Comprehensive guide to search engine optimization for Ecommerce includes a 7-point SEO checklist, and 3 critical SEO mistakes common with Ecommerce websites. Lots of free tools, resources, and SEO trade secrets from the Ecommerce Marketing Institute.
Building the Perfect Content Marketing Mix - Top Priorities for 2015 - Part 1
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
This document provides definitions for common modern marketing terms. It defines terms like A/B testing, big data, blogging, bootstrapping, cohort analysis, conversion rate, growth hacking, earned vs owned vs paid media, pivot, programming languages, product-market fit, viral coefficient, search engine optimization, paid search, email marketing, inbound marketing, lead magnets, content marketing, lead management, premium content development, social media management, and social advertising management. The definitions cover concepts and strategies relevant to digital marketing, content creation, analytics, and business growth.
Marketo: The definitive-guide-to-lead-generation Jan 2014
Here are the key points about defining a lead from the document:
- A lead is a qualified prospect that is starting to exhibit buying behavior.
- When defining a lead, companies should consider both demographic factors (e.g. title, company) and psychographic factors (e.g. needs, pain points).
- Sales and marketing must agree on a universal lead definition through open discussion. They should define what makes a "good" lead versus a "bad" lead.
- In addition to demographics, B2B companies also consider firmographics like company size, industry, and existing products when defining leads.
- Qualifying leads based on their BANT (budget, authority, need, timeline
Understanding the difference between marketing and communications will help you create effective sales strategies and tactics that boost your bottom line.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
This document provides an overview of content marketing strategy and outlines a seven-step process for developing an effective content marketing strategy:
1. Put content at the heart of future marketing direction
2. Find the intersection between brand and audience needs
3. Define the content marketing strategy
4. Plan continuous content creation through communications strategy
5. Create a content hub
6. Maximize visibility and shareability through social media optimization
7. Measure and improve using analytics
It emphasizes that quality, sustained content is key to success and explains how content marketing supports marketing goals across the customer lifecycle and various digital channels. An effective content strategy requires defining a content hub, editorial process, and resources to create and share
This document provides an overview of search engine optimization (SEO) and pay-per-click (PPC) advertising as part of an inbound marketing strategy. It discusses the differences between inbound and outbound marketing, and how SEO and organic search rankings can help drive free traffic to a website. The document also covers best practices for on-page optimization, link building, keyword research, and paid search campaign setup.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
The document provides an overview of flash sales in India. It discusses how flash sales are a relatively new concept in India that are gaining popularity among online retailers and consumers. Flash sales involve offering a single product for 24-36 hours at a steep discount. This builds a large database of potential customers and allows retailers to test different product mixes. While the logistics can be tricky, customers of flash sales sites are more likely to purchase again and have higher lifetime value compared to traditional online retailers. Overall, the introduction of flash sales in India has made online shopping more attractive for consumers.
Effective marketing in today’s world almost by definition requires digital marketing and specific social media strategies. There are a dizzying array of social networks and digital vehicles for companies to leverage in trying to engage existing and potential customers . Many companies do not even know where to get started in the realm of digital marketing. This course will teach you to speak the language of digital marketing from A/B testing to SEO, help you define the value proposition for digital marketing channels including LinkedIn Facebook, and direct e-mail for your company, and will explore best practices in designing, executing and managing marketing programs that deliver measurable ROI for your company’s valuable marketing dollars.
How can you plan your content marketing initiatives? What types of content are most effective for B2B companies? And importantly, how can you actually measure the result of your content marketing?
A Guide to Modern B2B Content Marketing from Modern Marketing Partners will answer those questions and take you through the content marketing process; including planning, implementation, and measurement. Download at http://www.modernmarketingpartners.com/Download-Whitepaper-Guide-To-Modern-B2B-Content-Marketing.cfm
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
This document provides definitions for common modern marketing terms. It defines terms like A/B testing, big data, blogging, bootstrapping, cohort analysis, conversion rate, growth hacking, earned vs owned vs paid media, pivot, programming languages, product-market fit, viral coefficient, search engine optimization, paid search, email marketing, inbound marketing, lead magnets, content marketing, lead management, premium content development, social media management, and social advertising management. The definitions cover concepts and strategies relevant to digital marketing, content creation, analytics, and business growth.
Marketo: The definitive-guide-to-lead-generation Jan 2014Brian Crotty
Here are the key points about defining a lead from the document:
- A lead is a qualified prospect that is starting to exhibit buying behavior.
- When defining a lead, companies should consider both demographic factors (e.g. title, company) and psychographic factors (e.g. needs, pain points).
- Sales and marketing must agree on a universal lead definition through open discussion. They should define what makes a "good" lead versus a "bad" lead.
- In addition to demographics, B2B companies also consider firmographics like company size, industry, and existing products when defining leads.
- Qualifying leads based on their BANT (budget, authority, need, timeline
The Marketing Communication RelationshipLori Fisher
Understanding the difference between marketing and communications will help you create effective sales strategies and tactics that boost your bottom line.
