Marketing Glossary
On-Page SEO Checklist for 2023
On-page SEO refers to the SEO elements you control on the webpage, or the webpage code, itself. Examples of on-page SEO include content, headlines and headers, image optimization, title tags, meta descriptions, structured data, and more.
Semrush contributor Rachel Handley has published an article featuring an on-page SEO checklist for 2023.
She says, “On-page SEO is the process of optimizing individual page content to rank higher on Google. Activities include optimizing title tags and URL slugs, adding header tags, and much more.
Complete all 11 tasks (and three bonus tasks) in this checklist, in any order. To optimize your content for target keywords, make your page Google-friendly, and improve user engagement.
1. Identify Target Keywords
Target keywords—i.e., relevant search queries—are crucial to on-page optimization. After all, the goal is to rank for relevant keywords and become more visible in search results.
Perform keyword research to find what words and phrases people use to find pages like yours.”
Online Reputation Management Playbook [Case]
Online reputation management is a practice of structuring a brand’s reputation on the internet by displacing misleading content, uploading trending content, and making it visible through the help of other internet algorithms.
MOZ contributor Samantha Heald has published a case study on online reputation management.
She says, “Online reputation management can be daunting – but advantageous – for brands or individuals that are seeing their search engine displays implicated by third-party content, and want to take the reins. When the media controls the narrative, it can lead to untrue perceptions and a more biased sentiment down the line.
At Go Fish Digital, our team works closely with our clients to understand the sensitive issue they’re facing so we can meet their goals and rectify their online reputations.
The situation
We would not perform reputation management services for any company that was a scam or has participated in fraudulent or misleading activities. Prior to taking on a client, we fully research the business and ensure we are 100% comfortable in helping them with their problem.”
Overcoming Marketers’ 5 Toughest Challenges [Video]
Marketing is a creative job. To achieve success in it, you need to keep observing and experimenting.
Neil Patel has published a new video ‘Overcoming Marketers’ 5 Toughest Challenges’ to help marketers achieve success.
Learn how to overcome the biggest challenges faced by marketers with Neil Patel! From growing a global audience to navigating privacy regulations and pivoting strategies in times of crisis, Neil provides valuable insights and actionable tips to help marketers succeed in today’s fast-changing landscape.
Optimize Your Ad Spend With In-Flight Measurement, March 30 [Webinar]
Knowing how to prioritize a limited budget while increasing the impact of digital advertising will make the difference between success and just getting by this year.
Adweek is hosting a webinar ‘Optimize Your Ad Spend With In-Flight Measurement: A Practical Approach to Maximize Impact’ on Thursday, March 30, 2023, at 1.00 pm EDT.
The Adweek team says, “Unpack the value of using integrated in-flight ad measurement, including practical tips to maximize the impact of this strategy, from experts at The Trade Desk and Cint. You’ll find out:
- How to spend smarter using in-flight measurement
- Why focusing on a single KPI is key to set your brand campaigns up for success
- Ways to use data to optimize campaigns and prioritize your highest impact tactics.”
Optimize Your Ad Spend With In-Flight Measurement: A Practical Approach to Maximize Impact
Omnichannel Marketing Explained
Omnichannel marketing refers to an organization’s presence across multiple channels. These channels can include websites, apps, social media, and email, in addition to offline channels, such as brick and mortar retail stores or company events.
Semrush has published an article explaining omnichannel marketing and tips to grow it.
The Semrush team says, “Omnichannel marketing is a marketing strategy that uses multiple channels to improve the customer experience across various touchpoints. The focal point is the customer, and the marketing channels are integrated.
When using this approach, marketers provide customers access to products and services across various channels, platforms, and devices.
For example, instead of offering customer support only on desktop, you can offer support via email, phone, Facebook Messenger, and live chat on your website.
Pet supply brand Chewy does exactly that. The company offers many ways for customers to get in touch with customer support.”
Optimize your Display campaigns [Guide]
The Google Ads team has published ‘Optimize your Display campaigns’, an official guide to display campaigns.
