Uncover Questions: Use a keyword research tool to see what questions people are asking about your product, service, or niche. Create content that provides the best answer to those questions. When those people search for information, the goal is that they’ll find your content!Observe Your Audience: Learn where your audience spends time and see what content they engage with. Use to find topic ideas and then promote your content on those channels.Make Your Brand Known: Top-of-funnel content isn’t sales-forward by nature. People are visiting your page for information, not to learn about your brand. However, if there are no mentions of your brand at all, it probably won’t help your bottom line. Host your informational content on a template that includes your logo and branding, and throw in a few no-pressure links to your other content to get your readers more familiar with you.Another great way to achieve brand awareness is through digital PR. … [Read more...] about There Are No Universal Truths in Content Marketing (Sort Of)
Naked URLs consist of some variation of the actual URL of the link destination. This can be an internal page or, more commonly, the home page. Naked URLs are the strongest signal to Google of a “natural” inbound link profile and typically comprise the majority percentage of anchor text distribution in healthy websites. Examples include searchenginejournal.com, https://www.searchenginejournal.com, www.searchenginejournal.com, and https://searchenginejournal.com. Brand Anchors consist of some variation of the brand name of the destination website. Even small variations such as differences in capitalization are noted by search engines. Examples include Search Engine Journal, SearchEngineJournal, Search engine journal, and SEJ. Brand-keyword hybrid anchors consist of some variation of the brand name of the destination website mixed with a relevant exact-match or LSI (latent semantic indexing, which is just a fancy term for “related”) keyword. Examples include SEO … [Read more...] about Post-Penguin SEO Link Building: The Naked (URL) Truth
Hotchkiss: That brings up an interesting point that we’ve seen with client behavior, especially given the current economic condition. What we found is a lot of clients are tending to optimize down the funnel—they are looking at their keyword lists they’re bidding on and move further and further down to more and more specific phrases, because the theory is—and generally they do have analytics to back this up—that there’s greater ROI on that because these are usually people that are searching for a specific model or something which is a pretty good indicator that they’re close to purchase. But I think one of the by-products of that is that as people optimize their campaigns, those long tail phrases are getting more and more expensive because there’s more and more competition around them, and as people move some of their keyword baskets away from those awareness terms, maybe the prices on that, it all being based on an auction model, are … [Read more...] about Researcher Jim Jansen On The Truths & Myths Of The Search Buying Funnel
Chad White is the author of Email Marketing Rules and Research Director at Litmus, a provider of email creation, preview, and analytics tools. He has written thousands of posts and articles about email marketing -- as a journalist at Condé Nast and Dow Jones & Co.; as a researcher and analyst at the Direct Marketing Association, Responsys, and Salesforce.com; and in his current role. … [Read more...] about Are you buying #AlternativeEmailFacts as truth?
Next, look for the low hanging fruit. What sources can be connected with minimal effort? What connections would help you create high-value metrics? Once you understand what needs to be connected and the level of effort required, you can make a long term plan. … [Read more...] about The Truth About Social Media Measurement