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Search engine optimization ( SEO) determines how high a website ranks in common search engines like Google. Whatever type of business you run, whether it’s a communications consultancy or a cake shop, an effective SEO strategy is a smart way to boost visibility online, attract new clients, grow your business — and boost profits.
To do so, you’ll need to work on your SEO rankings. This helps your website become more visible to potential customers and allows you to appear on search results for specific queries relevant to your business.
In this guide, we’re going to highlight the essential strategies and ways to improve your SEO ranking. Read on to see some of the recommendations we have compiled for you.
1. High-Quality Content
High-quality content is at the core of SEO success. To attract search engines, you need to populate your website with content.
To start, ensure every page includes at least 300 words of original content. Search engines can detect duplicate content and may penalize your page for using copied content. Content should be broken into shorter chunks, for instance, with H2 subheadings, so it’s easy to scan.
Above all, content should meet Google’s EAT criteria: expertise, authoritativeness, and trustworthiness. Google introduced this terminology in 2018. EAT is particularly critical for sensitive topic matters, such as health care, science, and law.
Factors that boost an EAT score include citing respected experts (e.g., if you run a health care website, refer to medical professionals) and referring to reliable sources (such as “.edu” or “.gov” sites).
2. On-Page SEO
Content doesn’t just need to be high-quality. It also needs to be optimized for search engines. How do you do that? You can start with this basic checklist for on-page SEO:
- Choose one primary keyword for the page and three to four related keywords.
- Include the primary keyword in your URL.
- Ensure your title tag, meta description, and H1 include your primary keyword.
- Content should be high-quality and written for an eighth-grade reading level.
- Vary content structure to make it scannable (e.g., use H2s and H3s effectively with bullet lists).
- Make sure internal links use effective anchor text.
- Include at least one image.
From there, you’ll want to dive into more specifics. Keywords are critical. Every page should be optimized for one unique keyword. You should also include a title that will attract readers in the form of an H1 tag. This indicates to the search engine that this text is the page title and what the page is about. – Read more
OK, so you just poured hours worth of work and creativity into publishing the most amazing landing page ever.
It’s formatted nicely, you have persuasive calls to action (CTAs) throughout, and you’ve even included visuals that act as social proof (you marketing genius, you).
You sit back and wait for the leads to flow in—but no one’s visiting.
Too many marketers and entrepreneurs miss the mark by thinking one creative asset is enough to cut through the noise of the internet and attract their ideal customers’ attention.
You need to mix up your marketing and put that content to work.
On any given day, Google registers an average of 3.5 billion searches. Unfortunately, it can be an uphill battle to capture some of that traffic unless you know your target audience as well as you know your product.
Understanding where your audience is online and how they engage with your content is critical to setting yourself up for success. When you can confidently identify these traffic sources, you can double down on the messaging to promote your landing page via the appropriate digital channels.
See where we’re going here?
This guide will share 14 different ways to start driving traffic to any page on your website, conversion-focused landing pages included. We’ll break down specific traffic-generating methods across advertising, social media, SEO, and email marketing. – Read more
Creating a successful website that brings in traffic can be tricky at times. However, it is completely doable, especially in 2021. There are so many opportunities that are yet to be explored.
As much as you can make a high-traffic website through a standard process of blogging and gaining traffic, there are some things you can do to eek out performance for such a website. After creating a 0-million visits/month website within 3 years, here are my picks of what to use and add to you blogging career to help take the breaks off any website.
Have a Trello Board
A Trello board is a must.
A Trello board is a board that you can use to add ideas and ‘cards’ to it. For websites, this could be:
- Article ideas
- Web development ideas
- New projects
A Trello board is basically what is known as a sprint board, which is part of the AGILE methodology for project management. AGILE methodology is extremely good for tech companies, and those wanting to stay flexible and are able to do work in small chunks – for this reason, it is a great addition for websites to use Trello boards.
