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Marketing Lessons Learned from 16 Years of Building Moz – Whiteboard Friday

Posted by randfish

The lessons Rand has learned from building and growing Moz are almost old enough to drive. From marketing flywheels versus growth hacks, to product launch timing, to knowing your audience intimately, Rand shares his best advice from a decade and a half of marketing Moz in today’s edition of Whiteboard Friday.

Marketing Lessons Learned from 16 Years of Building Moz

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we are going to chat about some of the big lessons learned for me personally building this company, building Moz over the last 16, 17 years.

Back in February, I left the company full-time. I’m still the Chairman of the Board and contribute in some ways, including an occasional Whiteboard Friday here and there. But what I wanted to do as part of this book that I’ve written, that’s just coming out April 24th, Lost and Founder, is talk about some of the elements in there, maybe even give you a sneak peek.

If you’re thinking, “Well, what are the two or three chapters that are super relevant to me?” let me try and walk you through a little bit of what I feel like I’ve taken away and what I’m going to change going forward, especially stuff that’s applicable to those of us in web marketing, in SEO, and in broader marketing.

Marketing flywheels > growth hacks

First off, marketing flywheels, in my experience, almost always beat growth hacks. I know that growth hacks are trendy in the last few years, especially in the startup and technology worlds. There’s been this sort of search for the next big growth hack that’s going to transform our business. But I’ve got to be honest with you. Not just here at Moz, but in all of the companies that I’ve had experience with as a marketer, this tends to be what that looks like when it’s implemented.

So folks will find a hack. They’ll find some trick that works for a little while, and it results in this type of a spike in their traffic, their conversions, their success metrics of whatever kind. So they’ve discovered a way to game Facebook or they found this new black hat trick or they found this great conversion device. Whatever it is, it’s short term and short lasting. Why is this? It tends to be because of something Andrew Chen calls — and I’ll use his euphemism here — it’s called the “Law of Shitty Click-through Rates,” which essentially says that over time, as people get experienced with a sort of marketing trend, they become immune to its effects.

Marketing Lessons Learned from 16 Years of Building Moz - Whiteboard Friday

You can see this in anything that sort of tries to hack at consciousness or take advantage of psychological biases. So you get this pattern of hack, hack, hack, hack, and then none of the hacks you’re doing work anymore. Even if you have a tremendously successful one, even if this is six months in length, it tends to be the case that, over time, those diminish and decline.

Conversely, a marketing flywheel is something that you build that generates inertia and energy, such that each effort and piece of energy that you put into it helps it spin faster and faster, and it carries through. It takes less energy to turn it around again and again in the future after you’ve got it up and spinning. This is how a lot of great marketing works. You build a brand. You build your audience. They come to you. They help it amplify. They bring more and more people back. In the web marketing world, this works really well too.

Marketing Lessons Learned from 16 Years of Building Moz - Whiteboard Friday

So most of you are familiar with Moz’s flywheel, but I’ll try and give it a rough explanation here. We start down here with content ideas that we get from spending lots of time with SEOs. We do keyword research, and we optimize these posts, including look at Whiteboard Friday itself.

What do we do with Whiteboard Friday? You’re watching this video, but you’ll also see the transcript below. You’ll see the podcast version from SoundCloud so that you can listen to the text rather than watch me if you can do audio only for some reason. Each of these little images have been cut out and placed into the text below so that someone who’s searching in Google images might find some of these and find their way to Whiteboard Friday. A few months after it goes up here, hosted with Wistia on Moz, it will be put up on YouTube.com so that people can find it there.

So we’ve done all these sorts of things to optimize these posts. We publish them, and then we earn amplification through all the channels that we have — email, social media, certainly search engines are a big one for us. Then we grow our reach for next time.

Early in the days, early in Moz’s history, when I was first publishing, I was writing every blog post myself for many, many years. This was tremendously difficult. We weren’t getting much reach. Now, it’s an engine that turns on its own. So each time we do it, we earn more SEO ranking ability, more links, more other positive ranking signals. The next time we publish content, it has an even better chance of doing well. So Moz’s flywheel keeps spinning, keeps getting faster and faster, and it’s easier and easier. Each time I film Whiteboard Friday, I’m a little more experienced. I’ve gotten a little better at it.

Flywheels come in many different forms

Flywheels come in a lot of forms. It’s not just the classic content and SEO one that we’re describing here, although I know many of you who watch Whiteboard Friday probably use something similar. But press and PR is a big one that many folks use. I know companies that are built on primarily event marketing, and they have that same flywheel going for them. In advertising, folks have found these, in influencer-focused marketing flywheels, and community and user-generated content to build flywheels. All of these are ways to do that.

Find friction in your flywheels

If and when you find friction in your flywheel, like I did back in my early days, that’s when a hack is really helpful. If you can get a hack going to grow reach for next time, for example, in my early days, this was all about doing outreach to folks in the SEO space who were already influential, getting them to pay attention and help amplify Moz’s content. That was the hack that I needed. Essentially, it was a combination of the Beginner’s Guide to SEO and the Search Ranking Factors document, which I’ve described here. But that really helped grow reach for next time and made this flywheel start spinning in the way that we wanted. So I would urge you to favor flywheels over hacks.

Marketing an MVP is hard

Second one, marketing an MVP kind of sucks. It’s just awful. Great products are rarely minimum viable products. The MVP is a wonderful way to build. I really, really like what Eric Ries has done with that movement, where he’s taken this concept of build the smallest possible thing you can that still solves the user’s problem, the customer’s problem and launch that so that you can learn and iterate from it.

I just have one complaint, which is if you do that publicly, if you launch your MVP publicly and you’re already a brand that’s well known, you really hurt your reputation. No one ever thinks this. No one ever thinks, “Gosh, you know, Moz launched their first version of new tool X. It’s pretty terrible, but I can see how, with a few years of work, it’s going to be an amazing product. I really believe in them.” No one thinks that way.

What do you think? You think, “Moz launched this product. Why did they launch it? It’s kind of terrible. Are they going downhill? Do they suck now? Maybe I should I trust their other tools less.” That’s how most people think when it comes to an MVP, and that’s why it’s so dangerous.

