Marketing Glossary
Everything You Need To Know About Homepage SEO
Homepage SEO involves optimizing your website’s main page to rank higher in search engines by using targeted keywords, meta tags, and clear headings. It focuses on creating a fast, user-friendly experience while showcasing relevant content to attract both search engines and visitors.
Semrush contributor Sean Collins has published an article on home page SEO.
He says, “Let’s explore how you can help your homepage rank for more than just branded terms.
How to Optimize Your Homepage for SEO
1. Identify Your Primary Keyword
Your primary keyword is the foundation of your homepage SEO. It should clearly describe your business, match what people are searching for (known as search intent), and help them find what they need.
While this keyword defines the focus of your page, good homepage SEO can also help your homepage rank for dozens—or even hundreds—of related terms.
However, when choosing your primary keyword, keep these key questions in mind:
- Is your homepage already ranking? If it’s already ranking for high-value keywords, optimizing it further may not be necessary. Poor optimization or targeting the wrong keywords could hurt your rankings, rather than help them.”
Email Marketing Playbook: How to Execute & Optimize Campaigns [Report]
In 2025, email marketing will evolve with advanced AI tools that create hyper-personalized content and predictive targeting, ensuring more relevant communication with each subscriber. Automation and interactive elements like embedded videos and surveys will enhance engagement and conversion rates, making emails a more dynamic marketing tool.
Digital Marketing Institute has published a new ebook titled ‘Email Marketing Playbook: How to Execute & Optimize Campaigns’.
Mischa McInerney says, “Email marketing can be taken for granted by many marketers, but it’s one of the best channels for owning your audience and influencing them consistently.
It’s also a channel that sees the number of users continue to grow. According to Statista, the number of global email users will reach 4.89 billion in 2027 while email marketing revenue will hit $17.9 billion.
That’s because email marketing has proved its value. It’s a channel that has consistently performed when you analyze click through and open rates over the decades (plus it’s cost-effective when done correctly).
But there’s an art to leveraging email marketing. It’s not just about crafting an email with a great subject line and call-to-action and pressing send to your database.
There’s a lot to consider in your email marketing strategy such as:
- Understanding email best practices
- Developing test plans.”
Email Marketing Playbook: How to Execute & Optimize Campaigns
Expanding Your Audience in 2025: Three Inspiring Examples
Semrush contributor Olga Pukhalskaya has published an article on how you can reach new audiences in 2025.
She says, “One of the fastest ways to uncover opportunities for audience growth is by analyzing your competitors’ audiences. By identifying the groups they’ve captured that you haven’t, you can understand what it takes to connect with those audiences and win them over.
Example 1: LEGO
LEGO has been around for over 90 years, and throughout that time LEGO has mostly been looked at as a “boy’s toy”, despite their efforts to create female-focused LEGO sets.
In 2012 they had some success with their “Friends” LEGO collection which was created with girls in mind, and this grew their female audience slightly, but today the data shows that LEGO’s audience is still 71.26% male. ”
New Year, New Target Audience: How to Reach New Audiences in 2025
Email Marketing: An In-Depth Guide [Guide]
Email marketing in 2025 leverages advanced AI and personalization to deliver highly targeted, engaging content tailored to individual customer preferences. With dynamic design and integration of interactive elements, it remains a cost-effective tool for boosting engagement and driving conversions.
Search Engine Journal contributor Ben Steele has published ‘Email Marketing: An In-Depth Guide’.
He says, “Email marketing can be highly effective due to a variety of factors:
- Opt-in: Because automated emails must be opt-in and have opt-out options, email audiences are often highly engaged.
- Engagement data and segmentation: With the right email marketing platform, you can leverage data to improve how you create and target emails. You can also ask users for their preferences and organize campaigns around responses.
- Push marketing: Rather than waiting for users to input keywords, you can deliver experiences to them based on their activity history or a set of stated preferences.
- Personal and professional distinction: People will often sign up for emails using the most appropriate email address for the use case. This is great for B2B businesses because it enables you to reach people while they’re in a professional environment and mindset.”
Explained: Science Behind High-Performing CTA
High-performing calls to action are essential for guiding users toward desired actions, boosting conversions, and maximizing campaign results. They create urgency, clarity, and motivation, driving engagement and measurable outcomes.
MarTech contributor Stephanie Trovato has published an article explaining the science behind high-performing calls to action.
She says, “Using neuroscience-backed principles like decision fatigue, loss aversion and the psychology of color, you can guide users toward conversion. Below are practical strategies to help you craft CTAs that drive engagement and clicks.
The psychology of decision-making: Why CTAs work (or fail)
How people interact with CTAs depends on how their brains process decisions. Understanding this process can help you design CTAs that consistently drive engagement.
