You wouldn’t hire a brain surgeon to treat your heart condition. Different conditions require different specialists. It’s the same for search engine marketing. SEO has a role. PPC has a role. And, like holistic medicine, they work best when tightly integrated.
Easier said than done. Too often, marketers find themselves managing multiple agencies or internal teams, each of which is trying to accomplish their goals. The result is an inefficient, ineffective strategy.
When it comes to SEO, it all starts with keyword research.
Before you kick off a link-building campaign or invest in creating quality content, you need to understand where the volume is, how competitive terms are, and the intent behind those queries.
But what does an effective keyword research strategy look like?
Did you know that Amazon has surpassed Google as the go-to search platform for shoppers looking for products?
This may come as a surprise to many readers. (I’ve certainly never heard anyone use “Amazon” as a verb.) Yet the data backs this up.
When customers have a specific product in mind, more turn to Amazon search than Google.
If you’re porting over your SEO “best practices” from on-site product pages to Amazon product pages, you’ll struggle. This post covers the key differences to help you thrive on both platforms.
Think it’s tough to earn links or shares for your content? Try earning money.
Enterprise SEO has been my topic of choice for extracurricular “thought leadership” over the years. Last year, I gave a presentation on how we generated 40% year-over-year organic revenue growth by focusing on out executing the competition, not outsmarting them.
While my presentation focused on the in-house side of enterprise SEO, I’ve also experienced (and written about) getting things done—or trying to get things done—at an agency. SEO strategies for Fortune 500 brands often take 12+ months to see the light of day or, worse, never do.
Eventually, I got tired of that lack of action, which led me in-house. In two-and-a-half years leading SEO initiatives at Qualtrics, I’ve learned that most companies don’t have a strategy problem—they have an execution problem.
If I told you that a post earned 30 links and 100 shares, how would you respond?
“Wow, must’ve been amazing!”
Your gut reaction says more about the site you’re used to working on than it does about my hypothetical example.
Indeed, the size and power of a site—not necessarily the value of the content—can have the greatest influence on results. That matters, especially when it comes to content research.
There are only a few things I love as much as link building.
Owning a new pair of high-end shoes has to be one of those. Damn, I’ll admit—I even have a tradition of treating myself with a beautiful new pair after a successful business trip or client acquisition.
As a result, my closet is full of shoes that I’ve bought and worn only once. Above, you can see one of my fav pairs of those red-soled shoes (you got the brand, right?) that I took for a walk only once—but they’re so beautiful!
High-fashion, much like link building, is driven by trends. What was fashionable yesterday is old news today.
The SEO game is changing. Long gone are the days when all it took to rank on Page 1 was a good keyword choice and a few backlinks.
Google’s search results are becoming so much more than 10 blue links, in part because those links are now richer and more interactive—and sending fewer clicks to sites.
A new concept is replacing the traditional SEO approach. Instead of monitoring and improving organic rankings alone, you need to embrace a more integrated strategy: on-SERP SEO.
The traditional blog format—regular, sequential publishing of diary-style entries—no longer makes sense for most businesses. To be honest, it never did.
A B2B website that educates potential buyers isn’t a personal “weblog.” It doesn’t toss out unsubstantiated opinions. It doesn’t age the same way. The earliest articles may cover the most valuable topics, but our throwaway content culture lets older posts rot.
On January 23, Google announced that, “If a web page listing is elevated into the featured snippet position, we no longer repeat it in the first page of results.”