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Off Page SEO: Why Content Marketing is Important for SEO?

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  What is Content Marketing? Content marketing involves creating and distributing content that is relevant to a business’s audience to help educate and inform customers. Content marketing does not include sales pitches or marketing gimmicks, it’s intended for building trust and authority in the industry. An effective content marketing strategy will help improve SEO and increase inbound traffic and leads (Content Marketing Institute, 2021). Figure 1 below illustrates some interesting statistics on the benefits of content marketing. Figure 1: Content Marketing Statistics (Petrova, 2020) By producing and publishing new and fresh content that is relevant to your target audience, you can build trust and authority among your customers and leads. This content can help improve conversions by providing educational information to the audience in the form of articles, videos, infographics, webinars, and blog posts (Sinha, 2019). Creating an Effective Content Marketing Strategy Creating a
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Case Study: Home Depot’s Approach to an Omni-Channel Experience

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  Case Study: Home Depot’s Approach to an Omni-Channel Experience How does this Effect Their SEO and Web Measurement Strategy? The Home Depot is a home improvement retailer with 2,200 stores across North America. The company also sells home improvement products and services online. Through both in-store space and online channels the company offers more than one million products for DIY customers and professional contractors and installers (The Home Depot, n.d.). Home Depot: Today’s Strategy to Drive Online and In Store Traffic Today, the goals of The Home Depot management team are to offer a fully interconnected store and digital experience for its consumers. The company understands that most of their consumers start their journey in the digital world by searching for products or collecting how to advice. These same consumers may then finish their journey by purchasing in-store or using in-store pickup services. For The Home Depot, measuring their e-commerce efforts also largely
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SEMRush Review: Learning This Valuable Tool

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  What is SEMRush? SEMRush is a tool for helping a business analyze several parts of a website to help improve SEO and marketing activities. The tool includes several areas of concentration including: SEO, PPC, Keyword Research, Competitive Analysis, Content Marketing and other marketing insights (Semrush, 2019). The SEMRush software tool is designed for users with limited experience to make it easy for understanding SEO. SEMRush can perform on-page audits and help with keyword research allowing users to improve their digital marketing efforts (WebFx, n.d.). To review this tool, I decided to work with a website for the company that I work for, National Polymers, Inc. www.nationalpolymers.com . I am hoping to gain some insights for on-page improvements that I can make to determine if the suggestions and recommendations made by SEMRush will make a difference to improve the SEO efforts of National Polymers, Inc. I am very excited to jump into creating the project and looking over th
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B2B Social Media Marketing Best Practices

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  Can B2B Companies Go Social? Social Media Marketing Best Practices for B2B Today, more and more B2B marketers are turning to social media to deliver content and leverage their businesses as thought leaders in their specific industry. Social advertising in B2B is also on the rise, with 83% of B2B marketers indicated they are using social advertising (Barnhart, 2021). Before planning any marketing strategy the first thing any marketer needs to consider is the target audience. A marketer cannot develop a message, choose a platform or define a strategy without understanding the intended audience. One or Many Platforms: Which social media channel is best to use? Again, knowing the intended audience is necessary before choosing a social media platform. While it may be tempting to just post content on all platforms in hopes that something sticks, this most likely will only exhaust your marketing team, leaving your business with a weak social media presence. A better plan is to study
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Visit Duration: Why Does this Metric Matter?

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  What is Visit Duration? Visit duration or average session duration is one of the top metrics measured by marketers. This metric tells a business how engaged their visitors are by measuring the amount of time a visitor spends on a website. Google Analytics defines a session as a visit to a website, the session starts when a user visits the site and continues until they exit or when the session has become inactive after 30 minutes. It is important to note that the average session time is different than average time on a page in that it measures the entire session, not just the time spent on one specific page (Albright, 2021). In the Google Analytics platform this measurement can be found by going to Audience and then to Overview. Figure 1 below illustrates a screen shot image of a website’s Avg. Session Duration from Google Analytics. Figure 1: Avg. Session Duration (Albright, n.d.) What Story Does Visit Duration Tell a Business? Getting visitors to a website is just the beginning
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Conversion Rates: What Are They and Why Do They Matter to Your Business?

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  What are Conversion Rates? Conversion rates are a crucial metric for any business owner to measure on their website. A conversion occurs anytime a website visitor performs a specific action. Conversions are usually tied to call to action such as; asking a website visitor to sign up for a newsletter, download a PDF, install an app, make a purchase or order a free trial. A conversion rate measures the success of a specific campaign by calculating the percentage of users who performed the conversion associated with the specific campaign. A marketer would measure the total numbers of users who performed the desired and action and divide this by the total audience they intended to target to calculate conversion rate (Adjust, n.d.). Figure 1 below illustrates how a conversion rate would be calculated for a business whose campaign goal was purchase conversions and a target audience of 50. Figure 1: Conversion Rate Calculation (Madhuranjan, n.d.) It’s obvious to any business owner that con
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