Marketing Lessons Learned from 16 Years of Building Moz - Whiteboard Friday

So I made this silly chart here. But if the quality goes from crap to best in class and the amplification worthiness goes from zero to viral, it tends to be the case that most MVPs are launching way down here, when they’re barely good enough and thus have almost no amplification potential and really can’t do much for your marketing other than harm it.

If you instead build it internally, build that MVP internally, test with your beta group, and wait until it gets all the way up to this quality level of, “Wow, that’s really good,” and lots of people who are using it say, “Gosh, I couldn’t live without this. I want to share it with my friends. I want to tell everyone about this. Is it okay to tell people yet?” Maybe it’s starting to leak. Now, you’re up here. Now, your launch can really do something. We have seen exactly that happen many, many times here at Moz with both MVPs and MVPs where we sat on them and waited. I talk about some of these in the book.

MVPs, great to test internally with a private group. They’re also fine if you’re really early stage and no one has heard of you. But MVPs can seriously drag down reputation and perception of a brand’s quality and equity, which is why I generally recommend against them, especially for marketing.

Living the lives of your customer/audience is a startup + marketing cheat code

Last, but not least, living the lives of your customers or your audience is a cheat code. It is a marketing and startup cheat code. One of the best things that I have ever done is to say, “You know what? I am not going to sequester myself in my office dreaming up this great thing I think we should build or I think that we should do. Instead, I’m going to spend real time with our customers.”

Marketing Lessons Learned from 16 Years of Building Moz - Whiteboard Friday

So you might remember, at the end of 2013, I did this crazy project with my friend, Wil Reynolds, who runs Seer Interactive. They’re an SEO agency based here in the United States, in Philadelphia and San Diego. They do a lot more than SEO. Wil and I traded houses. We traded lives. We traded email accounts. I can’t tell you how weird it is answering somebody’s email, replying to Wil’s mom and being like, “Oh, Mrs. Reynolds, this is actually Rand. Your son, Wil, is answering my email off in Seattle and living in my apartment.”

Marketing Lessons Learned from 16 Years of Building Moz - Whiteboard Friday

That experience was transformational for me, especially after having gone through the pain of building something that I had conceptualized myself but hadn’t validated and hadn’t even come up with the idea from real problems that real people were facing. I had come up with it based on what I thought could grow the company. I seriously dislike ideas that come from that perspective now.

So since then, I just try not to assume. I try not to assume that I know what people want. When we film a Whiteboard Friday, it is almost always on a topic that someone I have met and talked to either over email or over Twitter or in person at an event or a conference, we’ve had a conversation in person. They’ve said, “I’m struggling with this.” I go, “I can make a Whiteboard Friday to help them with that.” That’s where these content ideas come from.

When I spend time with people doing their job, I was just in San Diego a little while ago meeting with a couple of agencies down there, spending time in their offices showing off a new links tool, getting all their feedback, seeing what they do with Open Site Explorer and Ahrefs and Majestic and doing their work with them, trying to go through the process that they go through and actually experiencing their pain points. I think this right here is the product and marketing cheat code. If you spend time with your audience, experiencing their pain points, the copy you write, what you design, where you place it, who you try and get to influence and amplify it, how you serve them, whether that’s through content or through advertising or through events, or whatever kind of marketing you’re doing, will improve if you live the lives of your customers and their influencers.

Whatever kind of marketing you’re doing will improve if you live the lives of your customers and their influencers.

All right, everyone. Hope you’ve enjoyed this edition of Whiteboard Friday. If you have feedback on this or if you’ve read the book and checked that out and you liked it or didn’t like it, please, I would love to hear from you. I look forward to your comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Join Us for a Live Workshop on Modern Email Marketing

The major heads-up today is that we have a live workshop next week (Tuesday, April 24 at 1:00 p.m. Eastern Time) on how to use sophisticated segmentation and automation in your email marketing — even if you have a limited budget and you’re not particularly technical. This lets you create focused and relevant messages for
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Marketing 101: What is website usability?

Usability is in the eyes of the beholder. That which is easy to us isn’t always obvious to our customers. Today, we explore that topic and offer a little advice.
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How to Make Effective, High-Quality Marketing Reports & Dashboards

Posted by Dom-Woodman

My current obsession has been reporting. Everyone could benefit from paying more attention to it. Five years, countless ciders, and too many conferences into my career, I finally spent some time on it.

Bad reporting soaks up just as much time as pointless meetings. Analysts spend hours creating reports that no one will read, or making dashboards that never get looked it. Bad reporting means people either focus on the wrong goals, or they pick the right goals, but choose the wrong way to measure them. Either way, you end up in the same place.

So I thought I’d share what I’ve learned.

We’re going to split this into:

(We’ll lean on SEO examples — we’re on Moz! — however, for those non-SEO folks, the principles are the same.)

What is the goal of a report versus a dashboard?

Dashboards

Dashboards should:

  • Measure a goal(s) over time
  • Be easily digestible at a glance

The action you take off a dashboard should be:

  • Let’s go look into this.

Example questions a dashboard would answer:

  • How are we performing organically?
  • How fast does our site load?

Reports

Reports should:

  • Help you make a decision

The action you take off a report should be:

  • Making a decision

Example questions a report would answer:

  • Are our product changes hurting organic search?
  • What are the biggest elements slowing our website?

Who is this data for?

This context will inform many of our decisions. We care about our audience, because they all know and care about very different things.

A C-level executive doesn’t care about keyword cannibalization, but probably does care about the overall performance of marketing. An SEO manager, on the other hand, probably does care about the number of pages indexed and keyword cannibalization, but is less bothered by the overall performance of marketing.

Don’t mix audience levels

If someone tells you the report is for audiences with obviously different decision levels, then you’re almost always going to end up creating something that won’t fulfill the goals we talked about above. Split up your reporting into individual reports/dashboards for each audience, or it will be left ignored and unloved.

Find out what your audience cares about

How do you know what your audience will care about? Ask them. As a rough guide, you can assume people typically care about:

  • The goals that their jobs depend on. If your SEO manager is being paid because the business wants to rank for ten specific keywords, then they’re unlikely to care about much else.
  • Budget or people they have control over.

But seriously. Ask them what they care about.

