Celebrate the Day of the Dead with these Mad Men Marketing Quotes that remain relevant today. Use them to improve your social media marketing.
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Finding unlinked mentions to category and product pages Example 1: Sales announcements Two main features in any ecommerce calendar are busy sales periods and discount periods. Roundups of sales performance are often released after these times on relevant industry and ecommerce press outlets, and can be a great pieces of content to search for unlinked […]
The post Why you should care about link building to deeper pages on your ecommerce website appeared first on Builtvisible.
Want to improve holiday marketing? 31 Halloween social media marketing tips with examples.
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Great leadership is hard to find In a previous life I was a professional rugby player. I played in the second tier of English rugby for 8 years, and experienced a range of high-performing team environments – all completely unique yet undeniably familiar at the same time. Familiarity came not only in the ruthless drive […]
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Foreword Before we dive in, I think it’s important to note that digital marketing in itself can have an impact on the environment. The average webpage produces 1.76g of Co2 per page view, meaning brands should be considering more eco-friendly practices across their websites. They should be making them more responsive, easier to navigate and […]
The post Sustainability in ecommerce: the communications challenge appeared first on Builtvisible.
What returns data really says about Marketing The key to preventing skewed figures is to ensure you collect returns data within your Google Analytics account too, as this gives marketing teams visibility of genuine performance. More importantly, it allows you to optimise advertising spend towards retained revenue and avoid paying twice on sales which will […]
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Does your blog drive measurable results consistently? Blogging Research 2021 gives you the inside scoop with charts, quotes and tips to succeed.
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Want to improve your team’s content creation skills? Then make sure you have these 10 fundamental abilities to make your content marketing succeed.
The post Content Creation Skills: 10 Fundamental Abilities Your Team Needs To Succeed appeared first on Heidi Cohen.
Want to scale business growth? Read this author interview with Felix Velarde on "Scale At Speed" to 2x your business growth in 3 years.
The post AMG Author Interview – Felix Velarde, <em>Scale At Speed: How To Triple The Size of Your Business and Build A Superstar Team</em> appeared first on Heidi Cohen.
Begin the relationship on solid foundations To keep the honeymoon phase in full swing there’s two key things to iron out. The first is about offering-up all necessary information we need to make effective decisions, and the second helps to uncover any potential knowledge gaps in-house on Digital PR, link building and our processes. A […]
The post The crucial role clients play in Digital PR and link building appeared first on Builtvisible.
Want to be a content marketing smarty? Check out these Content Marketing World authors. Since books are the ultimate long form content marketing, they know how to create the useful information you need.
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Want to improve your customer experience (or CX)? Read this author interviews with Dan Gingiss on "The Experience Maker" to attract and retain customers longer and profitably.
The post AMG Author Interview – Dan Gingiss, <em>The Experience Maker</em> appeared first on Heidi Cohen.
What is it again? The TLDR version is that GA4 is the new (gold) standard for GA; it expands data collection and brings premium features to the masses. However, this isn’t just tinkering around the edges (I’m looking at you Universal Analytics), it’s a complete rebuild and radical rethink of the platform. Implementing it is […]
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Want to expand your content marketing? Then add book marketing to increase your audience and sales. Includes case studies, examples and tips.
The post How Book Marketing Can Actually Improve Your Content Marketing Results appeared first on Heidi Cohen.
Do pricing challenges hurt your results? Use these tactics to better price your offering to improve your marketing strategy and profitability.
The post 5 Pricing Challenges: What You Need To Know To Improve Outcomes appeared first on Heidi Cohen.
Make sure your website is ready to handle the increased traffic Hopefully in the last few months you’ve been improving your site performance on the back of Google’s page experience update anyway, but now you’ll also need to make sure your servers and site are ready to handle the increased traffic. Otherwise, all that work will […]
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Do you know how to create presentation success? Use these 31 steps to create a killer preso to help your content marketing. Includes case study.
The post Presentation Success: How To Create A Killer Preso Every Time appeared first on Heidi Cohen.
