Tag Archives: CONTENT

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A guide to setting up Google Analytics for your WordPress site

Of the many tools available for tracking visitor behavior, Google Analytics is one of the most famous ones.

This free tool provides website owners with insightful information about the traffic driven to their website, helping them to determine exactly where each user originated and how they ended up on the site.

So, if you are an enthusiast who is setting up a website or a new blog using WordPress as your CMS, it is highly recommended to install Google Analytics to your WordPress site.

Why Google Analytics?

A lot of visitors and subscribers visit your website daily and hence, it becomes increasingly important to track information about their visit. If you are focused and determined to monitor your website’s traffic statistics, data drawn with the help of Google Analytics can be extremely useful.

This tool helps you track how your visitors are moving ahead and navigating through your website. This information is vital because it will help you identify the key areas of your website which are doing well and the others, that need a little more attention.

After installing Google Analytics on your website, you can learn about the geographical location of your visitors, their browser information, their duration of stay at your website, pages visited and much more.

With so much information available to access, we hope that we have answered your question as to why you even need this tool. In this blog post, we will provide a step-by-step guide to help you use Google Analytics with your WordPress site. So, let’s read on.

Getting started with your Google Analytics account

For the very first step, you are required to create a Google Analytics account by using your Gmail account. A Gmail account is imperative if you want to start using the Google Analytics tool with your WordPress site.

 

  • Visit the signup page for Google Analytics. You will be presented with the Gmail login page. Simply, enter your Gmail account login credentials to move forward with the process.
  • You will be asked to provide information regarding what would you like to track with this service. You can either track statistics for your website or your mobile apps.
  • Since this blog post is about tracking results for your WordPress website; select the ‘Website’ option.
  • Fill in the other relevant information to start tracking with the Google Analytics.

 

A guide to setting up Google Analytics for your WordPress site

  • Enter your website’s name, its URL and the type of industry it is related to.
  • Select your time zone so that the service can accurately track the results as per your requirement.
  • Finally, get your Tracking ID by agreeing to Google’s terms of service usage.

A guide to setting up Google Analytics for your WordPress site

 

  • Once you have your Tracking code, copy it and keep it handy.

Adding Google Analytics to your WordPress site

There are several methods that will help you add Google Analytics to your WordPress website. We will mainly discuss two methods here that are suited to readers with a non-technical approach to blogging.

Using the plugin ‘MonsterInsights’

A very popular plugin with over 13 million downloads, MonsterInsights has proven its worth when it comes to seamlessly integrating Google Analytics with a WordPress site.

With a free and a premium version on the shelf, this Google Analytics plugin works well for even the most basic users. Let’s see how you can use this plugin to add Google Analytics to your WordPress site.

  1. Download the plugin and activate it on your WordPress site.
  2. Once the activation is confirmed, the plugin will add a new label to your admin dashboard by the name, ‘Insights’.
  3. For configuration of the plugin, visit the ‘Settings’ tab under the ‘Insights’ label.  
  4. A tab will be presented to you that will read ‘Authenticate with your Google Account’. Click on it and then you will be asked to enter a Google Code.
  5. Above it will be a tab that will ask you to click on it, in order to receive the code. Click on it and then click on the Next button.
  6. Allow ‘MonsterInsights to access your Google Analytics data’. Finally, provide the plugin with the permission to view and manage your Google Analytics data.
  7. A Success Code popup will follow. You will be required to copy it carefully and paste it on the popup (discussed above) in point number d.)
  8. In a final step, select the profile that you want to track with the Google Analytics plugin.

Whenever you want to view reports regarding your site’s visitors and subscribers, you can simply go to ‘Reports’ tab in the ‘Insights’ label of your Admin dashboard.

Using your WordPress theme

In the process discussed earlier, you received a Tracking ID from Google Analytics signup procedure. To use this method, locate the Theme settings option of your WordPress site’s theme. Then, find the label that leads you to a tab asking you to add a Footer Script.

You can simply paste the Tracking code to this section and you will be good to go. Always save the settings in order to confirm your changes.

Once your settings are done and you are ready to take off with your Google Analytics tools, always wait at least 12 hours to let the tool reflect proper results.

Other alternatives

There are other ways to add Google Analytics to your WordPress site. The ones mentioned above are easy to pursue and are highly recommendable. The following are methods that can involve some technical briefing.

  • You can manually add the tracking code by editing the header.php file
  • If you don’t want to edit your theme file, you can install and activate the Insert Headers and Footers plugin to insert the Google Analytics code
  • You can also use the Google Analytics + plugin to access the visitor performance of your WordPress website.

Summing up

Google Analytics is of huge help when you are looking to track results about a recent marketing campaign and are expecting some conversions to take place. This tool will also help you identify the keywords that are relevant to your site’s search engine optimization.

With so much to offer, Google Analytics is a must-use tool for all website owners out there. I sincerely hope that this detailed guide will help you make the right decision without having to expend too much time and energy on the implementation.

If you still have questions, feel free to drop them in the comments below. We are always open to receiving feedback and awesome suggestions.

 

Lucy Barret is a Sr. WordPress Developer at HireWPGeeks, a WordPress Development Company, and a contributor to SEW.

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Interview: Why marketers shouldn’t waste their time with Google Posts

The search engine results page recently saw the return of Google Posts, the part-social, part-publishing feature that was launched by Google a little over a year ago during the US Presidential Election.

Billed as “an experimental new podium on Google”, Google Posts has attracted a lot of attention from marketers, search specialists and Google enthusiasts thanks to its prominent place on the SERP – appearing in the form of an eye-catching carousel of cards – and its mysterious deployment.

Over the year since it was first released, it has appeared in and disappeared from search results a number of times with no apparent pattern or explanation. Brands who wanted a shot at being part of Google’s new podium were forced to “Join the waitlist” and cross their fingers.

But last month Google suddenly announced that it would be opening up Posts to “museums, sports teams, sports leagues, and movies” in the United States, and all of the above groups along with musicians in Brazil – prompting a renewed flurry of interest from marketers. At the same time, the relaunched Posts became more visually eye-catching with the addition of embedded GIFs and videos.

 

One person, however, doesn’t believe that Google Posts is worth the hype. Michael Bertini, Online Marketing Consultant and Search Strategist at iQuanti, told Search Engine Watch why he thinks that Google has gone off half-cocked with Posts, and why marketers would be better off expending their energies elsewhere.

Google Posts: where is the value?

“I don’t think Google will admit that they made a mistake with this whole Posts thing,” says Bertini.

“Google already has a lot of great products and search results features on the page; to add Google Posts to that clutters up the results page unnecessarily. And I don’t think it offers much value to the end user.”