Educating your audience

Asking them is particularly important, because you don’t just need to understand your audience — you may also need to educate them. To go back on myself, there are in fact CEOs who will care about specific keywords.

The problem is, they shouldn’t. And if you can’t convince them to stop caring about that metric, their incentives will be wrong and succeeding in search will be harder. So ask. Persuading them to stop using the wrong metrics is, of course, another article in and of itself.

Get agreement now

To continue that point, now is also the time to get initial agreement that these dashboards/reports will be what’s used to measure performance.

That way, when they email you three months in asking how you’re doing for keyword x, you’re covered.

How to create a good dashboard

Picking a sensible goal for your dashboard

The question you’re answering with a dashboard is usually quite simple. It’s often some version of:

  • Are we being successful at x?

…where x is a general goal, not a metric. The difference here is that a goal is the end result (e.g. a fast website), and the metric (e.g. time to start render) is the way of measuring progress against that.

How to choose good metrics for dashboards

This is the hard part. We’re defining our goal by the metrics we choose to measure it by.

A good metric is typically a direct measure of success. It should ideally have no caveats that are outside your control.

No caveats? Ask yourself how you would explain if the number went down. If you can immediately come up with excuses that could be answered by things out of your control, then you should try to refine this metric. (Don’t worry, there’s an example in the next section.)

We also need to be sure that it will create incentives for how people behave.

Unlike a report, which will be used to help us make a decision, a dashboard is showing the goals we care about. It’s a subtle distinction, but an important one. A report will help you make a single decision. A dashboard and the KPIs it shows will define the decisions and reports you create and the ideas people have. It will set incentives and change how the people working off it behave. Choose carefully. Avinash has my back here; go read his excellent article on choosing KPIs.

You need to bear both of these in mind when choosing metrics. You typically want only one or two metrics per goal to avoid being overwhelming.

Example: Building the spec for our dashboard

Goal: Measure the success of organic performance

Who is it for: SEO manager

The goal we’re measuring and the target audience are sane, so now we need to pick a metric.

We’ll start with a common metric that I often hear suggested and we’ll iterate on it until we’re happy. Our starting place is:

  1. Metric: Search/SEO visibility
    1. “Our search visibility has dropped”: This could be because we were ranking for vanity terms like Facebook and we lost that ranking. Our traffic would be fine, but our visibility would be down. *Not a good metric.
  2. Metric: Organic sessions over time
    1. “Our organic sessions have dropped”: This could easily be because of seasonality. We always see a drop in the summer holidays. *Okay, also not a good metric.
  3. Metric: Organic sessions with smoothed seasonality
    1. Aside: See a good example of this here.
    2. “Our organic sessions with smoothed seasonality have dropped”: What if the industry is in a downturn? *We’re getting somewhere here. But let’s just see…
  4. Metric: Organic sessions with smoothed seasonality and adjusted for industry
    1. “Our organic sessions with smoothed seasonality and adjusted for industry have dropped”: *Now we’ve got a metric that’s getting quite robust. If this number drops, we’re going to care about it.

You might have to compromise your metric depending on resources. What we’ve just talked through is an ideal. Adjusting for industry, for example, is typically quite hard; you might have to settle for showing Google trends for some popular terms on a second graph, or showing Hitwise industry data on another graph.

Watch out if you find yourself adding more than one or two additional metrics. When you get to three or four, information gets difficult to parse at glance.

What about incentives? The metric we settled on will incentivize our team get more traffic, but it doesn’t have any quality control.

We could succeed at our goal by aiming for low-quality traffic, which doesn’t convert or care about our brand. We should consider adding a second metric, perhaps revenue attributed to search with linear attribution, smoothed seasonality, and a 90-day lookback. Or alternatively, organic non-bounce sessions with smoothed seasonality (using adjusted bounce rate).

Both those metrics sound like a bit of a mouthful. That’s because they’ve gone through a process similar to what we talked about above. We might’ve started with revenue attributed to search before, then got more specific and ended up with revenue attributed to search with linear attribution, smoothed seasonality and a 90-day lookback.

Remember, a dashboard shouldn’t try to explain why performance was bad (based on things in your control). A dashboard’s job is to track a goal over time and says whether or not further investigation is needed.

Laying out and styling dashboards

The goal here is to convey our information as quickly and easily as possible. It should be eyeball-able.

Creating a good dashboard layout:

  • It should all fit on a single screen (i.e. don’t scroll on the standard screen that will show the results)
  • People typically read from the top and left. Work out the importance of each graph to the question you’re answering and order them accordingly.
  • The question a graph is answering should be sat near it (usually above it)
  • Your design should keep the focus on the content. Simplify: keep styles and colors unified, where possible.

Here’s a really basic example I mocked up for this post, based on the section above:

  • We picked two crucial summary metrics for organic traffic:
    1. Organic sessions with smoothed seasonality
      • In this case we’ve done a really basic version of “adjusting” for seasonality by just showing year on year!
    2. Revenue attributed to organic sessions
  • We’ve kept the colors clean and unified.
  • We’ve got clean labels and, based on imaginary discussions, we’ve decided to put organic sessions above attributed revenue.

(The sharp-eyed amongst you may notice a small bug. The dates in the x-axis are misaligned by 1 day; this was due to some temporary constraints on my end. Don’t repeat this in your actual report!)

How to create a good report

Picking a sensible decision for your report

A report needs to be able to help us make a decision. Picking the goal for a dashboard is typically quite simple. Choosing the decision our report is helping us make is usually a little more fraught. Most importantly, we need to decide:

  • Is there a decision to be made or are we knowledge-gathering for its own sake?

If you don’t have a decision in mind, if you’re just creating a report to dig into things, then you’re wasting time. Don’t make a report.

If the decision is to prioritize next month, then you could have an investigative report designed to help you prioritize. But the goal of the report isn’t to dig in — it’s to help you make a decision. This is primarily a frame of mind, but I think it’s a crucial one.

Once we’ve settled on the decision, we then:

  • Make a list of all the data that might be relevant to this decision
  • Work down the list and ask the following question for each factor:
    1. What are the odds this piece of information causes me to change my mind?
    2. Could this information be better segmented or grouped to improve?
    3. How long will it take me to add this information to the report?
    4. Is this information for ruling something out or helping me weigh a decision?

