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Saturday, December 4, 2021

Marketing Glossary

Your Guide to Investing in SEO

SEO is the backbone of any business today. It helps you move beyond barriers to attract more and more customers and get more sales done.

MOZ contributor Daniel Marks has published a detailed article titled ‘How to Invest in SEO’ to help you make the most of your SEO efforts.

He says, “This post will not cover what SEO work is actually worthwhile, or how to determine your SEO strategy, or how to hire the right SEO, or what tools to use, etc. Those are all aspects of investing in SEO that very much depend on your unique context. That said, hopefully this framework will help you navigate those questions.

Should you invest in SEO in the first place?

The most relevant question here is, how big is the addressable search market? A company like Slack will have a relatively small addressable search market (there aren’t that many searches that Slack really wants to rank for), whereas a company like Expedia has an enormous addressable search market (flights from Vancouver to Toronto or Montreal or Calgary, hotels with free breakfast in Vancouver, cheap motels in Vancouver, car rentals in Vancouver, etc.).

Slack could always go all-in on content marketing and try ranking for top-of-funnel queries (anything related to communication, for example), but the intent of this traffic will usually be low.”

How to Invest in SEO


Your New Year’s Marketing Resolution, December 2 [Webinar]

Martech is hosting a webinar ‘Your New Year’s Marketing Resolution: Master the Art of Saying No With These 6 Steps’ on Thursday, December 2, 2021.

The MarTech team says, “Strategically and efficiently prioritizing which project goes first can help you become a marketing rockstar, driving value for your team.

Urgent requests make it hard to prioritize the most strategic jobs. But when you standardize and centralize the entire process, you can make data-driven resource decisions and ensure the most strategic work gets done first.

In this webinar, join Adobe Workfront as they share six proven methods to handle the onslaught of marketing requests, prioritize the most important work, and increase your value to make 2022 your best year yet.

You’ll learn:

  • How to stop drowning and learn how to organize
  • The importance of bringing order to your marketing operations processes
  • How to prioritize resources when everything is a priority.”

Your New Year’s Marketing Resolution


Your Guide To Improving Low-Value Content

A low-value content is the type of content that is already present on the internet and rewritten changing formats and using synonyms.

Vertical Leap contributor Kerry Dye has published a 9-step guide on how to improve low-value content.

She says, “Value is the most important quality search engines and users both want to see from your content. High-value content ranks higher in search engines, generates more traffic and compels more users to take meaningful action on your website.

Low-value content adds little or nothing to your search ranking and, in some cases, can cause more harm than good. At the very least, low-value content is a drain on your marketing budget because fewer people will see it and even fewer will take action. The thing is, every site has low-value content but, in this article, we explain how you can boost these pages and turn them into high-value, high-performance pages.

For some pages, you may need to follow all or most of these steps while others may only require one or two of these steps.

Step #1: Deliver what users are looking for

From the user’s perspective, high-value content delivers what they’re looking for and satisfies their needs to the extent they have no instinct to click back to the search results. There are two key interactions taking place in the search experience where you have to deliver for each user”.

9-step guide on how to improve low-value content

Vertical Leap

Your Guide To LinkedIn Prospecting Messages

LinkedIn is a great platform to connect with professionals from your own domain. It helps you to increase your knowledge and grow your business.

HubSpot’s Emma Brudner has published a useful article on writing LinkedIn prospecting messages.

She says, “LinkedIn provides access to an ocean of prospects and some valuable insight into what makes them tick — but connecting with them is a struggle in itself. Prospecting on the network is every bit as tricky as it is potentially productive, and if you want to do it effectively, you need to master the art of the LinkedIn sales message.

To help you get there, we’ve put together a blueprint of a LinkedIn prospecting message that can consistently deliver results and tacked on some other effective LinkedIn message templates to boot.

Effective LinkedIn Messages

Whether you’re sending an InMail or a good old-fashioned message, look to the following template as a guide.

linkedin prospecting messages

Let’s dig into the nine components.

1. Their first name

Start with some degree of familiarity and specificity — greet your prospect by their first name so they know this message is intended specifically for them. “To whom it may concern” won’t cut it when sending LinkedIn prospecting messages.”

LinkedIn Prospecting Messages: How to Nail One [+ Templates]

Your Guide to Writing Great Blog Introductions

When it comes to blogging, you need o to create content that helps you captivate your audience’s attention. By crafting catchy introductions, you can win your site visitors’ attention.

Search Engine Journal contributor Pawel Grabowski has shared some useful tips to help you write great introductions for your blog and blog posts.

He says, “A blog introduction carries quite a bit of responsibility. These couple of lines of copy must intrigue the person enough that they’ll gladly devote their attention to the rest of the page.

The blog intro must also reassure readers that they’ll find what they’re looking for on the page. What’s more, it should help Google understand what the page is about.

And all of that is quite a challenge, isn’t it? Particularly when you consider that you have to achieve it all in just a few short paragraphs.

