#optimize search engines

[ennobletechnologies]

10 Principles for Website Renovation | Ennoble Technologies

Having a website has now become a necessity. It is one of the easy-to-access and powerful leverages that could be used to achieve higher market goals and cut yourself from the competition. Your website shows your online presence, and it’s often where customers first connect with a business or individuals. Whether you own a small business or make a living as a blogger, you must ensure your website is up-to-date and user-friendly. In this article, we’ll discuss 10 principles for website renovation that are key considerations for revitalizing your online presence.

10 Principles to Consider for Website Renovation

A website is certainly a powerful and essential tool that showcases your products, services, or content. However, if it is slow, old, and not friendly, you could lose many potential customers or audiences.

Set Goals

Being specific about your goals helps you define what you want to achieve. It can be related to your website’s design, functionality, user experience, or business objectives. Some examples of rebuilding your website include increasing website traffic, sales, or leads. In addition, they include improving the engagement of users, making it more accessible, or updating website content.

Know Your Audience

You need to know who your majority audience is to understand their needs or expectations. Your website should be designed keeping your target audience in mind to ensure it is engaging, user-friendly, and provides what they need. For example, use vibrant colors and modern design elements if you are targeting young adults.

Create a Responsive Website

Responsive websites adjust to different screen sizes, such as desktops, tablets, and smartphones. Having a responsive website is essential because most people use the internet on mobile devices. And if yours doesn’t fit properly on the users’ screen, it can create problems accessing and reading the content.

Focus on User Experience

User experience (UX) determines whether visitors stay or leave. A website with good UX is easy to use, appears attractive, and doesn’t irritate users. There are various methods, including improving website navigation, using clear and concise language, creating a good menu bar, focusing on relevant images, etc. It would make the platform easy to use and understand. 

Conduct a Content Audit

By auditing your content, you can check if it is outdated or irrelevant, and update or remove it. In addition, it helps identify gaps so you can create relevant content accordingly. You can seek help from tools such as Google Analytics to do a content audit. You can check how engaging they are and decide whether they need updating or removing.

Add social media

Social media integration allows visitors to connect with you and share your content on social platforms. However, increasing social signals also improve your website’s SEO. Adding social media icons or embedding social media feeds are some of the best ways to do so. You may include your social profiles in the header or footer to let visitors follow the brand on those platforms.

Read More: https://ennobletechnologies.com/digital-marketing/10-principles-for-website-renovation-key-considerations-for-revitalizing-your-online-presence/

[realjdobypr]

Editor and SEO Researcher Dr. Jerry Doby Releases Book for Digital Journalists and Newsrooms

Excited to have released my first book...would love to know your thoughts! SEO Essentials: A Journalist's Handbook is as up to date as it gets!

For his first published book ever, editor and published SEO researcher Dr. Jerry Doby just released SEO Essentials for Online Magazines: A Journalist’s Handbook on MagCloud. This book is based on his published research paper SEO-optimized Writing: Removing the Mystery, featured in the Cognitionis Scientific Journal (2023) and sponsored by Logos University International (UNILOGOS).SEO Essentials…

[probablyasocialecologist]

This week, a 2,500-page leak, first reported by Search Engine Optimization (SEO) veteran Rand Fishkin, gave the world an insight into the 26-year-old mystery of Google Search. “I think the biggest takeaway is that what Google’s public representatives say and what Google search engine does are two different things,” Fishkin said in an emailed statement to Gizmodo.

[...]

King notes that one ranking feature “homepagePagerankNs” suggests the notoriety of a website’s homepage could prop up everything it publishes. Fishkin writes the leak references a system called NavBoost—first referenced by Google’s VP of Search, Pandu Nayak, in his Department of Justice testimony—which purportedly measures clicks to boost rankings on Google Search. Many in the SEO industry are taking these documents as confirmation of what the industry has long suspected: A website deemed popular by Google may receive a higher Search ranking for a query even though a lesser-known site may have better information.

[...]

In a video from 2016, a Google Search representative declared, “We don’t have a website authority score.” In an interview from 2015, another Googler said, “Using clicks directly in ranking would be a mistake.” It’s hard to make sense of these comments now in light of the leaked documents and Google’s response. “This response is a perfect example of why people don’t like or trust Google,” Fishkin said. “It’s a non-statement that doesn’t address the leak, provides no value, and might well have been written by an AI trained on the past decade’s most soulless corporate messaging.” In the era of AI answers, Ruby notes that the way Google ranks web pages is more important than ever. Instead of a series of links to various perspectives, you might just get one straight answer thanks to Google’s new AI Overviews. However, we’ve seen 10-year-old Reddit posts get strange amounts of authority, telling some users to put glue in their pizza. How Google chooses authority is increasingly important, since the top result may be the only one with a voice now.

