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Friday, August 14, 2020

Marketing Glossary

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

URL Structure: 13 Questions Answered

A secure and accessible website, a quick page load speed, the website’s mobile friendliness, the descriptiveness of the URL and keyword-optimized content are the elements that help you to form an effective SEO strategy.

Your website is an online resource. As with all online resources, it has a URL (that is, a Uniform Resource Locator). With an SEO optimized URL structure you can improve your website traffic.

Cognitive SEO contributor Adrian Cojocariu has shared a comprehensive guide on URL structure answering 13 important questions.

Cojocariu says, “Servers and browsers use URLs to access web pages and resources on the web. You type in an address, you reach a web resource. It’s pretty simple on the surface.

Now, of course, there are a lot of technical aspects to Uniform Resource Locators. However, most of them aren’t an issue for the regular web developer, since they’re handled well by servers and platforms these days.

url structure

Because platforms make it so ‘easy’, the URL structure of a website is often neglected. It’s not easy to understand and nobody tells you why you should pay attention to it”.

URL Structure. Dos, Don’ts and Best Practices for SEO

Cognitive SEO

Using LinkedIn Text Ads: The Budget Friendly Option [Video]

LinkedIn Text Ads enable you to easily create, manage, and optimize customized campaigns. With Text Ads, you can target a premium professional audience and drive high-quality leads to your business.

Social Media Examiner’s new video ‘Using LinkedIn Text Ads: The Budget Friendly Option’ provides some useful information on using Liked Text Ads.

The SME team says, “Looking for an economical way to use LinkedIn ads, but don’t know where to start? Worried the costs are too high? Learn how to properly set up LinkedIn’s most cost-effective ad type: LinkedIn Text Ads.

Ready to run LinkedIn ads but don’t know where to start? Worried the costs are too high?

LinkedIn ads image AJ Wilcox shows you, step by step, how to properly set up LinkedIn’s most cost-effective ad type: LinkedIn Text Ads.

You’ll find tips for targeting, bidding on Cost per Click (CPC), and more”.

Watch the video here.


Social Media Examiner

Updating Content, News SEO, Time on Site & More [Podcast]

Search Engine Journal‘s Danny Goodwin has published a new podcast episode ‘Updating Content, News SEO, Time on Site & More’ featuring Loren Baker.

Goodwin says, “Today marks the 200th episode of The Search Engine Journal Show and what better way to celebrate this milestone than having Loren Baker, the Founder of Search Engine Journal, as a guest.

In June 2003, Loren launched Search Engine Journal on Blogspot as a personal project.

Fast-forward 17 years later, Search Engine Journal has survived to become an influential media channel in the digital marketing industry.

Get to know Loren Baker better in this edition of the podcast”.

Updating Content, News SEO, Time on Site & More with Loren Baker

Search Engine Journal

Understanding ‘Sessions’ in Google Analytics [Article]

Google Analytics platform helps you to analyze your website performance and take required measure to improve its performance.

Practical Ecommerce contributor Armando Roggio has published an article titled ‘Understanding ‘Sessions’ in Google Analytics’ to help you understand ‘sessions’ element in Google Analytics.

Roggio says, “The word “session” in an English dictionary reads something like “a period of time devoted to a particular activity.” It could be, for example, an individual working on a specific task or goal.

Google Analytics uses the term “session” similarly. According to Google, a session on a Google Analytics’ report “is a group of user interactions with your website that takes place within a given time frame. …You can think of a session as the container for the actions a user takes on your site.”


A shopper visiting a brick-and-mortar store is analogous to a session on a website.

When a shopper enters a physical second-hand dress shop, she initiates a session. She might look at a few products, ask a clerk a question or two, and buy something”.

Understanding ‘Sessions’ in Google Analytics

Using Social Media to Engage With Customers

Social media is a powerful tool. It literally offers a marketer the largest aggregation of customers in the history of marketing. While countless businesses utilize social platforms to promote pay per click (PPC) ads, build brand awareness, and generate traffic to their sites, there’s one essential aspect of social media marketing that should never be left out of the mix: engagement.




Image Source: Pexels

Using Social Media to Engage With Customers

Social media is a powerful tool. It literally offers a marketer the largest congregation of customers in the history of marketing. While countless businesses utilize social platforms to promote pay per click (PPC) ads, build brand awareness, and generate traffic to their sites, there’s one essential aspect of social media marketing that should never be left out of the mix: engagement.

