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Yandex CEO and founder resigns following sanctions

Posted by on Jun 3, 2022 in SEO Articles | Comments Off on Yandex CEO and founder resigns following sanctions

Arkady Volozh, Yandex’s CEO and executive director, resigned from his position, the company announced today.

The European Union imposed sanctions on Volozh personally. Yandex has not been sanctioned by the EU, U.S., or UK. Volozh had a 45.3% voting and 8.6% economic interest in Yandex.

Why we care. Yandex is generally regarded as Russia’s Google, even though Yandex pre-dates Google (Yandex launched in 1997). Yandex’s share of the Russian search market is estimated to be at 48%, behind Google’s 49%, according to StatCounter – but Yandex says it owns 61% of the search market. So this development, as well as others below, mean it’s worth keeping an eye on the state of the company if you work on any sites that rely on Yandex organic traffic.

What Volozh said. “While I consider this decision to be misguided and ultimately counterproductive, I do not intend to give any instructions to my family trust as long as sanctions are in place. During this time the trust will vote in line with the recommendations of the Board. While I will continue to support the team wherever possible, this decision is in the best interests of the company and its stakeholders.”

Go deeper. On March 22, Wired published Is Russia’s Largest Tech Company Too Big to Fail? The article details how everything Volzh helped build over 20 years began crumbling in 20 days.

Timeline of Yandex turmoil. Here are some significant Yandex stories since Russia’s invasion of Ukraine on Feb. 24:

Feb. 28: Nasdaq suspended trading of Yandex shares. (Nasdaq)March 3: “We believe that our current data center capacity and other technology critical to operations will allow us to continue to operate in the ordinary course for at least the next 12 to 18 months. In the event of any prolonged suspension of supplies of hardware, software or other technology used in our business or offerings, if we are unable to secure alternative sources, our operations could be materially adversely affected over time.” (Yandex)March 7: Esther Dyson and Ilya Strebulaev resigned from Yandex’s board of directors (Yandex).March 15: Yandex Deputy CEO and Executive Director Tigran Khudaverdyan, who had been sanctioned earlier in the week, resigned. (Yandex)March 16: Yandex rumored to be in negotiations to sell its media division (news and Zen). (TechCrunch)April 27: Yandex’s Q1 financials were released. Yandex reported an adjusted net loss of 8.1 billion roubles ($110 million). The company said it experienced continued stable operations and strong growth across most of its businesses until Feb. 23. (Reuters)April 28: Yandex announces sale of news and Zen to VK (Yandex)May 18: It was reported that Yandex was exploring selling search and mail and moving its headquarters to Israel. (Data Center Dynamics

The post Yandex CEO and founder resigns following sanctions appeared first on Search Engine Land.

Google Ads shares three automation best practices

Posted by on Jun 3, 2022 in SEO Articles | Comments Off on Google Ads shares three automation best practices

Google has released a Search Ads Automation Guide that shares some best practices on how to use automation to reach customers. The guide is long overdue for some marketers who have an unfavorable opinion about automation in general. According to a recent Search Engine Land article, adoption of automation and recommendations is overwhelmingly positive, while satisfaction is low, with over half of users reporting a negative experience.

This new guide attempts to answer users questions and concerns around automation and ease the anxieties most advertisers have around letting go of control of their keywords and bids.

Best practice 1: use a broad match keyword strategy. Historically advertisers that used broad match keywords found wasted ad spend and irrelevant clicks. It seems like there haven’t been any new features or updates around broad match. But Googles is attempting to help users better understand why they should use them, and with what bid strategy they feel will have the biggest impact for their account. Google states “Broad match keywords work best with Smart Bidding because it ensures you only bid on searches that are expected to perform for you.” 

Best practice 2: using smart bidding strategies. Google says that evolutions in automation and machine learning will allow us to simplify how we setup and manage campaigns. The guide goes into great detail on why a smart bidding structure is best to use with broad keywords. But veteran advertisers know that making too many account changes at once, especially moving toward a hands-off automatic approach, can be detrimental for performance. Testing smart bidding strategies are a great idea in general, but be cautious of spend, conversion changes, and general advice around this topic from your Google rep.

Best practice 3: use responsive search ads. Google advises to “use multiple headlines and descriptions to automatically build and serve relevant ads for every query based on auction-time signals.” This is one strategy we can get behind. Responsive search ads allow a level of automation, but within the parameters you define. You maintain control of your ads by creating multiple headlines and descriptions, and allowing Google to show the most relevant combination to your audience

The guide. All info is taken from Googles guide “Unlock the Power of Search: Inside Search Automation with Google Ads.” The guide is long at 28 pages and likely makes for great bedtime reading. The guide features a promising but generic case study from Tails.com (a pet food company for which Nestlé Purina Pet Care is their biggest investor), but provides no insight into their (what was likely a large) budget and ad spend, which is information most businesses would be interested in knowing.

Read the guide. The full PDF can be downloaded here.

Why we care. Google’s efforts at getting their users to understand automation is likely an attempt to get more people to not only adopt the best practices they define, but to leave those campaigns running long enough to see results. For many advertisers, this is simply not possible. If you have a large budget, go ahead and test these strategies and best practices. But as far as letting your campaigns run on autopilot, or firing your agency, we’re not there yet.

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Google updates its title algorithm for multi-language or transliterated/scripted titles

Posted by on Jun 3, 2022 in SEO Articles | Comments Off on Google updates its title algorithm for multi-language or transliterated/scripted titles

Google has introduced a new “algorithmic improvement” for how it selects titles for the search result snippets for multi-language or transliterated titles or where the title element is written in a different language or script from its content, the company announced.

Google said this algorithm update is “based on the general principle that a document’s title should be written by the language or script of its primary contents.”

What is changing. Google said it will try to find the best title link (not sure why Google doesn’t mention the name “title link” in its announcement) for the search result snippet when the title is written in a different language or script from its content.

(1) When multilingual titles repeat the same phrase with two different languages or scripts. The most popular pattern is to append an English version to the original title text, Google said. The example Google gave was the title “गीतांजलि की जीवनी – Geetanjali Biography in Hindi.” Google said in this case, the title consists of two parts, divided by a hyphen, and they express the same contents in different languages, both Hindi and English. Since the document itself is written only in Hindi, Google will change the title to just be in Hindi and remove the English. So “गीतांजलि की जीवनी – Geetanjali Biography in Hindi.” will be just “गीतांजलि की जीवनी.”

