Here we’ll take a look at the basic things you need to know in regards to search engine optimisation, a discipline that everyone in your organisation should at least be aware of, if not have a decent technical understanding. One of our most popular articles of all time is a post entitled SEO Basics: 8 Essentials When Optimizing Your Site. It still does the business for us in terms of traffic, however it was first published in April 2013, so you can treat this as its long overdue and expanded update. What is SEO? Quite simply, SEO is the umbrella term for all the methods you can use to ensure the visibility of your website and its content on search engine results pages (SERPs). The methods vary from technical practices you can achieve behind the scenes on your website (we tend to refer to this as ‘on-page SEO’) to all the promotional ’off-page’ approaches you can use to raise your site’s visibility (link-building, social media marketing). For the … [Read more...] about SEO basics: 22 essentials you need for optimizing your site
Every day, more and more consumers are flocking to online shopping outlets and connecting with brands through social media. We’ve reached the point where more than 50% of consumer shopping happens on the web. Global Web Index released data last year that indicated over half of Instagram users are following brands online. With the continued growth of digital engagement, marketers are increasingly focused on online marketing to attract new customers in addition to fulfilling their current customers’ needs. According to Content Marketing Institute, nearly 95% of marketers engage customers on Facebook and, overall, 90% of B2C marketers prioritize social media for engagement. Of the top 14 content marketing tactics, approximately 73% of business owners incorporate in-person events into their marketing strategies. It’s surprising that we don’t see more marketers trying to integrate offline marketing with their online efforts, considering the reach and engagement that … [Read more...] about Combine Online & Offline Marketing for Exciting Customer Experiences
Watching the number of visitors climb on your website is fantastic. You feel like all the work you’ve done is finally paying off. But visits are just vanity metrics and these don’t necessarily equate to success. A retail store would fold if hundreds of people wandered in and out each day but never purchased anything. You need to work on converting more of those visitors into customers, and there are plenty of ways to use content to transform a popular site into a profitable one. Here are ten ways to use content to boost customer engagement and turn your visitors into buyers. 1. Produce High-Value Offers for Free You’re in business to make money, so it might seem counterproductive to give things away for free. Some companies offer product samples or promotional items, while others give away content designed to help visitors with a problem. High-value content like e-books and reports work very well for getting opt-ins and trial sign-ups for subscription-based services, … [Read more...] about 10 Tips to Use Content to Transform Visitors into Buyers
All of the current search engine market share reporting entities (comScore, Hitwise, SimilarWeb and others) utilize technology-based tracking, and I wanted to see if a survey panel-based approach would yield the same results. What I discovered was only somewhat surprising. My results, placing Google at the top with 80 percent of the market, differed significantly from comScore’s 67 percent; but my findings were in line with most of the Google Analytics accounts I had seen, which show Google generating between 80 percent and 90 percent of all organic visits. Last year, I was at a loss to explain the discrepancy between my survey data and comScore’s data, but I chalked it up to how demographics might be weighted in comScore’s panel. Nonetheless, even if comScore’s methods might be undercounting Google, they should accurately follow directional shifts. In October 2014, comScore reported that Google had 67.3 percent of the market, Bing (called Microsoft Sites) had … [Read more...] about Is Google’s Search Market Share Actually Dropping?
On September 26, 2013, Google let slip that it had updated its overall search platform, which they referred to as “Hummingbird.” In this post, I am going to take a look back at the past year to see what impact Hummingbird may have had. One of my goals with this post is to help dispel the myth that Hummingbird is an algorithm, and to provide some clarity on the nature of the impact it may have. Hummingbird was revealed during Google’s 15th birthday party, but no mention of it was included in their own post about the event. However, Search Engine Land Founding Editor Danny Sullivan was in attendance, and this new platform was revealed to him and others who were there. Very little was understood about what Hummingbird was all about, as supposedly it had been live for a month or so at the time and had impacted 90 percent of queries; yet, very few people had any idea it had happened. How could that be? I wanted to know — so a few weeks later, on Halloween, Danny … [Read more...] about Assessing Hummingbird’s Impact On Search — 10 Months Later