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Sunday, January 24, 2021

Marketing Glossary

Understanding XML Sitemaps [Guide]

BrightEdge has published a guide called ‘Understanding XML Sitemaps’.

Dan Niska says, “Arguably one of the more straightforward technical elements of SEO, XML sitemaps are often typically misunderstood. To get a better understanding of XML sitemaps and how to use them efficiently, it helps to know what they are and what they are not.

What are XML sitemaps?

In its simplest form, a sitemap serves as a road map for search engines to discover your website’s most important content and get further context on your website’s overall structure. In addition to providing search engines with a list of URLs, sitemaps can help search engines find newer content, or content located deep within the website’s architecture, which helps websites with a poor internal linking structure.

Common myths about XML sitemaps:

  1. A sitemap is not a list of the pages on your site. There’s no need to include every page in the sitemap. Most websites have sensitive content, like investor information, or content that does not provide a great user experience through search”.

Understanding XML Sitemaps

Using Data to Create Pages That Get Links [Video]

Search Engine Land’s Barry Schwartz has published a new video on ‘Using data to create pages that get links’ featuring Elie Orgel.

says, “The next SEO I sat with to interview is named Elie Orgel, he is the Director of Marketing at Rosenblum Law Firm. He has been doing SEO for about ten years now and works in a pretty competitive space now.

In part one of our conversation, we spoke about his career and experience and then got into a fun SEO topic. We spoke about how he uses data sources that are on the web but not indexed by Google to create rich content pages that attract links from the industry and news organizations.

Elie calls this pages link bait pages because they easily attract links”.

Search Engine Land

Using Bio Link to Convert Followers Into Customers

Social media platforms allow you to reach more and more people online. You can enhance your business growth by creating more followers.

Jeff Bullas has shared a detailed guide to help you convert more such followers into customers using bio links.

He says, “There are a few key benefits to taking advantage of the link in your bio.

Drive Traffic

You can use your bio link to drive traffic to the pages you want to promote. Maybe this is your online shop, or maybe it’s your latest freebie. No matter where you direct them, though, your bio link can help you bring your followers off of social media and onto the pages you control. This gives you the chance to capture their contact information so you can better connect and follow up with them in the future.

You can promote any page you want with your bio link. If you’re trying to grow your followers on another platform, you could promote that account. You could also link to your blog, podcast, or YouTube channel if you want to talk about the content you created recently.

Or, link to your product page, online shop, or services page to make sales directly. Finally, add a link to the contact page of your website, or any resources you’ve found recently is helpful for your audience, too”.

A Beginner’s Guide to Turning Followers Into Customers with a Bio Link

Understanding Your Audience to Build a Better Customer Experience [Webinar]

Epsilon and Retail Dive have made available an on-demand webinar ‘Understanding Your Audience to Build a Better Customer Experience’.

The Retail Dive team says, “In this webinar, we will highlight two large retailers with whom we partnered to boost their identity strategy to build better cross-channel customer experiences and, ultimately, drive greater ROI. Join us to discover:

  • Why data and connected identity are more critical than ever in a COVID, fully digital retail landscape
  • How one retailer was able to increase their total audience reach by 80% and drive a 120% increase in messaged sales through improved identity strategy—during COVID-19
  • How another retailer realized online ROI at 4X the level prior to COVID-19 and saw a 50% increase in incremental e-commerce sales during the COVID-19 quarter compared to a non-COVID period “.

Understanding Your Audience to Build a Better Customer Experience

Retail Dive

Updating You Old Blog Posts for Marketing

Blogging is a great way to establish authority in your niche. Your old blog posts can be repurposed to connect with your existing and new readers.

Target Marketing’s Phil Frost has shared an article on how to stretch your marketing budget by updating old blog posts.

Frost says, “If your budget is in a holding pattern with the uncertainties of COVID-19, now is a great time to circle back and update your old blog posts. Use this opportunity to build a library of robust, well-written articles that impart useful information, and you’ll see a steady increase in organic traffic from Google. Here’s how to do it.

1. Add Heft to Lightweight Content

Your 250-word blog posts may have been fine back in the day, but now we know that Google prefers longer articles. It’s time to take those short posts and expand them into something more weighty.

Does that mean writing a whole lot of words about nothing at all? No! What it does mean is taking time to go into detail about a topic. An easy way to do this is to add H2s and H3s as guideposts, then expand upon each of them with a paragraph or two”.

