I’ve sat through so many terrible online presentations in the past few months and thought: “Why are these people doing this so badly?”
If a document is unreadable to the recipient (as an A4 PDF document often is, on a mobile screen), whether they click on it is immaterial.
It’ll be different to normal interaction, but potentially just as useful. We just need to identify what’s going to work for us.
Our email newsletters can be as effective today as 20 years ago, but only if we take on board the simple lessons learned along the way.
It’s a great idea to have annual audits, with budget to sort out SEO, structural or aesthetic issues that may have come up during the year.
Twitter and Instagram have been using ‘hashtags’ for many years, but fewer people use them on YouTube, where they can be just as effective.
Even in this venerable medium, new publications launch every day. The best time to start an email newsletter is as soon as you can.
One deciding question I once heard was: “Would I want my competitors to see this?”. It’s not an unreasonable place to start.
English is a lovely language in that we can mess around and things usually work out fine, but consistency requires some sort of style book.
A huge win in content marketing is to find the intersection of questions that people are answering and questions that we want to answer.
Think about how your headline might reflect the aims of your LinkedIn profile. Can you align these in just a few words?
If an SEO audit pulls up enough opportunities to add hundreds or thousands of visitors a year, it can be a very sound investment.
There are many things we can offer existing customers which are morally and professionally acceptable, and can be very good investments.
A really useful piece of marketing collateral which could be used to direct other things, from the website to printed brochures.
If two pages have similarly good answers, the passages of text answering the query will be what are compared, rather than the overall pages.
Microsoft’s visitor behaviour analytics product, Clarity, offer several useful capabilities including heatmaps and session-replay.
There’s not much you can do about bad reviews, but at least Google has now made it possible to put in a complaint about spammy ones.
The objectives from the ‘announcement’ point of view and that of SEO should be the same: to persuade a third party site to report the story.
Although we can track any source of traffic using visitor analytics, the advantages begin when you reverse back into LinkedIn.
I’ve mentioned a few headline advisory tools over the years, but Headline Studio from CoSchedule may be the best yet.
If you get an email from Google Search Console, do read it carefully – often it won’t be a serious problem.