CTAs succeed because they tap into three cognitive processes: attention, emotion and memory. Your CTA must stand out visually and align with the context to capture attention. With so much information competing for focus, your CTA must clearly signal its importance.
Emotion plays a major role in decision making. Users respond when they feel something — curiosity, excitement or urgency. A CTA that connects emotionally will perform better than one that feels impersonal.”
Enterprise SEO Platforms: A Marketer’s Guide [Guide]
Enterprise SEO platforms provide comprehensive tools for large-scale website optimization, offering insights into search engine performance, keyword rankings, and competitive analysis.
MarTech has published ‘Enterprise SEO Platforms: A Marketer’s Guide’.
- Who the leading players are in enterprise SEO platforms.
- What you should look for in an SEO solution.
- What trends are driving the adoption of SEO platforms.
- About the capabilities enterprise SEO platforms provide.
- How advances in generative AI are impacting SEO tool development
Explained: Psychology of Short-Form Content
Short-form content is concise, easily digestible content, often under 1,000 words or a few minutes long, designed to quickly engage and inform audiences. It’s popular on social media and mobile platforms, making it ideal for capturing attention in a fast-paced digital environment.
HubSpot contributor Erica Santiago has published an article explaining
She says, “There are a few reasons short-form videos are more popular than ever among consumers and marketers, and I‘ll visit those in a bit. For now, I want to get into the psychology of it all—that’s why we’re here, right? Walk with me.
Consumer Attention Spans are Shrinking
Science tells us that one of the crucial reasons we love short-form videos is that our attention spans are getting shorter and shorter.
Dr. Gloria Mark, a psychologist, recently wrote a book called Attention Span: A Groundbreaking Way to Restore Balance, Happiness, and Productivity, and she says her research indicates people’s attention spans have been shrinking over the last 20 years.
Dr. Mark shared her findings on Speaking of Psychology, an American Psychological Association podcast.”
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“Becoming a Confident Email Marketer” Templates
This is a collection of templates and tools to help you with email marketing. As entrepreneurs, making smart use of email can be pivotal to our success. Sure, we have tons of fancy new ways to reach customers now with social media, messaging apps, and more. But email still holds up strong compared to other tools. It continues to offer awesome reach to connect with people, and it does this very cost-effectively.
This guide explores the current email marketing landscape and why it should still play a vital role in any marketing game plan. We’ll map out strategies to make email work for your unique brand and audience. Growing your list in ethical and effective ways is crucial, so we’ll dig into best practices there. We’ll also get into the art and science of crafting emails that spark interest and drive action.
Using AI to Build a Business
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Everything You Should Know About Advanced Features of Google Analytics
Google Analytics is crucial for understanding website performance and user behavior through data-driven insights. It helps businesses optimize strategies, improve user experience, and track goals effectively.
Digital Marketing Institute contributor Cathel Melinn has published an article featuring information on advanced features of Google Analytics.
She says, “Tapping into GA4’s advanced features can improve the way you collect and curate data in a big way. You can do this by making ecommerce tracking customizations that align with your specific goals and strategy.
Setting up advanced ecommerce tracking
eCommerce tracking is a powerful Google Analytics feature as it will provide deep dive performance insights across your entire customer journey.
Having access to this level of intelligence enables you to tailor your ecommerce touchpoints, communications, and offers to meet the exact needs of your audience head on.
To set up advanced ecommerce tracking on Google Analytics, you need to create a G4 property in your Google Analytics account and link it to your existing ecommerce platform.
To do so, follow these steps:
- Sign in to your GA4 account and choose the property you want to track.”
Everythng You Should Know About B2B Social Media Marketing Trends
B2B social media marketing focuses on building professional relationships, showcasing expertise, and generating leads through platforms like LinkedIn and Twitter. It emphasizes value-driven content to foster trust and drive business growth.
Convince & Convert contributor Hannah Tooker has published an article featuring B2B social media marketing trends for 2025.
She says, “B2B brands are moving away from overly corporate messaging and adopting a more human, approachable tone. This shift mirrors strategies typically seen in B2C marketing, where relatability and storytelling are crucial. B2B companies now focus on building emotional connections by showcasing their brand’s values, challenges, and successes.
Examples of successful B2B storytelling include:
- Adobe’s storytelling campaign highlights how its tools empower businesses and creators.
- IBM focuses on sharing client success stories to build trust and demonstrate impact.
- Microsoft’s social initiatives showcase leadership perspectives on industry trends.
By emphasizing storytelling, brands connect deeply with their audiences and differentiate themselves in a crowded market.”
