Authors: Susana Barros & Gail Balfour
Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the most insightful and well-informed articles from across the web. We’re looking at preparing your SEO for the new year ahead, as well as gathering the some of the best PPC articles from last year, and looking at ways you can put those strategic touches on your website to turn it from good to great. We’re also looking at content marketing myths to bust in 2018, and how to audit your social media campaign.
When it comes to content marketing, quantity isn’t better over quality. Ana Cook dispels the myth of ‘The more content, the better’ and a few other common misconceptions surrounding content marketing. In the case of frequency, focus on creating memorable and meaningful content for your consumers, instead of opting to pump out content because you think you have to. Invest in getting to know your target audience and develop a plan based on how your content is being consumed. Be aware of the misinformation surrounding content and how you can improve your strategy for 2018.
The beginning of the year is a great time to audit and evaluate your business’ social media efforts. A good start is to measure your results in comparison to the prior year, in this case, 2016. Evaluate your follower growth, traffic, click-throughs, engagement, and finally, budget. If your results are better or worse than the previous year, Jayson DeMers suggests looking at variables that could be responsible such as frequency and competition. This collection of data will help you to isolate best practices and eliminate your worst while learning from all the experiments you attempted during the year.
Going into a new year is often about taking stock of all the things we wish to improve. Why not put your SEO strategy this list? Going back to work in January is a great time to revisit your business goals and plan for the year ahead. Simon Ensor at Yellowball has a few key pieces of advice to start 2018 off right. Blue sky thinking is always great, but before you go rushing in, remember to plan well by reviewing previous goals and research, and setting achievable targets, he says.
An outdated website is like having an outdated building, says Austin Berner of Marketing Insider. Neglecting this crucial area of your business can be as bad as neglecting a bricks and mortar location to your customers. Only a lot more people will see a website – and if it’s unprofessional, it will turn them off. Always remember that your website is an important extension of your company that should always be evolving, as it’s often the first thing people see. It needs to consistently impress, inform and inspire. There is a lot of competition out there, so this is no small feat! Austin gives 5 tips on how to make your website stand out and work for you instead of against you.
There were a lot of articles written in 2017 on Pay-Per-Click (PPC) advertising. In case you missed some of them, Rebecca Sentance at Search Engine Watch has compiled their top 5 into one helpful post. Topics covered include everything from the inclusion of emojis in Google AdWord titles, to the psychology of language you can use to help bolster paid search, to online strategies that can help make you a unicorn and more. A fun read to kick off the year with some new ideas.