Heidi Cohen interviews Carla Johnson. New Book: RE:Think Innovation Heidi: To start, what inspired you to write this book? Was it a specific event or did it grow out of your past consulting? Carla: I was inspired to write RE:Think Innovation® because over the years, I’ve had so many people say to me, “I could never come up with great ideas.” As a person who has more ideas than I could ever do anything with in a lifetime, I just didn’t understand it! That sent me down the rabbit hole of finding out where people get inspiration for their ideas. Here’s a video that explains it – Heidi: What is the key concept behind your book? How did you come up with it Carla: I believe that innovation is everybody’s business. In fact, 90% of innovation happens outside of traditional product … Continue reading
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Want to know about the why, who & what of influencer relations marketing? Get the data and tactics you need to create or improve your influencer marketing.
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Want to get a marketing education? Read the top marketing books recommended by experts. They share their favorites & why every marketer should read them.
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Need inspiration to get your marketing on track for success? Then try these 50 marketing quotes for back-to-school.
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Why add voice content to your marketing mix? To extend the life and reach of your content marketing. 10 types of audio content formats to use.
The post Voice Content: 10 Audio Content Formats Your Marketing Needs appeared first on Heidi Cohen.
How a Black Friday campaign page can build authority A campaign page, such as a Black Friday one, is significantly easier to earn links to than any other type of page on a site. Other websites, such as publishers, are less willing to link to a product page or category page for example, and why […]
The post How to maximise Black Friday links for ongoing results appeared first on Builtvisible.
The Ultimate content audit guide increases your content marketing value. Includes how to do a content inventory, content audit and content governance.
The post Content Audit: The Ultimate Guide To Improve Your Content Marketing Results appeared first on Heidi Cohen.
Looking to become voice-first? Then overcome these 5 voice marketing challenges to help your brand and business. Includes tips and charts.
The post Voice Marketing Challenges: What You Need To Know Now To Get Heard appeared first on Heidi Cohen.
Use these 4 tips to make your shopping bags extend your promotional budget. Includes examples and tips for improving your brand's shopping bags.
The post 4 Tips to Make Your Shopping Bags Promotional appeared first on Heidi Cohen.
Looking to expand your reach with guest posts? Then follow these 10 Guest Blogging Tips. They give you the inside scoop on how to land guest blog posts.
The post Guest Blogging Tips: 10 Ways To Land Posts (Almost) Every Time appeared first on Heidi Cohen.
Want to know how voice marketing works to extend your reach and results? Here are 5 ways. With voice marketing charts to improve your marketing
The post How Voice Marketing Works: The Inside Scoop You Need To Succeed appeared first on Heidi Cohen.
Does you have a set of Guest Blogging Policies? Use these 13 tips to create a checklist for your guest post policies.
The post 13 Guest Blogging Policies: Do You Set Guidelines For Guest Posts? appeared first on Heidi Cohen.
Want to improve your voice and audio marketing reach? Then add these 10 audio marketing lessons to your business plans. Includes checklist.
The post Podcast Movement 2021: 10 Lessons To Extend Your Audio Marketing Reach appeared first on Heidi Cohen.
Heidi Cohen interviews Matt Blumberg. New Book: Startup CXO: A Field Guide To Scaling Up Your Company’s Critical Functions and Teams Heidi: Startup CXO reads like a handbook for the senior management team of a startup that intends to grow into a full fledged business. It should be required reading for anyone considering starting a business (as versus a side hustle), scaling a startup, or joining a startup in a key management role. Unlike many books on the market, it fills a definable niche of Startup CEOs and their management team. While it’s easy-to-consume so readers can find the sections that interest them, it’s a graduate level textbook. Unlike most business books, it clocks in at 600+ pages. To start, what inspired you to write this book and how does this relate to your new firm, Bolster? Matt: After selling … Continue reading
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It’s time to reassess priorities Full credit to Jo Maugham for eloquently calling out the two faces of The Sun. The reaction and blatant hypocrisy from the tabloids act as a stark reminder that as a country we have a long way to go when it comes to being kind, not least the British tabloid […]
The post Are you paying for links with your principles? appeared first on Builtvisible.
Want to know what the Seismic Shift Marketing is and why and how it will impact your business? Get the Seismic Marketing Shift definition, data and tips to succeed.
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What first attracted you to Builtvisible? It was the values and policies for me. I remember getting a call from Karly-May and her sending me through the website for a full look, I’d never had that feeling before where I read through a company’s values and felt “yeah, that’s a bit of me”. They were […]
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Need to do branding on the cheap? Then use this Branding on a Budget Checklist to create your brand without extra cost across your business.
