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While display and paid search ads have their place in every digital marketing strategy, social media advertising is often an overlooked paid channel. Paid search is great at capturing user intent, but is a poor channel for proactive targeting customers, feeding the top of the funnel before the user has the purchasing intent.
For the last two years there has been much discussion and debate around whether click through rate (CTR) is something Google uses to determine where to rank a site. It all began way back when Rand Fishkin did an interesting experiment which provided some evidence behind his theory that CTR is in fact something that could influence rankings.
When doing a link building strategy – or any other type of SEO-related strategy, for that matter – you might find the sheer amount of data that we have available to us at a relatively low cost, quite staggering. However, that can sometimes create a problem in itself; selecting the best data to use, and then using it in such a way that makes it useful and actionable, can be a lot more difficult.