Example: Creating a spec for a report

Here’s an example decision a client suggested to me recently:

  • Decision: Do we need to change our focus based on our weekly organic traffic fluctuations?
  • Who’s it for: SEO manager
  • Website: A large e-commerce site

Are we happy with this decision? In this case, I wasn’t. Experience has taught me that SEO very rarely runs week to week; one thing our SEO split-testing platform has taught us time and time again is even obvious improvements can take three to four weeks to result in significant traffic change.

  • New decision: Do we need to change our focus based on our monthly organic traffic fluctuations?

Great — we’re now happy with our decision, so let’s start listing possible factors. For the sake of brevity, I’m only going to include three here:

  • Individual keyword rankings
  • Individual keyword clicks
  • Number of indexed pages

1. Individual keyword rankings

  • What are the odds this piece of information causes me to change my mind?
    • As individual keyword rankings? Pretty low. This is a large website and individual keyword fluctuations aren’t much use; it will take too long to look through and I’ll probably end up ignoring it.
  • Could this information be better segmented or grouped to improve?
    • Yes, absolutely. If we were to group this by page type or topic level, it becomes far more interesting. Knowing my traffic has dropped only for one topic would make me want to go to push more resources to try and bring us back to parity. We would ideally also want to see the difference in rank with and without features.
  • How long will it take me to add this information to the report?
    • There are plenty of rank trackers with this data. It might take some integration time, but the data exists.
  • Is this information for ruling something out or helping me weigh a decision?
    • We’re just generically looking at performance here, so this is helping me weigh up my decision.

Conclusion: Yes, we should include keyword rankings, but they need to be grouped and ideally also have both rank with and without Google features. We’ll also want to avoid averaging rank, to lose subtlety in how our keywords are moving amongst each other. This example graph from STAT illustrates this well:

2. Individual keyword clicks

  • What are the odds this piece of information causes me to change my mind?
    • Low. Particularly because it won’t compensate for seasonality, I would definitely find myself relying more on rank here.
  • Could this information be better segmented or grouped to improve?
    • Again yes, same as above. It would almost certainly need to be grouped.
  • How long will it take me to add this information to the report?
    • This will have to come from Search Console. There will be some integration time again, but the data exists.
  • Is this information for ruling something out or helping me weigh a decision?
    • Again, we’re just generically looking at performance here, so this is helping me weigh up my decision.

Conclusion: I would probably say no. We’re only looking at organic performance here and clicks will be subject to seasonality and industry trends that aren’t related to our organic performance. There are certainly click metrics that will be useful that we haven’t gone over in these examples — this just isn’t one of them.

3. Number of indexed pages

  • What are the odds this piece of information causes me to change my mind?
    • Low, although sharp jumps would definitely be cause for further investigation.
  • Could this information be better segmented or grouped to improve?
    • It could sometimes be broken down into individual sections, using Search Console folders.
  • How long will it take me to add this information to the report?
    • This will have to come from Search Console. It doesn’t exist in the API, however, and will be a hassle to add or will have to be done manually.
  • Is this information for ruling something out or helping me weigh a decision?
    • This is just ruling out, as it’s possible any changes in fluctuation have come from massive index bloat.

Conclusion: Probably yes. The automation will be a pain, but it will be relatively easy to pull it in manually once a month. It won’t change anyone’s mind very often, so it won’t be put at the forefront of a report, but it’s a useful additional piece of information that’s very quick to scan and will help us rule something out.

Laying out and styling reports

Again, our layout should be fit for the goal we’re trying to achieve, which gives us a couple principles to follow:

  • It’s completely fine for reports to be large, as long as they’re ordered by the odds that the decision will change someone’s mind. Complexity is fine as long as it’s accompanied by depth and you don’t get it all at once.
  • On a similar point, you’ll often have to breakdown metrics into multiple graphs. Make sure that you order them by importance so someone can stop digging whenever they’re happy.

Here’s an example from an internal report I made. It shows the page breakdown first and then the page keyword breakdown after it to let you dig deeper.

  • There’s nothing wrong with repeating graphs. If you have a summary page with five following pages, each of which picks one crucial metric from the summary and digs deeper, it’s absolutely useful to repeat the summary graph for that metric at the top.
  • Pick a reporting program which allows paged information, like Google Data Studio, for example. It will force you to break a report into chunks.
  • As with dashboards, your design should keep the focus on the content. Simplify — keep styles and colors unified where possible.

Creating an effective graph

The graphs themselves are crucial elements of a report and dashboard. People have built entire careers out of helping people visualize data on graphs. Rather than reinvent the wheel, the following resources have all helped me avoid the worst when it comes to graphs.

Both #1 and #2 below don’t focus on making things pretty, but rather on the goal of a graph: to let you process data as quickly as possible.

  1. Do’s and Don’ts for Effective Graphs
  2. Karl Broman on How to Display Data Badly
  3. Dark Horse Analytics – Data Looks Better Naked
  4. Additional geek resource: Creating 538-Style Charts with matplotlib

Sometimes (read: nearly always) you’ll be limited by the programs you work in, but it’s good to know the ideal, even if you can’t quite reach it.

What did we learn?

Well, we got to the end of the article and I’ve barely even touched on how to practically make dashboards/reports. Where are the screenshots of the Google Data Studio menus and the step-by-step walkthroughs? Where’s the list of tools? Where’s the explanation on how to use a Google Sheet as a temporary database?

Those are all great questions, but it’s not where the problem lies.

We need to spend more time thinking about the content of reports and what they’re being used for. It’s possible having read this article you’ll come away with the determination to make fewer reports and to trash a whole bunch of your dashboards.

That’s fantastic. Mission accomplished.

There are good tools out there (I quite like Plot.ly and Google Data Studio) which make generating graphs easier, but the problem with many of the dashboards and reports I see isn’t that they’ve used the Excel default colors — it’s that they haven’t spent enough time thinking about the decision the report makes, or picking the ideal metric for a dashboard.

Let’s go out and think more about our reports and dashboards before we even begin making them.

What do you guys think? Has this been other people’s experience? What are the best/worst reports and dashboards you’ve seen and why?