The post Branding on a Budget Checklist: How To Do Branding On The Cheap appeared first on Heidi Cohen.
Content agency kick-off: what to expect and how to maximise your investment At the bottom of this article, I’ve listed some of the non-negotiables you should expect of your content agency, but to start, here are five valuable steps you (as the client) can take to make sure your new partnership sets off on the […]
The post Maximise your content agency investment: onboarding is a two-way street appeared first on Builtvisible.
Do you know how your audience uses voice? Use these Voice Consumer Statistics to guide your voice marketing. Includes charts, analysis and tips.
The post Voice Consumer Statistics: How Voice Shapes Your Customer Behavior [VCI Research] appeared first on Heidi Cohen.
Give existing video content a new life Most businesses have recognised the importance of video and have created some content in this format in the past. Sometimes, that could be an explainer of how your services work, an interview with the founder or a step-by-step guide. To identify what kind of existing video content might […]
The post Creative campaign formats that build links and boost brand appeared first on Builtvisible.
4Ps of Marketing Mix will improve your business results. Add 4 more Ps to update your Marketing Marketing Mix. With charts, infographics and tips.
The post 4Ps Of Marketing Mix: The Best Guide To Show You How To Triumph appeared first on Heidi Cohen.
Do you know how your audience consumes content now? Get 5 Types of Content Consumption defined with infographics and content marketing tips.
The post Content Consumption: How We Consume Content Now (and What It Means For Your Marketing!) appeared first on Heidi Cohen.
The ultimate guide to creating a content series including definitions, how-to's and 5 key steps. Even better it helps you overcome writer's block!
The post How To Create a Content Series Even If You Have Writer’s Block appeared first on Heidi Cohen.
So, you’re wondering why SEO does not work for you and your website, right?
Haven’t you heard?! SEO is dead!
Dead from all the bad jokes about it.
Of course, SEO isn’t actually dead, but there are a few reasons why SEO might not be working for you and your site.
We’ve gathered 14 top of mind reasons why your SEO might not be working for your website.
Let’s go through them and see if something rings a bell.
When people say SEO has some relation with magic, what they actually mean is that it’s very complex.
It would take several very long articles for me to fully explain how it works.
Yes, it implies user experience, link profile, content strategy, referral traffic or marketing campaigns. And all these SEO efforts might seem very complex.
However, SEO is more simple that you might think, in some ways.
In a nutshell, it’s the multitude of criteria which makes a website the best result for a particular keyword, in the sense that it satisfies the user’s intent.
What you must understand is that Google isn’t trying to rank websites based on some checklist.
Sure, it follows a list of criteria, but it also looks at historical data in the SERP and since Rank Brain has got involved, machine learning really made things a lot more complicated.
It’s hard for us humans to keep pace with how Google decides what actually makes a web page ‘the best one’. At this point… I’m not sure even the makers themselves have any idea how things work anymore.
So, instead focusing on the latest trends and techniques, try to focus more on the basics. Do them well and do them consistently.
Sure, SEO and digital marketing experts like Neil Patel and Brian Dean always try new techniques and tweaks, but one thing’s for sure: They haven’t stopped posting!
Being consistent is difficult, but it’s also the key to success!
So, we know Google is trying to rank the best page.
But what does that actually mean?
Does it mean the page with the most targeted keywords? The page with the best links? The page with the best content?
Who wins the Google top organic results?
It’s the page that best satisfies the user’s intent. And in some cases, the website alone can’t do it!
Let’s say you want to rank high in the search engines for a very competitive eCommerce keyword. Well… if your offer isn’t good enough, you probably won’t.
If you want to rank for “shoes” but you only have 3 products in your store, you won’t be getting far.
If you want to rank for “cheap” but your prices aren’t cheap, again, you probably won’t have much success with it even if you optimize your website in this direction.
Moreover, many people don’t understand that high rankings within search results also reflect the quality of a business, at least to some extent.
For example, bad reviews on Google My Business can affect your local SEO rankings and your business listing and people don’t leave bad reviews because your SEO campaign sucks.