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
Our annual content marketing research with new insights useful for 2018 budget planning and benchmarketing. This new report focuses on business-to-business (B2B) marketers and their content marketing benchmarks, budgets, and trends.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
This document provides an overview of content marketing strategy and outlines a seven-step process for developing an effective content marketing strategy:
1. Put content at the heart of future marketing direction
2. Find the intersection between brand and audience needs
3. Define the content marketing strategy
4. Plan continuous content creation through communications strategy
5. Create a content hub
6. Maximize visibility and shareability through social media optimization
7. Measure and improve using analytics
It emphasizes that quality, sustained content is key to success and explains how content marketing supports marketing goals across the customer lifecycle and various digital channels. An effective content strategy requires defining a content hub, editorial process, and resources to create and share
This document provides an overview of search engine optimization (SEO) and pay-per-click (PPC) advertising as part of an inbound marketing strategy. It discusses the differences between inbound and outbound marketing, and how SEO and organic search rankings can help drive free traffic to a website. The document also covers best practices for on-page optimization, link building, keyword research, and paid search campaign setup.
Lead nurturing has become an integral part of a successful marketing strategy—specifically when building relationships with potential buyers across multiple channels, even if they are not currently looking to purchase a product or service. Today’s potential buyers don’t become customers overnight—they require marketing over time as they self-educate and build trust with a company. Lead nurturing helps marketers communicate consistently with buyers cross-channel and throughout the sales cycle—addressing the gap in time between when a lead first interacts with you and when she is ready to purchase.
The Definitive Guide to Lead Nurturing covers everything you need to know to get started using lead nurturing to drive revenue growth, including how to:
Create a lead nurture strategy
Nurture leads across channels
Segment a lead database
Choose appropriate content for each lead nurture track and audience
Get the most value from lead nurturing with testing and optimization
Measure and explain lead nurturing’s return on investment
14 insights on B2B Marketing for 2015 and beyond from @MarketingProfs B2B Forum speakers. Contributors include:
Ann Handley of MarketingProfs, Jeannine Rossignol of Xerox, Joel Book of Salesforce, Seth Lieberman of SnapApp, Tom Webster of Edison Research, Susan Emerick of Brands Rising, Steve Garfield, Jennifer Sable Lopez of Moz, Kerry O’Shea Gorgone of MarketingProfs, Jason Miller of LinkedIn, Jim Greenway of T.D. Williamson, Lee Odden of TopRank Online Marketing, Jon Miller of Marketo and Brian Massey of Conversion Sciences.
This is a Visual eBook produced by @TopRank Online Marketing.
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
This document discusses how content marketing can help ignite a brand. It involves engaging customers through interesting content on topics they are passionate about to move them along their customer journey. Content marketing builds trust and expertise by showing knowledge and demonstrating skills. It also increases purchase intent, as most consumers and business decision makers say branded content helps them make better decisions. The document outlines developing a content strategy through understanding audiences, competitors, and creating compelling stories and content across channels to promote engagement and the brand.
We've been waiting all year for this! Our annual content marketing predictions compilation from some of the smartest content marketers on the planet. Whose prediction do you like? Whose do you see coming true? And which prediction do you see not coming to fruition? And lastly, what is YOUR prediction? Leave a note in the comments here, or tweet us at @CMIContent. Big thanks to our friends at Marketing.AI for sponsoring our annual predictions post!
Como Construir Sua Imagem Pessoal No LinkedInMárcio Bertot
Apresentação da minha palestra realizada no evento "A Nova Era das Vendas Digitais", promovido pela Hub Education (Unità Faculdade).
O que você vai aprender nessa apresentação:
✅ A importância de se ter uma imagem forte em um canal digital
✅ O erro #01 que você deve evitar ao se posicionar nos canais
✅ Como gerar 3x mais negócios usando a melhor rede do mundo
The document provides an overview of the display advertising ecosystem and strategies for optimizing campaigns on Invite Media's platform. It discusses key concepts like audience buying, real-time bidding, ad networks, exchanges, and DSPs. It also outlines Invite Media's services for advancing strategies around the consumer journey, real-time bidding, and generating insights. The document provides guidance on components for success, getting started, consolidating buys, and optimizing campaigns.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It aims to provide structure and guidance to help marketers determine the "right things" to be doing.
Lead Generation is one of a very important step of Sales Process. It involves cold calling, social media marketing, email campaign, webinars, events, conferences and so on. There are many things to be considered before beginning any of the lead generation strategies. Many factors needed to be into consideration for an effective lead generation.
Simple, Clean PPT for social media marketing and search engine optimization. You can also send it to your client for online marketing Quote Proposal just add price page in to PPT.
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Seo off page training session - 18th jan 2012alishathomaas
The document provides an overview of search engine optimization (SEO) techniques, including both on-page and off-page optimization. It discusses major search engines, the process of SEO, and various off-page link building methods such as blogging, social bookmarking, and article submission that can help increase backlinks and improve search engine rankings. Examples are given for many SEO and link building activities.
Search engine optimization, or SEO is a common term you hear about in marketing these days. How can marketers utilize SEO for maximum marketing effectiveness? Download a printable version of the white paper on Search Engine Optimization: Top Priority for Modern Marketers and learn about various SEO strategies and marketing tools you can use to optimize your marketing efforts.
SEO (search engine optimization) involves optimizing websites to achieve higher search engine rankings. On-page SEO includes optimizing individual page content and metadata to target relevant keywords. Off-page SEO involves link building through activities like blog commenting and social bookmarking to pass link authority. Regular content updates, link generation, and analytics tracking are also important for ongoing SEO success.