You could create great ideas naturally with your own nogging. However, what you can do is turbo-charge your ideas with the added power of a search engine marketing tool.
What this does is help you determine what are your best ideas, potential opportunities, and so much more.
In actual fact, I think it is an absolute necessity, of everything on this list, that you get a subscription to SEMRush, Ahref, or Moz.
Crawl using the likes of Screaming Frog
Crawling a website for errors is a good form of maintaining the health of your website for search engines. Most notable, I look for 4xx and 5xx in particular, especially for external links too (as if you link to a page that is now 404, it reduces the UX of your site). – Read more
Your website content can be anything from universally appealing blog posts to infographics and success stories. But all of these things should be created in keeping with a consolidated plan: your content development strategy.
A quality content development strategy comprises all the steps of content creation, from planning and research to promotion, optimization, and performance tracking. It ensures that every interaction your potential customer has with your brand becomes a positive experience and lays the foundation for trust.
In this guide, we’ll explain why a well-organized content development process is so essential for your growth, and help you to devise and implement one.
What Is Content Development?
Content development is a full-cycle process of creating, distributing, and auditing content in order to reach a business goal. That goal can be anything from building trust with your customers and boosting user engagement to generating sales. It is an integral part of any content marketing strategy in 2021.
Content development comprises:
- Strategizing and planning
- Audience and topic research
- Writing and creation of visuals
- Search engine optimization
- Performance tracking
All these processes are closely connected and work together to help you build a connection with your target audience and facilitate growth.
Why Is Content Development Vital for Your Business?
The main reason you need a content development strategy is that it can save you:
- Time. Planning lets you meet deadlines and avoid frustration and overwork.
- Effort. You will only create content based on thorough research, and which is tailored to contribute to your business goal.
- Money. You will optimize your content, carefully choose promotional channels, and monitor each piece’s performance to make sure it hits the mark and generates ROI.
To put it simply, a content development strategy is about having an organized process in place. Next, let’s talk about how you can keep it up and running. – Read more
Today I will discuss with you Google Analytics and am going to share a complete guide with 35 key actions and metrics you must know to be able to make the best out of Google Analytics. With the launch of Google analytics 4, you can now view the app and website data together making it an even more powerful tool you must understand to grow your business.
This tool is essential for Digital marketers and for any company with a website or blog. Because if you don’t know what to measure and how to do it, you won’t be able to adapt and improve your online communication and marketing strategy.
Good. Today I will share with you how I use this tool to scale my businesses. I have compiled the 35 most important metrics and actions that you can check out with this great tool. It is essential that you know what to measure and how to do it to successfully develop your strategy in Social Media, Content Marketing, SEO, or SEM Campaigns.
You must keep in mind these questions whenever you are dealing with google analytics. What is my target audience? Through what means do they access my website? How do they behave on my page? And how do they meet the objectives of my online strategy? These are the four big questions that Google Analytics will help you answer in detail.
Despite the amount of data that Google Analytics represents in the form of metrics, this is not a tool for mathematicians or programmers. It is a business tool for marketers and, without a doubt, it is one of the essential tools for any Digital Marketing Manager. All the values that Google Analytics reports contain must be used to make the best decisions for your business.
First steps in Google Analytics
The first thing is to create an account and configure it for your website. Then I will explain how the Google Analytics interface (the buttons) is used so that you know how to move and navigate through it. Before starting in the 4 main areas of the tools, I will also explain what are the basic metrics that you will see later in all the reports mean. Are you ready? Let’s go there!: – Read more
Learn More About Google Analytics
Are you worried that your emails won’t reach your customers’ inbox? That your bottom line will get a hit because of how spam filters evaluate your messages? Or perhaps you’re already seeing that your emails go to spam instead of the inbox and you’re looking for help?
If any of these made you nod, then don’t worry. We’ve got you covered! In this article, we’re not only going to tackle the main question – why do emails go to spam? – but also we’re going to offer solutions that’ll help you improve your inbox placement rate.
