Food for Thought Friday: Freebase, Lead Gen & Content Trends for 2015

, December 19, 2014
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This week we’re featuring articles on Freebase shutting down in 2015, how a content marketing plan can increase your leads and the seven trends that will “dominate” in the new year.

Ready to read more? Continue after the jump! (more…)

[SlideShare] How to Cook Up an Awesome Deck

, December 19, 2014
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Is there anybody here who doesn’t believe in the power of a great speech?

Great speeches — and by great, I mean encouraging, informative and concise — can change people’s lives. I love that words can be so powerful.

Another thing I like about speeches is that anyone can make one! And if you know how to use this weapon, you can encourage your professional community and customers, provide them with brand new knowledge, and even change your company’s presence.

An essential part of any speech is the presentation. As an SEMrush representative at dozens of conferences all around the world, I’ve seen from my own experience that a good speech can become a great one with an interesting and informative presentation.

Today, we are happy to share the results of our research. “How to Cook Up an Awesome Deck” is based on the experience of SEMrush team members and 31 conference speakers, all of whom provided us with their insights.

From tips on creating the right structure and visuals to how to rehearse your speech, we hope this research will help you create a presentation that will change minds and influence people.

Ready? Dive in!

5 Fundamental SEO Metrics That Can Establish the Value of any Website

, December 19, 2014
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Everyone has a story to tell. Still, imagination often overpowers content writers and their love for the written word can make them get ahead of themselves. Focusing all available efforts on thoroughly optimizing a website is imperative before embarking on any content marketing journey, no matter how provoking it might be.

But how do you know which SEO metrics offer you the best value when formulating a content marketing campaign for your site?

5 Fundamental SEO Metrics that Establish the Value of any Website

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Content Hubs: 7 Types of Spin-Off Blog Posts that Save Time and Grow SEO

, December 18, 2014
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What’s arguably the best way to grow brand awareness online? Content marketing. What’s typically the no. 1 reason marketers don’t use content to its fullest? Lack of time.

It’s a constant conundrum content marketers face: Consistent, quality content increases SEO and builds brand awareness, but few can find the time to do it right.

Fortunately, one of this year’s SEO buzzwords has the power to help marketers reach content goals while preserving time.
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Inbound Vs. Outbound: 5 Reasons to Migrate Your Efforts to Inbound Marketing

, December 18, 2014
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As we move more and more into digital marketing age, marketing efforts are more about the customer journey. No longer are we pushing to customers, we are pulling them in.

We are doing this by using compelling offers and nurturing journeys for those that do not convert. Being where the customers are — whether it is Twitter, Facebook, organic search, paid or YouTube — the customer decides what they want, when they want it. And they are not just doing it on desktops — mobile consumption is increasing. The evolving of the “phablet” means consumers want to do their searches on devices they can take with them anywhere.

It’s no longer a push marketing world; it’s a pull marketing world. It’s outbound versus inbound.

Push-Pull Signs

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How Much Money Should I Invest in Content Marketing for 2015?

, December 17, 2014
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If the question you’re asking is: “How much money should I invest in content marketing for 2015?” — you’ll never get the right answer.

The correct question is, “How much money should I invest in lead generation, e-commerce revenue generation, brand awareness and/or brand loyalty in 2015?”

For most companies, these are the main objectives of Internet marketing campaigns. The main Internet marketing programs to support these objectives are SEO, PPC, email marketing and social media marketing.

How Much Money Should I Invest in Content Marketing for 2015?

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My Top 10 Hottest Instagram Marketing Tips for Businesses

, December 17, 2014
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Instagram can be used as a powerful tool for brand building, boosting sales and strengthening customer engagement.

Instagram is an effective visual marketing tool that is often overlooked as a business and marketing tool. A recent study by Forrester Research found that social engagement on Instagram is 20 times better than Twitter! Nate Elliott states:

Our study found that top brands’ Instagram posts generated a per-follower engagement rate of 4.21%. That means Instagram delivered these brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.

