Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the best and most interesting articles from across the web. We’re looking at B2B PPC strategies, as well as paid social advertising tips, and SEO trends for 2018. We’re also looking at the benefits of updating old content, and tips to improve website security.
This article outlines paid search advertising tactics for the B2B market. When targeting a business audience, it’s important to keep a few key engagement tips in mind. The B2B conversion funnel, conversely to B2C, includes multiple decision makers, a longer sales cycle, and the need for distinct messaging for different audiences at different stages in the funnel. Target mid-funnel prospects with branded keywords and Remarketing Lists for Search Ads (RLSA), and implement position-based or time decay attribution models. Lastly, drive brand recognition with YouTube video ads.
A Search Marketers Guide to Using Paid Social Media
Paid social advertising offers numerous benefits to your SEO strategy. Leverage social media platforms to get your content in front of as many eyes as possible — particularly those that fall within predetermined buyer persona profiles. Retarget traffic back to your site through social media in order to build brand authority and trust, and include targeted pieces of content in your social re-marketing campaigns to drive conversions. Lastly, use social media to build up your backlinking strategy, and leverage data to improve results.
2018 is almost here. And it’s important to evolve your SEO strategy each year to stay ahead of the curve. SERP features, structure data, and page speed are essential to ranking in the new year. Google will prioritize relevant, comprehensive content through Latent Semantic Indexing, and voice search queries are on the rise — meaning it’s time to evolve your keyword research strategy. In 2018, prioritize mobile SEO and unlinked mentions. These tips will help you to dominate SEO in the new year.
Optimizing old blog content can drive significant traffic to your website. Google prioritizes fresh content — and when a piece of content is refreshed, the last updated date is displayed in SERPs. This can allow you to improve bounce rate, drive traffic, and increase click-through rate (CTR). Opt to refresh underperforming posts — ensuring to correct any references within the article and adding new information wherever possible. Lastly, add branded images, update keywords, link to other posts, and promote the post. These tips will allow you to boost organic traffic with old content.
Marketers and business owners might not prioritize website security — however, since Google Chrome’s latest update, websites without an SSL certificate are flagged to users as “Not Secure.” 8 out of 10 users would leave a website with this warning, according to HubSpot Research. Even more, SSL certification is now a ranking signal in Google’s algorithm. In addition to securing your site with SSL, you can improve security by updating plugins or extensions on your website, implmenting a Content Delivery Network (CDN), and using a password manager.