Forming a Social Media Engagement Strategy

From pictures on Pinterest to fraternizing on Facebook, and from stories on Instagram to text on Twitter, social media provides a plethora of ways to directly engage with your audience. However, if you want your business to truly benefit through social media engagement, you have to use the right methods to post the right kind of content on the right platforms.

In other words, you need to go into things with a strategy in place.

When it comes to social media engagement, in particular, there are many things to keep in mind. Here are a few of the most important things to consider as you formulate your social media engagement strategy.

Choose Your Platforms Wisely

Before you post anything, it’s important to target the right audience and then identify what platforms that audience uses. For instance, Facebook is ideal for older demographics while TikTok and Instagram appeal to younger generations.

Once you’ve found your audience’s preferred platforms, choose two or three of them to focus on. This will help you maintain a quality social presence in a couple of areas instead of spreading yourself too thin.

Learn to Engage

Once you have your platforms selected, it’s time to develop a unique strategy for each platform. Study what content your audience is sharing, commenting on, and otherwise engaging with. It’s also a good idea to look up several of your competitors’ profiles and see what kind of posts are working best for them.

Once you’ve completed this research, you’ll be equipped with the tools you need to effectively engage with your audience.

Engage to Learn

As you post, comment, share, and like social content with your customers, it’s important to always maintain a learning attitude. You’re not just there to inform and direct the conversation.

As you engage, strive to open up two-way communication that encourages feedback, thoughts, and opinions from your customers. In other words, actively listen to your audience.

Engage with a Purpose

There are many different strategies that can encourage customers to engage with your business. For instance, you can:

  • Set up a giveaway that is dependent on comments, likes, shares, and clicks.
  • Create a group or community that provides a sense of exclusivity, naturally encouraging interaction in the process.
  • Post questions that elicit a response from the reader.
  • Ask for opinions and feedback.

Whatever you do, as you craft your strategy, make sure to integrate interactivity that regularly encourages your customers to engage with your social media content.

Provide Customer Service

Social media doesn’t just serve as an outreach and customer retention tool, it can also be an incredibly effective customer service platform. Rather than setting up an email account or phone line, direct customer service questions to your social media platform.

Then, answer your customer’s questions. (A whopping one-third of customer complaints are never answered.)

This will naturally increase the engagement on your platform, and allow you to demonstrate your professionalism and respect for customer complaints and feedback for your entire social audience to see.

Track Your Results

Finally, always track your results as you go along. The modern world is absolutely data-driven, and you can use data that you collect to make informed decisions. There are many valuable pieces of data that can be gathered on social media, such as:

  • Your overall reach.
  • Number of mentions.
  • Clickthroughs to your site.
  • Comments, likes, and shares.

If you take the time to identify the metrics that matter most to you and then collect and analyze them on your social platforms it can go a long way in helping you to understand your customers’ real-time behaviors and opinions.


From identifying the best platforms to strategizing your content, providing customer support, and ultimately collecting data to make informed decisions in the future, there are many benefits to engaging with customers on social media.

This effort to engage shouldn’t be treated lightly, either. With so many companies vying for the precious attention of a finite pool of consumers, success is typically found when organizations are able to provide a high-quality social presence. This must include a focus on actively listening and engaging with individuals throughout the customer journey as they discover your business, learn about your products, make a purchase, and then seek support as they use your products and services.

If you can deliver an engaging social media experience, you’ll be able to stand out from the white noise and both attract and retain customers, enabling you to stand head and shoulders above the competition.

Indiana Lee is a writer and journalist from the Pacific Northwest with a passion for covering business best practices, social justice, environmental protection, and more. In her off time, she enjoys hiking with her two dogs. You can follow her on Twitter @indianalee3, or reach her at [email protected]

Understanding & Fulfilling Search Intent [Video]

Search intent refers to the reason behind a searcher’s query on search engines. It is the objective set by a searcher behind creating a search query. You can grow your search engine traffic by understanding search intent and modifying  your strategy.

MOZ has published a new video ‘Understanding & Fulfilling Search Intent’ featuring Britney Muller.

The MOZ team says, “Google houses the world’s information, and it’s their goal to serve the best answers to searchers’ questions. That means that understanding what your target audience is searching and why is more important than ever — but how do you effectively analyze and fulfill true search intent?

In this brand-new Whiteboard Friday, Britney Muller shares everything you need to begin understanding and fulfilling search intent, plus a free Google Sheets checklist download to help you analyze the SERPs you care about most”.

Understanding & Fulfilling Search Intent – Whiteboard Friday