front page rankings. Therefore, e-commerce stores must establish a strong social media presence on sites like Facebook , Pinterest, Twitter, etc. These social media sites send search engines signals of influence and authority.
We would advise you to build your page structure in a well-structured way – using a spreadsheet programme like Excel or Google Docs/Sheets is a great way to do this. Create a table then add your list of keywords. Using a table forces you to set up a structure and to make relevant landing pages. Put the search terms in the first column and add columns for the different levels of your site’s structure.

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.


2018 Update: Since 2012 we have run an informal poll to see how widely used digital marketing strategies are. The results have shown some big improvements over the years. A few years ago we found around two-thirds to three-quarters did not have a digital marketing plan. Now that number has shrunk to 49% in latest survey, although that is still quite high, and means almost half are still doing digital with no strategy in place.
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!
With brands using the Internet space to reach their target customers; digital marketing has become a beneficial career option as well. At present, companies are more into hiring individuals familiar in implementing digital marketing strategies and this has led the stream to become a preferred choice amongst individuals inspiring institutes to come up and offer professional courses in Digital Marketing.
As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.
I find that companies without a digital strategy (and many that do) don't have a clear strategic goal for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you don't have goals with SMART digital marketing objectives you likely don't put enough resources to reach the goals and you don't evaluate through analytics whether you're achieving those goals.
The key here is to use your marketing spidey sense and create engaging content that is valuable to your target market. Valuable content includes content that answers the questions that your buyers have, provides them with insights they can use, and educates them so they can be better at what they do. Within the great content you’re creating, remember to use appropriate keywords naturally. Don’t try to stuff your pages (i.e. adding keyword terms over and over again in your content, in your meta tags, in your Alt descriptions, etc) in an attempt inflate your site’s ranking. It won’t help your search ranking (in fact, it could hurt it). If search engines catch you (and they will because their bots are super smart!), they can penalize your site by lowering your ranking or completely removing your site from their index. Plus, it won’t impress your website visitors. Who wants to read the same words over and over: “Are you looking for organic dog food? If you’re looking for organic dog food, look no further. Our organic dog food website is the best place to order your organic dog food.” Keep it real—you’re writing for a person.
Keyword research is a core SEO task that involves identifying popular words and phrases people enter into search engines -make in an attempt to figure out what to rank for. Researching keywords gives marketers a better understanding of how high the demand is for certain keywords and how hard it would be to compete for those terms in the organic search results, offering some direction to optimization efforts.
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
Perhaps you sell cruises to Hawaii. You offer great facilities for children, making the cruises especially suitable for young or single parents. Offering great cruises to Hawaii for young parents could very well be what makes your service unique. Look for the thing that makes your product stand out from the competition. This should be your mission, your niche – and this is what you have to offer your audience.

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.
Structured data21 is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching!) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.

Once you've got a good list, you'll want to determine how popular each keyword is and how difficult it would be to rank for them on search engine results pages (SERPs). This is where a keyword tool comes in handy. Start by entering a seed into a research tool like Keyword Explorer. You'll be presented with details on how popular the search is and how difficult it is to rank well for that keyword.
If you are using Responsive Web Design, use meta name="viewport" tag to tell the browser how to adjust the content. If you use Dynamic Serving, use the Vary HTTP header to signal your changes depending on the user-agent. If you are using separate URLs, signal the relationship between two URLs by tag with rel="canonical" and rel="alternate" elements.
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.

While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.


Structured data21 is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful (and eye-catching!) ways in search results. That, in turn, can help you attract just the right kind of customers for your business.

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.
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Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.
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