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.


In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.
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.
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[42] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[42] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[42] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[44]
'When it comes to business blogging, there’s no doubt that consistency is important,' says Vaughan. 'Just consider the fact that companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads. That being said, consistency must also be applied to the quality of your content, not just the quantity. If you pay any attention to the increased emphasis Google is placing on quality content, this comes as no surprise. Because marketers must also make a commitment to quality in all the content they create, increasing frequency alone won't get you very far. Quality and quantity must go hand in hand, and this will become even more important in 2013 and beyond.'
When a business has many citations with few inconsistencies, Google has more evidence that there is a relevant business is in that location. Therefore, Google is more likely to show that business listing when visitors in that area search for a related phrase. To quickly improve the number and consistency of your citations and improve your local SEO, consider using a service such as Yext, BrightLocal or Moz Local.
Keyword analysis. From nomination, further identify a targeted list of key­words and phrases. Review competitive lists and other pertinent industry sources. Use your preliminary list to determine an indicative number of recent search engine queries and how many websites are competing for each key­word. Prioritize keywords and phrases, plurals, singulars and misspellings. (If search users commonly misspell a keyword, you should identify and use it). Please note that Google will try to correct the term when searching, so use this with care.
Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.
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.

If you want to create effective content that converts visitors into leads and eventually customers, you need to create a helpful, positive user experience that solves for both the searcher and the search engine, not just one or the other. Here's how your content can solve for both: Create targeted clusters of relevant content that each cover a specific core topic in depth. These targeted clusters then need to lead to a centralized hub, known as a content pillar.
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
I’d add one thing to number 5: Writing good copy is crucial not just for your Title/snippet, but for your whole page, especially your landing page. You want people to stay on your page for a while and (hopefully) even navigate to other pages you have. Google looks at bounce rate and where they go after they hit your page. Learning to write good copy can not only increase conversion (if you’re selling something) but make your content more impactful and engaging. There are free books at most libraries or online to help.
SEO is also about making your search engine result relevant to the user's search query so more people click the result when it is shown in search. In this process, snippets of text and meta data are optimized to ensure your snippet of information is appealing in the context of the search query to obtain a high CTR (click through rate) from search results.
Your posts are amazingly right on target. In this specific post, #3 resonated with with personally. I am a content manager as well as a blogger for the website mentioned. I promote through different blog sites and social media. In fact, i just finished an article about you. Credited to you and your website of course. Thank you for such amazing information. You make things sound so easy. Thanks again!

Having an influencer and content marketing strategy will help you develop backlinks to your website, but it is also important to actively be seeking ways to get people to link to you. Some of the best ways to do this are to write for a large publication, do industry interviews and recommend your powerful content to people who matter. You can also hire a public relations (PR) company or an SEO company that has a strong digital PR division to help you with this initiative.
Owned media is any content that your company creates and publishes via your company’s assets. This could be in the form of blog content, whitepapers, website copy, sales collateral, email and social media campaigns, or more. While you can fully control this content, not every piece should be a sales pitch in disguise — it’s still important to deliver value to your audience and build its trust.
We often see posts on how to get blog topic ideas or ideas on creating visuals but nobody ever talked about new link building ideas. The ways you showed here some are absolutely unheard to me. You know what I think you should write a post on how to get your own link building ideas…where to start…how to proceed…how do I know it’s full proof…it surely comes with lots of experiments…but the point is starting…….I know sounds weird but I know you will come up with something 🙂
Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this. This then disregards other marketing efforts, which establish brand value within the consumers mind. ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search (Whiteside, 2016).[42] This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies (Square2Marketing, 2012).[43] Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign (Whiteside, 2016).[42]
Tablet - We consider tablets as devices in their own class, so when we speak of mobile devices, we generally do not include tablets in the definition. Tablets tend to have larger screens, which means that, unless you offer tablet-optimized content, you can assume that users expect to see your site as it would look on a desktop browser rather than on a smartphone browser.
Using an omni-channel strategy is becoming increasingly important for enterprises who must adapt to the changing expectations of consumers who want ever-more sophisticated offerings throughout the purchasing journey. Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets. The "endless aisle" within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store. Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products.[24]

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.


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.

In our research with what we have done for ourselves and our clients, there is a definite co-relation between content greater than 1000 words and better rankings. In fact, we are finding amazing ranking jumps when you have content over 3,000 words, about 12 original images (images not found anywhere else online), 1 H1 (not keyword stuffed), 12 sub-headlines (H2), 12 relevant internal links, 6 relevant external links and 1 bullet list. I know it sounds like a lot of work and a Big Mac recipe, but this does work.