It’s true that while there has been a lot of excitement from brands and marketers around the prospect of publishing directly to the SERP, few of us have considered its usefulness to users. Google is still first and foremost a search engine; when users enter a search query, they are presumably looking for information.

While people Googling candidates in the run-up to the US Presidential Election would undoubtedly have been interested in what those candidates had to say about certain issues, subsequent versions of Google Posts have moved further and further away from a feature that is useful to the end user.

Interview: Why marketers shouldn’t waste their time with Google Posts

Few people searching for “Boston Red Sox” are looking for pseudo-social updates from their favorite sports team; they’re more likely to be looking for match scores, game tickets, or perhaps a link to the team’s website.

A lot of the interest around Google Posts thus far has been driven by sheer novelty, with people Googling ‘Andrews Jewelers’ or ‘Escape Pod Comics’ simply to see how the businesses had been using Posts – rather than because they featured useful information. In and of itself, how much value does Posts provide to the searcher?

“I don’t think anybody should put a strict focus on getting into Posts – or any one Google feature,” says Bertini. “What I’ve noticed throughout my career is that people who make it a specific focus to get into an area of Google – let’s use Google’s Answer Box as an example – ultimately, they’re left with content that doesn’t fit the end user’s needs. And then it dies.”

“If someone did want to get involved with Google Posts, they should write content that really answers the search query, and then of course request access on posts.withgoogle.com. But that’s all.”

Everything is a test

Based on the fact that Posts has already come and gone from the SERP several times before this most recent, wider launch, does Bertini think that Posts is finally here to stay?

“Everything Google is about testing,” Bertini replies. “Even after they launch it to market, what they would consider ‘permanent’ is not really what we would consider permanent. Personally, I think it’ll last up until the third quarter of 2017, and then they’ll mix it up with something else.

“If Posts get a really high CTR, then Google might invest more in it and add more features. But at the moment, it’s still very much in testing. It still lacks features – there’s no real social interaction, for example.”

Interview: Why marketers shouldn’t waste their time with Google Posts

Google Posts currently allows for limited social sharing, but doesn’t provide a way for users to truly interact with or respond to Posts.

If Posts, ultimately, is still in testing, it explains why it has disappeared and reappeared with so little fanfare – Google doesn’t want to attract a lot of attention to a feature that may not even be launched on a wider scale.

Bertini agrees that the lack of promotion speaks volumes about Google’s intentions – or lack thereof – for the feature. “If Google had complete confidence in this feature, they would be promoting it more.”

He goes on: “If I ran my own business, and I wanted to get more searchers to my site, there are better ways to do that than to focus on GIFs and videos to get into Google Posts.

“For example, if I were making videos already, I would create pages for my videos, transcribe that content, and optimize it for search – that would be a better use of resources than focusing on getting into Posts.

“Ultimately, people are going to invest time and effort into Posts, when Google itself has not yet perfected this feature.”

Google Plus revisited?

Given the pseudo-social nature of Google Posts, a lot of comparisons have understandably been drawn between Google Posts and Google Plus, Google’s last ill-fated venture into social networking. And it could be that Google Plus provides a blueprint for what to expect from the future of Google Posts.

“If we look back at Google Plus – when it first launched, Google’s idea of what Plus would be is not what it is today. And like everything Google, Google will never admit that they made a mistake, or that the product didn’t turn out the way they wanted it to be.

“But I think the search marketers who used Google Plus as a social platform are very disappointed today – if they invested a lot of time and money into building up their profiles and optimizing their Google Plus. It’s not used the way it used to be used, any more. I think it’s going to be the same with Google Posts.”

Interview: Why marketers shouldn’t waste their time with Google Posts

Remember when Google Plus was a big deal?

Bertini believes the aim of introducing Google Posts to the SERP is to encourage more user interaction with the search engine results page. This would tie in with the recent addition of rich results for podcasts to the SERP, allowing searchers on smartphones and Google Home to play podcasts directly from the search page.

“Google is trying to make a different version of social [with Posts], which is social interaction with the search engine results page, where a user can interact with the search page itself. It’s just very early on at the moment.”

If Google can succeed in expanding the function of the search results page in this way, it would definitely be a means of keeping users inside its own walled garden for longer.

But without value to the end user, Google Posts could be a Plus-style flop, and Bertini thinks that Google would be better off focusing its attention on perfecting existing features of the SERP that have more value to searchers.

Interview: Why marketers shouldn’t waste their time with Google Posts

“Google is constantly trying to mix things up, when – once again, personal belief – I think that they should focus on good products that they’ve launched like Answer Box, which is already effective. Or ‘People Also Ask’ – they launched this section, and it’s still not perfect, but it’s good.

“I think this is what Google should devote its energy to, rather than – I don’t want to say get rid of Facebook or Twitter, because I don’t think that will happen – but rather than trying to make the search results page a social platform.”

The future of Google Posts

Google Posts, as it stands, still lacks a lot of functionality. So an ideal world, what would a fully-featured Google Posts look like?

“One, people search for something; two, a Post feature comes up; three, there would be a rating system for whether or not the Post matches the search query.

“Then there would be a sharing function where the user can share the Post via social media. You could also have a Hangouts-style feature integrating chat into Posts, allowing people to chat about what they’ve just read.”

It remains to be seen whether Google will try to keep integrating more functionality into Posts or whether it will once again disappear quietly from the SERP.

But one way or the other, marketers should keep sight of the importance of catering to the end user – not just to the newest Google feature.

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6 tips for creating content to capture short attention spans

It’s not easy nowadays to win over your audience in an abundance of online content, and the short attention span of human beings isn’t making things any easier.

It’s always a challenge to make your content stand out, but this doesn’t mean that you should be discouraged from creating it.

As the average human attention span has dropped to just 8 seconds, however, how can you make content that captures your audience’s attention before it’s gone?

Learn your audience

This is the first thing that will help you beat the readers’ attention span. It is very important to understand your audience, as this will help you create more relevant content for them.

Here are some tips for understanding your audience:

  • Analyse your existing content and the response it received
  • Monitor your channels and the readers’ reactions to your content
  • Measure the time spent on your site
  • Bounce rate is another metric that indicates whether your content is appealing to your audience
  • Perform keyword analysis to devise new ideas that are relevant for your audience
  • Monitor your competitors’ content and find the gaps that you can fill in.

Focus on structure

Having well-structured content helps readers to stay longer on your page. It’s not just the quality of the content that maintains readers’ interest, but also the way you present it.

A clear and organized structure makes it less strenuous for readers to digest your content, so remember to:

  • Organize your content into paragraphs
  • Don’t create lengthy sentences that make reading harder
  • Use headings to divide up longer chunks of text
  • Use lists and bullet points to facilitate quick reading (like this!)
  • Add takeaway tips at the end of your content to help readers digest the most important parts.