Here, you’ll find seven simple ways to write awesome blog introductions quickly, hook readers from the opening line, and support your SEO goals in the process.”

How to Write Blog Introductions That Work for Searchers & Google Alike

Search Engine Journal

Your Guide to Editing Instagram Posts

Your social media marketing can be fostered with the help of quality content. When it comes to Instagram marketing, your image and video content need to polish.

Design Wizard’s Anne Carson has shared a guide to help you edit your Instagram posts after publishing them .

She says, “In this blog, we will take you through how to change your Instagram post, as well as how to edit Instagram photos to look even better! Knowing how to edit Instagram photos can make the world of difference to your engagement, and it’s not that complicated either.

1. How to Change Your Instagram Caption After Posting

Perhaps the number one question users have when it comes to Insta editing: can I go back in and change the caption once it’s been posted. This is largely in part because of misspellings and/or typos. Why wouldn’t you want to change if indeed there’s an error?  You want your followers to see perfection, right? The other reason for wanting to tweak the text is the poster’s remorse. Perhaps it was late at night, or maybe a heat of the moment situation…whatever the cause, you let your heart get the better of your head and now you regret what you posted, so much so that you most definitely want to go back in and change it”.

How to Edit an Instagram Post After You’ve Posted

Your Guide to Building a Hyperfast WordPress Website

Your website performance is evaluated on the basis of various things such as site design, site speed, and security.

When it comes to WordPress websites, most sites deliver good speed, but it is possible to achieve even higher speed loading in it.

Search Engine Journal has published a guide called ‘How to Build a Hyperfast WordPress Website’.

The SEJ team says, “Your website’s performance affects two crucial areas of your business:

  • Your search engine rankings.
  • Your revenue.


Page speed has been a Google ranking factor for desktop searches since 2010 and mobile searches since 2018.

In 2020, Google announced that page experience signals in rankings would roll out in 2021:

“The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.”

In addition to performance signals becoming ranking factors in Google’s search algorithm, performance affects visitor behavior and conversions as well.”

How to Build a Hyperfast WordPress Website

Search Engine Journal

Your Guide to Using Instagram Reels Ads

Instagram has created a new pool of opportunities for businesses and marketers to grow their businesses. Newly launched features like Reels also allow you to advertise and meet your ROI target.

Social Media Examiner’s Corinna Keefe has published a comprehensive guide on getting started with Instagram Reels.

She says, ” Instagram is pushing this format hard. It’s redesigned the app interface so that reels are front and center, appearing in the home feed, profile pages, and the Explore tab. It’s also added numerous features to help creators and brands monetize reels, such as the new Collab tag.

Here’s how to create your first Instagram Reels campaign.

#1: Create an Instagram Reels Campaign and Choose an Objective

First things first: You need to fire up your desktop and log into Facebook Ads Manager. You can access this by going directly to the Ads Manager URL, or by choosing Ads Manager from the left-hand menu in your Facebook news feed.

Here’s a quick reminder of where you can create different types of Instagram ads:

  • Feed posts can be promoted in the Instagram app, boosted in the Facebook Ad Center, or created in Facebook Business Suite.
  • Stories can be promoted in the Instagram app.”

Instagram Reels Ads: How to Get Started

Social Media Examiner

Your Guide to Google Optimize A/B Testing

A/B testing is a user experience research methodology. It consists of a randomized experiment with two variants, A and B. It includes application of statistical hypothesis testing or “two-sample hypothesis testing” as used in the field of statistics.

SeedProd contributor Stacey Corrin has published a step-by-step guide to running Google Optimize A/B testing.

She says, “Do you want to test and optimize elements on your website or landing pages?

With A/B testing, you can experiment with different website elements to see which variations lead to the best conversion rates. But the world of conversion rate optimization is challenging if you don’t know where to start.

That’s why in this article, we’ll show you how to run Google Optimize A/B testing easily, step-by-step.

Your Guide to Using HTML Tags

HTML tags are simple instructions that tell a web browser how to format text. It is important to understand each HTML tag to implement your own HTML code.

Semrush contributor Erika Varagouli has published a comprehensive guide to using HTML Tags.

She says, “Although this guide is all about HTML tags, it’s important to know the difference between HTML tags, elements, and attributes.

An HTML element is an item on the page; it’s part of the web page’s content. An HTML tag affects how an HTML element appears. An HTML attribute describes the characteristics of that element.

Here’s a breakdown of how elements, tags, and attributes work together:

  • HTML tags contain instructions on how to display an on-page element. They begin with a < and end with a > and precede and follow the content of the element. (e.g <b> Bold Tag </b>)
  • HTML Elements are the on-page content sandwiched within the tags. (<b> Bold Tag </b>)
  • HTML Attributes provide additional information about HTML elements and appear at within the HTML tag (e.g. <html lang=”en-US”>).”

HTML Tags List: HTML Cheat Sheet