The year of 2016 brought many updates to SEO and Google’s search algorithm. Some major changes were the updates to Pigeon 4.0 (Real-time) and Possum, which heavily impacted local search results. With the constant changes in SEO, it’s important to stay ahead of your competition: Understand the trends and also some constancies in SEO. So, as you plan your 2017 SEO strategy, keep these 3 things in mind:
Google has made quite a few updates to the search algorithms in the last few months. Do you know how they could positively or negatively affect your website?
Full disclosure: I’m a sucker for pop songs and secretly think Katy Perry is amazing. With that being said, I’ve come up with 6 SEO Pop Songs that will help your website improve its SEO ranking and ultimately increase your website conversions.
By now, hopefully you’ve come to the realization that blogging done right can be a tremendous asset to your marketing plan. Put simply, blogging offers you a new opportunity with the potential to build relationships and add a personal touch to your brand, which in turn gives you an edge over your competitors. So before I let you in on the big secret of blogging, let’s establish some trust.
If you’ve invested in blogging and already know the importance and value, then please proceed to “The Big Secret”. If not, it’s crucial you know the benefits of blogging.
Understanding your target audience, check.
Laying out a strategic plan, check.
Integrating your campaigns, check.
Reviewing and digesting analytics. Uh. Hmmm.
If this sounds like your marketing department, you're in good company. Many marketers don't spend quality time studying and learning from past marketing efforts, although most understand they should. A recent study showed 53% of marketers planned to increase their analytics budgets in 2014.
Various reasons explain why marketing analytic review continues to languish in relative anonymity. Lack of time, difficulty processing information, and lack of oversight are three of them. The biggest reason, most likely, is they are so very boring! Marketers go giddy over words and pictures, but fall asleep when faced with numbers. All that needs to change.
Inbound marketing is proven to show astounding return on investment (ROI) - if that marketing targets buyers correctly and designs attractive content that guides them through the sales funnel. A vital action that boosts your overall inbound effort is integrating your campaigns.
Marketing integration is like throwing a good party. Invite the fun guests so word gets out, post it on social media, send out invitations, and call a few people as a reminder. All of these efforts end up creating a clear message people understand and remember.
Successful inbound marketing engages prospects and leads them gently through the buying stages. Plan it out, and it goes relatively smoothly and offers up heaping rewards. Don't put adequate time into the overall strategy, and marketing initiatives break down. Here are four ways that lacking a solid strategy blows up a marketing campaign.
The team doesn't understand what they are trying to attain. This means goal setting, folks. It's surprising how many marketing teams push forward with complex, time-consuming campaigns before deciding on the goal. Is it lead conversion? Brand visibility? Determining a goal lays the groundwork for all other aspects to fall into place and support the desired outcome. Every marketing campaign needs a measurable goal, and it's vital for each team member to know it and understand the part they play.
It reaches the wrong audience. Early homework on who the company's customers are, their pain points, and how they reach buying decisions is invaluable in creating a cohesive marketing campaign with strong ROI. If there is zero strategy on reaching and engaging your target audience, your marketing campaign is, well, doomed from the beginning. Familiarize yourself and your team with your buyers, and create content specific to their needs.
It distributes unrelated content. A good content strategy is key in building a high yielding campaign. Creating random blog posts, videos, and ads fail to tie your message together, and prospects soon forget it and you. Leverage and expand your message by integrating the content so that all pieces form a complete picture of your company to the potential customer.
Lacking a solid strategy leaves marketing with unhelpful metrics. All initiatives should be able to be measured; otherwise marketing won't know if they worked. If a strategy doesn't exist, marketing misses key elements in the campaign that either made it or broke it. By designing a key performance indicator report up front, team members relate to the analytics from the beginning. This rounds out and completes the marketing campaign, and gives marketing a map of what to include and what to scrap in future endeavors.
Companies that invest in inbound marketing objectives are smart, but only if they go the extra step to make certain the campaigns own and command a solid strategy. Building and focusing on the driving details of a marketing campaign allows for powerful, wide-reaching messages to the right audience, and demonstrates exciting results. Avoid this marketing mistake and lay down a solid strategy so your company can end up with large, marketing-driven revenue hikes.
Productive marketing professionals consistently move forward with new ways of branding their messages and reaching their audience. Creating attractive content, building SEO, and developing key marketing campaigns all play a part in the success or failure of marketing's ability to show return on investment.
All those efforts are a flimsy house of cards if marketers don't understand how their customers buy.
Even if the team has worked their fingers to the bone on a powerful content strategy, there are marketing mistakes that can derail the plan. One of those is failing to recognize the prospects' buying behavior, which sets all other actions up to perform weakly. To create a powerhouse inbound marketing strategy, it all starts with a little understanding.
With Google's release of their Panda algorithm update in 2011, the most powerful search engine on Earth changed the face of SEO overnight. Sites that only focused on keywords and provided very little else of value found themselves dropping dramatically in the search results, losing business as a result. The SEO game had changed completely and without warning. Now, in order to rise to the top of search results, you had to post high quality, valuable content on a regular basis (among other techniques that Google has been less than forthcoming with). So how do you post content that is actually valuable to users as often as possible in a highly visible and high profile way? Luckily, the answer is simple: social media.
Search engine optimization (SEO) has changed dramatically since it first came onto the scene in the mid-1990s, and nowhere is this more evident than in how Google and the other search engines factor keyword usage into their rankings.
When SEO first came out, it was much easier to "game the system," so to speak, by using black-hat tactics—and one of these popular tactics was keyword stuffing. In those days, a greater keyword density on each page of a website translated to a higher ranking, even if the content wasn't that relevant.
Starting around 2005, Google began to shift its focus from rewarding usage of the keyword itself to looking at the intent of the keyword, or how it was being used. At this point, SEO practitioners began using keywords less frequently on any given page. However, a website could still benefit simply by using keywords less frequently, so the quality of the content still wasn't as significant.