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In digital marketing , agencies and in-house teams often separate into specialized units like SEO , PPC and content marketing. While this division makes sense internally, it doesn’t align with how customers experience a brand online. This reality calls for a unified approach to digital marketing, where SEO plays a pivotal role.
SEO often finds itself siloed away from other marketing tactics when the best results come from tight integration. Two tactics that should absolutely be integrated for the best results are SEO and content marketing. Ultimately, you want to get in front of the customer early in the purchase process to start a dialogue with them.
Travel SEO is about turning strangers into guests. In this guide, you’ll learn exactly how to implement an effective travel SEO strategy, including: How to optimize for travel-specific search intent 10 proven strategies to outrank major OTAs Technical fixes that boost rankings fast No generic tips.
This is especially true for content marketers and SEOs. This is similar to SEO featured snippet optimization. These guest posts should be tailored for readers, but just as guest posts are useful for SEO and links, guest posts are now useful at getting your brand into AI training data. Upload it to PR services. Be concise.
PR could be one of those ways. She shared four great lessons about intertwining content and PR on LinkedIn , which inspired this interview to learn more about her approach. She goes into the role of brand, how she measures the effectiveness of PR and content, her thoughts on the future of content marketing, and much more.
At that time, my focus was primarily on traditional PR strategies tailored to the restaurant and hospitality industry. Thought leadership works because, these days, customers want to hear directly from the source. Early in my career, the idea of “thought leadership” wasn’t on my radar.
Your email campaigns apply to all holiday customers, so there is less design work, split testing and fewer deadlines. You want to meet the potential customer in their current mental state.) Look at the top counties and, ideally, ZIP codes your customers live in and segment out the top 30 to 100 or more if you can.
That uncertainty is normal but its also a signal that you need an SEO forecast. At Backlinko, we do SEO forecasting throughout the year. As Leigh McKenzie, our Head of SEO puts it: Forecasting is hard, and imperfect, but its essential. Plus, a spreadsheet to project SEO traffic in minutes, right now.
If you’re interested in using AI personalization in marketing to reach your customers, I put together this guide to help. Not only does personalization help increase sales, but 96% of marketers also say that a personalized experience increases the chances of buyers becoming repeat customers.
Further reading: SEO Strategy: How to Create an Effective Plan 2. Both platforms offer pre-made surveys you can customize. Knowing this will inform everything from the language you use to your local SEO strategy. Content formats include: Blog posts : Great for in-depth information and SEO.
Hence, SEO and PPC are the two most crucial aspects of digital marketing. What does search engine optimization (SEO) include? On-page SEO : Optimizing individual pages for better search presence, higher rankings and more relevant traffic (e.g., Off-page SEO: Activities outside the website that influence rankings (e.g.,
While SearchGPT may result in fewer clicks for informational terms – and mostly for low-intent searches – in my opinion, this shift broadens the search ecosystem and opens new doors to connect with customers beyond traditional Google SERPs. Dig deeper: 6 guiding principles to leverage AI for SEO content production 5.
They pour money into ads and PR, hoping to buy attention. Channels That Drive Earned Media Value Public relations (PR): Getting your brand featured in news articles, magazines, TV, or radio through strategic outreach for free. UGC: Customer reviews, unboxing videos, testimonials, and any content created by real users.
And while SEOs broadly understand what traditional search engines look for, AI optimization is uncharted territory. Some say traditional SEO is enough for visibility in AI. In our experience, traditional SEO is as vital as ever. Search experiences change as users adopt AI, but traditional SEO should remain your top priority.
Marketing then becomes a guide, directing customers, partners, and employees into a comprehensive, unified brand experience. Marketing, sales, customer support, product development: each department was accountable to the company in total but operated within their own walls. Inform and educate potential customers.
The best comprehensive social media analytics tools allow you to compile data from multiple platforms and create custom reports so you never find yourself in a position like this: My manager wants me to create incredibly granular analytics of all our social media pages. Pick an industry that best describes your business.
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See an example: Now, let’s discuss the ways a job description will need to be customized for a particular role. After all, if you’re hiring for a technical SEO role, you don’t want to create a description that will attract newbies. Strong organizational, communication, and customer service skills. Research and analytical skills.
With a market flooded by both industry giants and up-and-coming brands, a strong SEO strategy is the key to cutting through the noise. This guide breaks down the essential tactics fashion brands need to boost their online presence, attract the right customers, and turn clicks into conversions. What is SEO for Fashion Ecommerce?
It lets you track online mentions, analyze sentiment, and spot early signs of PR crises. A spike in mentions may mean a PR crisis. It helps you collect, keep an eye on, and show customer reviews. This tool stands out by tracking more than social media and news platforms.
By Andy Crestodina I recently led a full-day workshop at the MarketingProfs B2B Forum called AI for B2B Content and Lead Generation during which I shared dozens of AI methods and prompts for content marketing, SEO and lead generation, Marketing Profs, as usual, wanted to max out the awesomeness levels, so they asked me to create a workbook.
Well, overall, it creates a better, less intrusive customer experience , establishes trust with your target audience by sharing real value, and uses low-cost mediums and tactics. Unsure about your SEO strength? This content is great because it showcases what real customers experience and feel after buying from you.
Custom : Created by users to add business-specific context. You can always go back and edit or delete custom annotations later. Start each annotation title with a category prefix: Marketing: Campaigns, emails, PR pushes. SEO: Core updates, metadata changes, schema rollouts. Light blue : SEO. Save your annotation.