Below are the Techniques that you should be paying attention to increase your site's Organic Traffic as we move into 2021. They're not the only SEO tactics you'll need to be using, but these techniques should form a core part of your strategy. By working to implement each of these, you'll be able to work on improving your Visibility and Traffic.
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SEO involves optimizing technical elements, on-page factors, and off-page factors to improve a website's visibility and ranking. Technical elements include indexation, loading speed, user experience (UX), and web structure. On-page factors are keywords, meta tags, URL structure, and content quality. Off-page factors include link building, reputation, and content quality. PPC advertising allows targeting customers through search engines and social media platforms, while digital marketing uses platforms like Facebook, Instagram, YouTube, and LinkedIn to build an engaged audience.
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SEARCH ENGINE OPTIMIZATION: AN ILLUSTRIOUS APPROACH FOR WEB BASED MARKETING I...Journal For Research
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines (Google, Yahoo & Bing) via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users SEO may target different kinds of search, including image search, local search, video search, news search and industry-specific vertical search engines. This gives a website web presence.The whole process includes two steps:ON Page Optimization and OFF page Optimization. Promoting a web site by earning high organic rankings is one of the primary forms of Search Engine Optimization. SEO is a Return on Investment (ROI) strategy. Optimizing the website enables it to rank higher on major search engines. Search engine rank websites based on two major factors: Unique content that contains pertinent keywords, and link popularity - the number of quality incoming links & the back links to our website.
The document discusses strategies for improving website marketing and usability for seniors. It covers five elements of website design: design, content, navigation, functionality, and interactivity. It then discusses specific features that can be added to websites and provides tips on usability testing with seniors. The document concludes with recommendations for online marketing strategies including search engine optimization, paid search advertising, and social media marketing with a focus on making strategies affordable and effective for local markets.
SEO is important for any organization for several reasons:
1. SEO provides visibility, branding, and traffic to a website, which can lead to more qualified leads and customers.
2. High rankings from SEO give websites credibility in the eyes of searchers. They see top rankings as a vote of confidence.
3. SEO can have a better return on investment than traditional marketing methods like TV and print ads by bringing targeted traffic to an organization's website.
The document provides an overview of search engine optimization (SEO), including defining SEO, explaining the importance of SEO, describing the different types of SEO (on-page, off-page, technical), and summarizing some major updates to Google's algorithms. SEO involves optimizing websites and content to rank higher in search engine results and get more visitors from search engines by focusing on keywords, links, site speed and structure. The goal of SEO is to help websites be more discoverable online and improve organic traffic and sales.
The document discusses search engine optimization (SEO) best practices presented by Leslie Carruthers, President of The Search Guru. It covers analyzing website traffic and conversions, keyword research, on-page and off-page optimization strategies, and creating a long-term SEO plan that includes content creation, link building, and monitoring results. The goal is to help businesses drive targeted traffic, boost sales and brand awareness through organic search engine rankings.
This document provides an introduction and guide to search engine optimization (SEO). It is divided into three parts. Part 1 introduces key SEO concepts such as what SEO is, how search engines work, and the difference between white-hat and black-hat SEO techniques. Part 2 focuses on internal SEO factors including writing unique content, keyword research, on-page optimization of titles, meta descriptions and more. Part 3 will cover external SEO including links, authority, and link building strategies. The document provides information on SEO strategies and best practices to help websites improve their visibility and rankings in search engines.
This document provides an overview of search engine optimization (SEO) and internet marketing strategies. It discusses the importance of optimizing websites for both users and search engines. Key topics covered include on-page SEO such as optimizing titles, meta tags and content; off-page SEO strategies like link building; and paid search engine marketing techniques. Helpful online resources for SEO are also listed.
This document provides an overview of various digital marketing strategies and tools. It discusses creating a website using WordPress, conducting keyword and market research, different types of marketing including SEO, SMO, SEM, affiliate marketing and email marketing. It also covers using tools like Google Analytics to track marketing effectiveness. Social media optimization and marketing techniques for platforms like Facebook and LinkedIn are explained. The basics of SEO, both on-page and off-page optimization are summarized. Finally, search engine marketing and using platforms like Google Ads are briefly covered.
This document provides an overview of various digital marketing strategies and tools. It discusses creating a website using WordPress, conducting keyword and market research, different types of marketing including SEO, SMO, SEM, affiliate marketing and email marketing. It also covers using tools like Google Analytics to track marketing effectiveness. Social media optimization and marketing techniques for platforms like Facebook and LinkedIn are explained. The basics of SEO, both on-page and off-page optimization are summarized. Finally, search engine marketing and using platforms like Google Ads are briefly covered.
This document provides an overview of various digital marketing strategies and tools. It discusses creating a website using WordPress, conducting keyword and market research, different types of marketing including SEO, SMO, SEM, affiliate marketing and email marketing. It also covers using tools like Google Analytics to track marketing effectiveness. Social media optimization and marketing techniques for platforms like Facebook and LinkedIn are explained. The basics of SEO, both on-page and off-page optimization are summarized. Finally, search engine marketing and using platforms like Google Ads are briefly covered.
The document discusses the top 10 priorities for search engine optimization (SEO). It begins by explaining the importance of SEO for driving website traffic and leads. The top 10 SEO priorities are then outlined, including on-page techniques like meta tags, URL structure, mobile responsiveness, and site maps; and off-page techniques like blogging, link building, local SEO, and paid search marketing. Each technique is described in 1-2 paragraphs explaining its importance and best practices. The summary provides an overview of the key information covered.