With Instagram emerging as the king of social engagement, now is the time for businesses to leverage the social platform. Here are 10 hot marketing tips that will help you do just that.

Top 10 Hottest Instagram Marketing Tips for Business

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Discover the Optimal Ad Copy for Every Keyword & Time of Day

, December 17, 2014
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This post is designed to show advertisers how to leverage multivariate ad testing to discover an optimal ad schedule. Within AdWords, there is no easy way to run a test that treats “schedule” and “keyword” as measurable variables for a scaled experiment, right?

That is not completely true. Advertisers need to do some manual set up but the results can be drastic.

What Will You Possess if You Decide to Try This Ad Testing Approach?

  • An optimal ad for every timeslot, for every day of the week, for each keyword
  • Data that will help you understand your how and why your customers buy your products at various times of day
  • A step toward deeply understanding your customers’ response to your messaging and ad mix
  • A leg up for your next ad test

It is important to note, this experiment type involves three conversion layers: scheduling (targeting), keywords (targeting) and ad copy (message). Let’s get started. (more…)

7 Essential Tools For The Beginning Business Blogger

, December 16, 2014
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Beginning your blog can feel daunting. (Who knew that beginning a blog for your business means you’re going to have to dust off your writing skills?) Creating valuable content on your blog can expand your reach, attract your ideal clients and customers, get you the recognition you crave and increase your bottom line. So why wouldn’t you do it?

Because you don’t know where to start.

Let’s fix that! (more…)

Will Google’s New Inbox Kill Email Marketing?

, December 16, 2014
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It’s been more than a month since Google unveiled Inbox, the email app that will either complement Gmail or replace the decade-old service, depending on whom you ask.

So far, a significant portion of the chatter surrounding Inbox focuses on the novelty of the thing, the user experience it offers and how beta invitations are going for $200 a pop on eBay.

But another conversation needs to take place among marketers, particularly those whose bread and butter is email marketing. If Google just went and re-invented email again, how much does that change the game?

Let’s try to get an early perspective on what Google Inbox might mean for email marketing, given some of what we know about the app. (more…)

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Content Marketing Trends on the Horizon in 2015

, November 21, 2014
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Content Marketing Trends on the Horizon in 2015
 

What does the next year have in store for content marketers? In 2014, we evangelized the terms marketing automation, customer-centric marketing, big data and brand storytelling. This year, new trends are on the horizon.

From content marketplaces to native advertising, this post covers key tactics that will drive content marketing efforts in 2015.

Read, digest, comment and share. (more…)

Food for Thought Friday: Quizzes, Hashtags & Pirate

, November 21, 2014
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This week we’re featuring articles on incorporating quizzes into your content marketing, an infographic on the evolution of the hashtag and an analysis of Google’s Pirate filter.

Want to learn more? Check out these three posts after the jump! (more…)

Which Content Marketing Formats Are Most Effective?

, November 24, 2014
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There are many reasons to love content marketing. There’s the audience engagement and sharing potential. There are the SEO benefits, and the reduced marketing costs.

And then there is the work.

Despite all the benefits of content marketing, there’s no denying it’s a lot of work. Creating content takes time and requires a well-thought out strategy behind it to work. Part of that strategy is figuring out which content vehicles — or formats — are most effective. (more…)

The State of Content Marketing with SEMrush & The Content Show

, November 24, 2014
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ContentShow.TV - Christopher Gaudreau

I recently had the pleasure of sitting down for a Google Hangout with Christopher Gaudreau, host of The Content Show. Chris and I had a great conversation about SEMrush, the current state of content marketing, and what might lie ahead for the industry.

Below are some of the questions Chris asked as well as my answers.

Thanks again to Chris for the invitation!

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ICYMI: E-comm, Marketing and PLA

, November 24, 2014
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Last week we featured articles on 15 ways to make you e-comm site more user-friendly, the difference between content and inbound marketing, and an overview of the features currently available in the new SEMrush PLA research tool.

Did you miss any of these stories on the blog? Continue after the jump. (more…)

Open the Social Traffic Floodgates With WordPress Plugins

, November 25, 2014
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open the social traffic floodgates

There’s no denying the influence social media can have on your online presence.