Use images

As with a good content structure, images make reading a page more appealing.

From the header or feature image that offers an introduction to the topic (which may also be the image used on your social shares), to the additional images included throughout the text, images help to separate one section from another in the most engaging way.

They also help the eyes relax from a long sequence of text (which might otherwise be a little dull to read), while making it easier for the brain to process what it just read.

Moreover, images can offer additional value with the use of quotes, stats, or even tips that facilitate quick reading. These images can double as shareable content on your readers’ social feed, giving you more mileage from your content.

Don’t hold back from long-form content

You might assume that a short attention span will require an equally short piece of content for consumption. This is not always the case, as well-executed long-form content is still a valuable asset to your blog.

Provided that you’re adding value to a topic they find interesting, length should not discourage your readers from consuming your content. Remember that long-form content doesn’t have to be boring: structure and images can contribute to make the reading experience easier.

In fact, according to Orbit Media Studios, blog content is getting longer year by year. In 2016 the average blog post length was 1054 words – up from 887 words in 2015.

6 tips for creating content to capture short attention spans

This is a good reminder for all of us that there’s no need to be afraid of longer content. All you need is to focus on relevance and a good user experience to keep people engaged on the site.

Involve different types of content

If you want to appeal to a wider audience, then you might have to experiment with different types of content. There’s no need to limit your creativity to plain text, especially if you can include other formats like:

  • Infographics
  • Presentation slides
  • Video
  • Podcasts
  • GIFs

Every type of content serves its own goal, and all of them can enhance your message.

For example, if you want to turn a complicated concept into a simpler analysis, then a visually​ appealing infographic​ can be useful.

If you want to find new ways to repurpose your content, then you can turn a blog post into a presentation, a video, or a podcast.

These allow you to promote your content across new platforms and reach the right audience with the right type of content. And many of these content formats are more engaging to time-starved audiences than a text-based post.

After all, content marketing is all about being creative with your content and its distribution.

Use social proof

If you’re wondering how social proof can convince your audience to spend more time on your site, here’s an example of how it can work in practice.

We all have more chances to read the content that our friends, or our favourite influencers, share on their social feeds. This is due to the trust that we’ve built up with them, and the belief that their approval serves as the credential we need to visit a page.

This can become even more important if it’s about a page that we haven’t visited in the past.

It’s not a bad idea to build relationships with other people to ensure that our site’s content reaches more people. This way the connection becomes more genuine and there are more chances for new readers to actually pay attention to our content.

Get rid of distractions

If you want to maintain your readers’ attention while reading your content, you have to test your page for any distractions.

It’s easy for the reader’s eye to be distracted by a pop-up, a shiny sidebar, or even untidy formatting. That eye-catching banner ad might be doing its job extremely well – and it may also be competing with your content for attention.

Content success is all about focusing on the reader and the browsing experience. That’s why it’s always useful to switch sides and visit your pages from time to time as a reader.

What do you notice first?

Are you willing to spend enough time to read the content?

Is there something you need to change?

Takeaways

It’s useful to keep in mind that the shorter the attention span, the bigger the challenge to appeal to your audience.

This doesn’t mean that your content can’t win your audience over. All you have to is to keep in mind some tips for making it more appealing:

  • Use a short and descriptive headline
  • Create a clear structure
  • Include images to separate blocks of text
  • Experiment with different types of content
  • Consider the use of social proof to build trust with the audience
  • Be as relevant as possible
  • Don’t underestimate the importance of quality content – whether long or short-form.
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How to create SEO-friendly content

Good content is important, but it also needs to rank high on SERPs if you want to reach a wider audience with it. Here’s how to create search engine-friendly content.

Quality is always important when producing new content, but it’s the SEO that can boost your efforts of reaching a target audience.

SEO-friendly content doesn’t have to be difficult or time-consuming, provided that you understand how on-page SEO can work alongside your content.

Here’s how to create content that both your audience and search engines will enjoy.

Create original content

There’s no point in creating new content if it’s not authentic enough to stand out. Even if you come up with an idea from a different source, it’s still up to you to offer your unique perspective that will add value to the particular topic.

Copyscape is a plagiarism checker that can help you test your site’s content for its originality. Duplicate content, by and large, is not appreciated by search engines and it won’t help you rank higher in SERPs.

If you find it difficult to come up with new content ideas, here are 21 quick ways to find inspiration for your next topic.

Optimize the title

Your headline is among the first things that users will come across when carrying out a search. This makes them important, and it’s useful to brainstorm as many variations as you can until you land on the best candidate.

Using your focus keyword in the headline can also be a good idea, but don’t try too hard to include it. Use power words and avoid redundancy to create a clear and appealing result. Aim for a headline of 55-60 characters, as this is what Google will display on the SERP.

Also, make sure that your URL is relevant to the title, rather than a sequence of numbers that only makes it more complicated.

Focus on structure

How to create SEO-friendly content

It’s not just the content, but also its structure, that helps search engines decide on the results they’ll display first. Thus, a clear structure with headings and paragraphs that facilitate reading are preferred both from a user perspective and also from a search perspective.

Headings also help search engines get a quick overview of your content, which is why it can be beneficial to feature your focus keyword at least once.

Whether you follow the structure of H1 to H6, or simply add H2 and H3 headings at relevant points throughout the text, consistent structure in your pieces of content is appreciated.

Use keywords

Keywords are less often used nowadays as the first signal to indicate what your post is about, but they are still helpful to offer an overview of the topic you’re focusing on.

Keyword research is still useful when trying to decide on the most interesting topics for your audience. Keywords can still be part of your content, provided that they are added in context and at the right balance. There’s no need to sacrifice the quality of your content to include more keywords, as keyword stuffing can lead to the opposite of the result you want.

How to create SEO-friendly content
Moz Keyword Explorer

Aim for readability

The readability of your content has to do with the simplicity of its language, the lack of grammatical or syntactical errors, and the sentence structure.

Online readability tests allow you to learn the “reading age” someone needs to understand your content, and they depend on:

  • sentence length
  • number of syllables per words
  • frequency of passive voice

Despite the different readability formulas, you can still gain valuable insights on your writing that become even more useful if you want to target a wide audience.

Is your content suitable for the audience you want to target?

Include internal and external links

Internal links can help you prove your authority in a particular field by creating a logical sequence from one post to the other. This may lead to a series of posts that offer additional value, making it easier for search engines to understand your key topics.

External, or outbound, links indicate that you are well aware of the topics you’re writing about, to the extent that you’re ready to use further sources to support your content. It’s more useful to link to reputable sources, as these links have bigger credibility.