30 May 2024

[snoutcam]

nomming it

[grits-galraisedinthesouth]

Meghan, thy name is PATHETIC!

These two numpties truly think they have outsmarted the world. Normal people don't repeatedly attempt to fool the world into thinking they are "whip smart" or accomplished by regurgitating childhood and adolescent fantasies. Meghan and Harry are clearly mentally deficient individuals with massive amounts of resources to serve as global court jesters.

During a festival that had absolutely NOTHING to do with the Temu Royal Snowcation 🌨 ❄ Tour, these idiots dashed on the stage to CYA after MegaLiar's poor performance as the "FLUENT duchess" who couldn't be bothered to memorize the pronunciation of their host's proper title: /bee-seh-preh-see-dehn-teh/ but the whip smart MegaLiar referred to her new amiga as /v-ICE / 😬🤦‍♀️

Sparry who has a hot & heavy bromance with Argentinean polo player named Nacho pretended that he was too dumb to say a simple thank you and good night to the crowd. He enlisted the help of his soap actress wife (who snatched the mic) for the Spanish "translation" as if the croud was too dumb to translate the simple English phrase for themselves.

Who is going to tell these idiots that even if she is the bilingual Duchess (which she's not) it would NOT make her special. You'd think the woman could speak Mandarin. 🥴

How pathetic 🤑

MegaLiar's need to overwhelm the internet with a lie about her being bilingual is just another reminder that this woman is a 1 trick pony with 1 ADULT accomplishment: sex with a drug addled brained prince. Sex with a dumb prince. Truly Pathetic.

What is Meghan Markle so desperate to Cover Up for the past 20 years? She literally flunked out of the state department before she could even get her foot in the door, yet she is constantly pushing & promoting "Argentina." She was humiliated into "relocating" to Madrid until her graduation ceremonies. Makes me wonder whether or not those sugarbaby rumors are true?

If she worked in Argentina "early in her career," then why is Meg pictured on the set of General Hospital so she could gain the necessary credentials to work Hollyweird?

She's also pictured with another liar, her BFF Lindsay Roth Jordan, on the day they both graduated from Northwestern as "candidates for degrees in Communications."

The Daily Mail:

Newlywed and newly employed on Season 1 of Suits, and during promo for Season 2 she drops the lie about Argentina. Makes you wonder what else was happening in Argentina.

2011 and Just Married to Trevor Engleson. Finally she booked her 1st TV series, and she's visibly embarrassed by 1 innocent question. She opted to lie. She reached all the way back to ten (10)+ years ago instead of simply saying, "...5 years ago I was looking for work." What are you hiding Megsy?🤔

She couldn't believe the question, "...what was I doing five (5) years ago?" She was embarrassed by 34 episodes as Season 2 Deal or No Deal model # 24 (2006-2007) would have been 8ish years ago so tell the truth Meg.

July 12th 2013 Promotion for one of her blog affiliates "Birchbox" just prior to dumping Trevor. "If I wasn't acting I would most likely be working in politics have a career in politics. I had been working at the US Embassy in Argentina and was certain I'd get into a career in foreign service much like my character Rachel it was really tough for me to pass the foreign service exam, Rachel had trouble passing the LSATs, end up coming back to LA for a break and a friend of mine from college had given a manager a student film that I did, he called me the next day and was like you know what, I think you should be acting. So if you're constantly just on your A game and you're ready for when that moment arises that's when things can take off in a much bigger way. Success is reachable."

She wrote this for Birchbox: "USA's SUITS is one of our top summer TV shows—not least for its awesome female characters. While the guys of Pearson may rule the roost, it's the ladies who steal the show. Case in point: the whip-smart Rachel Zane, played by Meghan Markle. We sat down with Markle to find out about her foodie favorites, her background in Foreign Service, and the one beauty product..."

More lies on the red carpet

Mid Season 2 Promo at The Paley Center for Media Jan 14th 2013

"And I read that you were never originally going to go into acting!?"

Lies: "no I was gonna do politics...I grew up in LA so I grew up in this industry and obviously loved entertainment, my father's a lighting director I just always wanted to do something different and working in politics was exciting for me but I'm saying as we were driving up 2 blocks down the street is paper source. I used to teach gift wrapping classes there. I used to teach calligraphy classes there and so to be here tonight and to see that contrast happen in my life from an auditioning actress just trying to make it work to pilot after pilot to have one that's going into 3rd season with fans who are so supportive I mean I couldn't be more grateful. It's really amazing."

Almost 8 years later and she's on Craig Ferguson's show to promote Suits and still lying about her education and Argentina. Why?

I've always thought it was interesting that Meghan and Sparry were in Argentina around the same time, and of course Diana was there in 1995.