How can webcasts be more effective, and become an important aspect of your overall marketing program? Start with a 57-Point Webcast Effectiveness Checklist along with a multi-channel marketing process to achieve webcast success.
The new and improved Construction Lead Generation - The Definitive Guide will share the results of our most recent national survey on construction lead generation. Importantly, the guide details the current state of the top two construction lead services: Dodge Data & Analytics, and ConstructConnect. Next, the guide identifies several other construction lead services that tend to specialize in regions, type of construction project or service offerings. Finally, other types of lead sources are identified and categorized by Traditional, Internet, and Social Media.
No question, the marketing mix has has significantly changed, shifted, and evolved from traditional marketing to Internet-centric approaches. But are marketers eliminating advertising, PR, trade shows, email and replacing with inbound marketing? Not even close. Sure small companies that never did marketing might only implement Inbound marketing, but most brands active in marketing employ a full complement of marketing elements and approaches.
Here in the unbiased, objective halls of the Modern Marketing University (MMU), we put forth a new theory of effective, best-practice marketing. A marketing mix that is multi-disciplined with a consistent brand identity and message. Outbound Marketing integrating seamlessly with Inbound Marketing, and more measurable than ever before.
We call it Integrated Inbound™ Marketing, and we illustrate the components and inter-relationships via the Inbound/Outbound Marketing™ Process Infographic, below.
How to Select a Marketing Agency: A CMO's Guide to the Agency Selection and H...Modern Marketing Partners
Selecting a new marketing, advertising, creative, promotion, public relations, or internet agency is one of the most important decisions a marketer will make, complicated by the fact that making the wrong selection can be expensive, even career-jeopardizing, or that most marketers have little or no experience with the process.
To assist, this Marketing Agency Selection Guide will first consider some of the reasons for both hiring and firing an agency, followed by detailed descriptions of 11 types of agencies, a 4-Step Agency Selection Process, along with some additional resources on the subject.
Modern Marketing Partners is an award-winning, nationally recognized agency that specializes in complete digital marketing (web, SEO, PPC, content, social media), along with all traditional marketing disciplines including branding, publicity, events, advertising, and more.
Naming a company, start-up, product or service is hard work, complex and often rife with mistakes. Billion dollar companies screw this up every year, while under-funded start-ups launch into the stratosphere with a name that seems brilliant and full of meaning, with little or no advertising.
Intuitively, your brand name is the foundation of all that is marketing. A great name is an advertisement in itself. A name can do more for achieving desired positioning than a budget the size of Australia’s GDP (exaggeration intended). The best names tell a story, and make marketing easier. A breakthrough name can garner free publicity, just because of the name.
What if Google launched with its original name BackRub? Would it be as successful? We know the product is great, but is the brand name Google more memorable and interesting? Of course.
As we will share in the first chapter, naming is very important, yet so often botched up. Despite the extreme amount of strategy and creativity required to develop an effective brand name, often everyone in the company feels compelled, and capable of contributing to name development.
This book is a naming tell all. Lay it all out there. Set the record straight.
Breakthrough Branding: Brand Naming Tips & Trade Secrets will, hopefully, give you an understanding and appreciation for this art and science of naming
Learn social media is dominating ecommerce including statistics, the 7 types of social media commerce, and details for the big 4: Facebook, Twitter, Pinterest, and reviews.
Nonprofits have become one of the top users of social media since joining the platforms. However, many choose to pay hundreds, if not thousands for seminars that take away from the donors and the causes they support.
In an industry that thrives on relationships and relationship building, social media marketing is the perfect tool for nonprofit organizations to engage with donors, volunteers, and supporters.
How can social media help your nonprofit achieve its goals? According to a recent study, the top nonprofit communication goals for 2014 are:
Acquiring new donors
Engaging the community
General brand awareness
Retaining current donors
How are you achieving these goals? This informative guide will introduce nonprofits to the importance and best practices in social media to build relationships, reach out to the community, and increase brand awareness for your nonprofit.
Amalgamated Marketing, an Independent Agency Network, would like to share with you our new whitepaper focusing on the top advice in selecting a new Marketing Agency.
Included in this whitepaper is a plethora of vital information about why you need a marketing agency, types of marketing agencies, the agency selection process, criteria for agency selection, and questions to ask during the selection process.
Amalgamated Marketing is a network of small, specialized marketing agencies, that serves two purposes: first to support clients that require marketing project recommendations, cost estimates and marketing implementation. Second to bring new business to qualified marketing agencies. The Amalgamated Marketing network is different than other agency networks by allowing only small, independent agencies to become members, and by providing coordination services without cost to qualified clients.
By Construction Marketing Association (CMA) Chairman Neil M. Brown
The 214-page comprehensive guide covers all aspects of marketing building products, equipment and construction services to construction and related targets. Units include Strategic Marketing, Tactical Marketing, Specialized Marketing, Practical Marketing, and Marketing Resources. All functional marketing types including traditional and digital media are described with practical tips. Content on channel marketing, A/E/C marketing and retail hardware/home improvement marketing is provided, along with many, specific examples of marketing programs and campaigns in the construction industry. The book also serves as the study guide for the CMA's Certified Construction Marketing Professional (CCMP) program.