Beware, excessive linking, either internal or external can lead to the exact opposite results. Make sure that every link serves its own purpose in your content.

Optimize images

The optimization of your images provides an additional opportunity to show up in search results, this time in image search.

As visual content becomes more and more prominent, it cannot be left out of SEO. Luckily it’s not time-consuming to optimise your images. All you have to do is keep in mind a few simple tips:

  • Always keep the file name relevant
  • Be careful with the file sizes, as they affect the page speed
  • Don’t forget to add alt text, or else a title for your image
  • Think like a user when naming your images
  • Focus on quality images and avoid generic ones

How to create SEO-friendly content

Focus on the user

Every piece of content should have the user in mind. This also applies to SEO. You can’t create your next piece of content, or carry out keyword research, without knowing your audience.

What does your audience expect from you?

How can you enhance the user experience?

Does your site sabotage your content?

All the questions above can be answered by paying closer attention to your site, your content, and your target audience. Google rewards pages that focus on user experience, so never underestimate the power of the user.

Takeaway tips

If you want to create SEO-friendly content, here’s what you need to remember:

  • Focus on user intent
  • Be authentic
  • Come up with the best headlines for your content
  • Pay attention to the content’s structure
  • Use keywords wisely
  • Edit, proofread and aim for readability
  • Use both internal and external links to add further value
  • Optimize all your images to gain new opportunities for search ranking.
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The SEO benefits of using WordPress to publish your content

Creating and launching a fully-fledged website is not enough to get your brand noticed by itself.

In order to improve your online visibility, you will need to carry out SEO (search engine optimization) practices.

If you want to achieve a higher ranking on Google and other search engines, you’ll need to get serious about search engine optimization. Luckily, if you use WordPress as your Content Management System (CMS), there are a number of in-built features that make optimizing your content for search significantly easier.

So what is it that makes WordPress such a strong platform for SEO? Let’s take a look.

1. Permalink Structure

Permalinks are the permanent URLs for your web pages, posts, categories and tag archives. It is the web address used to link to your individual blog post and web page. By default, permalinks look something like this:

http://mysite.com/p?=17

This structure makes it difficult for search engine crawlers to read and index your web pages and posts. That means you will need to make it more accessible for both search engines and we visitors.

Fortunately, WordPress allows you to customize your URL permalinks for each of your posts and pages, adding a clear description of your page’s content as well as any relevant keywords – this makes your URL structure search-engine friendly.

To change your default permalink URLs, you will need to go to Settings → Permalink. You can change it either using /post-name/, or /category/post-name. You can also set it using date and name, but I would prefer you to use “Post Name” to optimize your permalink structure for search engines. The custom permalink URL structure will look something like this:

http://mysite.com/%postname%/

Tip: After creating a custom permalink structure, make sure you save all the changes.

2. Easy to create SEO-friendly titles

The “title tags”, or the title of a blog post, is one of the crucial aspects when it comes to getting a better ranking on search engine result pages. The title tags not only tell search engines what your web page is all about, but also leave the first impression on the people who see your post title in the search results.

Since search engines focus more on the initial words of the titles, make sure you add your keywords at the start of your title tag – this will help you rank better. So, WordPress allows you to optimize your title tags for SEO using the All-in-One-SEO-Pack plugin:

After installing this plugin, you will need to access your WordPress admin panel → go to Settings → All in One SEO Pack and add the following:

  • Post Title: %post_title%
  • Page Title: %page_title%

This will help you create unique, engaging, relevant, and search engine friendly title tags for your site, which in turn increase your CTR as well as page views.

3. Creating unique Meta Descriptions for SEO

A meta description is a snippet of content that you can see under the page link within a Google search result page. It gives a brief summary of your blog post or a web page to both the search engine bots as well as web audiences. This will help you get better ranking on SERPs.

It means that creating unique, engaging and search engine friendly meta descriptions for all your posts and pages can improve your visibility across search engines, and can also help you get a higher click-through rate.

The default WordPress settings makes it easy for you to optimize your meta descriptions for Google and other search engines. Better yet, you can use the Yoast SEO plugin or All in One SEO Pack to automatically create SEO-friendly meta descriptions for your WordPress site.

4. It’s easy to generate an XML Sitemap in WordPress

WordPress allows you to create and submit an XML sitemap easily to search engine webmaster tools. An XML sitemap allows you to tell Google and other search engine bots about all your web pages and posts exist on your site. It simply allows search engine crawlers to read and index your site quickly and easily.

Luckily, WordPress offers a ton of plugins that can help you generate an XML sitemap for all your pages, posts, custom post types, categories, and tags. You can use Yoast SEO, or Google XML sitemap plugins to let search engines better index your WordPress site.

For an example: We are using Yoast SEO plugin to generate an XML sitemap for your WordPress site. After installing and activating the plugin, you will need to enable the XML Sitemaps. To do that, go to the SEO → XML Sitemaps and click on the checkbox to enable this functionality.

The SEO benefits of using WordPress to publish your content

Make sure you configure it and save the settings. This will generate the sitemap for your WordPress site.

5. Use of categories and tags

The main purpose of categories and tags are to help web visitors navigate your blogs quickly and easily, which in turn, help you get a better search ranking (if used properly). In a nutshell, categories are the table of contents for your blog, while tags are the index that helps a search engine to interpret your blog’s subject matter with ease.

Both the categories and tags help you create a better structure and allow Google to notice it while indexing the blog posts of your WordPress. So, make sure you have all the subcategories, and have a well-structured post to make it as easy as possible for search engine crawlers to “read” your content.

To add categories, you will need to go to the Posts → Categories and Tickets → Labels.

Ensure that you use the best tricks to optimize the categories and tags in WordPress for SEO.

6. Simple and clean code

The code behind WordPress is simple and clean, allowing search engine bots to index your site with ease. Since it is an open source platform, you will see constant modifications in terms of security, performance, and functionalities to let Google and other search engines to position your site higher up the SERP.

Although WordPress already performs well in this particular area, making sure that you install well-coded themes and plugins to ensure the high quality of your WordPress site.

7. Optimization of Images for SEO

If you want to drive more web traffic towards your site, then you can’t overlook image optimization. It is one of the crucial aspects of good SEO.

Image optimization is all about creating engaging, relevant image titles and alt text so that you will get better visibility on Google and other image search engines. WordPress makes it easy to add titles and alt text to your images when you upload them to its CMS, so that image optimization is simply a matter of filling in the right fields.

The SEO benefits of using WordPress to publish your content

8. Linking to related posts

Allow search engines to crawl your older posts quickly and easily using the related posts plugin. It is a great WordPress plugin that can help you add a link to related posts within your new content, thereby increasing your SEO capabilities with ease.

