2. SOCIAL MARKETING INTRODUCTION
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While Social Marketing is not the silver bullet that many
pundits claim it to be, it is an extremely important &
relatively low cost touch point that has a direct impact on
sales acquisition and customer satisfaction.
Social Marketing isn’t a fad. It’s a revolution.
The future is a different place, where businesses at all
levels will be engaging via social media. The question is
who will drive the adoption and who will miss out.
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3. SOCIAL MARKETING INTRODUCTION
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It’s a New Marketing Era… Think Social
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4. SOCIAL MARKETING INTRODUCTION
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New Marketing… Go Social
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5. SOCIAL MARKETING INTRODUCTION
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So Many Choices and Too Little Time
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6. SOCIAL MEDIA ADOPTION
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8. SOCIAL MEDIA ADOPTION
- DRIVE BRAND AWARENESS -
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SIX ACTIONS MARKETERS CAN TAKE TO UTILIZE SOCIAL MEDIA AS A BRAND BUILDING
TOOL IN THE CONNECTED WORLD ARE:
• Articulate – Define your brand’s social identity and communicate it with a
compelling and unique voice.
• Connect – Find your best and most likely customers and give them a reason to
like or follow you in social channels.
• Engage – Interact with people by making brand communications and content
more interesting, personally relevant and participatory.
• Influence – Inspire people to share stories about your brand and make it easy for
them to do so.
• Integrate – Build a social element into the brand and product experience across
different channels.
• Rejuvenate – Use insights from social channels to continuously monitor your
brand’s health and improve the brand experience.
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9. SOCIAL MEDIA DRIVES BRAND AWARENESS
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10. SOCIAL MARKETING BENEFITS
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Increased Exposure 85%
Increased Traffic 69%
Provided Marketplace Insight 65%
Developed Loyal Fans 58%
Generated Leads 58%
Improved Search Rankings 55%
Grew Business Partnerships 51%
Reduced Marketing Expenses 46%
Improved Sales 40%
0% 20% 40% 60% 80% 100%
11. SOCIAL MARKETING BENEFITS
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• Increases Traffic to Your Website
• Improves your Search Engine Optimisation
• Amplifies Your Message through ‘World Of Mouth’
• Position company brands as thought leaders in your niche
• Communicates and Engages with Your Customers
• Spreads Your Content
• Spreads Your Ideas
• Major Marketing Cost Savings
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12. SOCIAL MARKETING BENEFITS
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INCREASED WEB TRAFFIC
0.0% 22.5% 45.0% 67.5% 90.0%
Less than 6 months
6 to 12 months
1 to 3 years
More than 3 years
Strongly Agree Agree
13. SOCIAL MARKETING BENEFITS
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Increases Traffic to Your Website = More Sales
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14. SOCIAL MARKETING BENEFITS
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Increases Traffic to Your Website
• Twitter with links drives traffic to special landing pages
• Blog with links to website
• Facebook with links to landing pages, resources
• LinkedIn Optimized with Links and Plugins
• YouTube with links back to your website and blog
• Inbound links from sites that value, link and embed your
content
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15. SOCIAL MARKETING BENEFITS
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Increases Traffic to Your Website
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16. SOCIAL MARKETING BENEFITS
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Increases Traffic to Your Website from Inbound Links
& Tagging
What are Inbound Links?
• Websites, social sites or blogs linking to your website
or blog
• The more links the better
• Websites that are ranked high in Google is better
• Google loves links - it gives your site authority
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17. SOCIAL MARKETING SOCIAL MARKETING BENEFITS
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Improves your Search Engine Optimisation:
Found = More Leads = More Sales
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18. SOCIAL MARKETING BENEFITS
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Improves your Search Engine Optimisation
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19. SOCIAL MARKETING BENEFITS
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Improves your Search Engine Optimisation
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20. SOCIAL MARKETING BENEFITS
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Amplifies Your Message through ‘World Of Mouth’
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21. SOCIAL MARKETING BENEFITS
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Amplifies Your Message through ‘World Of Mouth’
Example From One Post…
• Facebook: 176 Facebook Shares Multiplied by 200 Friends on
each site - Sub-Total 35,200
• Twitter: 308 Tweets Multiplied by 500 followers per Twitter
account - Sub-Total 154,000
• Potential Audience Reach (Impressions): Total 189,200
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22. SOCIAL MARKETING BENEFITS
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Communicates & Engages with You Prospects & Customers
• Facebook: Updates, Comments, Messages, Competitions
• Twitter: ReTweets, Comments, Direct Messages, Links
• Blogs: Comments, Polls, Votes
• LinkedIn: Messages, Updates, Q&A
• YouTube: Comments, subscribe
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23. SOCIAL MARKETING BENEFITS
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Spreads Your Content & Messaging
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25. SOCIAL MARKETING BENEFITS
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A Lot Less Expensive Than Traditional Marketing
More Leads For Less Budget
Average Social Marketing Costs 61% Less
Per Lead Than Traditional, Outbound
Marketing.