Sure, you can invest in search marketing and pump links into a website and get it to the top, but if the business itself doesn’t have the necessary infrastructure to properly satisfy clients (quality, shipping, support), the results won’t last for long!
I’ve seen sites pumping bad links and rushing to the top, only to fall ungracefully a short time after because they did not meet their user’s expectations.
Another thing you should consider is that your business type should match SEO.
Usually, if you want to promote a short-term trending product, such as the fidget spinner, investing big and long term on SEO might not be the right choice!
Furthermore, if you need a quick turnover and you’re just getting started… SEO might not be the right channel for you, and you should look for PPC advertising or social media remarketing instead.
However, it’s not always a matter of SEO vs PPC. Usually, they go well together.
The higher the expectations, the bigger the disappointment.
To be satisfied with your results, you’ll need to have realistic goals.
With SEO, you can’t really expect top rankings and huge websites traffic in a month or two, if your domain has just been registered.
You can’t expect to outrank the online presence of a strong competitor with thousands of links, with a tight budget and no scaling even if you apply some good SEO tactics.
In some cases, the entire competition might be way out of your league. That’s when you have to dig in deeper, to find those keyword opportunities that are easier to rank for.
You should still start with SEO as soon as possible, but start small. Look for keywords with lower competition and build your way up before saying that SEO does not work for you.
Sometimes you just need to be more patient.
Most SEOs will tell you upfront that it can take from 6 to 12 months to see the top positions.
Some will claim that they can get you to the #1 spot in the first month. It’s probably false and you should stay away from them.
You should always see progress in the first month.
If it’s a new website, that might be as little as the first pages getting indexed.
So, if you’re not yet in the position you’ve wished for but have increased in rankings compared to the previous month, just give it a little more time. You’re on the right path.
If you want to find out more about why it takes so long to rank in Google and other search engines and what you can do to speed things up, check out this article.
Actually… you CAN have high expectations. But for the right budget.
If your budget is too small, you might not be able to do everything you want and you might end up saying that SEO does not work for you.
SEO includes things like: good server, fixing technical SEO issues, keyword research, content marketing, social media, investing in links and many others.
If you want to scale it up quickly and efficiently, the truth is that you will need a substantial investment.
Clients often ask me: “Why is it that SEO takes so long?”
Sure, part of the answer is: “Because Google.”
However, I’m always confident I can speed things up by scaling.
But why does scaling speed up the process, you may ask?
Well… it’s pretty straight forward:
But all those above = more money.
Are you developing the content for 5 categories per month? Pump that to 10. Are you consolidating the site’s structure with 2 monthly blog posts? Up it to blog posts. Are you securing 1-2 links per month? Make that 5 and so on.
Many people get into SEO because they can use time instead of money to drive traffic to their websites and businesses.
However, time can’t scale things up. Only money can. If you want to rank faster, you’ll need to outsource some work.
I know, I know, you’ve been hearing that Mobile SEO is very important and that most traffic is now coming from mobile devices.
The real thing here is that most professionals work from a desktop computer. So, the first contact with any issue, be it web development or SEO related, is on desktop, most of the times.
Often times I find myself fixing a quick issue on the desktop and completely forgetting to check how it looks on mobile devices.
And although I browse websites on mobile (as a user), when a client asks me something or signals an issue, I immediately check it on my computer (the phone is busy at my ear anyway).
In SEO, you always have to keep in mind that Google uses mobile first indexing.
If you’re mostly working from a desktop computer, like me, remember to always right-click in Chrome and hit inspect.
You can select multiple device types to stop any issues.
But sometimes, phones act differently than the desktop Chrome browser does (even when set on mobile view), so it’s always best to check on a physical phone itself.
And don’t forget to check on both Android and iOS.
Test if links work, test if scrolling works, test the entire checkout process, test, test, test.
Ask your friends to test, ask your mom to test ask your cat to test. If the cat can use it, you’re good to go.
In addition to that, consider that CSS hidden content also follows the mobile-first mentality.
Feel comfortable to combine desktop columns into sliders, or compress long paragraphs of text into dropdowns.
For example, on an eCommerce website, you might have a small description before your products, on the category page.
If on mobile devices the text pushes the products too far down, the users won’t be able to quickly see them when they load the page.
You can shorten the mobile description by using a ‘read more’ link which triggers a dropdown with the rest of the content.