(2) With Latin scripted titles with transliteration, when content is written from one language into a different language that uses a different script or alphabet. The example Google gave is “jis desh me holi kheli jati hai”, consider a page title for a song written in Hindi but transliterated to use Latin characters rather than Hindi’s native Devanagari script. In this case, Google’s systems tries to find an alternative title using the script that’s predominant on the page. So Google will change “jis desh me holi kheli jati hai” to “जिस देश में होली खेली जाती है.”

Why we care. Google is recommending that you provide a title that match both the language and/or the script of the page’s main content. Do not use different languages or scripts for your title that you do not use in your page’s content.

If you notice changes in your click through rates or changes to your titles and you use multilingual titles or scripted titles, this is why.

Don’t forget the big title link changes Google made in 2021 that had us navigating how we make titles going forward.

The post Google updates its title algorithm for multi-language or transliterated/scripted titles appeared first on Search Engine Land.

When and how to analyze UX metrics to improve SEO

Posted by on Jun 3, 2022 in SEO Articles | Comments Off on When and how to analyze UX metrics to improve SEO

There’s an abundance of SEO strategies available to improve website performance. However, most strategies focus on increasing sessions.

What happens once these users land on your website?

As David Freeman explained back in 2017, UX is pivotal to the future of SEO and “what is good for the consumer is good for organic search performance.”

By analyzing user interactions on website navigation menus, measuring scroll depths, button clicks, engagement with form fields and even JavaScript errors, we can see potential barriers to conversion. 

User experience (UX) metrics can be easily tracked via free and paid platforms such as Microsoft Clarity, Hotjar and other platforms.

How to measure UX with Microsoft Clarity

Before signing up to a UX tracking platform, check to see if it is GDPR and CCPA compliant, if there are traffic limits, if data sampling or sharing of data with third parties occurs and the pricing model.

As Microsoft Clarity satisfies all of these criteria and will forever be a free service, it is a cost-effective tool for measuring UX.

Sign up with Clarity by using your Microsoft, Facebook or Google account. Then, once logged in, create a new project for your website.

You will need to add the Clarity tracking code to your website, found in Settings > Setup > How to install Clarity. This installation can be done by manually adding the code to your webpages or via third-party platforms such as Google Tag Manager.

Allow for up to two hours before data appears within your Clarity project.

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When to analyze UX metrics 

Before analyzing the data provided by Clarity (or any other UX measurement platform), remember to consider:

The timeframe of the data to be analyzed (days, weeks, months) Potential seasonalityThe influence of other marketing campaigns (offline and online)The amount of data you’re analyzing (for statistical significance)

Depending on the daily average of total sessions on your website, it may take two weeks or 10+ weeks to gather enough data as a baseline for future analyses and testing. The more data, the better!

Learn from Benny Blum when the right time to start analyzing data is and when data can be deemed statistically significant (p-value of 5% or lower).

How to analyze UX metrics

Using Microsoft Clarity as the example, start by watching session recordings with JavaScript errors and these abnormal user behaviors:

Dead clicks. These occur when a “User clicked or tapped on a page with no effect,” which could be users clicking on an unlinked element such as a button, in-text reference or navigation item.Rage clicks. These occur when a “User clicked or tapped in the same small area,” which could be due to a slow website response from a link click or users highlighting text content seeking more information.Excessive scrolling. This happens when a “User scrolled through a page more than expected,” which could be users unable to find the information they need within the content.Quick backs. This happens when a “User navigated to a page then quickly returned to the previous one,” which could be considered a page bounce due to an accidental click or irrelevant content.

By watching these recordings, you can get insights into unknown technical issues, how to improve internal links and ideas for page design changes.

You can also save (favorite) recordings that show interesting user behavior, for quick rewatching at another time. You can share recordings via a link (which expires after up to 30 days) or in an email.

By using the filters, you can find the recordings of interest to you. For example, filter by mobile devices in the last seven days of users from Australia that entered the site via a URL that starts with x (to include UTMs too), with the session lasting longer than one minute, to see how users are engaging with your localized landing page.

Analyzing heatmaps also provides insights into how users are engaging with content and which call-to-actions are most effective. See which elements of a webpage have the most clicks (on PC, tablet or mobile) and if that element is a video, a button, an in-text link, a drop-down navigation option or a footer link or any other area of the page.

If the key call-to-action on your page is not getting the most clicks, test a change in its design such as making it a floating button, a larger element or using different content around it.

How far users are scrolling down the page (on average) on PC, tablet or mobile can also vary depending on your page design and device responsiveness. See how far users are willing to scroll to find the information they seek and if important content is being missed.

If only a few users are scrolling to the footer and there are low numbers of clicks and engagement, test changing your page layout and adjusting your content, headings or multimedia.

Start collecting data today

Don’t miss an opportunity to improve your websites with data-driven UX insights. Set up an account, implement the tracking code and start measuring today.

The post When and how to analyze UX metrics to improve SEO appeared first on Search Engine Land.

The top five digital marketing courses in the U.S.

Posted by on Jun 3, 2022 in SEO Articles | Comments Off on The top five digital marketing courses in the U.S.

The top five digital marketing courses in the U.S.

The global digital marketing industry is growing at an exponential rate. Although the COVID-19 pandemic shows signs of subsiding, it’s forever changed how we work, shop and learn, with more people conducting their everyday lives from home. In fact, global digital advertising and marketing are predicted to reach $786.2 billion by 2026. The current U.S. market is estimated at US$179.4 Billion for 2022, accounting for a 38.6 percent share of the world market. In addition, China, the world’s second-largest economy, is predicted to attain an estimated market size of US$254.9 Billion in 2026.

There are two key takeaways when discussing today’s business climate: competition is greater than ever, and our world is increasingly digitized. That’s why it’s essential for today’s marketing professionals to possess a complete digital marketing skillset and keep them current and growing. There’s an overwhelming selection of relevant and vital skills, and the savvy marketer needs to choose the perfect program to fit their needs and gain critical training and certification.

The methodology used

The following digital marketing course ranking is a result of extensive research and analysis based on four main parameters:

Depth of curriculum: How comprehensive is the content, and what skills does it cover?Interactive hands-on learning: To what extent is the learning experience interactive, and how much focus is given to learning actual tools, solving real industry problems, etc.?Program recognition: Are both the program and the final certificate industry-recognized? For example, is it recognized only in India, or is it recognized globally?Student experience: Did the students like the course and did they find it useful? Feedback and inputs were taken from external ratings such as Mouthshut, Trustpilot, and other similar venues.