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3 Content Marketing Myths and Their Reality-Based Solutions

We all know that creating content can be hard work. One of our goals at Copyblogger is to help you make sure you’re putting your work into the right things, so you get results and not just a fistful of disappointment. This week, we looked at three myths and mistakes that can hold writers back
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Digital Marketing News: CMO Diversity Shortfalls, Goo.gl Retirement, Facebook’s New A/B Tests

Brands Fail to Meet the ANA’s Diversity Goals, Too

Brands Fail to Meet the ANA’s Diversity Goals, Too
Progress has been strong in CMO gender balance while ethnic diversity continues to face significant shortfalls, according to new research from the Association of National Advertisers and its inaugural CMO scorecard. While 45 percent of top marketer positions examined in the ANA member data were female, only 13 percent were people of color. AdWeek

Instagram Makes Stories Advertising Easier with Automatic Full-screen Support
Instagram advertisers can now have square or landscape ad photos or videos automatically reformatted for full-screen utilization, one of several new features the firm recently announced as part of an effort to improve Instagram Stories. Marketing Land

YouTube Launches Reach-Based Pricing for User-Skippable Ads
YouTube advertisers can buy spots skippable after five seconds with prices based on a CPM basis, the firm has announced. With TruView for Reach, YouTube now offers an ad option aside from its in-stream non-skippable “bumper” ads and its traditional TrueView ads. Variety

Goo.gl Shutting Down – These are Your Options
Google’s popular URL shortener goo.gl is being phased out over the next year, with the Internet giant supporting a move to the newer take on short and persistent links that is offered with Firebase Dynamic Links (FDL). Existing goo.gl links will continue to function, however, Google has noted. Search Engine Journal

Advertisers on Facebook Have Some New Ways to Conduct A/B Tests
Facebook advertisers can now use split A/B tests in its Ads Manager’s Quick Creation system, the company announced Monday, a new option to augment the creative split testing it launched in October. The option to easily duplicate split tests while keeping them separate from existing settings was also among several new features Facebook rolled out this week. AdWeek

Snapchat Lays Off 100 From Advertising Division in Department Restructure
Three percent of Snapchat’s workforce has been cut in layoffs, with 100 workers in the firm’s advertising department being the latest affected in a series of downsizing that has followed lukewarm quarterly earnings results, Snapchat announced this week. AdWeek

Diversity And Gender Progress Is Mixed Among ANA Member CMOs

Facebook Will No Longer Allow Third-Party Data for Targeting Ads
Facebook has begun disabling its popular Partner Categories, as part of a continued recent effort to combat potentially vulnerable advertising practices, the company has announced. The Verge

Twitter’s Timestamps Lets You Share Live Videos from Any Specific Moment
The ability to schedule live videos with a new Timestamps feature has been announced by Twitter, as part of a new set of tool options that also allows video replays to begin at any point. The Verge

Snapchat is Testing ‘Connected Apps’ for Sharing Information
Snapchat has made way for the possibility of offering connected apps in its latest beta version, a move which could eventually mean a similar feature in its widely-used release version. Mashable

Google Lets Businesses Post Offers to Organic Search Results
Google is testing a new feature that allows businesses to present offers in both maps and directly in SERPs, from Google My Business pages, including offer photos, text, link, dates and times. Search Engine Journal

Facebook Restricts APIs, Axes Old Instagram Platform Amidst Scandals
Facebook is shutting down portions of the Instagram API for developers months ahead of a previously-scheduled July 31 deprecation, in the wake of Facebook’s must-publicized recent privacy concerns. TechCrunch

Bing Adds More Intelligent Search Features
Bing has launched several new search features, including aggregated facts from multiple sources, hover-over definitions for uncommon words, image search object detection zoom enhancements, along with updated handling of how-to questions, the company announced. Search Engine Roundtable

ON THE LIGHTER SIDE:

Marketoonist Personal Data Simplicity Comic

A lighthearted look at product proliferation, non-universal USB frustration, and Steve Jobs’ product matrix – Marketoonist

April Fools’ the Day After: Our Roundup of Every Brand Stunt You Missed the First Time Around – AdWeek

Google Rickrolls SEOs With Recrawl Now Button – SEO Roundtable

‘Stolen office lunch’ drama has Twitter gripped – BBC

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • LinkedIn (client) – How to Ignite Your LinkedIn Marketing Strategy [Infographic] — MarketingProfs
  • Lee Odden – 47 Quotes about content marketing from top content marketers — Medium
  • Steve Slater – Search Marketing Scoop with David Bain #5 [podcast] — SEM Rush
  • Ashley Zeckman – Romancing B2B Influencers: How to Attract, Engage and Persuade Influencers to Co-Create — AMA Iowa
  • DivvyHQ (client) – [Interactive Guide] Take Your Content Marketing Program Back to the Future with DivvyHQ — DivvyHQ

Don’t miss next week, when we’ll be sharing all new marketing news stories, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Digital Marketing News: CMO Diversity Shortfalls, Goo.gl Retirement, Facebook’s New A/B Tests | http://www.toprankblog.com

The post Digital Marketing News: CMO Diversity Shortfalls, Goo.gl Retirement, Facebook’s New A/B Tests appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

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Email Clickthrough Rate: 9-point checklist to get more clicks for your email marketing by reducing perceived cost

A walk through our Email Click Cost Force Checklist, step-by-step
MarketingSherpa Blog

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Referral Marketing: 4 case studies

If you’re also looking for ideas and tactics to launch or optimize your own referral programs, here are 4 interesting case studies
MarketingSherpa Blog

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The Guide to Local Sponsorship Marketing – The 2018 Edition

Posted by Claudia0428

For most Moz readers, local marketing means content, reviews, AdWords, local listings, and of course citations. If you’re a larger brand, you might be doing outdoor, radio, print, and television advertising as well. Today we’re here to humbly submit that local sponsorships remain the most-overlooked and opportunity-rich channel, and they build real local connections for both large brands and small business alike.

This article is the second edition of the ZipSprout team’s guide to local sponsorships. We wrote the first edition in 2016 after a few months of securing local sponsorship campaigns for a handful of clients. Since then, we’ve tripled our client roster and we’ve worked with more than 8,000 local organizations, donating nearly $ 1,000,000 in local sponsorships to 1,300+ opportunities. Since then we’ve also learned how to build campaigns for local presence.