"On 23 November 1995, Diana, Princess of Wales arrived in Argentina to begin a historic, four-day visit to the South American country. While not an official state visit, the trip was undertaken by Diana in her newly-defined role as goodwill ambassador for Britain. The visit, which was the Princess of Wales' first international engagement since her controversial Panorama interview, was seen as an important step in the warming of relations between the UK and Argentina, the countries having fought one another in the Falklands War of 1982 and resumed diplomatic relations in 1990. The footage featured in this edit covers the full four days of Princess Diana's visit, including her famous meeting with Argentine president Carlos Menem, her visits to a number of charities and hospitals in Buenos Aires, whale-watching in Argentine Patagonia, and attending a charity gala banquet."

Prince Harry cuts short visit to Argentina.

Thursday, November 25th 2004 

Twenty year old Prince Harry flew back to London from Buenos Aires Thursday afternoon after the Argentine press revealed he had become a “head ache” for those responsible for his security.

Apparently the Prince was scheduled to return next week but Buckingham Palace decided to anticipate the date given the adverse press coverage he was receiving during his alleged "night incursions" to local pubs and discos.

Although British Airways desk said any information relating to Prince Harry was "confidential", from early hours the reinforcement of security measures in Ezeiza's airport was evident.

Local reports indicate Prince Harry boarded the plane in good humour.

The second son of the Prince of Wales arrived in Argentina November 12 and was staying in estancia "El Remanso" close to the town of Lobos in the province of Buenos Aires belonging to some British friends, where supposedly he was to take polo classes and rest before returning to England for Christmas and Sandhurst military academy next January.

However his sport activities in Argentina were known to be limited since the prince had an injured knee from a recent rugby match.

Mayor of Lobos, Gustavo Sobrero minimized the press versions about Prince Harry's behaviour, particularly last Wednesday early morning when shots were heard in a nearby farm which forced a quick security response in the area.

"This visit hasn't altered normal life in the area. Besides it is quiet common during the hunting season to hear shots", said Mr. Sobrero.

As to Prince Harry's alleged night escapades to town pubs Mr. Sobrero indicated that "as far as we are concerned we haven't been informed".

According to Buenos Aires daily "Página 12" on his return from town partying Prince Harry was in quite "bad condition" given his "uncontrolled consumption of alcohol".

[ranjumiahlove]

[zeta-neubourn]

📣

*tap tap tap*

Attention search engine companies.

Your AI that you've put at the top of search results sucks and spreads only misinformation.

I can't search anything without an embarrassingly wrong result at the top of the page.

You've managed to make something worse than your advertisements.

...Uhhhokayloveyoubye.

[eggheadmarketers]

[bulbabutt]

guess what i watched while i was away

[webxsoftech]

Unveiling 5 Benefits of SEO that will transform your online presence and elevate your business to new heights!

Don't wait, start increasing your search engine visibility today ! Get in touch with us. We'll help you to gain more organic traffic.

[cindylouwho-2]

RECENT SEO & MARKETING NEWS FOR ECOMMERCE, March 2024

Welcome to my roundup of SEO and marketing news and useful resources for ecommerce businesses, March edition. There is a lot going on with Google, and some really strong marketing pieces this time around, so let's get right to it.

SEO: GOOGLE & OTHER SEARCH ENGINES 

Google launched both a core algorithm update and spam updates on March 5, with the spam update ending on the 20th. Core updates now include the Helpful Content algorithm. In early observations, Etsy and Reddit both picked up visibility in the UK. 

The Helpful Content algorithm updates late last year destroyed a lot of sites’ Google traffic. Avoid the things they had in common.  You can read the full study here. 

Ecommerce sites were some of the biggest losers in Google visibility in 2023, with Amazon, Walmart, eBay, Etsy, Target and Best Buy in the top 10 of sites whose Google appearances slipped. 

New to Google SEO? They’ve revamped their SEO starter guide for people like you. And if you are more advanced and want to learn how to optimize your website product pages, this is a good overview. 

This lengthy article on backlinks for ecommerce websites covers pretty much all the angles, including the really difficult ones. 

Reminder that if you want to rank on Google for a search term, you need to look at what is already ranking, and make decisions based on that content. [video and transcript] This works for most search engines, not just Google. 

Yes, Google crawls “high quality” content more often. I used to refer to this as Google thinking the page is “interesting”, so I guess I will need to change my wording...

While Google sends the most traffic to websites, people spend a lot more of their online time elsewhere. Market where people are, not just where your stats say they came from. 

Sadly, Google has stopped providing caches of website pages in its search results. While you can still see the caches of some pages by using the Google search Cache:[page link] as in cache:https://cindylouwho-2.tumblr.com that will eventually stop working as well. Bing still provides caches, but unfortunately both it and the Wayback Machine do not crawl often enough to give really recent results most of the time. 