Based on the criteria from the above research findings, here are the top five digital marking courses available today in the United States.

Purdue Digital Marketing TrainingDuke Digital Marketing ProgramLinkedIn Learning’s Marketing TutorialsGeorgia State University’s Marketing M.S.Simplilearn’s Digital Marketing Specialist

The following is an in-depth look at each educational resource based on rank:

1.    Purdue Digital Marketing Training

The Purdue Digital Marketing Training course, powered by Simplilearn, was created by Purdue University in partnership with Facebook/Meta. Students learn everything they need to know about the different aspects of digital marketing, including SEO, SEM, social media and content marketing, web analytics and more, through a mix of live-instructor-led classes, online self-learning and real-world projects. Students also get to take master classes from top faculty at Purdue and industry experts from Facebook, work on Harvard Business Publishing case studies and access Facebook Ask Me Anything sessions in this highly interactive and comprehensive program.

Course highlights

Mode of Learning: Online bootcamp

Course Duration: Six months

Program Recognition: Purdue-Simplilearn Joint Post Graduate Program Certification; Co-created with Facebook

Alumni Status: Purdue Alumni Association membership

Hands-On Learning: 200+ hours of live interactive learning; Capstone project in five domains; 14+ real-world projects from Yahoo!, TripAdvisor, Mastercard, and more; Harvard Business case studies; Masterclasses from Purdue and Facebook; Aligned with the top five Digital Marketing certifications including Google Ads and Analytics, Facebook Blueprint, Hootsuite, and HubSpot.

Tools Covered: Google Analytics, Facebook Ads, Semrush, Moz, Hootsuite, plus 40 more.

Capstone Project: Yes

Program Advisors: Jinsuh Lee, Brad Geddes, Matt Bailey, Mollie Spilman, Dorie Clark

Fees: $3249

2.    Duke Digital Marketing Program

Duke’s Digital Marketing Program is an online, self-paced program designed for people who want to boost their current digital marketing skills or even enter a new career in the continuously growing field. Duke Continuing Studies delivers a curriculum that offers students advanced knowledge in eight of the most vital digital marketing domains. Students learn from the practical experience they acquire from virtual simulations and real-world projects and from some of the industry’s most recognized and respected consultants and authors, all set in a schedule that fits the students’ needs and situations.

Students earn a certificate of completion once they finish the course and six of the eight advanced modules shown below:

Advanced Search Engine Optimization (SEO)Advanced Content MarketingAdvanced Social MediaAdvanced Mobile MarketingAdvanced Pay Per Click (PPC)Advanced Website Conversion Rate OptimizationAdvanced Web AnalyticsAdvanced Email Marketing

Course highlights

Mode of Learning: Online self-learning

Course Duration: 350 hours

Program Recognition: OMCA certification, once the student completes six advanced modules

Alumni Status: Earns an extra 12 months of access to all existing, new, and updated materials after completing the program

Hands-On Learning: Simulation labs and projects, live mentoring sessions

Tools Covered: Google Analytics, Google Ads, Facebook Advertising, Hootsuite, YouTube and Video Marketing, Twitter Advertising and Mailchimp, among others

Program Advisors/Instructors: Brad Geddes, Matt Bailey, Stephane Hamel

Fees: $3195. Group discounts are available

3.    LinkedIn Learning’s Marketing Tutorials

Lynda.com is now called LinkedIn Learning. With LinkedIn Learning, aspiring digital marketers can choose from over 1,000 relevant courses and more than 21,000 video tutorials. These courses and videos allow students to focus on the specific areas of digital marketing they’re especially interested in, or they can widen their focus on general digital marketing training. In addition, the platform’s monthly membership gives students the ability to stack multiple courses and programs, providing a comprehensive and well-rounded training experience. 

Course highlights

Mode of Learning: Online self-learning

Course Duration:  60 to 90 minutes for each course

Program Recognition: LinkedIn Learning Certifications

Job Assistance: Students receive full access to LinkedIn Premium

Hands-On Learning: Exercises, assignments and quizzes

Tools Covered: Google Tag Manager, Google Data Studio, Constant Contact and many more

Program Advisors: Brad Batesole, David Booth, Matt Bailey, Ashley Kennedy and more

Fees: Monthly membership at $39.99/month billed month-to-month, or $26.99/month billed annually. Both options include a one-month free trial.

4.    Georgia State University’s Marketing M.S.

Conducted by Georgia State University’s J. Mack Robinson College of Business, the Robinson’s M.S. in Marketing curriculum equips students with big data, digital media, social and mobile marketing, and quantitative analysis skills, among others.

This program is ideal for people who want to change careers but need the basic skills and experience to make a move, established professionals in the field who wish to upskill, and undergrads with a business degree who want to continue their marketing trajectory.

Students must have earned an undergraduate degree before applying for this program.

Course highlights

Mode of Learning: Full-time student on-premises and online

Course Duration: 12 months (3 semesters), with classes two evenings a week: Monday and Wednesday, 5:30-9:45 p.m.

Program Recognition: Master of Science in Marketing and Graduate Certificate of Specialization in Brand and Customer Management

Alumni Status: Access to a network of alumni clubs

Hands-On Learning: Research-driven projects held in collaboration with area companies such as Georgia-Pacific and Porsche

Tools/Subjects Covered: Marketing Management, Marketing Research, Marketing Metrics, Digital/Social Media Marketing, Data-Driven Marketing and more. It also includes resources such as Social Media Intelligence Lab, relevant bootcamps, professional workshops, recruiting fairs, networking events and meet-and-greets.

Program Advisors/Instructors: Gregory Cohen, Alok Saboo, Sevgin Eroglu, and many others

Fees: Georgia residents: $37,500, non-Georgia residents: $43,500

5.    Simplilearn’s Digital Marketing Specialist

Students enrolled in Simplilearn’s Digital Marketing Specialist Master’s program learn all about the core concepts of digital marketing, including social media marketing, paid ads, SEO, pay-per-click, analytics, email marketing, conversion optimization and mobile marketing and more. Students also work on case studies from Harvard Business Publishing to solve real-world problems. This program is designed in alignment with certifications from Facebook Blueprint, Google Analytics and Ads, OMCP®, Hootsuite and HubSpot.

Course highlights

Mode of Learning: Online bootcamp

Course Duration: One year

Program Recognition: Simplilearn Certificate of Achievement; Facebook Blueprint

Hands-On Learning: Virtual labs for hands-on learning with over 45 projects

Tools Covered: Facebook Insights, Google Keyword Planner, Google Analytics, Qlik, SE Ranking, etc.