The document discusses top SEO techniques for improving search engine optimization and rankings. It explains that the key techniques include on-page factors like meta tag coding, keyword-optimized content and URLs, and off-page factors like link building and social media integration. Specific techniques covered include meta titles and descriptions, header tags, alt tags, XML site maps, internal linking, and fixing errors like duplicate content or broken links. The goal of these techniques is to provide relevant information to search engines to increase traffic from organic search results.
Sales lead generation has never been more important to marketers targeting construction decision makers, whether construction firms or building product manufacturers. This fact is reinforced by a recent Construction Marketing Association survey—2015 Construction Marketing Outlook—which ranked Lead Generation as one of the top priorities for next year.
So to understand where construction marketers are with lead generation—a baseline—we conducted another survey and share the results here, along with some checklists of key lead generation types, and an evaluation of the two largest lead services in the construction market—McGraw-Hill Dodge Reports and Construction Market Data. Finally, we identified several other construction lead sources that tend to specialize in regions, type of construction project or service offerings.
A recent (2015) survey about lead generation in construction conducted by the Construction Marketing Association via SurveyMonkey posed the following questions:
1. What lead generation techniques or sources do you use in marketing to the construction industry?
2. Which lead generation technique/source has shown the best results for your company?
3. Which lead generation technique/source has shown the worst results for your company?
4. Which lead generation technique/source do you foresee using more in the future?
5. What type of company are you?
IDeas BIG Global Brand Ranking Report ranks top worldwide brands based on a compilation of some of the most popular and prestigious rankings. Visit http://blog.ideasbig.com/the-2013-definitive-global-brand-ranking-report/ to download.
The Glossary of Social Media Terms is a resource from Hot Potato Social Media. Learn about the key terms used in social media marketing - you may even learn about some new social media sites!
This document defines various terms related to modern marketing. It includes glossaries on advertising, branding, direct marketing, market research, pricing, product development, public relations, internet marketing and search engine optimization, and social media. Some key terms defined include advertising, branding, market research, direct marketing, pricing, product development, and internet/social media marketing concepts. The document provides concise definitions for over 100 modern marketing terms across these core areas.
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seo proposal | Kiyado Innovations LLP pdfdiyakiyado
Crafting a compelling SEO proposal? Learn how to structure a winning SEO proposal template with essential elements and tips for client engagement. Elevate your SEO strategy with expert insights and examples
2. SEO for Ecommerce: Trade Secrets 2
SEO for Ecommerce: Trade Secrets
Have you noticed a drop in website traffic, or even more obvious, fewer
sales orders? You’re not alone. Frequent search engine algorithm updates
are wreaking havoc on Ecommerce website results—especially sites that lack
search engine optimization or SEO.
No question, achieving top position for keywords in search engine results
pages (SERPs) has always been a top priority for Ecommerce marketers.
Why? Because studies show that only the top few search result positions
drive click-through, website traffic, and critical to Ecommerce—sales.
(Source: Search Engine Watch). Yet many Ecommerce websites lack even
basic search optimization features and techniques.
Developing a new Ecommerce website, or retrofitting an existing website
with best practice search engine optimization (SEO) is critical to achieving
improved organic or natural search engine results (vs. paid search results).
This SEO Guide for Ecommerce Websites will identify and describe three (3)
of the biggest SEO mistakes, and then detail a 7-point SEO checklist of
the most critical search optimization practices, on-page and off-page techniques
that can help your website succeed, along with several useful SEO tools, many
free-of-charge, to assist in the process.
3. SEO for Ecommerce: Trade Secrets 3
Top 3 Ecommerce SEO Mistakes
There is no silver bullet when it comes to improving search results. In fact, SEO
is a complex combination of coding and activities, on-page and off-page tactics.
Following are perhaps the three (3) biggest mistakes that impact search authority
for Ecommerce websites: social media, mobile web, and website speed.
1. POOR SOCIAL MEDIA EXECUTION
Social media marketing is no longer optional for Ecommerce websites. Search
engines attribute high authority to social networks, and search engine results
pages (SERPs) demonstrate that social media ranks, often times higher than
websites. Best practices social media marketing requires proper integration
with your Ecommerce website. For consumer websites, use Facebook, Twitter,
YouTube, Pinterest, Instagram, Google+ (if local is important), and of course,
review sites like Yelp. For business-to-business websites, give LinkedIn more
emphasis followed by Twitter, YouTube, Facebook, and bookmarking sites.
Be sure to make it easy for customers to find and engage with your social media
profiles. Include links in a prominent position on your website. Not only is this a
trust booster, it can help increase your following.
Next, use social media Share Tools on your website. Drive more traffic to your
website with the power of social proof by adding share tools all around your
website to encourage customers to share with their friends and family. Some
common places to add share tools is on your product pages or on thank you/
order confirmation pages. Or, after a customer gives a product review, use a
share tool to give them an easy to way to share it with their Facebook friends
or Twitter followers. Here is an example of a social share tool on the product
page of Guitar Center (along with reviews).
4. SEO for Ecommerce: Trade Secrets 4
Next, offer “Follower” exclusive incentives. In the noisy social media world,
why not stand out? Customers are sick of being told follow us, like us, etc.
