Questions about URL structure and information architecture are easy to get confused, but it’s an important distinction to maintain. IA tends to be more impactful than URL decisions alone, but advice given around IA often defaults to suggestions on how to best structure your URLs. In this Whiteboard Friday, Will Critchlow helps us distinguish between […]

All things being equal, the more segmented and targeted your landing page is, the higher your conversion rate will be. Everyone in marketing knows that. However, the other part of the equation that is rarely talked about — the more segmented and targeted your landing page is, the more resources (time, focus, development, agency hours, […]

If you want to leverage search intent with SEO keywords on Google and other search engines, it’s best to balance the methods with the false hopes. In a moment, I’ll dive into the big intent types like transactional, informational, and navigational. Mostly, I want to share a perspective to help you suppress your excitement about […]

Artificial intelligence has created a lot of buzz lately, and for good reasons. Whether your company has adapted or not, this technology has already penetrated our world. Marketers are using AI to improve their businesses. I know what some of you are thinking. Sure, some companies use AI, but you don’t need to yet, right? […]

eharmony thrives by using algorithms and mathematical models to find the best match for their customers. Using big data and patented artificial intelligence, eharmony has found ways to predict how likely two people are to be compatible. The model is built upon an in-depth relationship questionnaire which gathers information on a person’s likes, dislikes and […]

Too many manufacturing organizations are still talking about themselves in the content they create. According to our new research, Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends sponsored by IEEE GlobalSpec, only half of manufacturing marketers always or frequently prioritize their audience’s informational needs over their sales/promotional message while creating content. 51% of manufacturing marketers […]

Have you heard the saying, “content is king?” Well, of course, you have. But creating more content won’t necessarily get you more search traffic. You’ve heard people like me mention stats like the average piece of content that ranks on page one of Google contains 1,890 words. But that doesn’t mean writing in-depth content that is […]

 Editor’s note: Given the ongoing need for brands to use social media strategically, we are sharing this article updated from its original publication last year. Concerned about how Facebook’s latest algorithm updates might affect your brand’s performance on the platform? Questioning where your Facebook ads might appear across its network of sites, including on […]

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For any small business, a social media policy should clearly outline how all employees should conduct themselves online – such as the type of content they can post, how they should interact with people online, and how they should respond to any negative crisis event. Here are several key guidelines on how to develop a social […]