For example, let’s say I have a health site. I have several types of articles on health, drug information, and information on types of diseases and conditions. My angle on the site is that I’m targeting seniors. If I find out seniors are primarily interested in information on prescription drug plans and cheap blood pressure medication, then I know that I want to provide information specifically on those things. This allows me to hone in on that market’s needs and de-prioritize or bypass other content.
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.
Another disadvantage is that even an individual or small group of people can harm image of an established brand. For instance Dopplegnager is a term that is used to disapprove an image about a certain brand that is spread by anti-brand activists, bloggers, and opinion leaders. The word Doppelganger is a combination of two German words Doppel (double) and Ganger (walker), thus it means double walker or as in English it is said alter ego. Generally brand creates images for itself to emotionally appeal to their customers. However some would disagree with this image and make alterations to this image and present in funny or cynical way, hence distorting the brand image, hence creating a Doppelganger image, blog or content (Rindfleisch, 2016).
Note! Google often shows search results for general meanings, rather than specific words and phrases. When you search for a phrase in Google, you’ll see the keyword bolded in the search results. Look closely and you may find words you didn’t search for bolded in those same search results. For example, a search for “HVAC repair” returns search listings with phrases such as “heating” and “air conditioning.”
If Google finds two identical pieces of content, whether on your own site, or on another you’re not even aware of, it will only index one of those pages. You should be aware of scraper sites, stealing your content automatically and republishing as your own. Here’s Graham Charlton’s thorough investigation on what to if your content ends up working better for somebody else.
Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it (e.g., have the right digital marketing tools in place to do so). How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it’s vital to ensure you’re able to do so, as it’s these metrics which will help you adjust your strategy in the future.
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.
8. Technical SEO. Technical SEO is one of the most intimidating portions of the SEO knowledge base, but it’s an essential one. Don’t let the name scare you; the most technical elements of SEO can be learned even if you don’t have any programming or website development experience. For example, you can easily learn how to update and replace your site’s robots.txt file, and with the help of an online template, you should be able to put together your sitemap efficiently.
Relevancy is the first qualifier of a quality link opportunity. The next qualifying factor is the authority of the opportunity. Since Google doesn’t update PageRank (PR) anymore, you must rely on third party metrics. I recommend you use Domain Authority (DA) from Open Site Explorer, Domain Rate (DR) from Ahrefs, or Trust Flow from Majestic to determine the quality of your link opportunities. You should use all three tools if you can.
Digital Marketing Depot is a resource center for digital marketing strategies and tactics. We feature hosted White Papers and E-Books, original research, and webcasts on digital marketing topics -- from advertising to analytics, SEO and PPC campaign management tools to social media management software, e-commerce to e-mail marketing, and much more about internet marketing.
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.
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[37] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[28]
Who is in your target market? - SEO today is not about just grabbing as much traffic as possible, but instead attracting high-value visitors interested in what you offer. In terms of demographics, what is your market searching for? How are they performing web searches? Where are they located? The more specific your answers, the more valuable your investments in SEO become. Google Analytics is a good place to start your investigations!
Thanks so much for this entry, Laura! I loved the way your post is so practical, straightforward, newbie-friendly - and most importantly, how it emphasizes the bottom line at all times. It's easy to get "lost in the fog" of SEO with so many looming tasks and forget the main purpose, so it's wonderful to have a straightforward outline of what to do and why certain tasks need to be done. I look forward to reading your future insights!
To make sure content (yep, even that top-of-funnel stuff) gets the credit it deserves, use multichannel tracking (also called attribution modeling). That's a way to set up your analytics platform so it allocates a part of each conversion to each of the channels touched by the customer on their happy path to conversion. For example, at Moz, we find the average relationship has seven to eight customer touchpoints before conversion.
Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn’t honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.[47]
1. The big picture. Before you get started with individual tricks and tactics, take a step back and learn about the “big picture” of SEO. The goal of SEO is to optimize your site so that it ranks higher in searches relevant to your industry; there are many ways to do this, but almost everything boils down to improving your relevance and authority. Your relevance is a measure of how appropriate your content is for an incoming query (and can be tweaked with keyword selection and content creation), and your authority is a measure of how trustworthy Google views your site to be (which can be improved with inbound links, brand mentions, high-quality content, and solid UI metrics).
Really great article. In some cases when you are creating strategies there are many SEO companies that focus more on finding link building opportunities rather than actually create visual assets or other link earning content. Do you think more emphasis should be placed on creating these assets first based first on understanding hot topics or refining a customers pain points?
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.
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business's online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there's a spectrum of tactics that fall under the umbrella of "digital marketing."
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