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Friday, August 14, 2020

Marketing Glossary

Your Guide to Measuring Content Marketing ROI

Return on Investment (ROI) is an important element to determine your content marketing success. You need to identify and use the right metrics to measure your content marketing ROI.

Search Engine Watch contributor Sumeet Anand has shared seven important metrics to measure content marketing ROI.

Anand says, “To measure ROI, there are seven key metrics you need to monitor. These are:

1. Web traffic

This is a volume metric that is the easiest to measure.

It involves looking at the flow of traffic on every page of your website. Monitoring web traffic enables you to know which content is popular among your audience. The easiest way to measure this metric is through the use of analytics software.

Google Analytics is preferred by most people, but you can explore other options. In measuring web traffic, analytics software provides data that enables you to evaluate varying traffic aspects. These include:

  • Overall web traffic
  • Source of traffic (communication channels)
  • Views per page”.

Seven important metrics to measure content marketing ROI

Search Engine Watch

Your Guide to Being Featured in Google Search Results

Ahrefs’ Joshua Hardwick has published a comprehensive guide entitled ‘How to Get to the Top of Google’s Search Results’. Read this guide to discover some useful strategies to rank higher in Google search results.

Hardwick says, “If you run a business, you’ll probably want to appear at the top of Google when people search for certain keywords.

For example, if you’re a plumber in London, you might want to show up when people search for “plumber near me” or “london plumber.” Most people click the first result, so appearing at the top usually means more traffic, leads, and customers.

But how exactly do you appear here above the competition?

Just follow this flowchart:

01 how to get on top of google search

Not sure what each of those four possibilities look like?”.

How to Get to the Top of Google’s Search Results [Interactive Guide]


Your Guide to Keyword Research for SEO

Ahrefs contributor Tim Soulo has published a comprehensive guide entitled ‘Keyword Research for SEO’ to help you improve search engine optimization with effective keyword research.

Soulo says, “Keywords are the foundation of SEO. If nobody is searching for what you’re writing about, you won’t get traffic from Google—no matter how hard you try.

Given how important keyword research is, it’s hardly surprising that we’ve written a lot about it already. But reading through tons of posts and trying to piece everything together yourself is hard work, especially if you’re new to this SEO stuff.

That’s why we wrote this guide. It runs through a proven keyword research framework that you can easily adapt to your website and goals. This is the same framework we used to grow our blog traffic to over 700,000 monthly search visits in just a few years”.

This guide contains the following chapters:

1. Keyword research basics

2. How to find keyword ideas

3. How to analyze keywords

4. How to group keywords.

How to Do Keyword Research for SEO


Your Guide to Editing Instagram Stories Video

To make your content popular on social media networks, you need to make it presentable. By proper editing, you can highlight the usefulness of the video content you are publishing there.

Social Media Examiner’s Alex Beadon has shared an article highlighting some useful apps and ways to edit your Instagram Storied video content.

Beadon says, “Want more editing options for your Instagram Stories video? Looking for apps to edit and produce creative Instagram Stories video?

In this article, you’ll discover how to change the playback speed of your video, add transitions between clips, apply effect filters, change the aspect ratio, and more. You’ll also find out how to quickly format long-form video into 1-minute segments suitable for Stories.

#1: Edit and Enhance Instagram Stories Content

Instagram doesn’t really allow you to edit your Instagram Stories video. You can’t shorten, crop, or split it, or add transitions and music. That’s where third-party apps come into play. With a mobile app called InShot, you can make all of these edits and more. It’s available for iOS and Android in both free and paid plans.

After you install InShot on your phone, open the app and tap on Video”.

Apps for Instagram Stories Video Editing

Social Media Examiner

Your Guide to Improving Keyword Research

Keyword research is the process of looking into what users type into search engines to find what they’re looking for. Effective keyword research helps you to identify right keywords for improving your search engine rankings and grow website traffic.

To help you strengthen your keyword research, Rank Ranger’s Carolyn Lyden has shared some useful metrics.

Lyden says, “Understanding the numbers behind keywords helps to mitigate that issue and the time wasted investing in the wrong type of content.

Search Volume

Search volume tells us how many people are searching for a topic on a particular search engine. Depending on which tool you use, search volume is generally given in monthly amounts. So you can get an idea of whether it’s worth your time to go after a particular keyword.

For example, if a search term gets ~1-10 searches per month, it may be less worth your time than one that gets ~2000 searches per month because you could get more potential traffic coming from the 2000-search topic”.