The plugin makes it incredibly simple to add related posts to your blog posts and pages, re-ordering related posts via drag and drop functionality, without generating a single piece of code.

Other key points on WordPress SEO:

(a) Since Google loves fast-loading websites, WordPress makes it easy for you to optimize the speed of your site by:

  • Compressing the CSS and JS files
  • Minimizing HTTP requires
  • Optimizing image file sizes
  • Using Caching
  • Use of CDN services
  • Upgrading the core WordPress, installed themes and plugins on a regular basis.

(b) WordPress enables you to create a new page with fresh, updated and improved content to help you get better ranking on SERPs.

(c) In case you forget to optimize the permalink of an existing/older blog post, then you can tweak the slug to a more relevant and search engine-friendly URL.

If you want to avoid a 404 error, then make sure you add a 301 permanent redirect to the older version of your post. This will redirect your web visitors and search engines to the new URL, which in turn will boost your pageviews.

Wrapping up

If you use WordPress as your Content Management System (CMS), these tips should hopefully help to you use it in the most effective way to boost your search ranking.

All you need to do is understand the out-of-the-box WordPress SEO functionalities and how get the most out from them, and you can drive quality traffic towards your website.

 

Lucy Barret is a Sr. WordPress Developer at HireWPGeeks, a WordPress Development Company, and a contributor to SEW.

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Google Posts: GIFs and videos published directly to SERPs

To relatively little fanfare, Google launched its “Posts” initiative during the US presidential election campaign last year.

The launch was accompanied by a landing page that labeled this “an experimental new podium”. That same landing page remains live, unchanged, and with the same call to action at its conclusion to “Join the Waitlist”.

Google Posts seemed to be a stripped-back version of Google+, devised with the intention of at least maintaining some of the functionality of a social network after sunsetting Google+.

The main premise of Posts had ostensibly been to work as a one-way social platform, where brands or individuals could publish (and be indexed instantly), but without the requisite mechanisms to allow the audience to engage in conversation with the poster or ‘like’ the update.

Since that tentative launch, Posts has perennially appeared in and disappeared from the SERPs in various guises, each time with very little fanfare. It initially appeared to be being trialed by a select few small businesses, then was spotted during Google I/O the following May, being used to publish live conference updates directly to the SERP.

A few months after that, Google Posts reappeared in search results for a charter school in New York, KIPP NYC, and then disappeared again. Each time, users have remained in the dark about whether a fully-fledged roll-out of Google Posts might be on the horizon, and nothing much has happened in this space to justify the tag ‘experimental new podium’. However, that may be set to change.

I noticed during a routine search for [red sox] that gifs were autoplaying within the knowledge graph sidebar, both on desktop (as in the screenshot below) and also on mobile.

Google Posts: GIFs and videos published directly to SERPs

 

This is particularly eye-catching and is in line with numerous other Google initiatives to bring a sense of vitality and immediacy to its results, most notably in the shape of Accelerated Mobile Pages and the decision to allow emoji in select organic results.

Although the Posts initiative itself is not new and nor is its inclusion within search results, there is a clearly-labeled ‘New’ box in the top right of this section to alert users of a change.

The same was observed for [yankees], so at least Google shows no clear bias in that sense:

Google Posts: GIFs and videos published directly to SERPs

 

This has been spotted by others in the last few weeks, although it does seem that is being rolled out in a piecemeal fashion.

The two entities that appear to be taking part in this partnership with Google are Major League Baseball and the National Hockey League, as seen in the screenshot below in a search for the ice hockey team [new york rangers]:

Google Posts: GIFs and videos published directly to SERPs

If it’s new, what has changed?

GIFs were also spotted in SERPs on a few occasions when Google+ was up and running, but again this was isolated to a few brands, and it was clear that this was being pulled from their own Google+ account.

What is most noteworthy in this instance is that these results may not be showing up as a result of direct action from each individual sports team.

It is therefore worth assessing the source of the posts to ascertain whether brands will be expected to update their feed on an ongoing basis.

This is quite vital if we want to know where this platform could go in future, as it helps us define whether this is a streamlined social media network (more in line with Twitter than Facebook) or more of an automated content syndication platform.

Back to the Red Sox example for further investigation.

First of all, clicking on an individual post, as it appears within the SERP, opens up a larger window containing the image or GIF. As you can see from the screenshot below, this is all contained within the same results page:

Google Posts: GIFs and videos published directly to SERPs

Clicking on the ‘More’ link leads to the original post which, intriguingly, is hosted on MLB.com rather than the Red Sox Google Posts page.

As such, this could be a welcome boon for brands like Major League Baseball, who will undoubtedly receive increased traffic. This will be of great interest to publishers, as there is the tantalising possibility of a new avenue to get their content in search results, should the initiative go mainstream.

The Red Sox ‘profile page’ is really just a feed of images and external links to more in-depth content – all of which are hosted on MLB.com.

Google Posts: GIFs and videos published directly to SERPs

 

This arouses the suspicion that the functioning of Google Posts is changing, especially as this seems to be the case across all MLB teams. The same is also true of many ice hockey teams, which link out to NHL.com from all of their posts.

As a result, it is plausible that the partnership here is between the sites hosting the content (MLB.com, NHL.com) and Google, with the individual sports teams acceptant beneficiaries of the increased engagement.

In the initial announcement about Posts, the selling point was said to be that individuals or brands could publish directly to Google. That requires a certain complicity; one would have to take action to set this process in motion by posting content via Posts, whether fully-formed or just a link to an external site.

In our coverage from March 2016, we noted that a few small businesses had been given access to Google Posts. There didn’t appear to be much in the way of consistent rationale for choosing these particular businesses over others, although their feeds are all still live.

The fact that the links from the Red Sox are invariably from one website suggests that Google is automatically pulling these links through to its search results when they go live on MLB.com. This differs from the small business accounts, which are composed of unique updates written for Google Posts.

This demonstrates an important and telling distinction from the original functioning of Posts, and could be one with far-reaching implications.

Google Posts: GIFs and videos published directly to SERPs

What is Google seeking to accomplish through Posts?

The reasons for doing this are self-evident.

Eric Schmidt was very public in admitting that the company “missed the boat” on social media, their only real foray into the market being their overdue and (in hindsight) always-doomed Google+.

That is a substantial missing piece in the jigsaw for a company that is competing with Facebook to maintain its digital advertising dominance.

Speed is of the essence, as indicated by the growing presence of AMP pages in search results.

Google Posts: GIFs and videos published directly to SERPs

Of course, it stands to reason that having brands publish directly on a Google platform is of great benefit to the search giant, as it has a significant task on its hands to crawl, index, cache, and serve everything that is published on the web instantaneously.