Incentivize these actions by offering exclusive discounts or offers to your social
media fans and followers.
Social media contests are a great engagement tool for Ecommerce websites,
who often struggle connecting to customers on social media. Types of contests
include sweepstakes, connect (like/follow to enter), like/share (like/share to
enter), voting (vote for your favorite), or submit (submit/upload content to enter).
Make sure to keep it targeted! If the entrants are not your target audience, they
may be less likely to engage with you again once the contest is over.
Besides contests, how can you increase interactions and engagement on social
media? Use visual content, ask questions, and show your personality. Visual
content tends to be even more engaging than other types on social media.
Photos have been found to be the most engaging type of content on Facebook,
with an 87% interaction rate from fans. Similarly, on Twitter, adding a photo URL
to your tweet can increase retweets by 35% (Social Media Examiner).
2. TAKE MOBILE WEB SERIOUSLY
Shopify recently reported that mobile traffic eclipsed desktop for the first
time, at over 50% of Ecommerce website traffic. With double-digit growth
in mobile expected, implementing a mobile or ideally, responsive website
design has never been more important. Why? Because search engines rank
mobile websites higher, especially for mobile searches. Websites not coded for
mobile, or not using a responsive design will rank lower than mobile competitors.
For more information, check out the EMI blog on mobile commerce.
Just a few years ago, mobile required separate or redundant versions of the
same website, or a mobile version. There are three significant problems with
this scenario. First, the need to update both website versions. Second, the need
for the aforementioned redirects to the mobile version. And third, back-links
established by the desktop version of the website do not automatically redirect,
and thus don’t achieve the search authority.
SocialMediaExaminer.com
5. SEO for Ecommerce: Trade Secrets 5
Thankfully in 2013, responsive website design (RWD) was born, allowing for a
single website design which functions on all desktop, tablet and mobile devices,
without the need for redirects.
Another huge SEO benefit of mobile or responsive website design is improved
user experience (UX). Eliminating the pinch and zoom reduces bounce rate, and
increases page views, which both support increase search authority. Indeed,
non-mobile versions of content-heavy websites suffer high bounce rates, and
thus lower search rankings.
3. SLOW WEBSITE SPEED
A fast website may rank higher in SERPs because Google and other major search
engines take website speed into consideration in their ranking algorithms. With
paid search, a slow loading page could lower your quality score.
Page loading or time, or website speed, is an often underrated factor in search
optimization. However, the speed of your website is a critical component to
overall user experience (UX).
Common culprits for slowing down your website include non-optimized images,
bulky code, tracking codes, share buttons, etc. Want to test your website speed?
Check out Pingdom website speed tester. It will analyze page-loading time, and
provide actionable recommendations to improve your website’s speed. If your
speed score is less than 70/100, then start by identifying large images on your
website using the Screaming Frog SEO tool. Run an analysis on your website,
view images, filter by those over 100kb, and then sort by size. Use this list to
start reducing images with tools such as TinyPNG.
Pingdom.com
ScreamingFrog.co.uk
Tinypng.com
6. SEO for Ecommerce: Trade Secrets 6
SEO Checklist for Ecommerce Websites
So what SEO improvements can you start implementing today? Following is an
SEO checklist that will identify and describe seven (7) of the most critical search
optimization practices or techniques that can help your Ecommerce website
succeed, along with several tools, many free-of-charge, to assist in the process.
1. Meta tag coding
2. URL structure and redirects
3. Site maps and robots.txt
4. Product descriptions and duplicate content
5. Manage Reviews
6. Paid Search (PPC)
7. Ongoing SEO maintenance
1. META TAGS RULE
The most basic building block of SEO are Meta tags, or Meta code including
Meta descriptions, page titles, ALT or image tags, and header tags. In the past,
Meta keywords were used, but are no longer important.
Invisible to the user, Meta tags are HTML (or XHTML) coding that enable search
engines to correctly index a web page’s contents. Ideally Meta descriptions are
unique and keyword-rich for each page, and no more than 150 characters in
length. Title tags or Page Titles, although not technically Meta, work with Meta
descriptions and are typically displayed in the SERPs as the title, along with the
Meta description (see screenshot below).
Title tags are the descriptive words at the top of the browser window that, more
often than not, only list the company name or website address. Title tags should
be simple, keyword-rich, not duplicate of other titles, and approximately 50-60
characters in length including spaces.
Meta Description
Meta Title
7. SEO for Ecommerce: Trade Secrets 7
While technically, meta descriptions do not effect rank, the meta description is
what displays in a search result, so keyword relevance can effect click-through
rate, and hence authority.
ALT tags are the invisible descriptions of an image on your website. They tell
the search engine what an image is and useful when search engines index or
“spider” your website since the engines automatically turn off images and read
only text (including file names). Therefore, file names of your images are also
important. Instead of image filenames such as “DCP0003.jpg,” images should
be re-named “KEYWORD.jpg,” to increase search results.
Header tags are headings within your page content that are used to represent
different sections in your content. The H1 tag is the most important and should
exist on every page, followed by H2, H3, H4, H5, and H6. Some content
management systems (like WordPress) have drop down header tag selections
available. In addition to SEO benefits, header tags improve user experience
on the front end of your website.
