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Saturday, June 6, 2020

Marketing Glossary

Three-Step Guide to Search Engine Results Pages

Ahrefs contributor Joshua Hardwick has published a three-step guide to Search Engine Results Pages (SERP).

In this guide, Hardwick shares an analysis of paid vs. organic search result and importance of SERP in SEO. He has also highlighted major SEPR features.

Hardwick says, “Search Engine Results Pages (SERPs) are the pages that Google and other search engines show in response to a user’s search query.

In this guide, you’ll learn:

Why SERPs matter for SEO

Most people click organic results on the first page of the SERPs and rarely visit page two.

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This is why everyone wants to rank on the first page of Google. If you’re on page two or beyond, you’re practically invisible”.

What are SERPs? Search Engine Results Pages Explained


The “Death” of Ranking Factors [Podcast]

Searchmetrics‘ Tyson Stockton has published a new episode of Voices of Search podcast entitled ‘The “Death” of Ranking Factors’ featuring Brianna Anderson.

Listen to this podcast and learn about the new version of SEO analytics.

Stockton says, “The SEO community has long held ranking factors in high regard, although some in the community argue ranking factors are decreasing in importance. Join host Ben as he concludes his conversation with Brianna Anderson of BEAST Analytics as they discuss the impending “Death,” of ranking factors.


  • SEOs traditionally think Google first, instead of user first. In reality Google’s main goal is to answer user questions as quickly and efficiently as possible.
  • Often making small changes such as changing wording in the first paragraph of your content helps with obtaining more micro-conversions than optimizing for ranking factors would.
  • Whether backlinks are valuable as a ranking factor is up for debate, as Google still withholds information regarding them”.

The “Death” of Ranking Factors – Brianna Anderson // BEAST Analytics

The Definitive Guide to eCommerce SEO for 2020 [Guide]

SEMrush contributor Maria Kalyadina has published ‘The Definitive Guide to eCommerce SEO for 2020’.

This comprehensive guide offers advice on how to develop an SEO strategy for ecommerce websites and provides tips and strategies to optimize your site effectively.

This guide covers the following:

  • Why SEO Is Important for Your eCommerce Site
  • Keyword Research for eCommerce Websites
  • On-Page SEO for eCommerce Websites
  • Technical SEO for eCommerce Websites
  • How to Fix Common Technical SEO Issues on eCommerce Websites
  • Content Marketing for eCommerce Sites
  • Link Building for eCommerce Sites
  • Local SEO for eCommerce Websites
  • eCommerce SEO: Some Final Best Practice Tips.

The Definitive Guide to eCommerce SEO for 2020


This CMI Audit Will Help You Assess Content for COVID-19

Content Marketing Institute‘s Jodi Harris has published a quick audit to help you see if your content passes a COVID-19 exam.

Harris says, “A million little content details perfectly acceptable in December might feel passé, awkward, or downright irresponsible today. While some concepts might bounce back, others might not. With no way to tell exactly where the dividing line might fall, aim to keep your brand’s content firmly grounded in the here and now.

That process first looks for the warning signs of situational tone-deafness. These might include:

  • Dismissive remarks or snarky statements making light of the issue’s severity: A pandemic is no laughing matter. While we could all use a little levity these days, leave the glib or comedic takes to professional entertainers and focus on creating content that your audience will find universally relatable, desirable, and worthwhile”.

A Quick Audit to See If Your Content Passes a COVID-19 Exam

Content Marketing Institute

Tips to Bring Empathy Into Your Content

By personalizing your content and moving closer to your audience you can achieve desired content marketing outcome. Instilling the empathetic elements into your content is one such way to influence your followers.


The MOZ contributor Daisy Quaker has shared an article highlighting some useful tips to bring empathy into your content.

Quaker says, “In this post, I focus on cognitive empathy, which is the ability to understand how another person may be thinking or feeling. Cognitive empathy helps communication by helping us convey information in a way that resonates with the other person.

Feelings, who needs ’em?

I’ve always struggled with how to deal with my emotions. For much of my life, I thought that I needed to keep how I felt under wraps, especially at work. I recall tough days when I Googled reasons to get out of bed, and when I reached my desk, I would try to leave my emotions at home and just focus on working. Sometimes, the office felt like an escape. But usually, pretending to be unfeeling was a difficult if not impossible task. When this strategy backfires, our feelings overrule us. I’ve come to embrace the fact that emotions are what make me whole and human”.

Why and How to Bring Empathy Into Your Content


TikTok Live Video: A Walkthrough for Marketers [Video]

TikTok’s live video feature enables you to connect with your audience in real-time to promote your products and services.

