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Digital marketing is a mish-mash of marketing knowledge and little snippets of nerdy know-how. It’s a mess. You need to nail both categories, and the one that I see most often jam up would-be marketers is the nerdy stuff. Without it, you can’t execute. There isn’t some exclusive “oh-look-at-me-I’m-a-digital marketer” club.
Great content is all about a great idea. It’s also about the production quality. I can’t give much advice about video or audio, but I write a lot. These are my favorite little tweaks to improve content quality, reader happiness, and performance. All these tips assume that you can edit your own content but not the larger page template or code that drives it.
UTM stands for Urchin Tracking Module. The name is a holdover from back in the day before Google Analytics (GA) was around. Urchin was a web analytics program acquired by Google back in 2005, which marked the beginning of GA. UTM codes are simple snippets of code appended to the end of URLs that communicate with the GA code on your website.
TL;DR: I wrote a technical SEO ebook. It’s free. You should get it here. You’re probably all wondering where the hell I’ve been. I haven’t written a blog post in, what, four weeks?! I’ve been working on two projects. The first one is a free ebook: Technical SEO Best Practices. I wrote it as something you can hand to a development team and say, “Please do all this.
The longer I live in Seattle, the deeper my obsession with mountains and all the tools required to enjoy them becomes. One of the first tools I fell in love with when I started mountaineering was an ice axe. An ice axe probably doesn’t sound like something you could love. It’s certainly not warm and fuzzy, and it could definitely be used as a weapon.
I know content strategy is important. You know content strategy is important. Who doesn’t know? The people who are going to pay you to develop and implement a content strategy, that’s who. To sell content strategy to your boss and organization, you’ll have to perfect the art of pitching projects with the intention of not only presenting your ideas and convincing your boss to s ...
Connected content is a network of content pieces built around one theme or topic. The kernel of this concept is writing an article and promoting it on social, but connected content goes beyond that. Types of content might include infographics, landing pages, articles, blog posts, social posts, ebooks, and so on.
If you’re active in field of social media marketing, the term “dark social” has probably floated around your office in recent months. Perhaps you’re deeply entrenched in influencer marketing and your team read about Adidas’ latest social media campaign that saw enormous returns from dark social outreach.
“This year is the year of mobile!” … said every PPC strategist 3 years ago. It’s no longer “the year of mobile” – mobile traffic has already become the fastest growing–and possibly most significant–segment of paid SEM traffic. It’s time to take a fresh, actionable look at your mobile PPC strategy for both quick wins and any overdue capital improvement projects.
Search Engine Optimization (SEO) is a bit of a mystery for most developers. So, I’ve put together this checklist of SEO essentials that will make your SEO team and your client very happy. Inspect the HTML source code Get picky about HTML source code: Is your HTML structure valid? Valid HTML structure makes the page easier for search engines to parse. You can validate it here.
These are the slides and links from my presentation at Digital Dealer Workshops. Enjoy! Distance from Perfect: Marketing w/ the Human Algorithm – DDW from Ian Lurie A few tools Bing webmaster tools Google PageSpeed Insights Grammarly Proofreading Software Hemi ...
Email lists are very powerful and have many different applications. They’re a great way to re-engage past customers, share your great content/knowledge, and keep your business at the front of people’s minds. If you aren’t using yours (or if you don’t keep one), no judgment. Okay, maybe a little judgment, but here are some things you should consider.
Google has been rolling out a lot of new features lately. Here is a quick recap of a few of the more significant changes that you should be keeping an eye on. Expanded text ads Google recently launched a new search text ad format that allows advertisers more text per ad as well as a bigger footprint on the SERP.
I’ll be at Pubcon next week, speaking my brains out. Here are my sessions: Speed Baby Speed Tuesday, October 11 11:25am-12:30pm I’d say more but this page loaded too fast. All about making your site faster. Not just Google Page Speed. I’m on a panel with Fili Wiese and Jenny Halasz, with Barry Adams moderating Quora Wednesday, October 12 3:55-5:00pm Using Quora as a marketing tool.
Yes, there’s a marketing lesson here. But when I tried to write “How Digital Marketing is Like Naming My Cat Isis” I almost punched myself in the throat. I have two cats, a dog, and a guinea pig. One of my cats, an insane, overweight Siamese, is named Isis. Yes. Isis. She was so named long before the terrorist organization popped up.
Auditing your Google AdWords account on a quarterly or semi-annual basis is a great way to step back from the day-in, day-out management grind to find gaps in performance or areas for expansion to help boost overall performance. While some marketing managers and business owners know the importance of stepping back to review an AdWords account, many don’t know where to start wh ...
If there’s one thing most marketers dread, it’s hiring vendors. Signing on the dotted line with a new partner offers high risks and potentially catastrophic outcomes if you make a poor decision. But hiring a PPC agency doesn’t have to be a fingernails-dragged-slowly-across-a-blackboard event. I swear! If you have a few fundamental business questions answered before you start y ...
I know, I know. I piled on the tips and tools. It’s OK!!!! Here are the links, related content and slides from my Marketing Worldbuilding talk: 30 Tips For Better Content If you want a bunch of ideas for creating better places, check out this presentation and links Google Trends Compare trends around keywords. Figure out your audience’s language Answer The Public Question research.
Helping you see the forest for the trees in internet marketing: Pulling together search, design, development and more with a cogent strategy.