Conversion Optimization & Marketing Blog

How to Get Your SEO and PPC Teams on the Same Page

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.

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B2B SaaS Keyword Research: A Start-to-Finish Framework

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?

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How to Get Your Company to Really Care about Your Customers

Never-ending to-do lists, department priorities, and bosses who require you to switch focus to action on their “big new idea” at the drop of a hat. That’s the day-to-day reality for most people in any business.

Then, you turn up to people’s desks like an unwelcome door-to-door salesperson, trying to convince them of the virtues of customer-centricity. You’re not just adding more to their plate but also to think about new ways of working—ways that may conflict with their current priorities.

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Email Deliverability: Get into More Inboxes, More Often

There are few things worse as a marketer than putting a ton of time and effort into your email campaigns only to see them perform poorly.

While the usual suspects of content, design, and campaign strategy make a difference, none of that matters unless your email actually makes it to your subscriber’s inbox.

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Why A/A Testing is a Waste of Time

The title may seem a bit controversial, a fairly common question I get from large (and small) companies is—“Should I run A/A tests to check whether my experiment is working?”

The answer might surprise you.

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How to Get All Your Ad Data into Google Analytics

Not long ago, it was common for marketers and web analysts to spend the bulk of their day staring at Excel spreadsheets, manually collecting and organizing ad spend data across dozens of sources.

You had to go to each advertising account and export statistics on advertising campaigns, such as ad impressions, clicks, and costs, then export data from the web analytics system, and, finally, combine all the data manually.

Not an optimal use of time.

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How to Nail Your First 90 Days as a CX Director

Your new boss read that customer experience (CX) improvements can deliver billions in additional revenue. So HR hot-footed it onto LinkedIn and recruited you to make this a reality.

As if expectations like that weren’t enough, you might have heard that one in four CX employees are predicted to lose their jobs this year–if you can’t prove value, you don’t get a paycheck.

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Amazon SEO Isn’t Google SEO: 6 Differences That Matter

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.

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Statistical Significance Does Not Equal Validity (or Why You Get Imaginary Lifts)

A very common scenario: A business runs tens and tens of A/B tests over the course of a year, and many of them “win.” Some tests get you 25% uplift in revenue, or even higher.

Yet when you roll out the change, the revenue doesn’t increase 25%. And 12 months after running all those tests, the conversion rate is still pretty much the same. How come?

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