Capstone Project: Yes

Program Advisors: Brad Geddes, Matt Bailey, Mollie Spilman, Dorie Clark

Fees: $1649

We live in a growing digital world, a process accelerated by events of the last few years. While there will always be a demand for brick-and-mortar establishments and onsite work/retail situations, consumers and organizations have discovered the benefits of using online resources.

Marketing professionals who want to succeed in today’s new reality will have a complete set of digital marketing skills in their toolbox. They will learn this vital knowledge from the best providers. By choosing the right skills and learning resources, they will survive and thrive in our new economy.

The post The top five digital marketing courses in the U.S. appeared first on Search Engine Land.

New Twitter ‘Search Subscribe’ feature coming soon?

Posted by on Jun 2, 2022 in SEO Articles | Comments Off on New Twitter ‘Search Subscribe’ feature coming soon?

New Twitter ‘Search Subscribe’ feature coming soon?

You may soon have a new way to get push notifications from Twitter whenever someone’s tweets match a search query that you specify. 

The Twitter feature is called “Search Subscribe.”

Twitter has not confirmed if or when the feature will roll out to users. It was first spotted by Dylan Rousse, an Android developer, in the latest pre-release version of Twitter’s mobile app.

Twitter is working on a feature allowing you to subscribe to search results. Once subscribed, you'll receive push notifications for Tweets about your search query! pic.twitter.com/plTlt484oN

— Dylan Roussel (@evowizz) May 31, 2022

How it works. When you do a search in the Twitter app, you will see a bell icon next to the search bar. Tapping that bell will bring up a message: “You’re subscribed to receive push notifications for Tweets about [insert your search query here]”.

Similar to TweetDeck. TweetDeck, which is also owned by Twitter, gives you an option to add a column. “Search” is a column type. So if you put in the search term “SEO” you would see every tweet that matches “SEO” in that column. Or, you can filter those results by location, authors and engagement levels. 

Push notifications. Twitter lets you enable or disable a variety of notifications. This includes mentions, replies, retweets, new followers, direct messages and more. To date, search has never been one of these options. 

For Twitter Blue? We previously reported that an edit button is coming to Twitter. But if and when that does finally launch, it will be part of the paid Twitter Blue service. Early speculation is that Search Subscribe would be part of Twitter Blue.

Why we care. If Search Subscribe works similarly to TweetDeck, this could be helpful for monitoring any keywords that are of interest to you. However, it could also become incredibly noisy so you’ll want to choose your search terms wisely.

The post New Twitter ‘Search Subscribe’ feature coming soon? appeared first on Search Engine Land.

How to Track the ROI of Your Online Advertising Campaigns

Posted by on Jun 2, 2022 in SEO Articles | Comments Off on How to Track the ROI of Your Online Advertising Campaigns

How to Track the ROI of Your Online Advertising Campaigns

You just started a new AdWords campaign.

You’re trying to drive some easy, instant sales to your site.

But you quickly realize that you have no idea how to tell if those visitors are converting. No clue if you’re wasting your hard-earned budget without a return.

You’re not alone.

76% of marketers are still struggling to track the ROI of their campaigns.

Even worse is when marketers think they’re tracking the effectiveness of their campaigns, but they’re doing it in the wrong way.

So it looks and seems and feels like they’re on the right track. All while budgets get squandered, and results continue to lag.

Here’s how to get started tracking your return on online advertising campaigns.

Outline What a “Conversion” is For Your Campaign

Conversion tracking can be complex.

It’s not cut-and-dry like most people think.

The first step to tracking the return on investment for an online advertising campaign is to outline what your campaign goals are.

Are you trying to build brand awareness? Are you trying to drive e-commerce sales? Consultations? Free trials?

Depending on your goals, conversion tracking will be vastly different.

For example, a conversion for e-commerce sales is quantifiable without much extra effort.

You can tell exactly what someone bought and how much you spent to acquire that customer via ads.

But what about consultations or free trials?

When AdWords shows a conversion for your campaign, it’s not a sale.

Meaning you aren’t getting a return on investment just yet. Your bank account isn’t increasing when someone signs up for a consultation.

So those conversions don’t tell the whole story.

If you’re not tracking something quantifiable, such as items sold or likes generated to your Facebook Page, then you need to start with some basic math.

If you are trying to get consultations (or other similar conversions) that don’t have a dollar amount to tie back to, you can set up a basic equation to give them value:

(Average Closed Lead Value X Rate of Lead Close) = Per Lead Value

This simple equation will give you insight into how much a lead is worth in your business, making it easier to tie back ROI to your conversions.

Set up Google AdWords Tracking

Setting up Google AdWords conversion tracking correctly is critical for measuring your ad ROI.

It helps you track data on how your campaigns are performing and whether or not you are finding success.

To get started, open up your AdWords account and navigate to the conversions section:

Here, you can begin setting up conversion tracking elements for multiple parts of your campaigns.

From basic call data to website conversions, you have a few different options:

Depending on your campaign, you might need more than one of these elements to track conversions.

For example, if you decide to run AdWords ads with call-based extensions, you’ll want more than just website tracking.

To get started, click on the element that you need to track.

The most common one will be your website conversions, or the people who buy a product or convert on your site.

Select the tracking type and give it a name and a category to recognize it:

Next, under “Value,” you’re going to want to input some basic numbers.

Remember that equation in the section before?

If your product/service isn’t a direct sale like e-commerce, you want to set your lead value as the conversion value here.

This will give you some insight into ROI fast without having to dig through each conversion.

Once you’re ready, save the conversion tracking element, and it’s time to install your tag.

I can tell you’re already jumping for joy. Tone it down, I know it’s exciting stuff.

Now you can scroll down to the box called “Event snippet” where you can select between two options:

The most common one will be the Page Load option.

This simply means that whenever someone lands on a page, AdWords will mark it as a conversion.

So, the key here is to place this tag on the right page.

If you place it on your landing page, your conversion data won’t make sense.

You need to place it on a thank you page that a user will land on after they’ve converted.

So, if someone fills out a form somewhere on your site, they need to be directed to a thank you page. That’s where you want to place the tag.

Simply install the code into your thank you page header, and you’ll have live tracking for your campaign.

If you want to double-check your tag installation, use the Google Tag Assistant to make sure it’s installed correctly:

Voila! That’s it.

Now you can start to track the fundamentals of ROI on AdWords.

