Connecting the dots between marketing and sales is hugely important -- according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's' journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line.
Really its just a matter of getting creative - grab a cup of caffeine and think for a minute about what resources you have to try to get some insight on your visitors (or target markets) and their needs before you dive in. Think about how much time it might take you (or what the cost of the reports would be if you are going to buy some market research reports), and tack that onto your billing as an optional service.
I completely agree that defintion of a target audience isa great first step, but would ask if adding in competitors to the analysis (mentioned here as a later step) helps draw out who your target audience would be via comparisons, i.e. showing who you are an who you are not - would be very interested to hear opinions on how this tactic can be used within the overall step in coordination with targeted keyword discovery.
Still, you shouldn’t implement something just because your competitor is doing it, whether that’s designing a website a certain way or using specific copy or images. This is especially true for larger websites like Amazon, which have much more leeway with search engines. Thanks to their numerous, highly skilled staff, they can test small changes and measure results with a high degree of accuracy.
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.
It doesn’t make any sense to optimize for words that people don’t use. Good keyword research makes sure that you use the same words as your target audience and this makes the whole effort of optimizing your website far more worthwhile. In addition, by looking at search intent, you find out which questions your customer has. Those questions should get an answer in the form of quality content.
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.
While working at a Fortune 100 company for nine years before moving to lead my current team, I became fascinated by customer behavior. What kinds of digital offerings most deeply engage customers in their digital lives? I started by looking at some case studies of the products, services, communications and experiences that had been embraced and adopted by customers during the first two decades of the internet. Over a period of seven years working on inbound marketing campaigns, what I found was a recurring pattern of three behaviors that drove the adoption of new digital experiences, which I call the three core behaviors of a network:
The number of ways in which content benefits SEO is far too great to count here. In summary, great content attracts editorial links, which tell Google you're important and authoritative. Google can also crawl your content, getting a far better idea of what your company is about, allowing it to return your site for more relevant queries (including a great many long-tail queries). The list goes on, but it can all be boiled down to this: Without content, what is there to optimize for search engines?
A solid content marketing and SEO strategy is also the most scalable way to promote your business to a wide audience. And this generally has the best ROI, as there is no cost per click — so you are scaling your marketing without directly scaling your costs. This kind of SEO strategy is not right for every business, but when it is a good fit, it’s almost unbeatable.
Analysis is the key to SEO – Monitoring your ranking on search engines is key to getting better results. Start by tracking the most important website metrics to set a baseline for your performance. Make small content changes and see if you notice a boost in your site traffic or rankings. Avoid making several unrelated changes simultaneously so you can always keep track of what was responsible for improved performance.
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.
Hi! I really found this article to be valuable and helpful to improve our SEO techniques. But I am just wondering regarding the dead links, does that mean we can contact those who have dead links to recreate the page? How does it improve my SEO technique for my website? Can they add some citations or thank you or gratitude section that links to our website?
The best way to avoid this is proactively asking the right questions. Ask about resource support. Ask about historic roadblocks. Ask to be introduced to other players who otherwise hide behind an email here and there. Ask about the company's temperature regarding a bigger SEO strategy vs. short, quick-hit campaigns. Don't be your own biggest obstacle — I've never heard of anyone getting angry about over-communication unless it paralyzes progress.
Algorithms are tuned to satisfying user queries by answering questions. They are no longer matching search queries to keywords on a webpage. This does not mean that you should phrase your pages as questions and answers. It means understanding the user intent and constructing your content so that it satisfies the user intent implicit in the keyword phrase.
5. Local Keyword Generator – This local keyword generator tool is great for businesses trying to advertise in a specific geo-location. Just enter a zip code and a radius up to 100 miles. Then, a list of keywords that are relevant to your business. The tool will create a list of keywords using all the cities and zip codes that are within the radius. This is incredibly useful for brick and mortar stores that want to create a list of keywords that target the businesses general area.
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.
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 🙂
ClickFlow – ClickFlow is a tool we built to help companies increase organic traffic without more backlinks or posting more content. Through ClickFlow, companies can automatically see which pages on their site have the most potential to grow revenues – such as pages that have high impression count in search but a low click through rate. Using that information, ClickFlow will keep track of headline tests to help grow your click throughs from search terms you already rank 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).
Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become the most common term, especially after the year 2013.
3. Competitor terms. There was a time earlier in the life of paid search marketing that competitor terms were second only to brand terms for conversion rate and CPA efficiency. However, in recent years, Google has tightened up their quality score requirements; and now it is nearly impossible to find a reasonable cost per click (CPC) on competitor terms. If you have money to spend and are trying to make inroads against a strong competitor, these could be good terms for you.
Botify: A cloud-based crawler that has already signed up big names like Expedia, eBay, and BlaBla Car, Botify is one of the strongest crawlers available today, short of Google’s own secret algorithms.Not only can Botify check whether Google has crawled your page, it can also offer suggestions on how to restructure web content and site maps to optimize your web page for Google’s crawlers.Still, even with its diverse functions and fast crawl speed, Botify’s disadvantage is that it can be expensive: basic plans begin at around $500 per month, while larger options for bigger firms can run up to $10,000 annually.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing. In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
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.
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
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." 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."
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!
How to apply: The first thing that you should do to your website is to apply responsive design into your website. This improves the user experience through better navigation, which means users will stay in your website longer. This can be done by changing your website’s code to comply with the adjustment from mobile to desktop. You can also create your own AMP (Accelerated Mobile Pages) website as well, as this helps improve performance and loading speed. Google created a guide on how to create your AMP website, which you can access here.
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.
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 first heard you talk about your techniques in Pat Flynn’s podcast. Must admit, I’ve been lurking a little ever since…not sure if I wanted to jump into these exercises or just dance around the edges. The clever and interesting angles you describe here took me all afternoon to get through and wrap my brain around. It’s a TON of information. I can’t believe this is free for us to devour! Thank you!! Talk about positioning yourself as THE expert! Deep bow.
For that reason, you're probably less likely to focus on ‘leads' in their traditional sense, and more likely to focus on building an accelerated buyer's journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).