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” – Sun Tzu
Deep, isn’t it?
Google Analytics and Search Console are very good friends, but they only show you data for your own website.
Sometimes, it’s not enough to only do research about yourself. You have to analyze your competition! Not doing this, might end up in saying that SEO does not work for your website.
That’s why having an SEO Tools Set like CognitiveSEO is a good idea. You can analyze and monitor your competitors to see how they perform and find gaps.
So, if you want to improve your SEO campaigns, make sure you always perform an SEO Competitor Analysis.
New clients often come to me because they are not satisfied with the results they got from their previous SEO partners.
Many times, after a quick analysis, I can spot that the title tags and meta descriptions have not been optimized at all!
That lets me know that keyword research hasn’t been performed.
I’ve seen many ‘SEO pack’ offers around, which are mostly PBNs or different link building tactics. 5 links per month… 10 links per month… and so on.
It baffles me and I don’t agree with it, but I guess it’s about money…
They’re easy to sell and can often offer quick results. But those results might only last a very short time and I can bet on who the contract you’ve signed covers (spoiler alert, it’s not you).
However, while those links might be helpful in certain situations, they probably won’t get you anywhere without the right keyword in the right places.
Make sure you do your keyword research!
It might not be that you’re doing SEO wrong. It might just be that you’re doing the wrong type of SEO or at the wrong time.
Why put so much effort into getting that 100% PageSpeed score if your loading times are already between 1-3 seconds?
Why write more blog content when you haven’t finished optimizing your category pages?
Sometimes, it might be design (if your website is too outdated for your audience). Other times, it might be UX.
It’s different from website to website.
That’s why an SEO audit is crucial for your website’s success, especially if your website is huge.
But not just any SEO audit will do. You need an SEO Audit that actually looks in-depth at all your issues and then prioritizes them properly.
A website’s structure defines how easily users and search engines will navigate and understand your content.
Make sure you structure your website accordingly.
You should always keep important pages maximum 3 clicks away from your homepage.
If you’re using pagination, make sure all your pages are linked to from the first archive/category page.
Moreover, if you’re not doubling down already on internal links, you should.
Use your blog to always link to important pages, such as product category pages, using relevant and keyword rich anchor texts.
There’s no penalty for using too many internal links. Well… just don’t make everything an internal link and you’ll be fine.
I’ve been fortunate enough to be able to help most of my clients rank high with very few links if any links at all.
But once in a while, there are projects that even the best SEOs can’t handle without actively pursuing backlinks.
I like to think of myself as being able to do everything without links, but I also what to be as efficient as possible.
Getting backlinks is not bad. They’re just used improperly.
In some cases, your website simply needs more authority. And the fastest way to build it is by having quality backlinks.
If the number of links your competitors have far outweighs yours, you’ll have a hard time outranking them.
Sometimes, it might just mean it takes longer to see results, considering you’re doing everything else right.
Other times, it’s just plain impossible.
Links can help you kickstart that initial progress to help you gain your client’s trust and secure a long-term deal.
The best thing you can do is to build relationships, through content marketing and shareable content, such as case studies or interviews with industry-leading experts.
Don’t just stop at link building. Try to be involved and build a small community. That’s what Google likes.
Sometimes, however… you can just buy the links.
Of course, you don’t want to buy and spammy links that might get your website penalized.
But it’s wise to understand that links are ads and ads are paid for. The internet works based on ads, so own it.
You can always nofollow your paid links (just like Google tells you to do).
Nofollow links can also improve rankings and I’ve seen this with my own eyes on my own clients.
The audience is much more important for SEO than you think. It can make or break your SEO strategies. You might be saying: neh, SEO is not working for me when the actual problem is the way you tackle your audience.
You might have the best interest and the greatest information in your content marketing strategy. But if you don’t deliver it in the right format or tone of voice, you won’t be getting the best results.
Maybe your audience prefers video content. Then stop spending so much time writing articles. Just use your video scripts as repurposed content on your blog instead.
Make sure you understand your audience well and make decisions based on that.
I hate talking about this, but finding a good SEO company or digital marketing agency isn’t an easy task.
Even more… in the pandemic era of 2020-2021, people have rebranded as experts in digital marketing fields. Much to say… they’re not really experts.