Moreover, one reason for using Google+ as a content distribution platform in the past was simply that it led to faster indexing. If Posts can offer the same benefit, especially if updates about a brand are pulled automatically from relevant websites, there will be a clear use case for most companies.

What could this mean for businesses and marketers?

The results pages are crowded as it is, so the addition of GIFs could only serve to intensify the battle for consumers’ attention spans. However, as always, we can expect Google to test this in detail before taking the plunge and releasing the functionality to the masses.

One concern is that Google may give prominence to these results over other social networks, notably Twitter, in order to ensure its own success. Perhaps the reason for such a tentative entry into this space is the hope of avoiding another newsworthy social media misstep, should the initiative fail to take hold.

The waitlist for Google Posts has been open for quite some time now, after all, but very few companies are active on the platform. Either demand is suspiciously low or (more likely) Google is taking its time on this one.

Google Posts: GIFs and videos published directly to SERPs

That said, any opportunities to increase organic traffic are very welcome nowadays, and that could be what Posts comes to offer us.

For now, we can only join the waitlist and patiently look forward to an invitation to start Posting.

Optimization at the intersection of search, content, social, mobile and local in 2017

The digital environment is rapidly shifting. There are over a billion websites online, and customers have countless brands to choose from when seeking solutions to their needs.

Consumer behavior has rapidly matured with the growth of the online world. Customers access the internet through a variety of different platforms and channels. Two thirds of shoppers report using more than one channel when deciding to make a purchase.

At the same time, customers have also begun to abandon a traditional buyer’s journey. They now interact with brands through a series of high-intent touch points across multiple devices. Customers now guide the relationship, and brands need to be there to serve them.

Search engines responded to this shift by evolving the query algorithm to better understand intent and mold their search engine results pages (SERPs) and provide fast, convenient answers for users.

To succeed in this modern digital ecosystem, brands must do the same. They must understand how to develop content that accurately reaches the target audience based upon concrete goals.

Not only is understanding cross-channel trends within marketing key to reaching customers, but it’s also a key ingredient for brands to achieve greater ROI. Nearly 3/4 of marketers employing cross-channel methods report that these interactions result in ‘major’ impacts to the number of site conversions.

More than half also say that cross-channel marketing helps them improve their retention, and increases the likelihood of customers becoming brand advocates. Customers who arrive at your brand through cross-channel research also carry a 30 percent higher lifetime value. So organizations that go through the extra effort to create the cross-channel atmosphere will see value from their decisions.

Opportunities at the intersection of channels

For the modern marketer, the opportunity for brand success lies at the intersection between search, social, content, mobile and local. SEO is the core driver as it helps ensure material is easy to find online.

Social is then your megaphone. It broadcasts a message across the various ‘watercoolers’ of the online world, helping to engage customers in a personal way, while also drawing attention to content. These two work together to build visibility and traffic.

Next, combine efforts from these two channels with content, mobile and local strategies. Effective campaigns in these three areas grasp the devices customers use and their intent behind searches. Creating material that fills these needs builds engagement and drives relationships and conversions.

The key is creating content ready to serve customers across various devices and platforms. Brands need to meet customers where they are in order to provide them information; but without data, this is impossible. Data can let brands know what their customers search for and what they want to see when they make these queries.

It will also inform them of the success of their efforts and where adjustments can be made.

Our research at BrightEdge shows that organic remains the largest driver of traffic, with 51 percent of the people arriving on a site coming from SERPs. When using SEO as a multi-channel asset that can attract visitors across different touch points, it’s easy to understand how these different types of marketing intersect to spur growth.

Making a success of the intersection of search, content, social, mobile and local

Step 1. Analyze your current website

As companies adapt to a mobile-first world, they must create web experiences that are responsive and driven by rich experiences. However, without understanding or adhering to SEO best practices, content creators can inadvertently cause technical errors, duplicate content, or orphan pages.

These issues severely impact organic search performance resulting in decreased traffic, conversions, and revenue.

To best understand how the intersection between these various elements will work for your brand, you need to look at your site currently and gauge how leads arrive. Ensure that you break down traffic, including by device, to better understand the motivations of your existing customers.

This will provide insight into where to focus more of your efforts and safeguard your content and website.

Step 2. Perform keyword research

Looking at statistics behind applicable keywords will reveal traffic rates and competition levels, helping you better understand the terms and topics that most interest your prospects.

You also want to monitor trends as part of this research. Trends will reveal rising topics of interest, allowing you to create and promote content of interest before all of your competitors, establishing your authority and ranking.

Step 3. Look at the user intent behind keywords

Marketing today is about understanding the micro-moments that dominate user activity. Customers reach for their devices when they experience a particular type of need they want fulfilled. The better you understand the intent of these customers – whether they want to go, do, buy, or know something – the better you will be able to tailor your content to meet these needs.

Search engines have been tailored to predict the intent of customers, which explains why some searches have features such as local 3-packs, featured images or videos and Quick Answers. Understanding the intent behind searches allows marketers to create content messages and formats that will most likely appeal to customers.

Step 4. Make sure all content is mobile friendly

Customers today are on mobile for a large part of their digital experience. More searches today take place on mobile. Compared to desktop, mobile devices now account for 65 percent of all digital time spent. All content produced should serve the needs of customers on these devices through responsive web design, fast mobile load times, page navigation and layouts that reflect the needs of mobile users.

Remember that mobile also strongly overlaps with the need for local optimization. Over fifty percent of on-the-go searches have local intent. Local mobile search can be a powerful step in the conversion process. In fact, 80 percent of these searches result in offline purchases.

This means that as brands optimize for mobile, they should also pay close attention to the local and “I want to go” intent for particular keywords. Optimizing for hyperlocal search can be critical for attracting these customers.

Step 5. Optimize all content through SEO best practices

Remember, SEO is the driver of this explosive intersection between channels. As you create content for different user intents and devices, you must optimize it. This means more than just including keywords. You should also pay attention to meta descriptions, title tags, image alt tags, layout and how the content fits in with the rest of the website.

Familiarize your content creators with basic SEO practices and ensure they work closely with the SEO team to create material that will rank as highly as possible from the moment of publication.

Step 6. Broadcast content through social media

As you create optimized content for different channels, ensure your content and web teams partner with the social media team to develop a promotional strategy. Followers on your social media platforms have already revealed some degree of interest in your brand. A strong posting strategy will enhance this relationship and encourage more to enter the sales funnel.

As you publish content, promote it on the social media sites where the target audience most likely resides. For example, highly visual content developed for young adults in their late teens and early twenties might best promoted through platforms like Instagram and Snapchat. The better you understand your audiences, the more highly targeted your content strategy will become to generate returns.

