The new era of search is here. Artificial intelligence is unlocking new ways for people to find information and solve problems, with greater speed and confidence than ever before. AI-powered engines and platforms are fundamentally changing the nature of online search as we know it. It’s an exciting time.
In the latter half of 2023 and throughout 2024, the SEO landscape has been thrown into upheaval. Monumental updates and changes have left many small- and mid-size websites reeling, especially in niches where they once outperformed larger competitors. The reality is, SEO results almost never happen in a vacuum.
Whether you work at an agency or you’re managing a marketing budget in-house, you’ve probably had the classic debate before: do you focus on organic lead cultivation through SEO or try to generate as many leads as possible with aggressive tactics right now? I won’t pretend to be impartial: When you have the choice, favoring SEO is almost always the better investment. This isn’t an unfounded hunch, either: in our client programs here at TopRank Marketing, organic traffic consistently converts at a higher rate than overall traffic across a range of conversion types. Marketers tend to argue that SEO is important because it’s essential for “long term” growth
If you’re searching for Nike shoes, you might go to Nike.com and browse. But what if you want to know more about Nike as a company? Say you wanted to research their sustainability commitments and practices before you buy your new kicks.
Successfully ranking for the keywords you’re targeting won’t make much of an impact on your business if those keywords are not relevant to your audience and their buying journey. In fact, many companies end up wasting a lot of time and resources in this pursuit
Why does unique content matter?
The inner workings of the Google search algorithm have long been considered one of the great mysteries in digital marketing. Specific ranking factors, and how they are weighted, can be difficult to nail down due to the complexity, dynamism and sheer volume of attributes evaluated by search engines.
The inner workings of the Google search algorithm have long been considered one of the great mysteries in digital marketing. Specific ranking factors, and how they are weighted, can be difficult to nail down due to the complexity, dynamism and sheer volume of attributes evaluated by search engines. Not to mention, Google and other companies tend to keep proprietary details close to the vest. However, based on information that has been shared publicly, as well as some eye-opening document leaks, search marketers have been able to piece together a fairly complete and up-to-date picture of SEO ranking factors
Search engine optimization (SEO) and search engine marketing (SEM) are different forms of digital marketing that require distinct skill sets and approaches, but one is not complete without the other. Utilized correctly, SEO and SEM complement each other, allowing a marketing team to balance short-term and long-term gains to achieve their goals more effectively than they could using only one or the other. Read on to learn how both SEO and SEM work, and why they serve as complementary cornerstones in an effective digital marketing strategy.
When it comes to building content that helps you achieve your SEO objectives, ”good” isn’t good enough. Your content has to be tailor-made to achieve your goals. It has to target the right keywords for the right audiences, supply the best information to satisfy the intent behind the queries, and help guide your audience to where they need to go next