So we knew the guide was due for a reboot.

One of our most significant learnings of the past two years is the understanding of local sponsorships as a channel in their own right. They can be directed toward local SEO or local marketing campaigns, but sponsorships are their own breed of local connection — and just like content campaigns, local PR campaigns, or review management, local sponsorships have their own set of conventions and best practices.

This article is meant for anyone with an eye toward local sponsorships as a marketing channel. Agencies and enterprise organizations may find it particularly helpful, but we’re big believers in encouraging smaller local businesses to engage in sponsorships too. Get out there and meet your neighbors!


The what & why of local sponsorships

Local events, nonprofits, and associations constitute a disjointed but very real network of opportunities. Unlike other channels, local sponsorships aren’t accessible from a single platform, but we’ve found that many sponsorships share similarities. This makes it possible to develop processes that work for campaigns in any metro area.

Local sponsorships are also a unique channel in that the benefits can range from the digital to the analog: from local links to a booth, from social posts to signage on a soccer field. The common thread is joining the community by partnering with local organizations, but the benefits themselves vary widely.

We’ve identified and track 24 unique benefits of sponsorships related to local marketing:

  1. Ad (full or partial)
  2. Advertising on event app
  3. Blog post featuring sponsor
  4. Booth, tent, or table at event
  5. Event named for sponsor
  6. Guest post on organization blog
  7. Inclusion in press release
  8. Link in email newsletter
  9. Link on website
  10. Logo on event t-shirt or other swag
  11. Logo on signage
  12. Logo or name on website
  13. Media spots (television/radio/newspaper)
  14. Mention in email newsletter
  15. Mention in publicity materials, such as programs & other printed materials
  16. Networking opportunity
  17. Physical thing (building, etc.) named for sponsor
  18. Social media mention
  19. Speaking opportunity at event
  20. Sponsor & sponsor’s employees receive discounts on services/products/events
  21. Sponsor can donate merchandise for goodie bags
  22. Sponsored post (on blog or online magazine)
  23. Tickets to event
  24. Verbal recognition

There are probably more, but in our experience most benefits fall into these core categories. That said, these benefits aren’t necessarily for everyone…

Who shouldn’t do local sponsorships?

1. Don’t do local sponsorships if you need fast turnaround.

Campaigns can take 1–3 months from launch until fulfillment. If you’re in a hurry to see a return, just increase your search ad budget.

2. Don’t do local sponsorships if you’re not okay with the branding component.

Local link building can certainly be measured, as can coupon usage, email addresses gathered for a drawing, etc… But measuring local brand lift still isn’t a perfect art form. Leave pure attribution to digital ads.

3. Don’t do local sponsorships with a “one size fits all” expectation.

The great thing about local events and opportunities is their diversity. While some components can be scaled, others require high touch outreach, more similar to a PR campaign.

Considerations for agencies vs brands in local sponsorship campaigns

Agencies, especially if they’re creating sponsorship campaigns for multiple clients, can cast a wide net and select from the best opportunities that return. Even if a potential partnership isn’t a good fit for a current client, they may work for a client down the road. Brands, on the other hand, need to be a little more goal and mission-focused during prospecting and outreach. If they’re reaching out to organizations that are clearly a bad fit, they’re wasting everyone’s time.

Brands also need to be more careful because they have a consumer-facing image to protect. As with any outreach campaign, there are dos and don’ts and best practices that all should follow (DO be respectful; DON’T over-email), but brands especially have more to lose from an outreach faux pas.


Our process

Outreach

Once we’ve identified local organizations in a given metro area, we recommend reaching out with an email to introduce ourselves and learn more about sponsorship opportunities. In two years, the ZipSprout team has A/B tested 100 different email templates.

With these initial emails, we’re trying to inform without confusing or scaring away potential new partners. Some templates have resulted in local organizations thinking we’re asking them for sponsorship money or that we want to charge them for a service. Oops! A/B tests have helped to find the best wording for clarity and, in turn, response rate.

Here are some of our learnings:

1. Mentioning location matters.

We reached out to almost 1,000 Chicago organizations in the spring of 2017. When we mentioned Chicago in the email, the response rate increased by 20%.

2. Emails sent to organizations who already had sponsorship info on their websites were most successful if the email acknowledged the onsite sponsorship info and asked for confirmation.

These are also our most successful outreach attempts, likely because these organizations are actively looking for sponsors (as signified by having sponsorship info on their site). Further, by demonstrating that we’ve been on their site, we’re signaling a higher level of intent.

3. Whether or not we included an outreacher phone number in email signatures had no effect on response rate.

If anything, response rates were higher for emails with no phone number in signature, at 41% compared with 40.2%.

4. Shorter is better when it comes to outreach emails.

Consider the following two emails:

EMAIL A


Hi [NAME],

I sent an email last week, but in case you missed it, I figured I’d follow up. :)

I work to help corporate clients find local sponsorships. We’re an agency that helps our business clients identify and sponsor local organizations like [ORG NAME]. We’re paid by businesses who are looking for local sponsorships.

Often, local organizations are overlooked, so my company, ZipSprout, works for businesses who want to sponsor locally, but aren’t sure who to partner with. To that end, I’d love to learn more about [ORG NAME] and see what sponsorship opportunities you have available. Is there a PDF or list of cost and benefits you can share over email or a phone call?


Thanks,

___

EMAIL B

Hi [NAME],

I sent an email last week, but in case you missed it, I figured I’d follow up. :)

I’d love to learn more about [ORG NAME] and see what sponsorships you have available. Is there a PDF or list of cost and benefits you can share over email or a phone call?


Thanks,

___

In an 800-email test, Email B performed 30% better than Email A.

Matchmaking: How can I choose a sponsorship opportunity that fits my brand?

There are many ways to evaluate potential sponsorships.

These are the questions that help us match organizations with clients:

  • Who is your brand targeting (women, senior citizens, family-friendly, dog owners, new parents)?
  • Do you want to tie your brand with a particular cause (eco-friendly, professional associations, awareness foundations, advocacy groups)?
  • Is your campaign based on location? Are you launching your brand in a particular city? A particular zip code?
  • What is your total budget and per-sponsorship range? A top max price or a price range is a useful parameter — and perhaps the most important.