But that’s not all. This is just the first step of tracking your advertising ROI.

It’s time to go into some depth.

Setup Facebook Pixels

Facebook advertising is amazing because of all the diverse options it gives you.

The options are virtually endless. You can create campaigns to fit almost any goal you might have.

However, that’s also part of the problem. Determining exactly how likes, comments, awareness, visits, and clicks translate into new paying customers isn’t easy.

First, you need to set up tracking scripts, just like you did for AdWords.

This is the only way to start collecting the initial data on how your campaigns are performing.

To start setting up your Facebook Pixel for tracking, head to your Facebook Ads Manager and click “Pixels” under the Assets section:

Now, click the green “Set Up Pixel” button to get started:

Facebook is easy to work with because they’ve got dozens of integrations that make installation a breeze:

If you know how to install code, you can do it yourself.

If you don’t (or you’re just lazy like me), select the first option.

Once you’ve integrated, be sure to head back to the Ads Manager to make sure there’s a confirmation in the top right corner:

This pixel script will give you the basics. You’ll start to see who does what on your site (and how it all relates back to your original ad campaigns).

But you’re going to need to take it a few steps further before you can glean any ROI insight.

Let’s do it.

Take Advantage of UTM Codes

UTM codes ‘tag’ your URLs to give you extra data about where your traffic is coming from.

For example, let’s say you’re doing paid promotion with an influencer on Twitter.

They are posting a few of your blog posts every day to get you more traffic and sales.

But when you look in Google Analytics, this is all you see:

Great. This isn’t helpful because you could be running dozens of these campaigns at one time. Or your traffic could just be high and diverse.

There’s no way to pinpoint which activities or campaigns are generating those sessions. Meaning, you have no clue if your efforts are working or not.

UTM codes allow you to add tracking data like source, medium, campaign, and even keywords to your URL to properly record each visit.

For example, here’s what a completed UTM could look like:

Here’s what your data will look like inside Analytics when you start to add UTM codes:

Now, you can tell exactly how you got the traffic, why it’s coming to you, and where it’s coming from.

So, how do you set these up?

There are a few ways to go about it.

If you’re running smaller advertising campaigns and just need to track a few links, head to Google’s UTM builder:

You can use this page to fill out the desired tracking tags like campaign source, medium, name, and keywords.

You simply type the final URL that you want to track into the “Website URL” section and generate your new URL.

Use that in your next campaign to get better data in Google Analytics.

If you run tons of AdWords ads and don’t want to make new UTM codes for every landing page, there’s a shortcut.

Head to your AdWords account and navigate to your shared library.

From here, select the URL options tab from your settings:

Then, make sure that auto-tagging is enabled. Head to the “Tracking Template” and here’s where you can enter UTM information.

Enter {lpurl}, then a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&).

For example, let’s say you wanted to track the campaign it came from. You’d add a string like this:

{lpurl}?ads_cmpid={campaignid}

Doing this will enable tracking at the account level, meaning you’ll never have to set up UTM codes for each new AdWords ad you create.

Track Your Phone Calls

Now that you’re tracking basic conversion data on the top advertising networks, along with more laser-focused link tracking, it’s time to pull it all together.

Without phone call data, you’re missing out on a big piece of the puzzle.

Tons of AdWords conversions are from phone calls.

Why? When someone is going to book something like a consultation or hotel room, they often call in.

It’s easy, especially from mobile phones.

But what happens when this is all you see in AdWords?

You ain’t got nothin’ to show who converted or where in the heck they came from.

Tracking offline events is critical to success.

If you’re getting a lot of conversions from phone calls, you need to know which ones came from advertising and which were already coming from organic traffic.

Otherwise, it’s a shot in the dark as to whether you’re better off spending your dollars on SEO or PPC.

One of my favorite tools for tracking call data is CallRail.

You can set up keyword pools on your site that give each user their own tracking data.

Using dynamic number insertion, CallRail gives each user their own phone number rather than 1,000 users seeing your standard business line.

Meaning you can track each individual as they move throughout your advertising funnel.

You can see how they got to your site, the keywords that brought them to you, and the landing page they landed on.

You can record phone calls for even better conversion tracking.

If you want to tie ROI back to your advertising campaigns, you need tracking at every level.

That includes boring, old-school things like phones.

And yes, people still call businesses (as much as we hate it).

Conclusion

When you’ve started a new online advertising campaign, what’s your first step?

If it’s not setting up conversion tracking, you might be making a big mistake.

Tracking return on investment is critical to understanding how well your online campaigns are doing.

First, you need to start by outlining what a conversion means to your campaign.

Is it a direct sale via e-commerce, or is it a consultation?

The idea here is to tie your efforts directly to ROI and understand that a conversion isn’t necessarily money in your pocket.

Next, set up tracking scripts with the top advertising outlets.

You need these to collect critical data.

Be sure to take advantage of UTM codes to get insight into where your traffic is coming from.

Lastly, track your phone calls. People often forget how important call tracking is for getting an understanding of ROI.

Want to prove that your campaigns are worth it?

Clicks don’t tell you that. Neither do leads, opt-ins, or consultations. Only revenue does.

About the Author: Brad Smith is the founder of Codeless, a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.

Snapchat now offers Dynamic Ads for Travel

Posted by on Jun 2, 2022 in SEO Articles | Comments Off on Snapchat now offers Dynamic Ads for Travel

Snapchat now offers Dynamic Ads for Travel

Snapchat has released an easy and automated way for businesses to reach travelers. The new product is called Dynamic Ads for Travel.

The new ad features. According to Snapchat’s announcement, the new ads will include the following components:

Customized catalogs built to meet the needs of travel advertisersAdvanced audience targeting based on intentLocally relevant delivery based on destination popularity

Good news for travel brands. Dynamic Ads for Travel, originally developed for companies such as Booking.com, allows advertisers and businesses to upload catalogs or feeds and show targeted ads to serve users based on their travel preferences and intent. 

The announcement comes just months after many pandemic-related restrictions on masks and testing are being lifted, allowing tourism a chance to bounce back to pre-2020 levels. 

Audience targeting uses machine learning and product ranking to serve ads to users who haven’t been to the advertisers website previously. While locally relevant targeting dynamically retargets users who have been to your website or app with listings they may be interested in. 

Early results. Booking.com recently adopted the new strategy, serving ads with locally relevant listings of properties users had already viewed. The results were 20x lower cost per purchase, 1.3 times higher swipe rate, and 10.7 million impressions. 