Rank Ranger

Yoast’s Linguistic Approach to Creating High Ranking Content

Yoast SEO expert Fleur Heesen has published an article highlighting a linguistic approach to creating content that ranks.

Heesen says, “Before we can go into the linguistic approach to SEO, we first have to understand what language is. Language consists of many different aspects. Think about it: we make speech sounds or write letters, which together form words. We put these words in a specific order, so they form sentences and phrases. And these sentences mean something to us.

Sometimes we also want to achieve something with language. For example, when we say “it’s cold in here,” we might not only want to express we’re cold, but we could mean it as a request to close the window. To study all of these aspects, we distinguish different levels of language in the field of linguistics.

Linguistic levels of language

The most basic level is the level of sounds and letters, which we call phonology (when it comes to speech) and graphology (when we talk about writing). Then, there’s the morphological level, which studies how these sounds and letters together make words and different word forms. For example, the word “house” can be combined with “tree” to make “treehouse” and with “dog” to make “doghouse,” but we can’t really combine it with”.

A linguistic approach to creating content that ranks


Your Guide to Internal Link Optimization

Links are precious asset for any business. Internal and external links can help you to boost your SEO traffic.

inLinks Optimization contributor Dixon has shared a comprehensive article ‘Internal Link Optimization’.

Dixon says, “Optimizing your Internal Links can significantly improve your SEO traffic. Unfortunately, Internal Linking is very difficult to optimize manually. Most Internal Link Optimization tools don’t work because they are keyword-based, not topics based. Luckily, changes all that, by building a knowledge graph of your website and automating the Internal Link Optimization. At the same time, you retain full control of the process and underlying assumptions.

Understanding Internal PageRank

Although Google doesn’t talk about it so much these days, every URL in their Index still has a True PageRank score associated with it. You can’t see what it is these days, but Google algorithms can access this metric easily when trying to match user queries with (your) content. By judicious use of internal linking, you are able to push the majority of that Pagerank to the most important landing pages on your website. The ones that you want search engines to put in their SERPS”.

Your Guide to Building a Partner Marketing Strategy

Marketing partnership enables you to amplify your marketing power, do cross-promotion, reach high potential audiences and offering more value for customers.

Target Marketing’s Kate McGaughey has shared a useful article on building a partner marketing strategy.

McGaughey says, “Similar to other marketing strategies, partner marketing requires careful and thoughtful planning in order to be successful. This process has three key steps:

  • Find an ideal match: Your ideal match won’t be a direct competitor vying for the same market share, but they also can’t be a completely unrelated company. It’s about finding the sweet spot where your partner’s interests and audience complement your own.
  • Pick the best channels: Next, identify a partnership effort that will showcase both brands most effectively. Think back to the different strategies within partner marketing — content partnerships, loyalty partnerships, product placements, etc. — and decide which one will play to each partner’s creative strengths”.

How to Build a Partner Marketing Strategy

Target Marketing

Your Guide to Using Google Posts

Google Posts display within the knowledge panel section of Google search results and Google Maps pages. They include an image, a description and a call to action and has a limited lifespan of one week.

By optimizing Google Posts for your business, you can boost your website traffic. Business 2 Community contributor Amanda Murray has shared five ways to use Google Posts for marketing.

Murray says, “Here are five smart ways to use Google Posts to spread the message about your business.

Tactic #1 – Communicate Timely Information

This tactic was brought into the spotlight in the spring of 2020, when local businesses needed to communicate to customers about their operational status during the COVID-19 outbreak. Businesses can post their temporary store hours and share information such as protocols for contactless pickup.

Customers are uncertain whether businesses are operating as usual, if they have reduced hours, or if they are closed completely. They often head to Google and Google Maps to find this information (especially on mobile), so taking advantage of the extra visibility is key”.

5 Smart Ways to Use Google Posts

Your Guide to JavaScript SEO

According to MOZ, JavaScript is the interactivity and a core component of the dynamic web. You can improve your search engine marketing by understanding JavaScript and its potential impact on search.

Ahrefs‘ Patrick Stox has published a comprehensive  article on JavaScript SEO.

Stox says, “I’m not saying that SEOs need to go out and learn how to program JavaScript. It’s quite the opposite. SEOs mostly need to know how Google handles JavaScript and how to troubleshoot issues. In very few cases will an SEO even be allowed to touch the code. My goal with this post is to help you learn:

JavaScript SEO: What You Need To Know