Best of all, you’ll be able to fix most of the issues listed here all by yourself as they’re related to things like how you’re building and managing your email list or constructing your email templates. Only a few will require some additional help from your email marketing software provider.
So without further ado, here are the 12 reasons why some emails go to spam and what you can do to prevent them from doing so in the future.
12 reasons why emails go to spam and what you can do about it
1. You don’t have the permission to contact your recipients
Although email marketing has always been permission-based, the regulations and the definition of “consent” often varies across different countries.
Because of these differences, you’d often hear about marketers who downloaded an email list from the Internet or bought it from another company, and then thought it’s OK to send them marketing emails as long as you give them the option to unsubscribe. However, that’s no longer enough.
Regulations like the Canada Anti-Spam Legislation (CASL), EU General Data Protection Regulation (GDPR), and California Consumer Privacy Act (CCPA) have become stricter about how email marketers handle customer personal information. They’re clear that it’s not enough to offer your email subscribers a way out.
So before you start sending your email campaigns, you should always make sure that you have permission to do so. If you neglect that, you’re not only risking that your emails will be going to spam, but you could also be liable to a fine.
That’s why if:
- you’re still filling your email campaigns with contacts from Outlook, Gmail, LinkedIn, or any other place where you’ve interacted with people,
- you’re an ecommerce business automatically adding people to your list from the checkout page,
- you’re using a pre-checked newsletter consent checkbox in your web form,
- you’re using co-registration or co-sponsored affiliate data with no explicit consent,
- buying or downloading email lists from the ‘reputable sites’…
…you should stop right now.
There are plenty of perfectly good email list building methods out there you could try. For starters, here’s the list of best ways how you can build an email list from scratch.
And if you’re unsure whether it’s OK to contact some of the people who’re already in your database, consider running a reconfirmation campaign. By sending an email that’s going to ask your audience explicitly if they want to stay on your list, you can be sure that only those who’re still interested in your offer will remain on the list.
Not sure what these look like? Here’s one example we’ve received when GDPR came into force: – Read more
Last Click Attribution Model
In this blog post, we’ll cover all things last click attribution including how it’s defined, what makes it unique, how your marketing team can use it, and more.
What is last click attribution?
A last click attribution model is when you give all of the credit for a conversion to the last touchpoint in the buyer’s journey — it assumes the final touchpoint is what ultimately influenced the lead’s decision to convert.
Pros and Cons of Last Click Attribution
Last click attribution is helpful if you want to know which of your marketing channels and touchpoints have the most influence in the final stage of the buyer’s journey.
While this is helpful information, it doesn’t account for the numerous other channels and touchpoints that impacted a customer from the very start of the buyer’s journey. This is important to note since there are a variety of touchpoints, across numerous channels, that impact a lead throughout the buyer’s journey — which is why most marketers today refrain from only using last click attribution. Rather, they’ll use multi-touch attribution or include last-click as part of their other marketing attribution efforts.
For instance, say a lead received an email from your email campaign, clicked through to your website, read a blog post, and then decided they wanted to buy your product. Well, last click attribution would only account for that last touchpoint — the blog post. Meanwhile, the other touchpoints throughout the buyer’s journey that contributed to this lead’s decision are dismissed.
That’s why multi-touch attribution has become such a popular attribution model among today’s marketers. Multi-touch attribution accounts for all of these touchpoints and channels and assigns them credit based on their influence.
In addition to last click and multi-touch attribution, you may have heard of first click attribution.
First Click vs. Last Click Attribution
FIrst click attribution differs from last click attribution because it assigns all of the credit for a conversion to the first touchpoint or channel (e.g. interaction on your website or with a marketing campaign) that a customer had before a conversion.
First click attribution is helpful if you want to know which of your marketing efforts are generating initial traffic in the awareness stage of the buyer’s journey.
Similar to last click attribution, this is a helpful attribution method on a small scale — combining it with other attribution methods is recommended in order to get a clear picture of your marketing attribution efforts.
