There are so many people and companies writing content about Google’s impending change to true “mobile-first” indexing that it can make your head spin, especially with all the speculation of what it will take to do it right.  That said, yes, I’ll also be writing about this same topic, but I’m going to not only focus on highlighting sources for best practices, but will also highlight just a few of the warning signs that were the early indicators that this was coming.  If you had not heard about this until late 2017, you might as well fire any executives and agencies that did not bring this up and start looking for people with actual eyes on what is happening. Let’s start with some of the history and what better than reviewing Google’s own published content.  Back in 2011, …Read entire entry »

In the world of content marketing, thin content refers to poor quality. Thin content may follow all relevant SEO best practices but fail to deliver value to the reader. As each of Google’s algorithm updates places an increasing emphasis on relevance, brands must optimize their sites with a focus on reader expectations. Identifying Thin Content on Your Website To gain a general sense about the quality of your content for SEO purposes, look at your page bounce rates. Google’s Panda update from 2011 created new standards for the quality of webpages. It enables website crawlers to weed out weak, duplicated, and untrustworthy sites. The update has been in place for years, but many brands continue to struggle w…Read entire entry »

B2B owners view AdWords suspiciously. Done incorrectly, AdWords is just like any other advertising venue, an easy place to lose money. Most businesses don’t use AdWords effectively. They find it challenging to figure out which terms to target for conversion. A goldmine of convertible users awaits B2B marketers that figure AdWords out. Read on for tips on turning AdWords into a B2B marketing win for your company. Start with Negative Keywords Begin with focusing on keywords that work for your company. Ask the question, ‘What words triggered my ads?’ You will find the answers using a Search Terms report, which enables you to cut out negative keywords. Focus on two categories; irrelev…Read entire entry »

Pay-per-click (PPC) advertising is not a trend or fad. It’s a marketing tactic that has proven exceptionally rewarding to thousands of businesses. PPC campaigns make a brand visible to target consumers who might otherwise have never encountered its content. An optimized PPC ad can funnel users directly to a relevant page on a website, sealing conversions and turning leads into customers. PPC ads are here to stay. Use them to their fullest advantage with these five tried-and-true PPC optimization tips. Master PPC Budget Management Nothing can make a PPC campaign fail like blowing the lid off the budget. Pay-per-click advertising requires an investment. With the right strategy, however, you can achieve budget management and campaign success. Prevent spend…Read entire entry »

2017 was a big year for brands in social media. There were so many wins and fails that if I attempted to record and publish them all, it would almost be 2019. What happened to Wendy’s in 2017? In 2017 Wendy’s went viral for their sassy and quick-witted responses to users via Twitter. One such user ended up deleting his account. But from then on, Wendy’s became renowned for their quick responses and “take nothing from anyone” attitude. While some may have disliked their style, many more praised it. But something would change halfway through 2017 that would put this style to the test. The main voice behind the account and social media team left, for reasons she detailed out …Read entire entry »

“Shop local” seems to be the millennial mantra, and they aren’t the only ones – consumers of all demographics have grown in their support of local small businesses. More and more users are conducting searches for businesses “near me,” or local brands that are in their neighborhoods. This has led to the need for local search engine optimization (SEO) and local SEO consultants. Local SEO is much different from typical SEO. It requires practice area specialists. Does this mean you have to shop locally for your SEO consulting services? Not necessarily. What Is Local SEO? Local SEO refers to a strategy of marketing your business online to local customers. It is a highly targeted online mar…Read entire entry »

Drip campaigns are complex, require a lot of original content and emails, and take time to put together. They are also good tools for building relationships, boosting retention rates, and increasing sales numbers, while being automated to a large extent. Done correctly, the drip campaign leads customers in a call to action. Each email in a drip campaign stands on its own, even subsequent emails that build on what came before. As a result, careful consideration and preparatory work must be done prior to launch. Everything sent is strategically planned to maximize results. Read on for the steps you need to create a successful email drip campaign. Determine Your Goal If you don’t know what you want to accomplish, how will you know when you achieve it? Are you simply trying to gather emai…Read entire entry »

Pay-per-click (PPC) advertising is one of the most popular forms of digital marketing on the web. It enables marketers to buy the attention of target users instead of struggling to win them over organically. PPC marketing works seamlessly with search engine advertising methods like Google AdWords. To make the most of your pay-per-click investment, you must optimize your PPC strategy. Otherwise, you might spend money without sealing conversions. Achieve profitable PPC optimization with a few key tests. Campaign testing establishes performance benchmarks, measures the success of your efforts, and helps you improve in the future. Try these three tests to optimize your latest PPC campaign. Review Keyword Performance The success of your PPC campaign depends on the keywords you choose to bid on. …Read entire entry »

Email campaigns offer a very inexpensive tool for reaching an audience. Many careers and start-ups flourished because of cold emails, but that doesn’t mean they’re easy. You have no audience relationship and you lack feedback that allows you to adjust as you go. With all this going against them, it’s no wonder that cold emails tend to fail. Crafting the perfect cold email is a craft. It requires fine-tuning and hard work with few responses. Every situation requires a different approach. Engaging readers requires good writing, compelling content, and something actionable each recipient feels uniquely qualified to fulfill. Read on for some best practices to turn that cold email c…Read entire entry »

Unfortunately, many companies continue to crank out content that sucks. Poorly crafted content represents a time suck and a money suck you really can’t afford. If your content isn’t delivering measurable and meaningful results, you may want to reevaluate your content marketing strategy. Why Content Deserves Your Attention Marketers rarely know which piece of content will serve as a reader’s gateway to their brands. Some consumers discover preferred brands through social media networks while others value the quintessential Google search. Still more find brand mentions by happenstance through blogs, articles, and advertisements. Each interaction can encourage or detract from future brand interactions. Content has largely …Read entire entry »