Booking.com used Snapchats Dynamic Ads to serve locally relevant listings to those interested in their properties

What Snapchat says. Snap head of U.S. verticals Sharon Silverstein said in a statement, “As the summer vacation season approaches, travel businesses are looking to optimize reach and drive conversions. Snapchatters are a particularly salient audience for the industry, with many eager and more likely to travel than users of other platforms. Dynamic Travel Ads are driving impressive results for our partners, and we look forward to unlocking them for more businesses as the travel industry enters its busiest season.”

Official Snapchat documentation. Read the complete ad setup guidelines here.

Why we care. When it comes to advertising dollars spent, Snapchat trails behind industry giants such as Facebook and Instagram. But Snapchat is gaining momentum, with most of its users falling into Gen Z and millennial age groups. And with those groups being the most diverse travelers, Snapchat is a great place to advertise airline and hotel deals, new destinations, and popular hotspots.

The post Snapchat now offers Dynamic Ads for Travel appeared first on Search Engine Land.

10 Best Email Marketing Softwares for Small Businesses

Posted by on Jun 2, 2022 in SEO Articles | Comments Off on 10 Best Email Marketing Softwares for Small Businesses

10 Best Email Marketing Softwares for Small Businesses

Ninety-nine percent of email users check their inbox every single day. 

That’s more high-intent traffic than any other avenue or platform you can use to reach your audience.

When people sign up for your email list, they are giving you permission to sell them. You can market to them for as long as you want until they unsubscribe.

Today, some small businesses have fallen into the trap of believing that email marketing isn’t beneficial. Don’t be one of them.

Eighty-one percent of small businesses see great results when they use email to acquire customers, giving them a key competitive advantage.

Let’s look at the best email marketing software you can use to achieve your goals.

1. Best Email Marketing Software for Multi-Channel Marketing: Omnisend

Omnisend is a popular marketing tool that caters primarily to small e-commerce businesses. It helps put everything in one place including your:

SMS marketingsocial media marketing email marketing

A study performed by Dot Digital shows the importance of email marketing in the e-commerce niche. They found that email yields an approximate 42 dollar return on every dollar spent. 

With Omnisend, you can easily create emails using a variety of templates and drag-and-drop editing tools—perfect for new and novice marketers.

This email marketing software is also great at helping you increase conversions by using discount codes, scratch cards, and various informative add-ons (like PDFs).

Key Features:

Pre-built templates for attractive emails without coding or advanced email knowledge.Workflows that help you replicate top-converting email strategies.Lead generation pop-ups that increase ROI.Analytics dashboard for fixing mistakes and identifying opportunities.

Pricing:

One of the best features of Omnisend is its pricing structure. It’s free for up to 500 emails per month (perfect for small businesses) and 60 text messages. This includes automation, recommended workflows, and A/B testing.

2. Best Email Marketing Software for Free Users: MailChimp

At one time, MailChimp was exclusively used as an email newsletter platform. 

Today, it’s a complete CRM platform that allows you to design landing pages, email capture forms, and much more. Its range of features helps small businesses stay organized and execute marketing strategies.

However, be warned. MailChimp does have limitations on the number of lists you can create and how accurately you can segment your audience. 

This requires you to have a firm understanding of your customer avatar.

Key Features:

Loaded with hundreds of integrations (for sites like Shopify).Boasts a CRM product suite of automation tools, behavioral targeting, and more.Provides appointment booking.

Pricing:

If you need an email marketing tool to help you scale on a low budget, MailChimp is a great option. When you are just starting out, you can access its wide range of features for free.

However, when your list is scaling and you’re ready to start spending, you can purchase plans for up to 10,000 emails a month. With email users expected to climb to 4.6 billion by 2025, now’s the time to act.

3. Best Email Marketing Software for Segmentation: ActiveCampaign

ActiveCampaign is the best email marketing tool for selling products to lots of different target audiences. 

Its segmentation capabilities allow you to easily separate your contacts into lists and customize your marketing for hyper-personalization (which reduces opt-out rate by 50 percent.)

Using “[Name]” at the beginning of an email simply isn’t effective anymore. You need to actively write a copy that caters to an individual’s specific pain points and concerns.

ActiveCampaign helps you organize your list, target effectively, and create emails that convert.

Key Features:

Design and write emails that convert for specific audiences.Personalize emails based on various audience segmentation variables.A/B test to identify what converts and what doesn’t.Landing page builder.

Pricing:

While ActiveCampaign doesn’t offer a free plan, it is transparent and upfront with its costs. For $9 per month, you get email automation, content creation support, unlimited sending, templates, newsletters, and data-backed reporting.

4. Best Email Marketing Software for Scaling Up: Drip

An average cart abandonment rate of 69.82 percent leads to missed sales opportunities that small businesses can’t afford to lose. 

When you want to scale, Drip is one of the highest recommended platforms out there. It has plans for businesses of all sizes, so your spending will only grow as you do.

The cost is uniquely catered to you based on the size of your list at the time you subscribe.

If you’re simply “dabbling” into email marketing, you can get started with Drip. If you already have a list of 10,000 email subscribers that you want to start making use of, don’t worry, they have a plan for you too.

Key Features:

The editor has both templates and drag-and-drop features.Data insights provide behavior-based automation.Email and website integrations.Industry-leading customer service.

Pricing:

Drip offers a 14-day free trial and, from there, it determines how much you pay based on the size of your list.

For example, at $19 per month, you can have 1,500 contacts and unlimited emails. At $209 per month, you can have up to 15,000 contacts and unlimited emails.

5. Best Email Marketing Software for Email Design: Stripo

Not every business needs complicated email software. Stripo does one thing and does it well.

It’s an email builder designed to integrate with other platforms like GetResponse and MailChimp. Use Stripo to access beautiful templates that allow you to create on-brand marketing messages. 

Key Features:

Thousands of templates in paid plans.Simple to use and easy to get started.Offers HTML options for those who can code.Integrates with other email marketing tools for automation.

Pricing:

Stripo offers a “free for life” plan that provides access to free email templates, learning software, and email support. From there, you’ll have to upgrade to the basic plan of $15 per month.

6. Best Email Marketing Software for Lead Generation: OptinMonster

At one time, OptinMonster was nothing more than a WordPress plugin. 

Today, it’s a standalone email marketing tool with many features like opt-ins, pop-ups, triggers, templates, testing tools, integrations, and analytics.