2. URL STRUCTURE AND REDIRECTS
Another important ranking determinant is URL or domain structure—specifically,
keyword-rich sub-domains. When linking to website sub-pages that are often
served dynamically via databases, the URL that appears on the “http” line
often includes obscure database code with multiple back slashes or symbols.
To eliminate this search engine hurdle, ideal URL structures use the base domain
name, along with simple keywords or keyword phrases, in place of this coding
(TIP: another best practice is all lower case characters separated by a dash).
A simple but often neglected SEO technique is setting up URL redirects, or
more specifically, a 301 permanent redirect for your website. Search engines
will index both the www.domainname.com and domainname. com versions of
your website. This scenario creates what is known as duplicate content, which
dilutes or penalizes the search authority of the website without the redirect.
Also called a canonical redirect, the 301 permanent redirect is vital to proper
search engine optimization and improved rankings. A simple way to test whether
your website has a 301 redirect in place is to type “yourdomain.com” into your
browser address bar then hit “Enter”. If the URL does not automatically change
to “www.yourdomain.com” or vice versa, then the redirect is NOT in place to
resolve canonical issues, and therefore, is not optimized for the search engines.
The redirect must be done at the hosting server level and can often be completed
via hosting tech support requests.
8. SEO for Ecommerce: Trade Secrets 8
3. SITEMAPS AND ROBOT.TXT
Sitemaps help search engines crawl and discover all pages of your website.
Typically there are two types of site maps: HTML and XML. HTML site maps are
simply a page on your website that is a directory or listing of all the URLs (pages)
on your website (or at least the most important ones). A link to your HTML sitemap
is typically found in your website’s footer. Some visitors who are familiar with
sitemaps may prefer to use such a tool to find exactly what they are looking for.
On the other hand, XML sitemaps are a protocol that allow you to inform Google
and other major search engines about the URLs on your website, which otherwise
may be missed when indexing (especially if your internal linking structure is poor.
Create and submit your XML sitemap to Google, Yahoo, and Bing. To generate
an XML sitemap, link here.
A robots exclusion protocol (REP), or robots.txt, is a text file that instructs search
engines how to crawl and index pages on your website. This file is important if
there are files or directories on your website that you do not want to be indexed
by search engines. You may want this in order to protect private content or
avoid the indexation of duplicate content. If your eyes are glazing over, just ask
your developer.
4. PRODUCT DESCRIPTIONS AND DUPLICATE CONTENT
Customers in a brick-and-mortar store have the advantage of being able to see,
feel, read the package, and try a product before buying it. Online shopping
eliminates this ability, and therefore, ecommerce websites need to provide as
much detailed product information as possible. How many times have you been
buying something online and had questions about a product? What is the length?
What are the materials? Ecommerce websites often make the mistake of leaving
customers with questions about a product, causing them to seek information,
or even purchase, elsewhere! Provide as much information as possible about the
product including: weight, sizes, materials, dimensions, instructions, fabric type,
care instructions, and reviews.
Another issue with Ecommerce websites, is the common practice of cutting and
pasting descriptions from a manufacturer’s website. This is a huge problem, as
hundreds of other websites could be using the same description as you.
9. SEO for Ecommerce: Trade Secrets 9
And as described in the next paragraph, search engines may penalize your
website for duplicate content. Short on text content by nature, Ecommerce
websites need extra, unique content! One way to get unique content on your
Ecommerce website is through unique product descriptions. In the long run,
unique, well-written product descriptions, in combination with many other
factors, can improve website rank in SERPs.
Regarding duplicate content, search engines can identify duplicate pages
with the same content, duplicate Meta code, even duplicate page titles—all
of which penalize search authority. A great tool to pull or “scrape” Meta code
from an existing website is Screaming Frog, which also identifies duplicates.
We recommend using this tool for analyzing Meta code of competitor websites.
Duplicate content is also a concern when “curating” blog or website content
from other websites. Make sure to paraphrase an external source’s content,
avoiding copying paragraphs verbatim.
MANAGE REVIEWS
No question, reviews are a critical component of your Ecommerce strategy.
Positive, negative, or average, every review counts. Consider these statistics
from Econsultancy:
• 61% of customers read online reviews before making a purchase decision
• 63% of users are more likely to make a purchase from a site with reviews
• Consumer reviews are viewed with much more trust than product descriptions
Thanks to Search Engine Land, we also would like to give you 5 steps in
responding to negative reviews:
• Have a game plan
• Know where reviews are happening
• Use negative reviews to make your business better
• Personalize your reviews and ask questions
• Don’t ignore reviews
10. SEO for Ecommerce: Trade Secrets 10
So how do you generate more positive reviews?
The most important, and perhaps obvious, way to get more positive reviews
is to provide great customer service 100 percent of the time. Many people are
not motivated to review a company unless they had a bad experience! Don’t
give customers anything to complain about. Below are some additional tips for
getting more online reviews:
• Don’t be afraid to ask for feedback – Many won’t reach out to their customers
for feedback; consider sending a post-purchase email to request feedback
or a review (include links to review sites)
• Make it easy – Add review site logos and links on your website; likewise, on
review sites, add links to your website to encourage customers to write a review
• Timing can make a difference – Customers are most likely to give you
feedback right away
• Provide instructions – Maybe a customer wants to leave a review but does
not know how to do it. You can create a SIMPLE step-by-step checklist to
provide to clients and even include in feedback email
Search Engine Results Page (SERP)
1. Paid Results
2. Organic Results
3. Google Images
1
2
3
11. SEO for Ecommerce: Trade Secrets 11
PAID SEARCH
As seen in the above search engine results page (SERP), paid search or pay-per-
click (PPC) advertisements, are displayed in top and right frame. While the
reason for investing time and effort in SEO is to avoid paid search, the fact is,
PPC has a positive effect on organic search authority. Why? Because paid search
increases website traffic, and higher traffic builds search authority. How much?