How to Stretch Your Marketing Budget by Updating Old Blog Posts

Target Marketing

Ultimate Guide to Email Design [Free Guide]

HubSpot has published ‘The Ultimate Guide to Email Design and 13 Best Practices’ to help marketers create effective email marketing campaigns. 

The HubSpot team says, “By 2022, the number of email users around the world is expected to hit 4.3 billion.

Among all of those users are members of your target audience, a.k.a. quality leads and prospects you can work to reach and convert via email.

To ensure your emails stand out and grab the attention of these audience members, your email design needs to be on point.

In this guide, we’ll talk about what email design is, cover 13 best practices, examples of successful email design, and offer some tools you may be interested in experimenting with. Let’s get started.

  1. What Is Email Design?
  2. Email Design Best Practices
  3. Email Design Tools
  4. Email Design Examples”.

The Ultimate Guide to Email Design and 13 Best Practices


Using the Flowchart Method for Diagnosing Ranking Drops [Video]

MOZ has published the new episode of Whiteboard Friday video ‘Using the Flowchart Method for Diagnosing Ranking Drops’ featuring Kameron Jenkins.

In this video Jenkins talks about the Flowchart method for analyzing drop in your Google rankings.

The MOZ team says, “Being able to pinpoint the reason for a ranking drop is one of our most perennial and potentially frustrating tasks as SEOs, especially in 2020. There are an unknowable number of factors that go into ranking these days, but luckily the methodology for diagnosing those fluctuations is readily at hand. In this popular Whiteboard Friday, the wonderful Kameron Jenkins shows us a structured way to diagnose ranking drops using a flowchart method and critical thinking”.

Using the Flowchart Method for Diagnosing Ranking Drops


Unbounce Shares 8 High-Converting Lead Generation Landing Page Examples

A well-designed landing page helps you to present the information your visitors are looking for. It supports your business goals, improves conversions and boosts your business’ credibility.

According to Marketing Land contributor Khalid Saleh, companies having 10 – 15 landing pages have gained 55% growth in the total number of leads.

To help you create rewarding landing pages, Unbounce contributor Hayley Mullen has share eight examples of high-converting lead generation landing pages.

Mullen says, “Ask and you shall receive, right?

Not so much when it comes to your visitors’ email addresses. You likely don’t have to look further than your own inbox to see why—there’s no shortage of companies ready to flood you with their latest and greatest offers. Which means people are wiser to marketing tactics and, understandably, more discerning than ever about who they give their contact information out to. They need more than a blank form field. They need to clearly see the value on the other side of that “sign me up” button.

That value is communicated through more than just copy. (Though messaging is indeed very important! Signed, a totally unbiased copywriter.) The how, where, and why of what you’re asking is what creates a compelling overall experience for the visitor. One that shows you understand and respect their needs. And that you’re offering something really great to make trading their email a total no-brainer”.

8 High-Converting Lead Generation Landing Page Examples to Inspire Yours


Updates to YouTube Ads, Video Distribution, and Analytics [Video]

Social Media Examiner has published a new video ‘Updates to YouTube Ads, Video Distribution, and Analytics’ featuring Jeff Sieh and Grace Duffy.

Watch this video to learn about the changes in YouTube advertising.

The SME team says, “On this week’s Social Media Marketing Talk Show, Jeff Sieh and Grace Duffy explore YouTube’s new analytics overview summary, insights into video distribution, and updates to ads products. We also cover the impact of the CCPA roll out on Facebook ad targeting. Special guests: Ed Lawrence, Susan Wenograd”.

Watch the video here.

Social Media Examiner

Using Keyword Planner to Find New Keywords

Microsoft’s Keyword Planner is a great tool to perform keyword research. It helps you to find right keywords and reach out to the customers who are continuously searching for products and services you offer.

Microsoft Advertising’s Kevin Salat has published an article on using Keyword Planner to grow your search engine presence.

Salat says, “In a world that seems to be changing by the minute, your customers are continuously searching for products and services with new queries, so keyword management is of the utmost importance. But how do you choose the best keywords, and how much should you bid on them? To get started with your keyword research, one of the most powerful tools at your disposal in Microsoft Advertising is the Keyword Planner.

How does the Keyword Planner work?

You can get help with your keyword research and selecting the right terms by heading to Tools->Keyword Planner (or searching for Keyword Planner). If you enter products or services, your landing page, or your product category, you can get suggestions on keywords that are most relevant to your business. You can also get insights into how often certain words are searched on and how those searches have changed over time. This can help you narrow your keyword list down to the ones you really want”.

Discover powerful new keywords with Keyword Planner

Microsoft Advertising