There is a part of the SEO process that isn't discussed quite as much as the other aspects – the Googlebot, or how Google scans sites for information used in page ranking. And while we love to talk about the value of content (important!) and tags (also important!), it's good to remember that this busy little bot needs all the help that it can get.
That's why Googlebot optimization is a small but important part of your web design, and definitely worth talking about. Here's what to know to make sure Google has no problems with your site.Read More
The transition from an outbound-based marketing world to an inbound one has progressed steadily in terms of tools and outward evidence in the last decade or so, but changing hearts and minds is always a little more uphill. Content ideation, for example, tends to be very insular if precautions aren't taken - echo chambers abound, and naturally-inherent bias poisons the well with self-serving concepts.
In other words, you may have a good grasp on what you want your target market to search for, but wishful thinking - or in this case, wishful content marketing - doesn't translate well in metrics. You need to follow the organic paths already tread by your ideal prospects, but how can you make that happen when you're trying to woo them in the first place? It's easy with a little reverse-engineering and a lot of conscious content.Read More
Getting the word out about your business has been the central function of marketing since the dawn of recorded ad space. In a world where an individual is exposed to dozens of ads before breakfast - perhaps even before they get out of bed, depending on their smartphone habits - getting tuned out isn't a potential danger, it's a reality. The eyes and the mind have evolved to be more discerning by default: can you imagine if every ad penetrated, if every product or serviced advertised was purchased? Every house on the block would be a stockpile of As-seen-on-TV products surrounding a horde of disenchanted, irritated consumers with no solutions in sight.Read More