Of course that is dependent on the amount of paid search spending, along with
the quality of SEO implementation.
That said, we have experienced 10-20% organic website traffic growth when
implementing paid search. Remarketing is another paid search option, that
serves up banner ads to past website visitors—a reminder type of ad that is
often less expensive than text ads.
Still, the downside of paid search is that once spending is paused or stopped,
traffic from paid search ceases, and likely any organic traffic that resulted from
paid search. Moral of the story—make sure your SEO is excellent!
ONGOING SEO MAINTENANCE
The job of SEO for an Ecommerce website is never done. Although, once the
above-referenced SEO features and tactics have been properly implemented,
SEO can evolve to a maintenance level. Critical to ongoing SEO maintenance is
constant analysis of your website analytics, along with problem identification of
such issues as broken links, duplicate content, site speed, and more.
First and foremost, use Google Analytics (GA) or similar tool to understand traffic
trends and other metrics like page views and bounce rate. High bounce rates
over 80% mean that percentage of visitors are leaving the website, without linking
further, suggesting a poor user experience (UX), or weak content. GA also offers
an in-page analytics report that identifies click- through rates (CTRs) for each
navigation link, which of course, is excellent insight. For ecommerce sites, Google
Analytics offers conversion codes and tracking, an important metric. Finally, it is
always insightful to identify competitor’s traffic and analytics. We recommend a
tool called Similar Web for this.
12. SEO for Ecommerce: Trade Secrets 12
Besides GA, there are many diagnostic tools to identify errors and issues. The 404
error, which means ‘Page not Found’, more often than not results from a broken
link on your website. Sometimes, these are easy to find when you happen to be
browsing through your site. On the other hand, once your website is built-out with
thousands of pages it can be difficult to pinpoint which links are broken. Several
diagnostic tools are available for you to check this including brokenlinkcheck.com.
Another aspect of ongoing maintenance for Ecommerce websites is tracking
shopping cart abandonment. Over the past four years abandonment rates have
run in the 60% range, meaning six in 10 shoppers who place items in a cart
do not check out (Source: eMarketer). Abandonment is when a shopper puts
something in their cart, but doesn’t actually purchase. Shopping carts are
abandoned for a variety of reasons, but they all have the same outcome –
lost sales. And therefore, it is important to track your websites shopping cart
abandon rates and what step in the process it is taking place. Where buyers are
dropping off can be indicative of where the problem lies. Continue reading:
14 Reasons Online Shoppers Abandon Their Shopping Cart. You can set up
goals and funnels within Google Analytics to measure this metric. Or, there is
a variety of software available to track abandoned carts.
Part of SEO maintenance is constant tracking and monitoring. There a several
options for measuring search authority and search engine optimization (SEO).
Moz reports both domain and page authority, organic rank of keywords, back-links,
along with competitor measures. We prefer and recommend Google Analytics,
but this does require installation of a tracking code. GA offers several dashboards,
along with the ability to select different time frames to further understanding of
your website traffic. GA in-page analytics show click-through rates for navigation
and other content, an excellent tool for understanding user experience (UX).
Finally, we recommend logging into Adwords to perform test searches for keyword
rankings to avoid diluting traffic impressions.
Emarketer.com
14 Reasons Online Shoppers
Abandon Their Shopping Cart
Google.com/analytics/
BrokenLinkCheck.com
Moz.com
13. SEO for Ecommerce: Trade Secrets 13
SEO is Mission Critical to Ecommerce
Achieving search authority, and growing Ecommerce website traffic is becoming
more and more difficult with search engine algorithm updates, and more
sophisticated competition. Both new and existing Ecommerce websites require
excellent search engine optimization (SEO) to achieve top positions on search
engine results pages (SERPs).
By addressing the three SEO mistakes, and implementing the SEO checklist, your
search authority and rank for keywords should improve dramatically—along with
website traffic, and most importantly, sales orders!
About EMI
The Ecommerce Marketing Institute (EMI) offers online marketers unparallelled
information and access to the latest industry news, marketing tips, resources,
training, and events for the rapidly changing Ecommerce industry.
Be sure to check out the EMI EcomTOPICS webcast series, register for our
eNewsletter, CartTALK, and check out our Resources Library with research,
whitepapers, case studies and more.
EMI will cover a range of marketing topics pertinent to Ecommerce including
websites and Ecommerce software, search engine optimization (SEO), branding,
content marketing, social media and social commerce, email marketing, paid
search (PPC), and more.
In the future, EMI will sponsor the EcomEXCELLENCE Awards, recognizing
brands across a range of categories related to Ecommerce marketing. Our
mission is to help Ecommerce website owners, brands and marketers alike take
their marketing to the next level, and ultimately, increase sales!
If you have a question about Ecommerce marketing, ideas you would like to
share, or feedback on our educational tools and services, please contact us
24/7/365.