It’s the best option for businesses that want to generate leads simply because of the versatility of the campaigns you can run. Examples include an exit-intent popup, floating bar, or fullscreen slide-in. 

They have a lot of gamified options as well. If most of your target audience is Gen Y or Z, their attention spans are between 8-12 seconds. Not quite long enough to read an email. 

Gamification increases retention times, click-throughs, and conversions.

Key Features:

Great drag-and-drop templates.Extensive integrations.Gamified emails.HTML and Java editing.

Pricing:

OptinMonster is so much more than an email marketing software. At just $9 per month for the basic plan, you gain unlimited access to marketing campaigns, segmentation, integrations, and a website if you don’t already have one.

7. Best Email Marketing Software for Contests and Promotions: Wishpond

Wishpond is one of the most comprehensive email marketing tools we’ve looked at so far. If you can dream it, they offer it. 

Wishpond has integrations for e-commerce, email marketing, and automation.

It also has a comprehensive landing page builder loaded with features including promotions, and a dashboard for implementing social media growth into your email marketing. 

The tool also offers online forms for you to do surveys and ask your audience what they’d like to see or hear more of. It’s a great option for small businesses with high-ticket offers.

Key Features:

Landing page builder with templates and customizations.Easy-to-design contests and promotions.Referral suite with lead captures, generation options, pop-ups, and link sharing.

Pricing:

Wishpond is $75 per month for the basic plan.

This price tag comes with a red flag: don’t use this tool if you don’t already have an established email list of at least 100 people.

8. Best Email Marketing Software for Automation: Sendinblue

Sendinblue’s goal is to help you automate email marketing to save costs and protect your bottom line. It offers a comprehensive CRM, email templates, landing pages, and even social media integration—all in one place.

Email has a 60 percent conversion rate compared to social media’s 12.5 percent, but it can take a long time to design and execute a successful strategy. With Sendinblue’s guidance, you can truly have the “best of both worlds” with this email marketing tool.

Automation is the main thing that stands out about Sendinblue with its great workflow, targeted campaigns, triggers, and lead scores.

Key Features:

Integrations with e-commerce platforms.Automation elements.WordPress plugin with a 4.5-star rating.Free CRM system.Multi-channel marketing.

Pricing:

Affordability takes centerstage with Sendinblue. Their free plan contains an email template library, email personalization, design tools, campaigns, and up to 300 emails a day. From there, the light plan is $25 per month with no sending limits.

9. Best Email Marketing Software for Funnels: GetResponse

Sometimes you need to build your sales funnel before you build an email list, and that’s what GetResponse is all about. You can build your entire funnel using its email marketing software, and even implement a live chat feature on your site.  

Key Features:

Powerful automation enables detailed list segmentation.Plenty of testing options to figure out what converts.Funnel and landing page builder.Live chat, social media, and SEO features.

Pricing:

GetResponse has a complicated pricing structure simply because of everything it offers. If you simply want to send emails and build one landing page, you can use the free plan for up to 500 contacts. If you want to unlock the automation and segmentation features, you’ll need to get their “Marketing Plan” at $48 per month.

10. Best Email Marketing Software for Content Creators: ConvertKit

According to ConvertKit, creatives sent 16 billion emails in 2021. That’s 530 every second.

How do you get noticed among all that noise?

When you want your personal brand to stand out, ConvertKit’s features will appeal to your audience. It offers a landing page builder, solid deliverability, and support for content creators.

The downsides are limited templates, lack of reporting, and a hefty price tag.

Key Features:

Run targeted campaigns. Sell digital products and build your subscriber/follower base.Simple to use and super basic.

Pricing:

ConvertKit offers a free plan but it’s incredibly limited. From there, your email list determines a price. When you hit 3,000 subscribers you need to upgrade to a $49 per month plan, allowing you to use funnels and sequences. To get newsletters and any decent data reporting, you’ll have to purchase a premium plan.

Frequently Asked Questions About Email Marketing Software for Small Businesses 

What's the best email marketing software for small businesses?

Omnisend is the best email marketing tool for small businesses because it combines the right amount of features with an attractive price. Through it, you can execute a multi-channel marketing strategy and scale your revenue. 

Is email marketing beneficial to small businesses?

Email marketing is an incredible tool for small businesses and personal brands. Its average ROI of $36 for every $1 spent means that you are likely to see great business success from investing in high-quality and well-written emails.

Can my small business use email marketing software for automation?

Absolutely, tools like Sendinblue and Drip offer great email automation and triggers that help you make the most of your marketing efforts without requiring lots of time and attention. 

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Conclusion: Email Marketing Software Drives Real Results

It’s clear that email marketing software can help small businesses grow

When someone subscribes to your email list, you have their permission and it shows that they’re interested in whatever it is you offer.

Why not make the most of their engagement and sell to them?

Use the best email marketing software to build your list, increase your conversions, and ultimately, generate more revenue. 

Which email marketing software have you used? What do you like most about it?

How to create captivating, compelling and optimized content

Posted by on Jun 2, 2022 in SEO Articles | Comments Off on How to create captivating, compelling and optimized content

We all know that “content is king.”

What many don’t understand is that for content to be king, it needs the support of its court. 

To make the most out of your content strategy, it’s important for you to:

Identify entities and topically-related keywords.Optimize for on-page elements.Build content that will stand out.

Create your editorial strategy

At this stage, you should have a comprehensive list of keywords. You should also have insights about your target audience, personas and buying cycle and what your competitors are doing. 

Now it’s time to put that data to use.

In the planning stage, you’ll need to determine:

Cadence: How often will you publish content on your website/blog? Daily? Weekly? Monthly?Resources: How many writers do you have available? What about editors? How many words can they write every week while maintaining quality?Formats: What type of content will you be producing? Long-form articles? Infographics? Tutorials? Ebooks?

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When developing your strategy, make sure you develop different types of content for the different ways of learning that your audience personas may exhibit. Some may learn visually, others prefer videos, yet others might enjoy looking at infographics or images.

Here’s how you should conceptualize your topic clusters or content pillars:

Style guides

Before developing content, make sure you have a style guide in place. For marketing agencies, this can be used as a library for assets: style guides, brand books, etc., provided to you by clients. 

If you’re creating content for your own brand, this is where you can brainstorm your own style:

What kind of imagery do you want to add to your content?What kind of voice should your authors use?What color palette should be used when creating visual content?What types of citations and references should your writers use?

Trending topics 

What are some interesting trends in your industry that might appeal to your target audience? You can supplement your editorial calendar with trending topic ideas by setting up keyword alerts or an XML feed of relevant industry sites.  

