share tweet share pin it e-mail share If you don’t review your content, then you don’t know its value. You don’t know what is doing well. In all likelihood, this means you’ll be missing opportunities for improvements and wasting resources where they aren’t needed. The best way to make sure you’re not falling into this trap is to audit your content. But how should you go about it? Here, we run you through the fundamentals of content audits and show you the potential you can unlock for your website if the auditing process is done right. Request a Content Audit It’s often said that a little knowledge is a dangerous thing. Most online marketers have heard that “Content is King” or have twigged that Google talks a lot about “relevant” or “high-quality” content. These are important principles. Unfortunately, simple messages and buzzwords aren’t enough to guide marketers in … [Read more...] about Discover your Potential with Content Audits
Audit guide for investment companies
share tweet share pin it e-mail share Just as every website needs a redesign over time to look fresh and new, a marketer’s content requires similar tune-ups. As business and customer needs evolve, and search engines tinker with their algorithms and set new rules of engagement, conducting a regular audit of your content is both necessary and required. Our colleague Jasleen Kals joined executives from the Content Marketing Institute recently on a webinar to discuss the benefits of regular content audits. In this installment of Memo to the Modern Marketer, we’ve distilled some of that talk and supplemented it with additional content to offer our advice on how to conduct regular content audits in five easy steps. Before You Start: Establish Why You are Doing a Content Audit As with any marketing initiative, the purpose for your content audit should be focused and aligned with your content marketing strategy. That … [Read more...] about How to Conduct a Content Audit in Five Easy Steps
In 2007, I had the unique opportunity of building an in-house SEO team for an enterprise-level e-commerce retailer. From an SEO perspective, the website had been the accouterment of hacks, built over a six-year period with absolutely no consideration for search engines. The founder CEO was persuaded by a very bright 26-year-old VP to rebuild the site with search engines in mind. That VP had the marketing savvy to understand the power of natural search and hired me to build an in-house SEO team. Over the next five years, we generated enormously high recurring revenues at a fraction of the cost of paid search, fueling company growth well beyond five years and extending beyond 2013. Their SEO investment turned out to be the single, best ROI ever recorded in company history. Development Of The SEO Team In the process of developing the SEO team, we grew from 2 search analysts into a dedicated department supported by dual development teams of 80 personnel including developers, copywriters, … [Read more...] about Top 10 Tool Features For Successful Enterprise SEO
Research firm Clutch.co just published their 2015 review of the top SEO companies, and their inclusion of hourly rates for many of the firms reviewed is creating quite a buzz in the SEO world. With a general picture of how much some firms charge per hour for SEO services, many businesses are asking themselves how the hourly model might compare to hiring an SEO firm on a monthly or project-by-project basis. The topic of SEO pricing and payment models has been widely discussed over the years, including following a major survey run Moz a few years ago. The latest data from Clutch.co has only reignited the long-standing debate. Of course, each model of payment offers many different pros and cons, and what might work well for one business might be problematic for another. So, to help you get a better idea about whether your business would be better served by paying for SEO services hourly, monthly or project by project, let’s take a closer look at what each option offers. As a … [Read more...] about Should You Pay For SEO Hourly, Monthly Or By The Project?
At SEJ, we've done hundreds of interviews, polls, and now #SEJSurveySays to learn from other SEO marketers. And, about a month ago, I sent a survey to 215 SEOs to discuss what they are currently working on. Here's what I discovered. Over the past year, the SEO industry has done a lot of changing. We've all had hundreds of conversations at conferences, on podcasts, and through emails to debate the future of search marketing. At our weekly SEJ editorial meetings, our amazing news writers Matt Southern and Danny Goodwin give the SEJ team incredibly valuable insights into the changing landscape of SEO. And, when a new Google algorithm update hits or Facebook updates their metrics, the SEJ team uses it as an opportunity to learn, grow, and share with the SEO community. But one of the biggest challenges we face as an SEO industry as a whole is uniting our efforts and learning from each other. For example, I get tons of emails for new article pitches. Juicy, brilliant, (and sometimes spammy) … [Read more...] about What Gets The Most Results for Top SEOs? [STUDY]