Such promotion will broadcast your content, encourage sharing and increase visibility before it even ranks highly on SERPs. As an added bonus, promotion can also drive traffic and attention to your site, increasing the odds of others linking to your page from their own websites.

This can then help boost your reputation and authority in the Google algorithm, potentially increasing your position on SERPs. As you rise in rankings, your content will naturally attract a wider audience, showing how the different pieces of this strategy work together.

Although the dangers of siloed marketing have been apparent for several years now, the potential implications of relying on these outdated strategies cannot be more apparent than they are today. The customer does not live on one channel or one platform, and brands must meet these needs with a consistent voice.

Understanding how these elements intersect can help brands create an effective strategy. Follow this six stage process and see how using content, SEO, search, social, mobile, and local can spell success for your organization in 2017.

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7 quick ways to use content marketing to boost search ranking

Content marketing can be very effective in increasing traffic, generating leads, enabling sales – and contributing to SEO. So how can businesses use it to improve their search rankings?

When done well, content marketing can contribute to boosting a site’s position in search rankings.

Although this may not seem like the most obvious benefit to a successful content marketing strategy, it’s an effect that no business can ignore.

Here’s how to take advantage of your site’s content to rank higher in the SERPs.

1. Create fresh content

A site can never have enough content. There is always an opportunity to create new pieces of content, and the newness – or ‘freshness’ – of content is also one of Google’s ranking signals.

Content freshness as a ranking factor is not just judged by the publication date of the page, but can also include:

  • updates to the content
  • new pages
  • an increasing number of links towards a page
  • an increased level of traffic reaching the page

These criteria show that older posts can still be valuable, especially if they offer an in-depth analysis on a topic, are evergreen, or have been regularly updated to keep them relevant. Which leads us on to…

2. Repurpose old content

There’s no reason to ignore the older content you’ve published in the past, especially if it still gains a significant amount of traffic.

As content marketing evolves, it is more beneficial to go beyond the written posts to new formats that allow you to broaden your value.

That’s why repurposing content can help you analyse a topic in more detail, by allowing you to create multiple types of content without losing their value or becoming repetitive. This saves you time spent coming up with new content ideas, and also gives you a regular supply of fresh, valuable content to boost your ranking.

Going beyond blog posts, here are other types of content you could create from your older material:

  • Videos
  • Infographics
  • E-books
  • Lists
  • How-to posts
  • Podcasts
  • Guides
  • Presentation

Your target audience might be more receptive for example to infographics rather than a blog post, or you may discover that you can achieve higher conversion rates through a presentation rather than a podcast.

Every content type serves its own goal and as every audience has different needs, experimentation can be very useful, until you discover which formats work best for your business.

3. Test headlines

A headline is usually the first thing we notice when accessing a search engine, and this reminds us that a headline should be:

  • valuable
  • relevant
  • simple
  • appealing

It may seem as if some of these points contradict each other, but the trick is in striking a balance between informativeness and length, or relevance and complexity.

Keywords can also be used as part of a headline, and this requires further planning on finding the best way to be SEO-friendly without sacrificing the flow of the headline.

Moreover, there’s a thin line between a click-worthy headline and clickbait, which is why it’s important to bear value to the reader in mind when creating a headline.

CoSchedule’s free headline analyzer is a very useful tool that can help you explore all the possible ways to improve your headline. Once you add your suggested headline, you receive a quick analysis, along with a score and tips on how to improve it.

7 quick ways to use content marketing to boost search ranking

4. Create visual content

Although visual content can be considered part of our earlier point on the importance of testing new content types, it deserves a special mention for its powers of grabbing the user’s attention.

Visual content has become very popular on the internet due to our own ability to process an image faster than any written text. This wins the first impression and it can be very powerful within the context of a page.

Previously used mostly to accompany written content, visual content has reached the stage where it’s now considered a form of content in its own right, standing on its own to increase awareness, engagement and leads.

On top of this, it can be optimized for search, offering a new opportunity for a business to stand out from its competitors via images and videos. The optimization of your visual content can lead to surprisingly positive results, provided that you follow a series of small steps that ensure that they are SEO-friendly.

7 quick ways to use content marketing to boost search ranking

Keep in mind, search crawlers cannot “read” images, only the text that accompanies them. This means that it’s important to focus on:

  • Image title (don’t upload an image with a filename 4fogowr.jpg, but rather rename it to something more relevant, e.g. contentforseoguide.jpg
  • Alt tags (the tags that describe the image for screen reader users, or if the image fails to load)
  • Image size (large images affect a page’s load time, which can have a negative effect on your search ranking)

5. Choose the right keywords

Keyword research can turn into a useful ally, especially if you bear in mind that you don’t always need to target the most obvious keywords.

Targeting highly sought-after keywords can make it harder for you to rank higher in search, but this doesn’t mean that you can’t become an authority on a topic by using different phrases for the same concept.

How about picking words and phrases that are less competitive but still high in rankings? Find the keywords that best suit your content, and think outside the box when deciding on the focus keywords you want to target.

6. Create link-worthy content

Link building helps your content reach a broader audience, increasing both your site’s visibility and its authority. Moreover, it can grow your search traffic, as the number of unique domains linking to your site helps search engines understand whether your content is informative enough to rank higher in the SERP.

Not all links are equal, as high-authority sites contribute more heavily in this regard. This means you should aim for more reputable mentions – but without snubbing any lesser sites that might link to you, as it all adds up. It’s easier for a source to link to your content if it’s authentic, interesting and well-researched, so always aim for quality over quantity.

It is useful to come up with a link building strategy that will help other sources discover your content and feature it if they find it relevant enough for their target audience – without losing sight of the need to create valuable content, of course.

7. Discover the connection between content and user experience

What’s the connection between content and user experience and how does that affect your rankings? We’ve talked about user experience and SEO in the past, and come to the conclusion that the more usable and readable your content, the more it is likely to boost your search ranking.

7 quick ways to use content marketing to boost search ranking

A Google-friendly website is valuable, appealing, and functional. Your readers should not struggle with reading or accessing your content, and search engines expect the same from each page they crawl.

The quality of content extends in this case to the page and how it helps the user experience with minimal effort. For example, have you tested the load time? Are your images hurting your site’s speed? Is your content too difficult to understood from your audience? Is your structure helpful both for your readers and for search engines?

Overview

The main aim of your content should still be to provide value and relevance for your target audience, but this doesn’t mean that it can’t be slightly more SEO-focused.

As the ultimate goal is to get more readers to your pages, an improved ranking on SERPs can help you tap into a new audience that will appreciate your content.

There’s no need to obsess over SEO throughout the whole content creation process, but getting into the SEO mindset can offer useful insights into how to make your content more effective from now on.

