A meta description is a short blurb about the particular page of your website. This is a great place to insert keywords easily. However, you also want to include helpful information for potential site visitors to draw them into clicking on your website. This blurb will appear in search engine results pages under your H1 title tag and URL of your webpage.
If the first era of social was engagement, the new era is acquisition and conversion. Social commerce is growing much faster than retail ecommerce, although it’s early days. The top 500 retailers earned $3.3bn from social commerce in 2014, up 26%. Many retailers I work with are seeing social driving bigger % increases in retail traffic than any other channel.
An effective tactic to use to improve your SEO analysis is to measure the sources of your visitors and leads. By doing this, you will understand how impactful your tactics and strategy truly is. By using website tools such as Google Analytics and Adobe Omniture, you can learn about your traffic sources which can be helpful in learning if your SEO optimizations are effective. For example, are your users entering your website through your social media posts or are they finding your content through an organic search? Or maybe, you’ll find that your paid marketing tactics are more effective than you’d imagine. The bottom line is tracking your visitors and leads can provide many insights for both your paid and organic marketing strategies.
Entertainment — The Internet is a plethora of things to do. Some are looking for videos. Others are looking for games. Many are entertained by new stories. Others like financial calculators. Others want to learn something new. Think about what kind of entertainment your target is looking for. Relate it back to your brand. That’s a great way to use SEM to connect.
If you check out some of the suggestions below this though, you're likely to find some opportunities. You can also plug in a few variations of the question to find some search volume; for example, I could search for "cup of java" instead of "what is the meaning of a cup of java" and I'll get a number of keyword opportunities that I can align to the question.
Sometimes considered to be a part of SEM, social media sites like Twitter, YouTube, Facebook, and Delicious have search fields and also pass authority to sites through links. Making sure your content and links are placed (where necessary) on these social media sites can increase your influence in user search engine queries. SMM is a rapidly growing area of Internet marketing but to discuss it further is beyond the scope of this Guide.
Having large groups of content that all revolve around the same topic will build more relevance around keywords that you're trying to rank for within these topics, and it makes it much easier for Google to associate your content with specific topics. Not only that, but it makes it much easier to interlink between your content, pushing more internal links through your website.
An important thing to note is the effect that localized searches will have on search engines. For example, say you’re in Atlanta and you’re looking for a photographer for your wedding. When you search “wedding photography” it wouldn’t be helpful to see results of photographers in Los Angeles. This is why Google takes into account where you are when you search for certain words, and shows you listings from businesses that are close in proximity to you.

H1 and H2 title tags are names for the two most important types of titles in your website. H1 tags are your main titles – usually large or bolded on a website, and at the top – and H2 tags are secondary titles that clarify your main title, or might be the titles to different page sections. To utilize these sections effectively, you can use the format “Business | Keyword” as your H1 tag. For example, if my business name was “Emily’s Images” and my keyword was “Atlanta wedding photography,” my title would look like “Emily’s Images | Atlanta wedding photography”.
Look at your short- and long-term goals to choose whether to focus on organic or paid search (or both). It takes time to improve your organic search rankings, but you can launch a paid search campaign tomorrow. However, there are other considerations: the amount of traffic you need, your budget, and your marketing objectives. Once you’ve reviewed the pros and cons, you can select the search strategy that’s right for you.

That’s a massive problem. And it’s one that organic search traffic solves. If you want to correlate your marketing efforts with a solid ROI, pay particular attention to where your customers are coming from. If you know where they’re coming from, you can calculate what you invest in each marketing channel, and what return it yields for your business. Some people believe that PPC is better for calculating ROI because it’s more measurable. That’s misguided. You CAN determine what an organic visit is worth to your business in terms of a hard dollar value.
For a long time, digital marketers summed up the properties of direct and organic traffic pretty similarly and simply. To most, organic traffic consists of visits from search engines, while direct traffic is made up of visits from people entering your company URL into their browser. This explanation, however, is too simplified and leaves most digital marketers short-handed when it comes to completely understanding and gaining insights from web traffic, especially organic and direct sources.

Every new blog post that you publish gives you an opportunity to spread it through social media, which helps to drive more traffic back to your site. Use your blog as a way to connect with your audience. Your blog isn’t a place to just post overly promotional posts. This is an opportunity to address possible concerns or even common questions related to your service or product. If you are worried about coming up with enough content ideas to publish blog posts on a regular basis then check out these resources:


Link building is a catchall term for the practice of creating new external links to your site. Beyond creating great content people want to share, guest blogging and asking webmasters from authoritative sites relevant to your business to link back to your pages are great ways to build links. When possible, use keywords are the anchor text for your links, as this will help send signals to Google that your pages are relevant for those terms.
Remember that users enter search words into search engines based on their interest. The matching keywords and phrases you choose for your campaigns help determine if your ad will display when users search online. But be aware, other advertisers may also be using the same keywords. That creates competition with your ad campaign. What can you do to win? One solution is keyword bidding.
If the first era of social was engagement, the new era is acquisition and conversion. Social commerce is growing much faster than retail ecommerce, although it’s early days. The top 500 retailers earned $3.3bn from social commerce in 2014, up 26%. Many retailers I work with are seeing social driving bigger % increases in retail traffic than any other channel.
70% of marketers use Facebook to gain new customers, while 47% of marketers say that Facebook is their number one influencer of purchases, according to a recent report published on Business2Community. Below I’ll explain how to make the most of your Facebook marketing – read on to discover exciting, new ideas for increasing your page’s engagement and discover my top tips for propelling your paid and organic reach.
Always striving to learn, Don Dao is driven by new adventures and challenges. His love for media and social interactions has led him to pursue a career in marketing. Over the years, he has developed a broad skill set in all aspects of marketing, specifically in event organization, social media marketing, and content marketing. He enjoys working with passionate people to bring visions to life and inspire the world.
Anyone who types in a search query has a specific intent. And they’re expecting the content that they find in the SERPs to satisfy that intent. If you can understand the search intent of your prospective customers, it will transform your marketing in several ways. You’ll be able to predict what keywords your potential customers are likely to use.  It’s easy to start targeting keywords with no structure or strategy. But that’s a mistake.
PPC (paid search marketing): PPC (pay per click) advertising involves paying to have search engines display your website offer in or alongside search results. For example, Google's Adwords program will display your ad at the top or right side of the search results page (placement depends on many factors including keywords and quality of ad). Google will also feed your ads to websites running its Adsense program. There are other types of PPC marketing, such as Facebook Ads. In PPC advertising, you pay each time someone clicks on your offer. Paid search differs from organize search in that you're paying to have your website or offer displayed higher in search results.
You can also make sure that you’re not bleeding revenue due to friction somewhere along that path. How does that work? When you focus on organic search traffic, you’re compelled to take the battle to multiple marketing fronts. While SEO outperforms all other channels regarding ROI, it doesn’t always work in isolation. Email marketing, content marketing, social media, and other channels can all serve your SEO strategy. I’ll tell you something about marketers who are truly worth their stuff.
Sometimes considered to be a part of SEM, social media sites like Twitter, YouTube, Facebook, and Delicious have search fields and also pass authority to sites through links. Making sure your content and links are placed (where necessary) on these social media sites can increase your influence in user search engine queries. SMM is a rapidly growing area of Internet marketing but to discuss it further is beyond the scope of this Guide.
Probably the most well-known Integrated Vertical Search is  Google’s “Universal Search” –  although all of the major search engines have now adopted similar search formats. This is the practice of incorporating different types of results in the Search Engine Results Pages (SERPs), such as news releases, images, videos, etc., depending on the query.  This was a game changer for SEO when it was first introduced – it became necessary to create and optimize many different types of content because they all show up on SERPs. The term for this comprehensive approach is referred to as Digital Asset Optimization (DAO).
You’re not going to like this answer. But wouldn’t it be so simple if we would tell you to do one or the other and get stellar results? The truth is, an effective marketing campaign should include a bit of both strategies. For the short-term, a paid search campaign can give your business a quick boost, helping you gain exposure to customers searching for the relevant keywords in your campaign; however, sometimes consumers don’t trust—or even look at—paid ads. Using organic search methods, which consumers tend to see as trustworthy, will help drive traffic and increase revenue over the long haul, and solidify your position as a leader and authority in your niche.
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The first is that you look at who are your current customers, who are your prospects, what groups are they in, and join those same groups if they’re relevant and not too title specific to a marketer or a different field that you’re not in. But really starting with the folks that you already are working with and using them to figure out which groups are most relevant. This is also especially important because I think it was about a year ago, LinkedIn now made all the groups private. So you can’t go in and look at what’s going on in the group. And it’s really hard to know which ones are the best ones to join just by doing simple searches on say the title of the group. So, start with the folks that you know.

Small business owners sometimes think that search engine marketing (SEM), also known as pay-per-click advertising (PPC), is not lucrative option for them. They may think they can’t afford it, or that their online presence is not important if they are a local or service-based business. The truth is, as search engines have undeniably become a part of our lifestyles as consumers, there are many ways to leverage them for businesses of any size. This post will introduce you to the basics and benefits of search engine marketing (SEM).
Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[63] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[64] As of 2006, Google had an 85–90% market share in Germany.[65] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[65] As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise.[66] That market share is achieved in a number of countries.
Organic is what people are looking for; the rest of these simply put things in front of people who may or may not be seeking what you offer. We know that approximately X number of people are looking for Y every day. So if we can get on front of those people, we have a much greater opportunity to create long-term relationships and increase our overall ROI.
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