The organization of your website’s content and web pages plays an important role in search engine access, indexation, comprehension of information context, and user experience. In many industries and topic areas, standardized and logical taxonomies are publicly available—and when applied properly, they can be used as a component of your website’s information architecture. What Is Taxonomy? Taxonomy is the science of classification. While this may recall sessions of introductory biology, it goes beyond the classification of living things. When applied to information, taxonomy is most simply described as classification according to a predetermined system. The precise and deliberate organization of content eases information retrieval and informs contextual relationships between entities. Let’s look at an example before I lose ya in this jargon. Example Taxonomy: ICD-10 The Centers of Medicare and Medicaid Services provides classification and coding of heal…Read entire entry »

In an era of instant gratification, the modern consumer expects brands to deliver what they want, when they want it. In the past, Google hasn’t penalized sites for slow mobile page speeds. This resulted in a plethora of companies ignoring the issue, and ultimately unhappy customers. Finally, Google has confirmed that mobile site page speed will be part of the algorithm for mobile search results – a relief for consumers, but a potential issue for brands. Why Optimize a Mobile Site? It’s important for brands to realize that a mobile site does not automatically inherit its desktop site search engine optimization (SEO) ranking. Instead, Google uses an algorithm that ranks mobile sites using the desktop rating with additional criteria for the final ranking. Google updated t…Read entire entry »

It’s 2016, and content is still at the forefront of virtually every marketing technique, digital and traditional. Whether it’s video, photo, or content, marketers need to know how to stay on top of content and get the most for their efforts. Content has been a buzzword for more than a decade, yet many business owners still don’t know how to maximize theirs to get more of an impact. Here are a few quick tips to show you how to leverage your content the right way. #1: Form a Plan According to the Content Marketing Institute, the majority (53%) of the top most-effective B2B content marketers have a documented strategy. Documentation can be simple – just a few page…Read entire entry »

In the land of (SEO), backlinks is always a buzzword. A page with a lot of backlinks typically ranks higher on search engine results pages. The why of backlinking is clear – the more people who visit your page, the higher Google ranks its popularity. It’s the how that leaves many business owners stumped. Getting high-quality sites to add your link doesn’t have to be a mystery. Use these six tips to get your links out there the right way. Produce High-Quality Content The best way to get backlinks for your site is to create valuable, relevant, high-quality content. Popular articles such as how-to tutorials and lists are always good choices when it comes to creating content that will get backlinks. Other sites will reference your how-to list when mentioning the same subject …Read entire entry »

While my heart lies in the world of SEO, there is no doubt that the world of SEO is surrounded by other digital factors that impact your campaign success. For other SEOs, fear not, this is not a bad thing. However, we must understand and also accept that if we are going to gain competitive intelligence about our competitors we have to think about other great nuggets of info outside of just SEO and PPC factors that can help us succeed in our digital marketing campaigns. I have found that when I have my “Search blinders” on, when it comes to competitive analysis, SEMrush and SpyFu are the best competitive tools out there. When I think big picture, I take to another competitive tool that I feel helps me harness more than just keyword presence of keyword bid insights. This tool is called SimilarWeb, and I plan to take a brief walk through selected sections to highlight how you can gle…Read entire entry »

If you’ve gotten online within the past week, chances are you’ve read something about Pokemon Go. Not sure what it is? Well you can go read this piece on Lifehacker or watch this video below: I know what you’re thinking. “Isn’t this a kids game?” The answer is, no. In this article by Vox, StartApp claims that more than 40% of users who have downloaded the game are over the age of 25. …Read entire entry »

Many companies look at business goals on a yearly, maybe even a quarterly, basis. However, they may not evaluate how their online goals fit into the overall picture. As a result, many executives look at online efforts as a nonproducing expenditure and cut the digital budget. Marketers and website administrators understand the return-on-investment (ROI) potential of online activities, but may not adequately express their strategies or existing progress. Every other business process warrants regular evaluation, and online activities are no different. Executives should make time to stop and reflect on online activities, and marketers need to understand how to convey value to a management team, and not only theirs, but all the teams that support what they do from IT to Product Development. …Read entire entry »

You can only optimize pages for so long before you must go back and optimize the entire website. Instead of relying on Band-Aids to keep your search engine optimization strong, consider making some holistic changes, and take the next step toward better online visibility. The Case for Holistic SEO Search engine optimization is much more than a set of tricks companies use to elevate their brands in search engine rankings. While some tactics do help websites get ahead, truly successful SEO in the modern world means looking at and optimizing every aspect of a website. Google and other search engines constantly change their algorithms to make search engines smarter. In years…Read entire entry »

Digital Marketing is ever-changing. That's why we love it, right? Luckily, so are the tools and resources available to us. In each area of this business, whether it's email marketing, social media, conversion rate optimization, or any other channel, we're wise to revisit our usual toolset and review the landscape. Keyword research is one area that’s abundant with sophisticated free and paid tools. Let’s take a glance at my current favorites. SEMrush If you do digital marketing for a living, you're probably already using SEMrush. This tool is an excellent one-stop resource for gathering mountains of keyword ideas. While the free version is fun, you're not taking advantage of the tool's greatest feature - the sheer volume that you can export. Spring for the paid version if you can swing it. To get started, input a seed phrase - we’ll use “information age” - into the phrase overview report, and you’re off to the races. …Read entire entry »

The approach of considering all referring channels in a digital marketing effort is always key to being a successful online marketer. Even if the brunt of your efforts lie heavy in one specific medium, such as Organic Search(SEO), it is always best practice to review, report and monitor all referring channels. To truly understand your website audience and take advantage of opportunities, understand issues and ultimately use this insight to make informed decisions and make these separate site pathways work together. Within your analytics platform(Preferably Google Analytics and the basis of this post), you have the ability to create custom channels(Channel Grouping) as well as creating mediums based on defined referring sources(Filters). For many, the default channel groupings will suffice(Direct, Organic Search, Social, Email, Other Advertising, Display, Paid Search, Affiliates and Referring Site). Now, all you have to do is pay attention to each. To keep it simple, start out by kee…Read entire entry »