Thomas Stern says, “Coordinated search strategies increase visibility and drive conversions. Paid and organic search work in tandem to hit the same marketing goals by increasing page authority, developing user awareness and gathering data to continuously improve campaigns.For the last 15 years, marketers have brought paid and organic search together to connect brands and consumers at key points in the customer journey. By nature, search engines are used to answer important research questions that can lead consumers to take action.By developing a paid and organic search strategy where one... [...]

John Fretto says, “Think about those who know you best. Chances are, someone like your spouse/partner, sibling or best friend comes to mind. Someone, or rather something, you are probably not considering is your web browser. It used to be that when we wanted to know something we asked another person, but today we go straight to the Internet. In fact, a recent study by Experian Marketing Services found that an astonishing 99.8 percent of online Americans say that Internet is the first place they look for information on one or more topics, ranging from weather to news to sports and more.One... [...]

MOZ team says, “It’s a new year, and that means it’s time shift into some new habits regarding your keyword research. Rather than simply targeting marketing blasts at either the in-demand or the long tail, you may want to think about carefully tailoring your tactics to the shape of your niche’s keyword demand distribution curve. In today’s Whiteboard Friday, Rand details four steps to using these curves to support and improve your existing strategies“.Using Your Niche’s Demand Distribution Curve to Improve Your SEO, Social, and Content Strategy –... [...]

Laura Collins says, “Since its launch in 2013, Remarketing Lists for Search Ads (RLSA) has become such an integral tool for PPC marketers that it’s hard to remember what our campaigns looked like without them. Did we just… use the same bid for everyone? Madness.Things got even more exciting in June 2015, when Google announced they were allowing Google Analytics remarketing lists to be used in search campaigns (where they’d previously been restricted to use in display).As you may know, there are many more options at your disposal when building remarketing lists in Google Analytics... [...]

Gaurav Kohli says, “Consumers increasingly turn to their mobile phones for searches, store visits, and purchases engaging with a seamless overlay of real and virtual mobile-optimized shopping experience. Mobile search is always on, — on the go, at home, in-store, and at work, and through a mobile web browser, in-app access, or voice commands. As the consumer purchase cycle on mobile devices, — from browsing to researching to buying, — becomes more consistent, conversion rates and mobile cost-per-click (CPC) will go up. In the future advertisers will generate more search revenue from... [...]

Felicia Crawford says, “We’ve got another year under our belts, and that means it’s time to continue an annual blogtradition. Yes, that’s right, folks — the Moz Blog Best of 2015 is hot off the presses! (This makes me wish we had real presses. We don’t. I think there’s a 3D printer somewhere around here, though…)We’re going to highlight just what hit it off with you fantastic little blog readers, you. We’ll slice and dice the top posts of the year a few different ways, take a peek at what dominated YouMoz, check out which comments drove the... [...]

Joy Hawkins says, “I work with a lot of insurance agents and they often tell me that their biggest competitors are the other insurance agents that work for the same company as them. As it is with most big brands, there are multiple offices in the same city and those individual locations all want to rank first on Google for the exact same thing.An accidental discoveryI stumbled across something a few months ago when troubleshooting ranking for one of our insurance clients, and everyone I’ve shared this with was just as surprised as I was.The discovery? Google filters out a ton of... [...]

Matt Walker says, “Google’s prime goal of delivering the most relevant answers to a search query won’t change in 2016.However, a few changes in technology and Internet user behavior will prompt some fine-tuning to search engine optimization strategy.Understanding these will help you make the right decisions for your business or team.Read on to see some of the biggest areas of focus in SEO for 2016.Mobile Is Making All the DifferenceMany mobile users have switched to verbal search phrases since they’re speaking into their phones rather than typing into a keyboard.  These verbal... [...]

Erik Devaney says, “SEO is an evolving science. While some of the core principles will presumably stick around forever, the nuanced aspects of it are subject to continuous change. And as a result, many of the “proven” tactics people have used in the past — keyword stuffing, link schemes, etc. — are now stuff of legend.Unless your organization benefits from having a dedicated SEO person who can work on this stuff day-in, day-out, keeping up with the latest changes in the world of SEO can be a struggle.But in the end, adjusting your strategy based on search ranking... [...]

MOZ team says, “What you measure is what you’re able to improve. While there’s no one magic solution that works for everyone, setting yourself up for success involves measuring your traffic metrics the right way, so you can identify areas to work on and implement the right actions. In the first Whiteboard Friday of 2016, Rand explains what you need to include when building your own traffics metrics dashboard in the new year“.How to Build the Right Traffic Metrics Dashboard for 2016MOZ Blog [...]