Once the campaign goals are determined, we filter through opportunities based partially on their online presence. We look at Domain Authority, location, website aesthetics, and other sponsors (competitors and non-competitors) in addition to Reach Score (details below).

Further, we review backlinks, organic traffic, and referring domains. We make sure that this nonprofit partnership is not spammy or funky from an SEO perspective and that is a frequently visited website. A small organization may not have all the juicy digital metrics, but by gauging event attendance or measuring organic traffic we can further identify solid prospects that could have been missed otherwise.

We also look at social media presence; event attendance, event dates and how responsive these organizations or event organizers are. Responsiveness, we have learned, is a CRITICAL variable. It can be the determining point of your link going live in 48 hours or less, as opposed to 6+ months from payment.

Reach Score

From a numbers perspective, Domain Authority is a good way to appreciate the value of a website, but it doesn’t tell the whole story when it comes to local marketing. To help fill in the gaps we created Reach Score, which combines virtual measures (like Domain Authority) with social measures (friends/followers) and physical measures (event attendance). The score ranks entities based on their metro area, so we’re not comparing the reach of an organization in Louisville, KY to one in NYC.

As of March 2018, we have about 8,000 organizations with valid Reach Scores across four metro areas — Raleigh/Durham, Boston, Houston, and Chicago. The average Reach Score is 37 out of 100. Of the 34 types of organizations that we track, the most common is Event Venue/Company (average Reach Score of 38), followed by Advocacy Groups (43) and Sports Teams/Clubs/Leagues (22). The types of organizations with the highest Reach Scores are Local Government (64), Museums (63), and Parks and Recreation (55).

Thanks to Reach Score, we’ve found differences between organizations from city to city as well. In Raleigh-Durham, the entities with the highest reach tend to be government-related organizations, such as Chambers of Commerce and Parks & Rec Departments.

In Boston, the highest reach tends to fall to arts organizations, such as music ensembles, as well as professional associations. This score serves as a good reminder that each metro area has a unique community of local organizations. (Read more about our Reach Score findings here.)

Fulfillment

Our campaigns used to take several months to complete, from contract to final sponsorship. Now our average fulfillment rate is 18.7 days, regardless of our project size! Staying (politely) on top of the communication with the nonprofit organizations was the main driver for this improvement.

We find further that the first 48 hours from sending a notification of sponsorship on behalf of your brand are crucial to speedy campaigns. Be ready to award the sponsorship funds in a timely manner and follow up with a phone call or an email, checking in to see if these funds have been received.

It’s okay to ask when can you expect the sponsorship digital benefits to go live and how to streamline the process for any other deliverables needed to complete the sponsorship.

Applying these simple best practices, our team has been able to run a campaign in a week or less.

Two important concepts to remember about the sponsorship channel from the fulfillment perspective:

  1. It’s difficult to fulfill. If your city project involves any more than two or three sponsorships, you’re in for multiple hours of follow ups, reminders, phone calls, etc. There is the desire from most local organizations to honor their sponsors and keep them happy. That said, we’ve learned that keeping the momentum going serves as an important reminder for the nonprofit. This can involve phone call reminders and emails for links to go live and other benefits to come through. Again, be polite and respectful.
  2. It’s SO worth all the effort though! It shows that your brand cares. A sponsorship campaign is a fantastic way to get in front of your target audience in areas that have a special meaning at a personal level. And not in a broad general scope, but locally. Locally sponsoring a beach cleanup in Santa Monica gives you the opportunity to impact a highly localized audience with a very particular cause in mind that would ultimately affect their everyday life, as opposed to partnering with a huge foundation advocating for clean oceans.

Enhancing a local campaign

Some prefer to use local sponsorships as a link building effort, but there are ways — and ample benefit — to going far beyond the link.

Local event attendance

So, so many local sponsorship campaigns come with the opportunity for event attendance. We currently have 11,345 opportunities in our database (62.2% of our total inventory) that feature events: 5Ks, galas, performances, parades, and even a rubber ducky derby or two! If you’re able to send local team members, find opportunities that match your target audience and test it out — and bring your camera so your social and brand team will have material for publication. If local team members aren’t an option, consider working with a notable and ambitious startup such as Field Day, which can send locals out on behalf of your brand. We’ve spoken with them on several occasions and found them adaptable and wonderful to work with.

Coupons/invitations

One client, FunBrands, used local sponsorships as a way to reach out to locals ahead of stores’ grand re-openings (read the full case study here).

For another client, we created unique coupons for each local organization, using print and social media posts for distribution.

An example coupon — use codes to track attribution back to an event.


Conclusion: Local sponsorships are a channel

Sponsorships are an actionable strategy that contribute to your local rankings, while providing unprecedented opportunities for community engagement and neighborly branding. We hope that this updated guide will provide a strong operational overview along with realistic expectations — and even inspirations — for a local sponsorship campaign in your target cities.

Last but not least: As with all outreach campaigns, please remember to be human. Keep in mind that local engagements are the living extension of your brand in the real world. And if somehow this article wasn’t enough, we just finished up The Local Sponsorship Playbook. Every purchase comes with a 30-minute consultation with the author. We hope everyone chooses to get out, get local, and join the community in the channel that truly benefits everyone.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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SEO + Paid Search: An Aristotelian Lesson in Search Marketing Integration

Paid and SEO Search Marketing Integration

Paid and SEO Search Marketing Integration

The first search engine was created in 1990, over two millennia from when Aristotle, the famed Greek philosopher, walked the earth. Having never lived in a world that included a search engine, let alone paper, you might be wondering what advice Aristotle could possibly offer when it comes to search marketing, but one of his most famous quotes offers an invaluable lesson:

“The whole is greater than the sum of its parts.” 

Even in ~330 BC, Aristotle understood that combining two tactics together results in powerful outcomes that are greater than their individual parts.

Adopting this classic teaching to your modern paid search and SEO tactics, means getting more bang for your buck in search marketing. For starters, integrating paid and organic search has been found to increase conversions by 200%, according to Search Engine Watch. If you want to maximize your potential return on your search marketing efforts, they need to work together.