So, be very picky when choosing who you work with. Here are some more things to look after when hiring an SEO company.
On the other hand, if you are an SEO company, here’s how to convince your clients to buy your SEO services.
Correctly monitoring results is a very difficult task. Sometimes, is not that SEO does not work but monitoring results properly does not work.
That’s because monitoring isn’t just about traffic and conversion rate optimization.
It’s about discovering new opportunities to do things better.
But even so, whether it’s a drop in traffic or a drop in conversions, the sooner you see it, the sooner you’ll be able to fix it.
There are many tricks, such as using Google Search Console to identify secondary keywords for articles that are already ranking pretty well.
Go to the Performance Section, select a page that’s already ranking well and then go back to the Queries section. Activate Positions and CTR and look for those phrases that have a good click through rate.
You can then start adding that keyword to your content to rank better for it in the search engines. If you want even better results, try out the CognitiveSEO Content Optimization Tool.
Or, you can use a Secondary Dimension (Behaviour > Landing Page) on the Organic Traffic Channel in Google Analytics to figure out which pages converted the best. Then you can mix those with the Google Search Console query data to know (with approximation) which set of keywords bring the most conversions.
Tools such as Google Analytics have a lot of filters that can help you figure out what exactly happened on your website so make sure you use them for better SEO results.
I hope this list of 15 reasons why your SEO doesn’t work helps you figure out what you’ve been doing wrong or at least gives you a new perspective on your SEO campaigns.
Complex SEO strategies and tactics are awesome, but you always have to make sure you stick to the basics first.
Do you think there are other reasons why someone’s SEO strategy might not work? Share them with us in the comments section below.
The post Why SEO Does Not Work for You & Your Website appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.
Do you need to redo all of your Universal Analytics tags for the GA4 events, or can you import them? Unfortunately, you can’t import them and you will need to redo them. But I think it’s really important to bear in mind that many of the most common events are now implemented via Enhanced Measurement, […]
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Want to improve your content reach and results? Use these 10 Dad-Tested Content Marketing Secrets. Includes examples and tips for your marketing plans.
The post 10 Dad-Tested Content Marketing Secrets To Make Your Results Better Copy appeared first on Heidi Cohen.
The challenge With this particular financial services client, we were given the task of building links to existing blog posts that included several resources for businesses, rather than creating fresh content. Due to client-side PR restrictions, the following parameters were set: ‘No Go’ Outreach Targets Approved Outreach Targets Tier 1 publications (national, regional, or editorial […]
The post No content, no problem; creative link building within a tight brief appeared first on Builtvisible.
Make sure you’re found in the right place at the right time, by the right person You want your product pages to rank for terms which are so relevant to your target audience’s needs, that your product cannot possibly be described as boring. By targeting the right searches, you’ll find the most receptive audiences. To […]
The post 5 ways to spice up your content when you have a ‘boring’ product appeared first on Builtvisible.
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What first attracted you to Builtvisible? At the time I knew I wanted to work in a creative environment, having come out of university and realising I didn’t want to pursue the path that perhaps I was meant to go down. I was looking at a lot of creative agencies and I actually found out […]
The post A day in the life of: our Head of Digital PR appeared first on Builtvisible.
Digital PR + traditional PR = a match made in heaven If you know you want to start working with a digital PR team but already have your traditional promotion strategy secured, how can you make sure you’re getting the optimum out of each approach without significant compromise? If both teams are clear on their […]
The post Digital PR and traditional PR: combining approaches for a supercharged promotion strategy appeared first on Builtvisible.
Get the inside scoop on the Content, Inc Model in this author interview with Joe Pulizzi. He discusses content marketing, email newsletters and more.
The post Content, Inc. – Revised Edition appeared first on Heidi Cohen.
Need to make the voice marketing business case? Use this information & data packed step-by-step explanation & worksheet to win over your c-suite.
The post Voice Marketing Business Case: What You Need To Know That Will Make Your Management Agree appeared first on Heidi Cohen.
Site Search Reports Google Analytics contains four pre-configured reports for your search data: Overview: Top-level statistics, such as sessions with search, proportion of refinements, and proportion of exits. Usage: How searchers and non-searchers compare in terms of engagement and conversion. Search Terms: What terms your users have been searching for, and how they engaged with […]
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