Internet Marketing August 9th, 2016
Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the most helpful and interesting articles from across the web. We’re looking at new content marketing trends to engage audiences and boost rankings, as well as how to use KPIs to better track SEO results, and whether you should make your landing page SEO or conversion focused. We’re also looking at ways to brainstorm and write ad copy, as well as new paid search trends to utilize in your next campaign.
Content marketing and SEO weren’t always so connected. However, we’ve learned that content marketing is crucial to engaging audiences and boosting search rankings. Content should enhance SEO, and vise versa. Your content should be visually appealing and interactive, and you can achieve this through photos, videos, infographics and quizzes, for example. This author also suggests putting in time to develop effective promotional strategies, and to be knowledgeable about the competitive market of content publishing. Episodic, or disjointed, content, repurposed content and personalized content are all trends to stay on top of to help better connect with your audience.
Key Performance Indicators (KPIs) help you to see if your SEO tactics are working or if they’re in need of improvement. KPIs might include an increase in organic traffic or a percentage increase in organic conversions. This article helps you to understand how you can use KPIs to better track the results of your SEO campaign. You’ll first need to understand your objectives, such as why you want to rank for particular keywords. For an agency, KPIs help you to measure the work you’re doing for your client. For a business, KPIs can help you to better understand if you’re meeting your bottom line. Categorizing your KPIs by awareness, cost and value, for example, as well as understanding SEO KPIs will help you to better achieve your objectives.
An effective landing page can help you to draw in new traffic or increase your conversion rate, but there are some things to keep in mind before you decide which direction to take. You should ask yourself if the keywords you’re trying to rank for are generic, conversion-focused or both. If you aren’t trying to rank for keywords at all, you’re likely more interested in a conversion-focused landing page. Otherwise, your landing page should focus on bounce rate and engagement rate, keyword targeting, editorial links, audience and traffic – and this article shows you how to use each of these objectives for SEO or conversion purposes.
Most PPC experts first turn to excel to brainstorm and write their ad copy. However, there are many different avenues you can take in this process. Using a simple framework and a more scientific approach can help you to better achieve your goals. Using a conversion formula which depends on user motivation, proposition clarity, and incentive, and doesn’t ask for personal information from the user, can help you to better focus your tactics and provides a more structured brainstorming process. As well, you should do your research, get creative and refine the finished copy to get the best results.
Investing in paid search traffic can yield some great results. Google algorithms won’t affect paid search results as much as it does for SEO tactics, and there are many new paid ad formats to choose from. As well, for commercial keywords, paid search clicks outnumber organic clicks 2:1. To access these benefits, there are some paid search trends to keep in mind. Creating a mobile-optimized experience for PPC landing pages, using interactive ad formats, such as rotating ads, using different targeting measures, and adding video content to your ads are all ways to help you drive sales through paid search.