To help you effectively use TikTok Live Video, the Social Media Examiner team has published a video titled ‘TikTok Live Video: A Walkthrough for Marketers’.

The SME team says, “Want to interact with your TikTok audience live, in real-time?

TikTok marketing expert Rachel Pedersen reveals how to unlock the TikTok Live feature and shares a step by step walkthrough for going Live on TikTok.

You’ll discover strategic business uses for going Live on TikTok, learn what Gift Points are, and more”.

Watch video here.

Tips to Find Most Successful Social Media Posts

An effective social media marketing strategy enables you to reach your target audience and promote your products and services. To do this, you need to craft each post with a unique goal of persuading your prospects.

Sprout Social contributor Brent Barnhart has published a new article to help you find your most successful social media posts.

Barnhart says, “Before we dive into specific platforms, we should note that defining “success” isn’t one-size-fits-all.

As noted in our guide to social media trends, marketers rely on a variety of engagement metrics to figure out which posts are their top-performers. Whether you’re totally new to analytics or just need a quick refresher, here are some key metrics to help you determine your most successful social media posts.


Sure, “Likes” are often considered a vanity metric that doesn’t mean much in terms of your overall social media ROI. That said, posts that score rack up “Likes” represent pieces of content that your audience enjoys at a glance. The more Likes, the better”.

How to find your most successful social media posts

Sprout Social

Technical SEO, Thinking Like a Robot & More [Podcast]

Search Engine Journal contributor Danny Goodwin has published a new podcast episode ‘Technical SEO, Thinking Like a Robot & More’ featuring Jamie Alberico.

Listen to this podcast to learn how you can improve your business performance by improving your technical SEO skills.

Goodwin says, “As one of the brightest in the field, Jamie regularly shows all kinds of awesome insights and interesting takes over on Twitter.

Technical SEO is her turf, but did you know she started out in the industry as a website content writer?

Curiosity took her into the rabbit hole that is SEO – and that same curiosity has helped her take on enterprise projects where “everything’s always on fire.”

There’s so much we can learn from Jamie – from how she approaches technical SEO and working with dev teams, to advocating for accessibility and being a value-oriented SEO”.

Technical SEO, Thinking Like a Robot & More with Jamie Alberico

Search Engine Journal

Three Benefits of Real-Time Marketing

Real-time marketing is the process of creating a marketing strategy focused on up-to-date or ongoing events. Social media platforms have created a great opportunity for running real-time marketing campaigns.

Jerry Dischler, Vice President, Product Management at Google Ads has shared three benefits of real-time marketing.

Dischler says, “Changes in consumer behavior have always resulted in adjustments to marketing strategies. COVID-19 has shown how quickly consumers’ interests, expectations, and purchasing behavior can shift—and with it, an ebb and flow in demand for products and services. Despite these changes, consumer expectations for businesses and brands remain high. In fact, 78 percent of people surveyed say brands should show how they can be helpful in the new everyday life.1

Adjusting your media buying and the way your business shows up in these dynamic conditions is difficult, especially when some businesses are having to manage twice the complexity with half the capacity. Today, we’ll explore the unique role automation can play in helping you respond to the impact of COVID-19 in real time.

Get the most out of your budget

As conditions change, so do auction dynamics. Communities are in various stages of response to COVID-19 and the things people care about are rapidly shifting. This influences things like location, mobile browsing habits, conversions, and other variables that impact ad performance. It’s in this constant sea of change where Smart Bidding can help”.

Navigating the road ahead: The benefits of real-time marketing

Google Ads Blog

The Ultimate Guide to Product Marketing in 2020 [Guide]

Product marketing refers to the process of launching a product in the market, promoting it and selling it to the customers. Effective product marketing requires in-depth understanding of the product that enables you to effectively inform your audience about it.

HubSpot‘s Kristen Baker has published ‘The Ultimate Guide to Product Marketing in 2020′.

Baker says, “Product marketing is a critical part of any business’s marketing strategy. Without it, your product won’t achieve its maximum potential among your target audience. Let’s look at what product marketing does so you get a better idea of that I mean by this.

  • Understand your customers better.
  • Target your buyer personas effectively.
  • Learn about your competitors (products and marketing tactics).
  • Ensure the marketing, product, and sales teams are all on the same page.
  • Position the product appropriately in the market.
  • Boost revenue and improve sales.

There are also questions you, as a product marketer, will have to ask yourself and reflect on in regards to your product”.

The Ultimate Guide to Product Marketing in 2020