Now, let’s talk about how your marketing team can use last click attribution.
How to Create a Last Click Attribution Report
If you choose to create a standalone last click attribution report, you’ll likely find yourself using an attribution tool.
If you already use an attribution tool, there’s a chance it has a specific report that focuses solely on the last click. There’s also a chance that it offers customizable attribution reports which would also allow you to create a last click report.
Either way, here are a few available options for your consideration as you look to create marketing attribution reports of your own. – Read more
With technology becoming increasingly digital and with changes in consumer attitudes and behaviour, we thought we’d take a fresh look at the benefits of email marketing for driving business to websites. In doing so, our analysis of the latest research shows that, as a marketing medium, it remains highly relevant. Here’s what we discovered.
1. The furthest reach of all channels
While social media has billions of active users, its marketing reach is still smaller than that of email. More people have email accounts than social media accounts and make more use of them. At present, there are 3.8 billion social media users and 4.1 billion email users.
2. Email marketing still generates the highest ROI
Email marketing has held the ROI top spot for quite some time and has yet to be surpassed by other forms of marketing. In fact, the latest data shows that the rate of return has increased in recent years, up from £32 for every £1 spent in 2017 to £42 for every £1 spent today. Almost three-quarters of online businesses believe email provides ROI which is either good or excellent.
3. Email boosts sales
The ultimate aim of email marketing is to increase revenue and there is much evidence that emails boost sales. While a quarter of social media users will click on an ad, only 30% of those report buying a product they have clicked on in the last month. That figure rises to 60% for email marketing. In the US, it is estimated that over 80% of consumers will buy as a result of seeing a product in an email, especially when it comes with a special offer.
4. Email drives customer retention
The increasing use of personalisation has made email the ideal channel for sending product recommendations and targeted special offers. Over 90% of users prefer companies who send emails that remember their preferences, interests and shopping habits and which provide relevant personal recommendations. This, in turn, has led email to drive customer retention, with 80% of businesses now using it as the primary channel on which to focus customer retention campaigns.
Importantly, sending email that engages customers is key to retaining millennial and Gen Z customers. Three-quarters of these users are likely to maintain brand engagement when they receive emails that have content they consider having value. This includes emails that arrive at the right time and which allow consumers to make bookings, watch videos, vote in polls or follow their favourite brands on social media. – Read more
SEO (or Search Engine Optimization) is central to your website’s visibility. It is an important way of communicating with Google and other search engines to prove the relevance of your site for users and their search queries.
In this article, we will explore the importance of SEO for websites and pages. We will look at some of the most important aspects of SEO, why SEO is important for your website, and what role SEO plays in your digital marketing strategy. Here’s what we’re going to go over:
- What Is SEO and Organic Search?
- Why Are SEO and Organic Search Important?
- Organic Search and Digital Marketing
- How Can I Improve My Site’s SEO?
- Crafting Content for Users (with SEO in Mind)
- SEO for Your Website
What Is SEO and Organic Search?
SEO communicates the importance and relevance of their websites and pages to Google. Through SEO, your content becomes more likely to rank highly in the SERPs and appear to users first when they search for relevant keywords.
Organic search refers to search results that aren’t paid for. Instead of being organized by Google’s paid ad guidelines (which includes CPC, ad relevance, and many other factors), organic search results are organized by its search engine algorithm.
Organic search and SEO go hand-in-hand. SEO brings in organic traffic, which is central to succeeding digitally. If you want more information, you can check out our previous article on SEO for beginners.
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Why Are SEO and Organic Search Important?
The importance of SEO is not something to overlook. Search engines employ specific algorithms and KPIs to direct online traffic to one site or another. Let’s take a closer look at this with an example.
With Semrush’s Traffic Analytics Tool, you can compare your website traffic to your competitors’. We’ve taken two sites that sell shoes. As you can see, finding out where the most traffic comes from for these big brands is actually pretty easy.
All you do is input the domains: – Read more