Some of the big players like Facebook and Twitter have transitioned from being a place to share updates with friends to a powerful network for brands to engage with customers and sell their products. So having a good following on social networks and bringing in targeted traffic from social media is something that everyone (at least everyone who is reading this) should be interested in.

According to a recent survey by Hootsuite 88 percent of organizations think social media is a valuable source of competitive and industry-specific business intelligence and believe social media presence is important to stay competitive. The following infographic also breaks down how they value their social media traffic. (more…)

SEMrush Twitter Chat #5: Tips To Spice Up Your Blog

, November 26, 2014
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We all know the basic recipe for a good blog post — fresh, crisp content; saucy social media posts; tasty visuals and a killer headline (with a pinch of salt and pepper). But what about something new?

During the last SEMrush Twitter Chat, more than 100 participants joined our guest expert Joe Griffin, co-CEO and co-founder of ClearVoice and iAcquire. He shared tips and tricks that are sure to help you unlock your blog’s potential and deliver the content goods to your hungry audience!

Sound delicious? Read on! (more…)

How to Get Clients On Board a Content Strategy

, November 27, 2014
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So you have a client who wants to dominate his market, and he has come to you — out of all the SEO professionals out there — to make it happen.

He wants to “be on Page 1″ for a group of keywords that you, frankly, can’t change his mind about. His company is hell-bent on ranking for these keywords. Despite your views on how they should think about organic visibility, you are left thinking you might actually take on this project with the one primary KPI being a couple of keywords your client thought up. Sound familiar?

I want to share an approach to competitor analysis and keyword research with you, which will get your client to think about achieving results with a more sophisticated strategy. SEMrush has helped me personally turn many prospective clients into real paying clients, with a healthy outlook on the modern world of search.

It is not groundbreaking in the slightest. But it simply makes this type of data easier to work with for the busy, decision-making business owners and marketing managers. (more…)

How to Perform a Quick SEO Audit with SEMrush

, December 1, 2014
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SEMrush offers a wide range of functions for analyzing webpages and their performance in search engines. In this article, I am going to explain how you can perform an SEO audit with SEMrush tools and identify opportunities for optimization, as well as how you can determine how your competitors are doing.

How to Perform a Quick SEO Audit with SEMrush

For this analysis, we’ve chosen to look at the Spanish version of Samsung.com and see how it is applying Google-quality guidelines. The only search engine that we are going to use in our study is Google.es, because it holds over 90% of the Spanish market share.

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Traffic-Shaping: The Optimization Growth Hack No One’s Talking About

, December 1, 2014
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One of my all-time favorite commercials was Electronic Data Systems’ “Cat Herders” from Superbowl XXXIV.

 

Though it’s 15 years old, the commercial is still relevant. Today, digital marketers commonly refer to themselves as “cat herders,” and for good reason.

No matter how well we light the path, online visitors still dart in every direction — seemingly at random. Clicking elements with no links. Getting distracted by almost anything. Screwing up the simplest form fields. And visiting pages that don’t matter (919 visits to my privacy policy, really!?)

If your site had a dusty old sock drawer, you’d find 10 visitors curled up inside.

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When users visit, you want them to end up on a high-converting path. But too often they never make it.

The nature of high-converting pages often precludes them from getting large amounts of organic traffic. These pages usually have limited content, and focus on a single offer — both things Google’s algorithm doesn’t like. Instead, homepages often get the majority of visits — much to the chagrin of anyone working in the conversion optimization industry.

Homepages have always reminded me of those terrible buffets that serve both Western and Chinese food, and do a lousy job of both. When appealing to so many audiences at once, it’s difficult to develop a strong conversion funnel — and everyone leaves unhappy.

So all this begs the question: how can marketers keep their users on engaging pathways that increase our chances of converting them to customers? And if possible, can we funnel traffic from low-converting pages to high-converting pages without disrupting the user experience?

The tactic I’ll discuss in this post is designed to do just that. (more…)

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