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Guidance from our Digital Marketing Experts in Seattle
With LinkedIn seeing a rise in usage among professionals, it’s becoming a great place for expanding your B2B presence, whether through paid advertising or organic posting. There, you can reach a specific professional audience that it can be hard to capture otherwise given today’s overly-saturated digital information ecosystem. There are many ways to use it and tools to take advantage of — today, we’re going to look at LinkedIn Newsletters. Let’s dive in! What is a LinkedIn Newsletter? One of the nice things about a LinkedIn Newsletter is that, unlike some […]
To start, what do these strings of letters actually mean? AIO, GEO, and AEO stand for artificial intelligence optimization, generative engine optimization, and answer engine optimization, respectively. Those address: Why is this important? This all comes down to the evolution of search engines, particularly Google. While their foundation has historically been web crawling, now search engines aren’t just crawlers — they’re interpreters of context. Now they rely on structured data, semantic interpretation and clarity, and inferred relevance to try and “figure out” what deserves to be cited, summarized, or recommended. […]
The zero-click search is a concept that’s been around for years, but is becoming increasingly dominant when it comes to how users interact with search engine results. This is due to a few factors. The rise of large language models — AKA generative AI — is one of them, not just with people using ChatGPT, but with Google investing so much of their resources into AI and significantly altering users’ experience by promoting Google AI Overviews to the top of SERPs. Because of this rapid shift the last few years, the landscape […]
Featured snippets. You know them, even if you don’t know them by name. They’re ubiquitous in Google searches — although not all (more on what queries bring them up in a moment) — and can give those featured a huge boost. By understanding the mechanisms behind featured snippets and optimizing for them, you can significantly increase not just your visibility, but all the downstream effects of that — including click-through rates and more that are the foundation for greater staying power and sales. Understanding featured snippets First off: What they […]
When it comes to your online marketing, simply having a presence is a big part of it. Having an engaging presence is better. Having a consistent and engaging presence is best. By creating content that helps your potential audience with your area of expertise and creates more pathways for people to find you, both you and your audience can benefit — provided that it is truly useful to them and not an absolute drivel that more and more brands are pushing out. In doing so, you’ll likely end up with […]
So, you’ve realized some (or all) of your site isn’t user-friendly or easily navigable. This is something many businesses deal with, particularly as they grow — either in size and scale or philosophically in their offerings. In this case, you’ll eventually realize that, very likely, a site redesign is necessary. Luckily this isn’t an insurmountable task! What it is, though, is a task that can work against you if you don’t consider all the factors that go into it — in this case, the SEO implications. Critically, it’s much more […]
An editorial calendar sounds a lot fancier than it is; yes, it is a strategic planning tool that’s valuable for organizing your output, whether you’re a one-person brand or a giant organization — but in the end it’s A) a calendar for B) the media you publish. Some might say “content.” Really, so much of the success of your online presence — and through extension, business itself — can be traced back to the (quality) content you contribute. And a big factor in that success is influenced, in the long […]
At its most basic, a sitemap is a file that lists out the URLs to pages of your website. It provides information about your site’s pages and other features, as well as how everything’s related from page to page and file to file. While sitemaps are something that human users can find helpful, they’re more often used by search engines by giving them a pathway to more efficiently crawl your site . During this process, the sitemap provides a, well, “map,” as it were, guiding the search crawler through your site […]
Decision-making biases are something we all innately have, which affect our choices many times throughout the day. As a digital marketer for your business, a huge part of your job is understanding others’ biases. Being able to do so helps you understand their effects on your performance. Today, we’ll discuss decision-making bias specifically in regard to how they impact a landing page. Types of decision-makers One way of clarifying people’s tendencies is by breaking them down into different types of decision-makers. We find a basic but useful rundown in four […]
As we’ve covered recently, universal Google Analytics is going away July 1 of 2023. This means, if you haven’t already begun preparing, you need to do so ASAP. With that in mind as you migrate to the new GA4 that’s replacing it, here are some key metrics we recommend tracking and changes to note in the new platform. (Image Source: roastmylandingpage.com) A reminder of what’s changing When moving to GA4, you’ll immediately notice that the whole interface is new. We empathize with the fact that a changing interface for anything […]
