Rebecca Lieb says, “A few weeks ago, I gave a presentation on a SEO-centric content marketing program that members of our team have been engaged in across a two-plus-year run. The presentation outlined preparation and research, steps in execution, performance measurement and communication to teams. Our goals have been aggressive, requiring a high level of organizational effort, analysis and internal motivation to remain focused. SEO Content Marketing Goals Take note of the last goal we set out for the program: 250 content marketing assets. A mix of emotions ran across the audience member’s... [...]

Will Scott says, “Imagine this nightmare scenario: you’re on the verge of launching your newly redesigned website, and you’re already anticipating new leads and returning customers. You’ve spent countless hours working through every last detail before even considering unveiling your new creation to the world. The big day arrives, and you give the green light to launch. Suddenly, you realize you forgot to plan for one crucial element: the SEO best practices that you had so carefully incorporated into your old website. Unfortunately, this is not just a nightmare that can be forgotten... [...]

Jayson Demers says, “Most search-engine optimizers focus on purely organic results, based around keywords related to your brand or industry. For example, if you’re a marketing agency, you probably spend time optimizing for phrases like “online marketing agency.” The problem is, though, that by using such phrases, you’re relying on search users who aren’t already aware of your specific brand and are merely searching for the products or services you offer. But what about the users who already know your brand? You want those people to see results that favor your brand and influence... [...]

MOZ team says, “SEOs and executives speak different languages. It’s a simple fact, but it’s one that often acts as a blocker for getting your ideas and investments approved. A simple change in how you communicate your marketing goals, triumphs, and challenges could be what’s standing between you and getting the C-suite buy-in that’s integral to your success. In today’s Whiteboard Friday, Rand helps you translate your marketing jargon into financial metrics and data that the folks in charge will actually care about”. How to Tie Marketing Metrics to the Data... [...]

Ginny Marvin says, “First there were the error notices that users have to have an active campaign, not just an AdWords account to access Keyword Planner. Then came combined search volumes for close variants. A Google spokesperson has confirmed with Search Engine Land that users do not have to have an active campaign to use Keyword Planner. On social media, Google told users that the error was the result of a technical issue that was being fixed. When Keyword Planner launched inside AdWords in 2013, replacing the open Keyword Tool, it got a cool reception. So there was alarm when some users... [...]

Ginny Marvin says, “Google announced it will be adjusting how Dynamic Search Ads are triggered over the next few months. The goal is to improve ad relevance on queries. From the announcement: For example, ads that point to a landing page about iced coffee makers will be less likely to show for less relevant searches like “iced coffee.” As the updates roll out, performance may fluctuate, says Google. You’ll want to keep an eye on the search terms report even more vigilantly than usual with DSA campaigns during the transition period to see how query matching is affected”. Google... [...]

Stephan Spencer says, “When you aren’t marrying your SEO efforts with your content marketing, you aren’t going to get the best results. As an optimization geek, I’m all about getting the most bang for my buck (and effort). Because of this, it pains me to see other content marketers making these simple and easy-to-fix mistakes in their campaigns. Last month, I looked at five common SEO mistakes that content marketers make. Today, in part two, I explore five more costly SEO mistakes to avoid so that you can take your content marketing farther than ever before. 1. No systematic outreach In... [...]

Simon Penson says, “On-page content is certainly not one of the sexier topics in digital marketing. Lost in the flashing lights of “cool digital marketing trends” and things to be seen talking about, it’s become the poor relative of many a hyped “game-changer.” I’m here to argue that, in being distracted by the topics that may be more “cutting-edge,” we’re leaving our most valuable assets unloved and at the mercy of underperformance. This post is designed not only to make it clear what good on-page content looks like, but also how you should... [...]

Ryan Shelley says, “Keywords are essential to every aspect of your SEO campaign, from on-site placement and usage to link prospecting and acquisition. Knowing which terms to target and how to target them can either produce great results or end in a huge flop. Defining and categorizing your keywords will help in your link outreach and community building online, both of which are essential in order to drive relevant traffic to your site. While there are a number of schools of thought when it comes to the types of keywords we should use, I want to walk you through the seven types we use at my... [...]

AJ Agrawal says, “Each year brings a series of changes to the world of SEO in ecommerce. Much has been made about the position of SEO and whether you still should be using Google to boost your website over alternatives like social media. Regardless of where you stand on the issue, you should learn about the value SEO has for boosting your ecommerce business. Here are the main ecommerce SEO trends that have emerged this year for successful entrepreneurs to take advantage of. 1. Off-the-shelf SEO is improving. Previously, the only SEO product you used was one tailored to you. Anything else... [...]