Paddy Moogan says, “Content is an important part of any digital marketing strategy. Whether it be content for links, conversion, education, search or any number of things. In this post I want to focus on one area—content that drives awareness of your brand. One tangible way to measure awareness is by looking at new visitors that a piece of content attracts which is pretty easy (although not always perfect) using something like Google Analytics. There are other measures that can influence new visitors that I’m going to talk about as well: Social shares Links Both of these can send... [...]

Jason Fell says, “Build it and they will come, right? Anyone who owns a website knows that’s rarely the case. When it comes to driving traffic to your website there are at least two big options: pay-per-click advertising (PPC) andsearch engine optimization (SEO). For the uninitiated, PPC refers to paying for traffic via advertising programs like Google Adwords. Programs like these enable you to display ads in search results within the sponsored results sections. SEO, on the other hand, refers to specific actions you take within your own site to naturally increase your visibility and... [...]

Tom Capper says, “In this post I’ll pull apart four of the most commonly used metrics in Google Analytics, how they are collected, and why they are so easily misinterpreted. Average Time on Page Average time on page should be a really useful metric, particularly if you’re interested in engagement with content that’s all on a single page. Unfortunately, this is actually its worst use case. To understand why, you need to understand how time on page is calculated in Google Analytics: Time on Page: Total across all pageviews of time from pageview to last engagement hit on that... [...]

MOZ team says, “A frequently asked question in the SEO world is whether or not branding plays a part in Google’s ranking algorithm. There’s a short answer with a big asterisk, and in today’s Whiteboard Friday, Rand explains what you need to know“. Is Brand a Google Ranking Factor? MOZ Blog  [...]

Trevor Klein says, “Last week, we began posting short (< 2-minute) video tutorials that help you all get the most out of Moz’s tools. Each tutorial is designed to solve a use case that we regularly hear about from Moz community members—a need or problem for which you all could use a solution. Today, we’ve got a brand-new roundup of the most recent videos: How to Examine and Analyze SERPs Using New MozBar Features How to Boost Your Rankings through On-Page Optimization How to Check Your Anchor Text Using Open Site Explorer How to Do Keyword Research with OSE and the Keyword... [...]

Matt Byrim says, “With spring comes showers and flowers, and the furry of conference hours. That’s right. It’s that time – conference season. In the last month, it feels like every other email I’ve received has a conference suggestion or round up review asking us to cover it. For those of you that don’t have budget set aside to attend fancy conferences, or just don’t have the time to attend, here’s a round up of the latest marketing conferences and access to all the content to view on your time. And some new ones coming up in case your schedule or funds open up“. PPC... [...]

Alex Walz says, “After seeing Rand’s “Mad Science Experiments in SEO” presented at last year’s MozCon, I was inspired to put on the lab coat and goggles and do a few experiments of my own—not in SEO, but in SEO’s up-and-coming younger sister, ASO (app store optimization). Working with Apptentive to guide enterprise apps and small startup apps alike to increase their discoverability in the app stores, I’ve learned a thing or two about app store optimization and what goes into an app’s ranking. It’s been my personal goal for some time now to... [...]

Seamas Egan says, “Inspired by the movie “Pitch Perfect” featuring the Barden Bellas a capella group, the following Campaigner infographic features tips to help you create email marketing campaigns that hit the right note with customers. 1. Take personalization to a higher octave When the Bellas realized its standard renditions of all-female classics weren’t making the cut, the group found the key to its comeback was to switch up its repertoire and personalize its performance for the crowd. Taking a note from the Bellas’ success, effective marketing campaigns require... [...]

Gavin King says, “As much as we’d love to say that improving your search engine rankings is easy, it’s not. Search engine optimization (SEO) takes hard work, dedication, and some skill. There’s a fine line between ethical (white hat) SEO techniques and unethical (black hat) SEO techniques; if you are not careful, you can end up doing your website more harm than good. So, to help you get started, here are eight ethical ways to improve your search engine rankings. 1. Create unique and engaging content The saying “content is king” gets thrown around a lot, but... [...]

Hannah Smith says, “Most frequently, the content we create at Distilled is designed to attract press coverage, social shares, and exposure (and links) on sites our clients’ target audience reads. That’s a tall order. Over the years we’ve had our hits and misses, and through this we’ve recognised the value of learning about what makes a piece of content successful. Coming up with a great idea is difficult, and it can be tough to figure out where to begin. Today, rather than leaping headlong into brainstorming sessions, we start with creative content research“. Simple... [...]