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26. SOCIAL MARKETING BENEFITS
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A Lot Less Expensive Than Traditional Marketing
More Leads For Less Budget
Average cost/lead for outbound
Marketing: $346
Average cost/lead for inbound
marketing: $135
Leads from inbound links are 5x more
likely to close in sales than outbound
leads
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27. PRIMARY B2B SOCIAL MEDIA CHANNELS
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28. MOST USED SOCIAL MEDIA TOOLS
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Facebook 92%
Twitter 82%
Linked In 73%
Blogs 61%
YouTube or other video 57%
Google+ 40%
Photo sharing sites 21%
Forums 19%
Social bookmarking/news sites 16%
Geo-location 14%
Daily Deals 6%
29. SOCIAL MEDIA CHANNELS
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Why Linkedin?
The social network business people may be most familiar with is LinkedIn.
This network of over 150 million business users is a major player in the
lead generation game (especially for B2B companies).
• Over 150 Million professionals are members worldwide
• Great for networking professionally
• Positioning your company and managers as an expert and
thought leader in its niche
• Especially valuable for technical sales
• Integrate your other sites including company, blog and Facebook
• Average income of LinkedIn member is over $130,000
• Think of it as a business cocktail party
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30. SOCIAL MEDIA CHANNELS
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Why Twitter?
Twitter is a social network on which people share 140-character mess sages. Users
“follow” or subscribe to each other’s updates and can receive messages via
multiple technology devices, including desktop computers, smart phones, and text
messages.
• Communicate quickly and virally
• Distribute and promote your content
• Target geographically
• Target by user type through directories
• Connecting to peers and opportunities
• Simple to use
• Wide range of tools
• Promoting Facebook, Blogs, Websites
• Real time search
• Over 180 Million visitors a month
• Can be automated The Rudder Group
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31. TWITTER EXAMPLES
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Use Your Background To List Key Features/Services of Your
Product
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32. SOCIAL MEDIA CHANNELS
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Why Blog?
• Position you company as a thought leader in your niche
• Establishes authority
• Google likes fresh unique content
• Drives inbound links, improving SEO
• Talk in the language of your audience
• Easy to use
• Great for branding and messaging
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33. SOCIAL MEDIA CHANNELS
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34. BUSINESS BLOGGING
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40% 55%
of B2B companies More website
use blogs for visitors.
marketing
Blogging nets highest ROI
out of social media 67%
channels More leads/month
than those who
don’t blog.
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35. BUSINESS BLOGGING
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• Nearly 40% of US companies use blogs for marketing
purposes
• Companies that blog have 55% more website visitors
• B2B companies that blog get 67% more leads/month
than those who don’t blog
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36. SOCIAL MEDIA CHANNELS
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Why Facebook?
With more than 800 million monthly active users, Facebook has become the
major player in the social media industry. From a marketing
perspective, Facebook serves as a powerful platform for building a community
of advocates and in- creasing word-of-mouth marketing.
• Growing at over 600,000 users per day with over 800 million
users
• Broad demographics
• Gen Y uses it extensively
• Generating fans spreading your unique content, blogs, videos
• Pages and Groups for companies
• Multi-media rich
• Easy to use
• Think of it as the backyard barbeque
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38. SOCIAL MEDIA CHANNELS
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Why YouTube and Online Video?
• Second largest search engine in the world
• 10 times easier to rank higher in organic search
• Important if you are connecting to “Gen Y”
• Capable of becoming viral
• Video reviews for products increases conversion 6 - 30%
• Free
• Easy to use
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39. MONITORING SOCIAL MEDIA
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• Google Alerts
set up multiple Google Alerts for your
company, brand, products, leaders, industry terms, etc. The alerts will get
delivered directly to your email inbox at the frequency you indicate
(e.g., daily or as they happen) and they are a great way to track mentions of
your brand and relevant keywords on the web.
