As someone who has worked in SEO for over 10 years, my primary objective for clients has always been to identify and optimise their website for the keywords that are likely to deliver the best ROI.
Whether that’s sales, leads, engagement – whatever the client needs to focus on, we do our keyword research, identify the most important keywords and then optimise the content for those keywords.
One thing that we have traditionally not monitored in our keyword ranking tools is branded search. Most clients don’t want to know that they are ranking well for their own branded keywords – they just expect it, however, this is not always the case.
As Google has tweaked and changed its algorithm over the years, focussing on dominating the search results (SERPs) for your own branded keywords has become more important than ever before.
The biggest difference between a branded keyword and on-branded is intent.
Blogs have been around since the late 90s, starting out as a few niche sites here and there before evolving into a mainstream medium consisting of millions of blogs publishing posts on a regular basis all around the world.
The format of the blog post has been fairly consistent over this time with the focus being on the writing itself (rightly so) with the occasional image (stock or otherwise) placed throughout to complement the narrative being told.
As time has moved on and audiences’ attention spans and expectations have changed, this visual content has become increasingly important. Not only must it complement a piece, but it must draw the eye, engage the reader, tell its own story and more.
Luckily there are a number of different visual content types that you can use beyond the static image which we’ve discussed below.
The most common substitute for an image is undoubtedly a video…
Personalised marketing has become one of the key strategies for marketers across the world as organisations continually look to get as much return on investment on their spend as is practically possible. Seldom will you find a singular approach for an entire customer base because customers now, for most products and services, are as diverse as they have ever been.
There are some simple steps you can follow to help personalise your own marketing strategy to attract more customers to your business.
Get to know your customers
The first point is, on the face of it, an obvious one but is also one that is often taken for granted and overlooked. Organisations frequently strategise around their customers without first understanding who their customers actually are and getting to know them. It is almost impossible to personalise towards a particular type of customer without knowing whether that customer even exists in the first…