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Three reasons for companies to consider using .brand TLDs

On February 28, 2017, ClickZ Intelligence presented the webinar ‘Still using .com? Here’s why 50% of all Fortune 500 companies are about to use .brand’ in association with Neustar.

This article has been adapted from a post originally published on our sister website ClickZ.

When asked why they were investigating the possibilities of .brand domains, more than 60% of attendees of the webinar answered that they wished to improve search engine marketing. Forty-three percent reported they wished to improve the customer experience.

So how can the adoption of .brand domains achieve these goals as well as alleviate other issues facing digital today?

Tony Kirsch from Neustar, Matt Dorville from Major League Baseball, and Katie Hankinson of VaynerMedia explored the use of .brand domains and their potential to improve the customer experience, advertising effectiveness, and overall long-term brand health.

.brand domains are being adopted by many of the top brands in the world

Currently there are approximately 550 “.brand” extensions across all sectors of business. Roughly 50 global brands have already adapted to the new industry standard of naming, and have created a ‘home.brand’ domain name.

Three reasons for companies to consider using .brand TLDs

Neustar’s Tony Kirsch has identified four major issues facing digital today:

  1. Websites are becoming too large and complex to navigate – consumers want to find deeper content quickly and easily.
  2. Inefficient calls to action – the large variety of techniques within advertising is not inspiring consumers to act how advertisers want them to.
  3. Exponential growth in paid search – paid search is costly.
  4. Inability to measure leakage – brands run the risk of customers getting distracted and going elsewhere while searching for content.

The use of .brand domains can counteract these issues by giving a company’s digital content its own identity. Consumers will have access to deeper content in a more direct and intuitive manner by merely typing in any number of URLs which end in .brand (i.e. surface.microsoft).

.brand domains make it simple for users to find content

Matt Dorville of Major League Baseball finds that the use of .brand domains is useful in building campaigns. Because the .brand URLs are easy to remember, consumers find it less complicated to find the content they are being driven to by campaigns. They also work well in a social spaces such as Twitter or blogging because of their ease and simplicity to share.

Another added benefit is the elimination of domain squatting. Because .brands are owned exclusively by the company, this opens up a whole range of URLs that can be used without the need to purchase the URL from a third party.

The use of .brand domains allows for a clarity of message in your call to action

From an advertising perspective, Katie Hankinson of VaynerMedia believes that .brand domains have the potential to create an ‘elegant and intuitive way’ to direct people to content on your site. She also finds that many brands are interested in what is new in digital and how they can capitalize on the changes.

Want to hear more?

Interested in learning more about why many of the world’s largest and most innovative organizations are adopting this new evolution in digital? Then watch the Still using .com? Here’s why 50% of all Fortune 500 companies are about to use .brand’ webinar on demand to hear more.

 

For more information on how you can get involved with the ClickZ Webinar Series please contact sam.lawson@clickz.com.

This webinar was produced in association with Neustar. Click here to read our collaborative content guidelines. Views and opinions expressed in this article do not necessarily reflect those of Search Engine Watch.

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Challenges and opportunities for inbound marketing in 2017

It’s not easy to create a successful inbound marketing strategy, but it still offers great opportunities once marketers understand its potential. What do we need to know, then, about inbound marketing in 2017?

Content can be a powerful tool for a business when used strategically, and that’s how inbound marketing has become an effective method of capturing leads and increasing traffic.

More marketers are ready to explore its benefits, which is why we’re examining the best ways to use it in 2017. It’s interesting to look into Hubspot’s State of Inbound 2016 to see what other businesses think of inbound marketing and how to take advantage of its potential.

Top marketing priorities

Marketers are leaving 2016 behind, and their top priorities for the year ahead are:

  • converting leads into customers
  • growing traffic to their website
  • increasing revenue from existing customers
  • proving the ROI from their marketing activities

All these priorities have to do with the effectiveness and the profit coming from their marketing efforts. As competition increases, it is becoming more important to find the tactics that will boost a brand’s goals, and inbound marketing has played a key role in this attempt.

Top inbound marketing priorities

According to Hubspot, inbound marketers are much more likely to be satisfied with the tactics their organisations are prioritizing. Ranking their priorities for the past year, the growth of SEO and their organic presence was their main focus, while content creation and distribution were next.

Another interesting priority was marketing automation: there seems to be a growing interest in the best ways of including automation in a marketing strategy.

Moreover, blog content doesn’t seem to be the only concern, as marketers also included interactive and visual content among their main priorities.

All these priorities demonstrate the complexity of inbound marketing and how each organization interprets it differently, depending on their goals and their plans.

Challenges and opportunities for inbound marketing in 2017

Top marketing challenges

Inbound marketing is not just about great opportunities, but also about big challenges, ranging from finding effectiveness to budget and training.

It’s not easy to create a successful inbound marketing strategy, and the main challenge for marketers is to generate traffic and leads from it, while justifying their activities through ROI is also a big concern.

Moreover, as content evolves, so does the need for a bigger budget. This is a challenge that small businesses understand, especially when they’re trying to compete with bigger ones.

Challenges and opportunities for inbound marketing in 2017

Adding new content distribution channels

A good way to overcome the challenges in inbound marketing is to explore new content distribution channels. For this reason, marketers are ready to focus more on Youtube, Facebook videos, Instagram and messaging apps, as these seem to be the biggest trends in content marketing.

Moreover, podcasts are still among their preferences when trying to reach a different audience, while Medium is also an interesting choice in terms of simplistic content consumption.

Their first three choices for 2017 indicate that visual content and video, in particular, is a key choice for the coming months, and as it seems to increase engagement, we can expect more businesses to try it out this year.

Challenges and opportunities for inbound marketing in 2017

Inbound vs Outbound

When it comes to marketers’ primary approach to marketing, Hubspot’s State of Inbound shows that 73% of respondents pick inbound marketing over outbound marketing.

Although both aspects are important, the preference over inbound marketing proves how the rise of content turned it into a powerful weapon for every marketing strategy. Despite the challenges and the budget limitations it may occasionally bring, the consistency in inbound marketing can lead to great long term results.

Challenges and opportunities for inbound marketing in 2017

Inbound marketing in 2017

It’s an interesting time to explore inbound marketing, as content creation and distribution reaches new levels of maturity. This means that more businesses will be able to find the desired ROI when embracing inbound marketing techniques as part of their bigger marketing strategy.

Although marketers are aware of the challenges that come with inbound marketing, they seem to be focused on finding the best ways to make it work along with their goals.

The best way to start exploring the benefits of inbound marketing is to analyse your existing content and explore its potential and how it can affect your marketing and sales goals.

How can you improve it? How can you create more strategic content from now on?