• HubSpot
HubSpot’s social media monitoring tool enables you to set up filters in the
key so-cial media networks and track conversations relevant to your brand
and industry.
• HootSuite
Using a tool like HootSuite allows you to save keyword searches as a live
stream so you won’t miss out on what’s being said about your brand, your
industry and your products.
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40. INTEGRATED MARKETING
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Search – Display - Social
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41. INTEGRATED MARKETING
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Search – Display - Social
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42. INTEGRATED MARKETING
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Search – Display - Social
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43. SOCIAL MARKETING TRENDS
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44. SOCIAL MARKETING TRENDS
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45. SOCIAL MARKETING TRENDS
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46. SOCIAL MARKETING TRENDS
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47. SOCIAL MARKETING TRENDS
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48. SOCIAL MARKETING TRENDS
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49. SOCIAL MARKETING TRENDS
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50. SOCIAL MARKETING TRENDS
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51. SOCIAL MARKETING TRENDS
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52. SOCIAL MEDIA TRENDS
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53. ENGAGEMENT PEAKS
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Business & Finance Industry
Most posts are published Monday – Friday but engagement rates don’t spike
until Wednesday and Thursday, dropping again sharply on Friday – Tuesday.
Look to post on Wednesday & Thursday, when engagement rates are highest.
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54. KEYWORDS
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What is a Keyword?
A keyword is a word or phrase that a person uses to gather
information on a topic online. People can enter keywords
into search engines like Google and Bing or social media
sites like Facebook, Twitter, and LinkedIn.
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55. Why Build A Keyword Strategy
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• Increase your chances of getting found by
customers searching with those keywords, which
will drive more and better quality traffic to your
business website.
• There are ways to determine the popularity and
competitiveness of certain keywords.
• You can also test and analyze how effective
different keywords are in drawing visitors to your
site.
56. Optimize Your Site
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What You Should Know About SEO
• On-Page SEO
How well your website’s content is presented to search
engines. This can often be improved immediately.
• Off-Page SEO
Site’s overall “authority” on the web, which is determined
by what other websites say about your site. This can take
time to improve.
Even though on-page SEO accounts for only about 25% of how
search engines score and rank your website, it’s worth tackling
first since it can be improved quickly.
57. Optimize Your Site
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• Set Up MobIle Redirect
Create an entirely different version of your website that is targeted for
mobile viewers, and set up a mobile redirect. (most likely, your web
hosting service will be able to build a browser redirect feature into
your website.) Through this feature, a line of code is placed on your
website’s homepage to determine the size of a visitor’s browser
screen. based on each screen’s size, the visitor is either directed to the
mobile site, or they stay put.
• Use MobIle CSS
In addition to the redirect option, you can use mobile css to make your
web- site mobile-friendly. the css basically allows you to change the
way your web site is organized and displayed just on mobile devices.
59. CRITICAL ELEMENTS TO OPTIMIZE FOR MOBILE
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• Emails
• Call-T-Action & Landing Pages
• Downloads
• Video
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60. METRICS TO TRACK & REPORT ON
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• Marketing Grade
• Traffic
• Leads
• Customers
• Traffic, Leads & Sales By Keywords
• Customer Acquisition Costs
• New vs Repeat Visitors
• Effectiveness by Channel
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61. SOCIAL MARKETING CONCLUSION
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• Customers share, read and engage more with content when it is
surfaced through people they know and trust
• Buyers are changing
• Social Marketing is turning brand awareness into brand preference
and ultimately into leads and revenue
• It’s about creating interesting and informative content optimized
and distributed so it can be found by and engage the prospective
buyers and existing customers
• Many customers correlate high organic search rankings with trust
and brand leadership
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62. SOCIAL MARKETING
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The Bottom Line:
Social Marketing Influences Customer
Acquisition, Customer Satisfaction & Customer
Retention…
It’s Time To Go Social!
