Fantastic stuff, as usual, Brian. The First Link Priority Rule is always one that causes me great angst. I often get torn between search engines and usability when it comes to the main navigation bar. And, I’ve never known what the heck to do about the “Home” link. You can hardly target your keywords with that one without it being anything but awkward.
Sometimes a marketing department decides to give their products a certain name. That can be a smart marketing decision. It can be a way to make people remember your product. For example, you don’t rent out vacation homes, but ‘vacation cottages’. Be aware that very few people search for ‘vacation cottages’ though. If you optimize your text for these terms, you’ll probably rank well on these specific terms. However, you won’t generate a lot of traffic with these terms and you’ll miss a large part of your potential audience.
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.
In order to know which keywords to target, it's essential to not only understand the demand for a given term or phrase, but also the work required to achieve high rankings. If big brands take the top 10 results and you're just starting out on the web, the uphill battle for rankings can take years of effort. This is why it's essential to understand keyword difficulty.
Lastly, it's important to remember that paralysis by over-thinking is a real issue some struggle with. There's no pill for it (yet). Predicting perfection is a fool's errand. Get as close as you can within a reasonable timeframe, and prepare for future iteration. If you're traveling through your plan and determine a soft spot at any time, simply pivot. It's many hours of upfront work to get your strategy built, but it's not too hard to tweak as you go.
SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM), is practice of designing, running, and optimizing search engine ad campaigns.[55] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to PageRank visibility as most navigate to the primary listings of their search.[56] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[57] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[58] which now shows a shift in their focus towards "usefulness" and mobile search. In recent years the mobile market has exploded, overtaking the use of desktops as shown in by StatCounter in October 2016 where they analysed 2.5 million websites and 51.3% of the pages were loaded by a mobile device [59]. Google has been one of the companies that have utilised the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.

Deep Crawl: Possibly the most comprehensive tool of its kind available today, Deep Crawl is the equivalent of a physical exam for your website, checking its SEO health and viability in an increasingly crowded market.In short, Deep Crawl will provide you with a laundry list of necessary improvements and errors, such as duplicate content, broken pages, flawed titles, descriptions and metadata.
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.
This audience segmentation is most often done using buyer personas. There are also other models, for instance in storytelling some like to work with archetypes. We made an overview of several persona models. Note that some people also work with specific content marketing persona attributes. However, if you want an overview to start with, you might want to read it.
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.
If we look at these other definitions of digital marketing such as this definition of digital marketing from SAS: What is Digital Marketing and Why does it matter? or this alternative definition of digital marketing from Wikipedia we can see that often there is a focus on promoting of products and services using digital media rather than a more holistic definition covering customer experiences, relationship development and stressing the importance of multichannel integration. So for us, the scope of the term should include activities across the customer lifecycle:
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.
The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one. A digital marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic coming from website visitors who found a page of the business's website via a Google search.
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