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Working out where to best spend your next pound of budget is a question that marketers have been trying to answer for years.
Companies want to get the biggest bang for their buck and one way of doing this is to look at the more advanced metric of marginal ROI.
But there’s so much of it about, especially in our industry.
Whether it’s a buzzword, an abbreviation, a portmanteau, a re-appropriated term stolen from another industry or a good old-fashioned acronym, sometimes even a rudimentary search on Google can’t help cut through the crap.
Within the world of digital marketing, there are few areas with as many complicated and obscure terms as SEO.
Here I’ll be presenting a dictionary of as many SEO terms as I feel are relevant and important to a digital marketers’ understanding of this most vital of skills.
I originally wrote this guide last year and it has become somewhat out of date now, so this is a revised and updated version of that previously published post.
Much has been written about the pros and cons of Google Shopping Campaigns, but are you missing out by not using the campaign priority setting?
For the digital marketer, the most interesting event on this day in 2009, was the launch of Bing (not The Crazy Frog about to reach number one)!
As digital marketing has matured, integrated search has become even more important and wide ranging.
Integrated search has traditionally referred to a tactical and strategic balance between natural search (SEO) and paid search (PPC), but with the proliferation of multichannel behaviour and the use of mobile friendliness as a ranking signal, the term has become somewhat broader.
Mobile is driving major changes in how consumers research and buy across a wide range of industries.
So for online marketers it is no longer enough to rely on responsive site design and a mobile app. You need to think mobile-first.
In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.
Here we'll be taking a look at Boots, and making suggestions on how it can improve the customer experience and perhaps increase conversion.
As I previously mentioned in a post on how insurance companies use search marketing, it’s a challenge for insurance companies to do well in search thanks to the popularity of comparison websites.
However with a solid SEO strategy and a focus on paid search marketing it is possible for financial services to direct traffic away from the comparison sites and lead searchers straight to their own door.
Multiple tests and research have shown that phone leads have the highest closing rate.
I'm here to show you how you get more of them.
Mobile and desktop paid search ads vary wildly in terms of the use case and the UX.
Fewer ads are displayed on the mobile screen and advertisers have less copy to work with.
PPC is complicated.
There are dozens of interrelated on- and off-site metrics. There are hidden factors like Quality Score and competitor activity.
There are unquantifiable, fuzzy influences like user intent and ad quality. And everything varies by time, device, demographic and location.
With so much competition from online aggregators, search engine results pages (SERPs) are a difficult terrain to conquer for companies that are ironically often featured on those very comparison sites.
However with a successful paid search campaign along with a strong focus on SEO techniques, it is still possible to rank highly on the SERPs.