At TopRank Marketing, we believe integration makes the digital marketing world go round, bringing balance and harmony to your digital marketing efforts. To help you weave your paid search and SEO tactics together, we asked TopRank Marketing’s own search marketing philosophers, Joe Manier and Steve Slater, to share their advice and insights.

A Complementary Pair

Since we’re being philosophical and metaphorical, paid search and SEO are the pizza and beer pairing of digital marketing. They’re both awesome in their own right, but in coming together, they give you a more satisfying meal.

With “search” in the name of both tactics, you might already have an indication of why they make such a great pair. But in case you didn’t know, Joe and Steve give their reasons why they complement each other so well.

“SEO and paid search are two ways of coming at the same goal of getting clicks from searchers you care about,” is how Joe explains it.

For example, both tactics aim to earn high visibility in search results for target keywords. In order to reach that goal however, they utilize different strategies and techniques, allowing you to cover more ground in search results.

“SEO is not a promotional strategy. When you need to get eyeballs to a webpage, SEO can take time and the results come slowly. But when you turn on a paid search campaign, you instantly get traffic to your web page. Using the two together leads to instant impact and long-term results,” Steve says.

Not only do paid search and SEO go after similar goals, but they do it in two different ways, opening up the possibility of increasing your results exponentially.

[bctt tweet="Paid search & #SEO are the pizza & beer pairing of #DigitalMarketing. They’re both awesome in their own right, but in coming together, they give you a more satisfying meal. - @aleuman4" username="toprank"]

4 Lessons from Our Own Search Marketing Philosophers

To bring the two tactics together and get those high-flying results that Aristotle mentions, you need to use paid search to influence SEO and vice versa to create a truly synergistic relationship. To help you create that relationship, this is the advice that Joe and Steve have to offer.

#1 – Use paid search to test your hypothesis.

Because paid search is a way to “cheat” your way into a top ranking, you can actually glean a lot of insights from your search ads. Taking up the top four spots, ads receive a lot of impressions on search engine results pages (SERPs), giving you valuable information on what attracts clicks or conversions and what doesn’t.

“I use paid search as a testing method for what content resonates with searchers. After a campaign has run, I can see what messages led to higher click-through rates (CTR) with each of our target audiences. Then, I apply those insights to title tags and meta descriptions on high impression keywords or pages to boost organic CTR,” Joe says.

And by naming your campaigns strategically, you can immediately see what types of messaging perform well. For example, Joe has found success with solution-based ad messages, earning a great number of clicks and conversions. Knowing this, he can then insert more solution-based messages into organic meta content to try and replicate those same results.

Using the same principle, paid search could be a faster method for A/B testing any meta description or title tag changes as it doesn’t require that you actually update your website.

[bctt tweet="Use paid search as a testing method for what content resonates with searchers. - @joemanier #SearchMarketing" username="toprank"]

#2 – Take stock of conversions and the competition.

Paid search campaign data isn’t only good for meta content, it’s also great for assessing the keywords you want to target.

“If you want to know exactly what keywords lead to a conversion, you can run a paid search campaign and pretty easily start to fill in the blanks,” Steve explains.

In this scenario, you can look at the results of your paid campaign in Google AdWords (see below) to determine which keyword bids led to conversions. Those top converting keywords can then serve as focus areas for your SEO efforts.

Keyword Results from Google AdWords

In addition, AdWords data can help you identify which keywords are more difficult to go after. If you notice that a target keyword has a high average cost per click (CPC), it’s safe to assume that there’s a lot of competition driving the bids up. Given this information, you may want to adjust your optimization efforts towards lower-difficulty keywords that you have a better chance of ranking for.

#3 – Form your paid strategy based on current rankings.

We’ve shared how paid can influence your SEO strategy, but what about the other way around?

Well, if you have a keyword glossary, Joe likes to use it to divvy up which keywords are ideal for SEO and which are better to go after with paid search.

“I like to combine newly finished keyword research with ranking reports from the get-go as it gives instant visibility into how we’re doing organically. Then, I sort the keywords based on if they’d be a better fit for SEO (such as long-tail question keywords) or paid search (keywords where we stand little chance of seeing organic wins in the near-term),” Joe offers.

In analyzing the different type of keywords you rank for, you can more easily identify keywords you should bid on in your paid search campaigns.

If you’re hoping to improve those organic rankings, however, you shouldn’t rely on your paid campaigns to move the needle.

“One thing you should not expect when it comes to running paid search and SEO together is even better rankings. Turning on paid search is not going to improve organic rankings,” Steve warns.

To improve organic rankings, it’s best to stick to alternative methods like on-page optimization around target keywords, internal cross-linking, or additional content.

[bctt tweet="Don't make the mistake of thinking that #PaidSearch will move organic rankings. - @TheSteve_Slater #SearchMarketing" username="toprank"]

#4 – Adopt an SEO philosophy when structuring paid search campaigns.

Using an SEO mindset when structuring a paid search campaign is another method that can be very beneficial. For example, tapping into SEO knowledge can help you earn higher quality scores for your AdWords campaigns.

“The quality score largely determines how a keyword performs in your AdWords campaign. The quality score is calculated by factoring in expected CTR, ad relevance, and landing page experience. When you think like an SEO it’s pretty easy to break these elements down.

“As an SEO, you understand how bots interpret a page and search intent, helping you craft relevant ad copy and an easy-to-use landing page experience that increases CTR and your quality score,” Steve says.

According to Google, ads with “higher quality scores typically lead to lower costs and better ad positions.” Increasing your score means optimizing your ads for increased visibility and clicks while lowering your CPC.

[bctt tweet="Tapping into #SEO knowledge can help you earn higher quality scores for your #AdWords campaigns. #SearchMarketing" username="toprank"]

A Timeless Lesson With Infinite Possibilities

Aristotle was onto something all the way back in ~330 BC and his advice is still relevant today.

While paid search and SEO can stand on their own and increase your search marketing results, if they’re paired together correctly, they can increase your CTR, boost impressions, and expand your keyword umbrella even further.

But that’s not the only opportunity for you to integrate your marketing strategies to drive incredible results. Find out how social media and SEO make an unlikely, yet beneficial pairing.

The post SEO + Paid Search: An Aristotelian Lesson in Search Marketing Integration appeared first on Online Marketing Blog – TopRank®.

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