Digital Marketing Strategy
It all starts with a plan.
How does SEO fit into the marketing mix? And what role does it play for your business? SEO is part of a holistic approach to digital marketing success — it complements social media marketing, content marketing, public relations, branding, UX, and many more marketing disciplines. The articles here will help you develop an optimal plan for implementing SEO practices and tactics, helping you prioritize the SEO efforts that will make the biggest impact on your success on the web.
It’s not uncommon these days to come across content aimed at digital marketing professionals that attempts to pit channels against each other in an attempt to determine which is “best”: PR vs. SEO, social media marketing vs. content marketing.In reality, most informed...read more
According to a recent study by the Content Marketing Institute, 91 percent of B2B brands and 86 percent of B2C brands use content marketing.That’s a lot of content being produced — and not all of it is goodAs marketers, we get bombarded with cold sales emails,...read more
You know the score: you’ve spent hours (or even days) on your latest content marketing campaign. You’ve got a great idea which is backed by great data, and it looks amazing. You’re busy promoting the campaign, and an email drops into your inbox from a journalist at a...read more
Sometimes, marketing can feel like you’re putting in a ton of effort for fleeting results.For example: you publish the perfect blog post. It took you forever — the research, the analysis, the storytelling. Fast-forward a week, and you have no results to show for it...read more
In every great marketing organization, there is always the same debate: “Where does SEO fit into a content marketing strategy?” And you know what I say to that? Grab two chairs, put them right next to one another at the table, and get cozy. There is no way for a...read more
While SEO is best categorized as a marketing discipline, most SEOs don’t think of sitting down and actually talking with their client’s customers. After all, most simply put, our job is to improve search engine visibility and rankings while increasing conversions. But...read more
Measurability is an oft-repeated buzzword in digital marketing. The ability to discreetly measure the impact and success of our work, and even ROI, is the differentiator we love to tout over our more traditional marketing brethren.Everything can and should be...read more
Measuring SEO ROI is more difficult than most people understand. It sounds simple; just tag your pages properly with analytics code, make sure you're tracking conversions and can associate a dollar value with those conversions, and you're done, right? Not so fast!...read more
SEO is about understanding user intent and crafting strategy around what people actually want. Optimizing the content on your website and wider organizational digital products for search engine visibility requires a methodical approach and consistent effort,...read more
Exactly how hard is it to rank for a particular keyword? Answering this question is a key component of good keyword research, and software companies like Moz have developed "keyword difficulty" metrics to answer it. A good keyword difficulty metric will help...read more