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Digital Marketing and SEO: How They Work Together to Put Your Business on the Map

author image Written by: Content Team           Categories - SEO Tips

SEO isn’t what it used to be. Rather than using tricks to manipulate the system, SEO is now on a more level footing. Many different digital marketing variables factor into ranking, including content, inbound links, outbound links, social media signals, reputation, video optimization and more. It’s often difficult to figure out where to start. A website evaluation and consultations with several web marketing firms can help you determine the course you should take with your SEO efforts.

Determine What Your Needs Are

The digital marketing needs of a new business are vastly different than those for an established business. A new business, for example, will need a comprehensive web marketing plan that includes a website evaluation, link building, content management, establishing a social media presence and ongoing SEO. Existing companies may benefit from services such as SEO auditing, retargeting and a website evaluation every few months to adjust the SEO strategy as necessary.

Establish a Goal

Without a particular goal in mind, it will be difficult to measure the success of the web marketing firm. You don’t need to know a lot about SEO or marketing to set a goal; start with a website evaluation first to see where your current figures stand. If you want to improve your sales, set a goal to increase sales by 10 percent in the next quarter. If your goal is to rank higher in the search engines, set a goal to move to the first page within 6-12 months of your first website evaluation. Your SEO goals should be in line with what you want to achieve for your business.

Don’t Fall for Gimmicks

Businesses that are new to the SEO arena often fall for the gimmicks promised by unscrupulous web marketing firms. Confusion and information overload are common, leaving businesses feeling a sense of panic as they rush to select the first firm that promises the number one spot in Google. Ask to see case studies for similar businesses where they’ve achieved the results that they’re promising to get for you. Look for consistently high rankings despite the Penguin, Panda and Hummingbird updates during the past few years. This is evidence that the web marketing firm uses solid techniques and quality content rather than blackhat techniques that may get you penalized in the future.

Content Team

How to Optimize Your Responsive Search Ads

11/24/2021

It has become clear that the RSAs will become the only ad format that you will be able to use. Like we mentioned in one of our previous blog posts, from July 2022, you won’t be able to add new ETAs or edit and change the current ones. That is why you have to do everything you can to prepare for the RSA era. In addition to “giving Google everything it needs“, here are some tips and tricks on optimizing your RSAs.

Optimizing Your RSAs

Use all Headlines

The more headline variants you use, the better can Google offer your ad to the right person. For the same reason, adding more headlines also increases the number of impressions.

Analyze the Asset Labels

Google shows you which assets are performing well and which you should replace. These labels are based on actual performance, so it’s a good thing to keep an eye on them and make changes according to the results.

Review Combination Reports

A combination report is a magical place in Google Ads where you can check what combinations of ads are served up most often and if Google is showing any ad combinations you don’t want it to show. Here’s where to find it:

  • From the page menu on the left, click Ads & extensions.
  • Click in the bar above the table of results to add a filter.
  • In the drop-down menu that appears, click Attributes, then Ad type.
  • Select the box next to ‘Responsive search ad
  • Click Apply

Smart Bidding Automation

According to Google, Marketers who switched from ETAs to RSAs and used a combination of broad match and smart bidding see about 20 per cent more conversions. So using more RSAs is a great way to take advantage of automation in order to show your ads to more potential customers.

Some might take some time to get over the fact that the way they’re used to doing things is gone. Some might take advantage of the situation and prepare themselves in the best way possible. This transition time could be a perfect time to test your RSAs and learn how to use them in a way that best suits you and your campaigns.

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LinkedIn Introduces New Audience Engagement Insights Through Third-Party Partnership

08/14/2019

LinkedIn Helps Marketers Discover New Audience with Audience Engagement API

LinkedIn recently announced the launch of the new Audience Engagement Insights to its Partner Program along with the addition of five third-party analytics platforms that integrate with the LinkedIn Audience Engagement API – Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr. Today, we’re excited to announce a new category to the LinkedIn Partner Program – Audience Engagement. Launch partners including Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr have integrated the LinkedIn Audience Engagement API to create offerings that enable customers and clients to discover new audiences, better understand the types of content those audiences are engaging with and see how your content is performing against industry benchmarks. This new insight is positioned to help marketers refine their content strategy and deliver better ROI for LinkedIn ad campaigns and organic posts. The new partner category aims to provide:

  • Audience discovery that allows companies to discover new audiences who have high engagement with topics and articles related to their industry.
  • Content recommendations that can help inform marketers on what to post and who to target on LinkedIn.
  • Industry benchmarking that enables marketers to better understand the kinds of content their competitors are posting and how their engagement compares.

LinkedIn Audience profile data via Amobee
LinkedIn Audience profile data via Amobee

LinkedIn Takes The Next Step

Such news could be of significant value as Microsoft has reported that LinkedIn is currently seeing ‘record level of engagement’ with an increase in revenue by 33% and growth of 34%. In order to utilize these new insights, you’ll need to work with an approved LinkedIn partner. At the moment, the partner pool for its Audience Engagement API is limited, with LinkedIn keeping a close eye on how its data is used. LinkedIn also notes that these are “aggregated insights that do not identify our members,” ensuring that user privacy is kept in focus. LinkedIn has also made it easier for marketers to discover trending topics and content that key audiences like to engage with. These insights can help inform content marketing strategies and assist content leads in knowing what to post and who to target. LinkedIn has been testing its audience engagement features over the past few months, and two partners in the test group have since commented on LinkedIn’s blog post announcing the new insights. Hootsuite vice president of alliances, Stefan Krepiakevich said, The added capabilities will enable Hootsuite Impact customers to discover new audiences to improve campaign targeting while increasing organic and paid performance on LinkedIn. And Amobee senior VP of social sales and partnerships, Johnny Horgan added, We’re excited to blend LinkedIn insights with Amobee’s Brand Intelligence solution to give a new perspective into professional content and engagement trends. This unique collaboration allows Amobee to paint a more holistic picture for clients and provide them with expanded layers of insight that guide their marketing strategies.

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