Tip: Watch for new patents or studies being released in your space. If you find a new patent that can significantly impact your industry, translating it into “people-speak” can help you gain news coverage.

A fantastic tool for monitoring news and staying up to date with your industry is BuzzSumo:

You can filter by keyword, site or date and see which articles resonated the most based on social shares.

Create your editorial calendar

Next, you can formulate topics and themes based on your topics, keywords and target persons. Mind mapping can help you organize your thoughts and create a strategy.

Next, map out your calendar by following these steps:

Assign a theme, topic or seed set to each publication date.Segment each content piece by adding a buyer persona and buying stage. Select primary and secondary keywords for each content piece.

Here’s what it may look like at this stage:

Next, you’ll want to find out what channels present an opportunity and create content for each specific channel. Some of these channels and content types include:

Featured SnippetsPeople Also AskKnowledge GraphVideosImages

Here’s what your editorial calendar might look like at this stage:

Your content cadence can help you determine what elements you use and how often. If you publish daily or multiple times a day, you can address all of your opportunity gaps faster than if you’re only publishing once a week or once a month.  

The idea is to be strategic in the content you publish so it focuses on keyword gaps, your most devoted personas at their most advantageous stage in the buyer’s journey.

Having all the research handy can make your editorial calendar creation as simple as drag and drop!

When all of the elements are properly “framed,” it’s pretty easy to create appealing titles and to give your writers detailed descriptions to work with.

Manage your editorial calendar

To stay organized and strategic, you’ll want to include as much data as possible for each content piece. Here are some fields you should consider tracking:

Article titleAuthorEditorDate scheduled to publishCampaignWord countContent typeTarget personaBuying stagePrimary keywordSecondary keywordsPeople Also Ask questionsArticle description

Once you have all of these data points in place for each content piece, let’s look at your workflow.  

Editorial workflow

Your workflow will change based on your content type. If you are creating a long-form article that does not need to be reviewed by a client, your workflow could look this:

If you are creating a visual asset, such as an infographic, the workflow would require more steps and might end up looking like this:

As you go through the editorial process, ensure that you check the content for Readability level, use of keyword variants, topical entities and proper formatting such as header tags.

Content length

How long should your articles be? Is Google truly rewarding long-form articles? How can you determine how long each article should be?  

When planning content length, it’s important to use a tool such as SurferSEO or Semrush’s SEO Writing Assistant so you can map content length to the target query.

If someone searches Google for the question, “How tall is the Eiffel tower?” they probably don’t want to read a 5,000-word essay about the history of the Eiffel tower. They know exactly what they are looking for and want a quick, direct answer.

However, if your article is about “how real estate agents can get into the commercial auction field,” the person researching is more likely to want a detailed, comprehensive article and will be willing to read an ebook or a 3,000-word long-form article.

If you already use Semrush, the SEO Content Template or SEO Writing Assistant will allow you to search for a keyword and get an idea of what’s working in the SERPs for that particular query set, such as:

Semantically Related WordsBacklinksReadability ScoreText Length

It’s ideal to use this data in the instructions given to your writing team for each content piece.

Beware the ides of duplicate content

Before finalizing and publishing your content pieces, make sure there is no duplicate content used by your authors.

It’s human nature to give others the benefit of the doubt, but it’s important to make sure that the content you’re publishing is not duplicated elsewhere on your site or the web.

Two great tools to check for duplicate content are:

Copyscape: You can add a content block to Copyscape and it will show you other places on the web where your content is duplicated.SiteLiner: Siteliner will provide you with a detailed report based on duplicate content percentages and many more data points.

Sometimes, other sites scrape and publish your content on their sites after you publish. By running duplicate content checkers, you can identify those situations and request them to remove your content.

Adding internal and external links

Make sure all of your content pieces have links to other relevant pages of your own site within the body of the content. Internal, contextual links can help increase the topical relevance of your pages. Simultaneously, add links to authoritative external sources when it makes sense.

Publish your content pieces

Once your content pieces have gone through all the workflow steps and are approved, it’s finally time to get them live on your site!

When you upload to your CMS, verify that your content has all the proper tags in place and that you include the target keywords in your:

Meta titleMeta descriptionURLBreadcrumbsH1 tag (primary keyword)H2/H3 tags (secondary keywords)…etc

Also, make sure you assign your article to the most relevant category, which will help Google understand your site’s hierarchy.

Track your content pieces

Once you’ve published your content, create a reminder to check its performance after 30, 60 and 90 days.

This way, you can quickly identify pages that are not gaining traction and can work on adjusting the keywords or on-page SEO.

You can look at the metrics in Google Analytics and Google Search Console and change the date ranges to figure out how your articles perform.

Here are some of the elements you can review and track:

No traction: The article doesn’t have any traffic and needs to be optimized.Trending up/down: If the article is trending up, you can enhance and extend it to target more keywords. If the article was doing well but started dropping, optimize for the keywords dropping and add more inbound links.Low CTR: These are articles ranking well and have good impressions but have low CTR, which means people aren’t clicking on your link from the Google results page. If you update the title and/or description, it might help to improve the CTR and increase clicks.

Promote your content pieces

Many marketers believe that publishing an article is the end of the content creation cycle. In reality, the end of content creation is just the beginning of the content promotion stage.

Here are a few ideas for ways to promote your article after you hit publish:

Amplify with Facebook Ads: Boost your post to reach a wider audience and increase the chances of it being shared and linked to.Share in Facebook and LinkedIn industry groups: Join industry groups and, sporadically, share your articles. Make sure you engage with others, share thought leadership, and comment on other people’s content.Email marketing and networking: Build your email list and send out a newsletter sharing your latest blog posts. You can also email people directly by building a list based on relevant keywords.Answer questions on Quora or forums: Search quora for content related to your target keyword and, where possible, link to the relevant blog post. Make sure your answers are detailed, comprehensive, and valuable.

Ideally, you should only create as many content pieces as you can promote. 

As Google’s database becomes increasingly crowded, Google will continue to emphasize quality content, and getting your content promoted is key to standing out. 

The days of spaghetti marketing are over

You can’t just throw a bunch of content at Google and hope a few stick. Instead, focus on being strategic and producing truly helpful, unique content differentiating you from your competitors.

The content creation journey is the glue that makes SEO stick. If your approach is strategic and focused on quality, the next stage, outreach, will happen naturally.

The post How to create captivating, compelling and optimized content appeared first on Search Engine Land.