Cost Per Acquisition (CPA): Tells you how much it costs to convert a lead or customer. Once you have your list, use tools like: SEMrush: Analyze competitors’ SEO strategies, paid ad campaigns, and top-performing content. Let’s break it down: Organic Channels: Social media, blog posts, email newsletters, and SEO-driven content.
billion global social media users sharing and shaping opinions daily, social media is a crucial channel for PR. However, one wrong move, and you will find yourself in a PR crisis receiving instant backlash from large audiences that may even trigger a brand boycott. Community building: This is the heart of PR.
a few months ago ( Ahrefs, AI Overview Growth, 2025 )—and platforms like ChatGPT and Perplexity offering AI-generated answers with growing visibility, it’s no surprise that clients and marketers alike are asking: Is this the end of traditional SEO as we know it? search queries— up from just 7.6% In short : Google Ads isn’t going away.
This fragmented customer journey requires a seamless, integrated approach to ensure every touchpoint delivers a consistent and engaging experience. The Modern Customer Journey Todays customer journey is anything but linear. Consistency Across Platforms A fragmented message is one of the quickest ways to lose customer trust.
Brand visibility measures how well a brand is known and how often potential customers encounter it across various channels, such as search engines, social media, advertising, public relations or word-of-mouth. When potential customers frequently see your brand mentioned, their trust and familiarity with you grow.
Optimizing for Google’s AI Mode—and AI search more broadly—isn’t just a tweak to your existing SEO playbook. The tips below will help you bridge that gap, blending updated SEO fundamentals with forward-looking tactics. This means: Leveraging proprietary or custom data. Customer lifetime value. Leads generated.
Once upon a time, companies controlled their brand message through carefully crafted advertising, PR campaigns, and corporate communications. So the ideal marketing strategy is to hand the mic to your customers and fans … with a script if possible! I know this headline is confusing. Maybe counter-intuitive. Let me explain.
Channels like PR, SEO, paid ads, and social media accord your brand the chance to own its space and rise above the competition. Lets explore how to calculate the share of voice of your brand across channels SEO, social media, PR, and advertising. Then, apply this PR SOV formula to calculate your brand’s SOV.
In this guide, I’ll explain: What GEO is and how it’s different from SEO Why you shouldn’t throw away everything you’ve already learned The top techniques that will help you optimize your content for generative engines (and drive results for your business in the process) What Is GEO and Why Does It Matter? We’re not saying GEO replaces SEO.
SEO reliance has become riskier as algorithms changed and AI increasingly takes over. Hub and Spoke What it is: The hub and spoke framework is a strategic SEO approach for tackling competitive keywords by creating one central piece of content (the hub) supported by multiple subtopic-focused articles (the spokes).
Even 65% of marketers think that their executives see the value of creator marketingunderscoring just how valuable its become in the customer journey. With strong SEO potential fueling the longevity of video content, YouTube is an invaluable platform for brands looking to educate, inform and engage audiences over the long term.
AI tools like Canva AI whip up custom visuals fast. Next Article How Outsourced Customer Support Can Skyrocket a SaaS Business 0 Comments Guest Please login to post your comment. Eye-Grabbing Visuals, No Design Degree Needed A scroll-stopping image can skyrocket engagement, but not everyone’s a Photoshop whiz.
And all businesses with an online presence need to pay attention, not just SEO folks. Optimizing to appear in AI Mode is mainly about following best SEO practices and creating high-quality content. Here’s what Robby Stein, Google’s VP of Search, said about AI Mode in a post on The Keyword : “Using a custom version of Gemini 2.0,
This makes sense for traditional Search Engine Optimisation (SEO) , where backlinks are a main measure of quality and authority. Media Coverage : Our digital PR efforts help us get featured in the press, like when we spoke at the House of Lords on remote work or supported Better Business Day at the House of Commons.
The higher your share, the more control you have over the narrative and the more likely customers are to discover and choose you. It spans multiple channels, including: Paid Media Search Engine Optimisation (SEO) Social Media Digital PR and News Online Reviews Influencer Mentions Branded Content.
PR took quite a dip this year, decreasing from 50% to 27% of Clients saying they need PR assistance. According to Forbes , conversational marketing and AI-driven interactions are set to redefine customer interactions, emphasizing the need for Brands to adapt to evolving consumer behaviors.
We’ll walk you through our step-by-step Generative Engine Optimisation (GEO) strategy to help your business rank in AI answers , grow organic visibility, and become a go-to name in your niche even as traditional SEO shifts. Where Does SEO Fit In? GEO isn’t a replacement for Search Engine Optimisation (SEO).
Organized by priority, it explains each metric’s role in measuring efficiency, engagement, and ROI – from Customer Acquisition Cost to Net Promoter Score. Customer Acquisition Cost (CAC) What it is: The average cost to acquire one new customer across all marketing and sales efforts. Drops may indicate SEO or UX issues.
NP Digital : NP Digital combines technical SEO expertise with AI content strategies, making them a solid choice for large brands wanting performance-first visibility in AI search. We’ve recently been named Most Innovative SEO & AI Search Specialists at the Midlands Enterprise Awards.
The metrics you need should be things that help you understand your customers and your business so you can make data-driven decisions that improve your business. Customer Acquisition I spoke to Zayed Ahmed from ASL BPO about customer acquisition. The key is to track what you need. Stick to whats important for your business.
With traditional Search Engine Optimisation (SEO) , your strategy was straightforward: target the right keywords , build content around search intent, earn backlinks , then monitor rankings and clicks. We share our top two ways to track brand visibility in AI Search , with insights from Nicola Tuxford , SEO Strategy Manager at Exposure Ninja.
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