Searcher Language: Keywords give us extremely valuable insight on how searchers think about our products or services. Far too often, businesses use language that is native to those within the industry. However, many searchers aren’t in the industry and may not even know the “official” words that describe any particular product or service. Keyword research not only uncovers the words they use to describe what they want, but also the problems and solutions they are looking for. This is valuable information that can inform your content later. Searcher Intent: Not all keywords or phrases will mean what we think they mean. For example, one person searching with the phrase “website audit” may be looking for someone to perform the audit, while another may be looking for tips on how to do the audit themselves. Often, the intent becomes clearer as you get into more long-tail phrases, but be careful about making assumptions. You always want to deliver searchers to … [Read more...] about Making SEO and User Experience Work Together
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Although using a typewriter is impractical for content marketers, there’s a lot to be said for simplifying your writing environment. If you write using Google Drive, you’re only a tab away from a world of enticing distractions, whereas navigating the needless complexities of Microsoft Word can feel more like a punishment than anything else. However, you still need to actually write if you’re going to publish new content, so what can you do? Strip away everything that stands between you and your copy. … [Read more...] about 5 Productivity Tips and Tools for Lazy Content Marketers
Smarter ads: for example, extensions like click to call can be scheduled in advance and set to be displayed only on certain days and times. More powerful bidding: for example, increase bids by 30% for a prospective customer searching for a restaurant who is currently located in the neighborhood. Conversely, decrease bids from a mobile device when the restaurant is closed. Advanced reporting: track digital downloads (in addition to already being able to track app downloads, you can now add music and book downloads to the list), track in store and cross device conversions (although this will be further down the road). … [Read more...] about Do You Have a Screen Based Marketing Strategy?
Now that you’ve set the environment, define the size of the potential search opportunity by calculating website traffic gains from incremental rank improvements for your keywords. There are a number of Excel tools out there that help you calculate potential search opportunity by inputting keywords and search volumes, tweaking rank improvements, and determining traffic increases. … [Read more...] about A 3 Part Plan to Overcoming Management’s ‘Show Me Success Before I’ll Invest in SEO’ Catch-22
As to your comment on Google and the user experience, I agree that they are hard to beat. But it is more than just their technology, it is their outlook and willingness to share its successes with its community. For example, any of us can obtain a free license to use the Google Map API. In addition, we can use AdSense to publish Google maps with Google AdSense ads at no cost from Google and make money in the process. Recently Google added the powerful GoogleBar to maps (see my blog on the topic—http://blog.telemapics.com/?p=178 ) allowing the users to search the maps for items of interest, such as kilts in Edinburgh, chocolates in Brussels or anything anywhere. The advantages that Google holds are not just from its technology, but are based on its awareness that putting technology in the hands of its users will result in successes that even Google had not imagined. … [Read more...] about Tectonic Shifts Altering The Terrain At Google Maps