The Google team says, “Reaching the right customers is essential to every advertiser’s success. With Display campaigns, advertisers can serve engaging, relevant ads while customers browse websites, apps, and Google-owned properties such as YouTube and Gmail.
This guide offers Display campaign best practices for connecting customers with relevant ads across the web and apps. Learn tips for setting up your campaign with effective ads, reaching the right audiences, and optimizing for performance.
1. Set your display campaigns up for success
- Set up conversion tracking to ensure you’re accurately tracking website and app conversions.
Why: Your ability to optimize is only as good as the data you’re using. We recommend that you check your conversion tracking regularly. You can confirm the tag is on the right page by viewing the page source of the conversion page. You can also test conversion tracking by generating conversions and checking to see if they registered across Google Ads, Google Analytics, or your third-party platform.”
Optimizing Your Ad Campaigns in 2023
With rising competition, it is important to create advertising campaigns that help you attract more leads and convert them.
Search Engine Land has shared 5 ways to optimize your ad campaigns in 2023.
The SEL team says, “With the ongoing economic unrest, 2023 is bound to be a challenging year for paid advertising, and campaign optimization is more important than ever. Here are five expert tips to help you optimize for the highest performance and maximize your display ads’ ROI in the upcoming year.
1. Focus more on creative production and personalization
As we prepare to enter the new year, many voices claim that the creative is king, and we’re about to join the chorus. Creative optimization opens opportunities for increased brand recognition and higher levels of engagement, which is why it’s becoming more and more important.
Consumer demand for personalized experiences is on the rise. To meet these expectations, advertisers must create relevant ads at scale while ensuring the workload remains manageable.
The easiest way to do this is to turn to creative automation. Versioning tools and data-fed ad design simplify things, allowing you to generate personalized assets for entire campaigns instantly.”
Online Reputation Management Explained
Online reputation management is a proces used to create a positive perception of a brand or business.
Search Engine Journal contributor Rachel Vandernick has published an article explaining Online Reputation Management (ORM).
She says, “While the mix that each business uses to maintain its online reputation will differ, ORM should involve a combination of the following:
- Owned media – Employee and customer stories, user-generated content (UGC), reviews, webinars, and brand-created content.
- Paid media – Sponsored social posts, lead generation, affiliate programs, and native advertising.
- Earned media – Media relations, influencer marketing, and PR.
- Shared media – Community service and partnerships, co-branding campaigns, and organic social media posts.”
Optimizing Video Content for Search
Video SEO is optimizing your video to be indexed and rank on the search engine results pages for relevant keyword searches. There are many optimization strategies to give your videos a higher chance of ranking.
Lumar contributor Jenny Abouobaia has shared eight tips to optimize video content for search.
She says, “If you want to use video content to drive organic traffic and conversions for your business, you will need to make sure they are optimized for both search engine bots and users as part of your SEO strategy. Here are 8 quick tips for video optimization to help boost your search rankings and user engagement.
1. Quality over quantity
Nobody likes to watch a blurry video or one that is difficult to hear. Make sure your video and audio files are top-notch. Exceptional video content can help you increase conversions, while low-quality recordings could negatively impact your conversion and engagement rates and make it less likely that someone will return to your digital properties for more.
2. Optimize video title tags
The title tag is one of the most important aspects of your video content.”
ON24 Webinar Benchmarks Report 2022 [Report]
ON24 has published the Webinar Benchmarks Report 2022.
The ON24 team says, “Webinars are one of the most powerful tools for creating more engagement, collecting more data and driving more efficiency out of your marketing efforts. But what does a good webinar program look like and what can you do to have your webinars stand out from the competition?
We’ve compiled and analyzed the most interesting webinar questions and statistics that’ll help you produce the best webinar possible in our Webinar Benchmarks Report 2022.
In this report, you’ll discover:
- Pre- and post-webinar benchmarks, detailing how audiences consume live and on-demand content
- The most popular day to send promotional emails for webinars
- Insights on how to optimize your webinar program for engagement.”
