Think carefully about how you set up the UTM codes. These can be anything you like, but you’ll want them consistent and grouped.
That long tail, in total, could easily account for far more traffic than the few headline terms at the top.
The sort of customers we deal with probably search for ‘reviews’ just like consumers do, but what they’re really after is a demonstration.
To balance your budget between short- and a long-term investment, splitting it between Google Ads and content writing could be smart.
If you think about nothing else, consider setting a ‘brand tone’ for your business. Most other things will cascade down from this.
As you’d expect, it’s pretty good at just about everything, although you will need to add ‘plug-ins’ to ensure you get the most out of it.
If a web page listing is elevated into the featured snippet position, Google no longer repeats the listing in the search results.
Weigh up the commitment you’re asking them to make and the value they’re going to get from it. Then sell that value.
The titles of pages in Google Search results will be cut off in different places, so getting the important words at the start is important.
Google uses the word ‘estimate’ regarding how highly a new site could be ranked, so it’s likely that a new site wouldn’t start from zero.
If you’re just putting over one straightforward message, more than ever I’d try to put the whole thing in the email
The product may not generate much of a thrill, but what it can do for the customer could be a different matter.
Think of LinkedIn as an evolving, public CV showing your authority and expertise, and you might put more effort into adding content there.
Google claims the change makes ads more distinguishable, even if every normal human I’ve spoken to thinks otherwise.
If our emails are monthly, or irregular, we have a choice of day (and time!), and it’s important to get it right.
I still come across businesses which don’t define goals and the associated results required, yet measure performance regardless.
This is not something where you can segment your audience to run tests, so we might be more dependent on research.
Of course, we don’t know how long people spend before trying another result, but it’s obvious that it’s an important metric.
Most of us make a stream of decisions based on hunches, when a customers’ or colleagues’ actual opinions are just a quick survey away.