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63. THE RUDDER GROUP
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SOCIAL MARKETING
SERVICES
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64. THE RUDDER GROUP SERVICES
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TACTICAL GO-TO-MARKET STRATEGY & EXECUTION
Market Demand Channel Analyst &
Velocity Generation Outreach Media
• Positioning, Branding and • Website Development & Content
Messaging Creation
• Demand Generation Programs • Collateral & Sales Tool
Development
• Digital Media & Social Marketing
• Webinars
• Product Launch
• Public Relations (Industry
• Product Marketing
Publications, Media & Analysts)
• Lead Generation Campaigns
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65. THE RUDDER GROUP SOCIAL MARKETING SERVICES
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66. THE RUDDER GROUP SERVICES
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INTEGRATED MARKETING PLAN
Awareness Customer Conversion
Social Media
Campaigns Acquisition Metrics
• Social Media • Content Development
• Email • Lead Nurturing
• Blog • Video Interviews
• Whitepapers • Subject Matter Expert
Commentary
• Podcast
• Listening Posts
• Webinars
• Website Traffic
• Website & Landing Pages
• Local & Paid Search
• SEO
• Call To Action
• Online Video
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67. THE RUDDER GROUP SERVICES
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INTEGRATED MARKETING PLAN
Editor's Notes
Overall, the findings suggest there is arguably a ‘blank canvas’ for adaptive, fast-moving business developmentprofessionals and marketers to use social media to gain a competitive advantage. As Generation Y enters theworkforce, these new professionals will be more at home with integrating social technologies into their professionallives. Returns on investment (ROI) will be conferred upon those practices that have the foresight to recognise this.The behavior of marketplace as a whole is changing, even in the legal profession. Social is fast becoming the default first stop for answering questions and gaining information, for professionals.We Google things, try self diagnosis before doctor visits on WebMD, we research pricing and product features, and we will go to find answers from legal SMEs on the web before seeking out a practitioner or legal ERP system. No vertical is left untouched.
wHybuIld A keywoRdstRAtegy? More and more customerss are finding businesses online through keyword K search. you can take advantage of this habit by optimizing yourwebsite and social media profiles around the keywords that arerelevant toyour business and that consumers are using to find you online.
As a business professional, you should make sure the right people are finding your business online. In this section, you will learn how to define which keywords will maximize your potential to draw in relevant traffic from search engines. keyword research is an ongoing process that should be followed closely. It gives valuable insight on industry trends and product demand. com- prehensive keyword research can help you grow your organic traffic and save you from spending money on pay-per-click (ppc) campaigns such as googleAdwords.
Html is the back-end code of your website that search engines read. search engines extract rel- evant information, such as keywords, from your Html. css, on the other hand, holds a template for the layout of your page. In the CSS, you define how headings, links, and other visual elements of the text should look. the takeaway here is simple: use css. putting layout-related information in your Html can dilute the relevance of the Html text, which is what you want search engines to read. search engine rankings favor sites that are registered for a long period of time. long domain reg- istrations indicate a commitment to the site, a signal that the site has a lower chance of being spam. extend your website registration for $10-20 a year for an seo boost. moz Rank is a general measure of how much online authority your site has. A higher moz rank is better. Note that moz Rank factors in both on-page and off-page seo. Improving your on-page seo may help improve your rank, but there is much more you can do to improve it. don’t worry, we will get to all this. when google crawls your site, it updates the information related to it, such as your keywords and other seo factors. therefore, you want google to crawl your site as often as possible. the best thing you can do to make google crawl your site more frequently is to regularly produce fresh content and publish it on your website. he uRl of a web page is its web address. for example, Hubspot’s blog has a uRl of http:// blog.hubspot.com. the uRl structure of a website is about how the different uRls connect with each other. Unfortunately, improving your URL structure is one of the more difficult aspects of on-page web- site optimization. The methods of fixing these issues depend entirely on the back-end parts of your website, such as your content management system or programming framework. Neverthe- less, if you have a competent developer by your side, having him or her tackle these issues can significantly improve your SEO.
with indications that mobile bandwidth cost may be on the rise, it is important for marketers to develop lightweight ways to engage mobile users. don’t ask a user to stream a ten-minute video. Instead, provide a clean text summary of the video if they are using a cellular data connection. give them an opportunity to watch the video if they are on a wifi connection, in an effort to help them conserve mobile bandwidth. Now that you have all the right internet marketing strategies in place, it’s time to make all of them as efficient as they can be. Your main goal in this next step is to find the best way to use all the techniques we’ve already discussed to get found online and generate new customers.