Missed Google news in February? Here’s your update. And just in case you are really behind, here is January. 

Not Google

Unsure if your website has enough good backlinks? Bing Webmaster Tools will now tell you if you don’t. 

Yandex - the top search engine in Russia - was sold by its Dutch ownership group to a consortium in Russia. 

SOCIAL MEDIA - All Aspects, By Site

General

A US study of social media use found that the most popular site was YouTube, with 83% of adults using it. Two-thirds of American adults use Facebook, while TikTok is up to ⅓ of the US population. 

Because they do change periodically, here are the latest image and video sizes recommended for the top social media platforms. [infographic]

Bluesky is now open to everyone - it was previously invite-only. 

Facebook (includes relevant general news from Meta)

Meta has introduced several changes to its Ad options, applying to Facebook and Instagram. 

Meta had a great 4th quarter in 2023, with revenue, users, and earnings per share up. “Fast-growing upstarts Temu and Shein, which originated in China, have been pouring money into ads on Facebook and Instagram. Li said on Thursday that revenue from China-based advertisers accounted for 10% of sales for the year and 5 percentage points of growth.”

Instagram

An updated post on Instagram's algorithm and how it works. 

Instagram is still beta testing longer Reels for some users. 

If your account is a brand account, you can now run ads on Instagram with coupon codes right in them. (Some Facebook users can already do this.)

LinkedIn

Among other recent changes on LinkedIn, the algorithm is now looking to boost important content longer than just the first day or two after publication. 

Pinterest

Pinterest has its own stats package, called Pinterest Analytics, but only for “Business” accounts. They show how many people clicked on the outgoing links, how many people saw your pin on their screen, and much more. Here’s everything you need to know. 

Reddit

Reddit successfully launched on the stock market this past week, but questions remain about how this will change the site. 

Google is paying Reddit to scrape its content through the API instead of from the web. 

Snapchat

Snap was a little later than most tech companies doing layoffs recently, waiting until February 5 to let 10% off staff go. 

Threads

Threads is so new that the algorithm is bound to change a lot in the next year, but for right now, here is how it works. 

TikTok

There is an overwhelming amount of info out there on the US attempt to either ban TikTok or force its sale, and much of it is incomplete, so I will let you Google to your heart’s content if you want to learn more. If you are relying on TikTok to drive sales, this would be a good time to make sure you diversify your promotional strategy. 

You can now track trending terms on TikTok through the Creator Search Insights section. “Creator Search Insights will highlight frequently searched topics, which creators can organize by category (for example, tourism, sports, science) or tailor to their content type with the “For You” option. Additionally, creators can filter for “content gap” topics, which are highly searched but have relatively few videos on TikTok covering them.“

TikTok may be testing a photo app, which would obviously compete with Instagram. 

Twitter

What? Twitter may have lied about its Super Bowl ad performance? I’m so not shocked. 

Tumblr

Tumblr will be selling data access to AI companies. 

YouTube

This is a pretty decent article on YouTube SEO. 

(CONTENT) MARKETING (includes blogging, emails, and strategies) 

Small and micro-businesses need an email list. An email list is:  

portable (unlike most social media followers or marketplace buyers) 

is available to almost everyone, as we all need at least one email address if we are online

less susceptible to the whims of algorithms (unlike SEO, marketplaces, social etc.)  

I keep seeing people argue that no one opens emails, but the chart in the article above is proof that is still wrong. (My blog email list averages close to a 70% open rate, depending on the topic and the time I send it. My jewellery email list - which I hardly ever send to - still has an over 30% open rate. My click rates are well above the industry averages, usually 30 to 40% of all recipients for the blog list. These are much better numbers than social, and astronomically better than my clickthrough rate on Google and other search engines.)

Gmail and Yahoo both changed how they handle bulk emails such as newsletters in February. Here’s what you need to know on the basics, including authenticating yourself so your email gets through. 

Find out how to get people to read all the way to the end of your content. 

Get ready for April marketing with 5 topical ideas. National Handmade Day is April 6. 

We should all think twice before deciding to use AI to create content. “Circa 2024, generative AI does not produce new ideas or even develop its own conclusions. Rather, it regurgitates information that it has indexed.” Not convinced? Here’s another article. “AI-generated content represents the literal “average of everything online.”

ONLINE ADVERTISING (EXCEPT INDIVIDUAL SOCIAL MEDIA AND ECOMMERCE SITES) 

Google Ads can now be tracked in Google Analytics 4. 

Both Google Ads and Microsoft Advertising were up in the 4th quarter of 2023. 

STATS, DATA, TRACKING 

Google Analytics 4 tracks organic traffic differently than the previous version. Here’s how to figure it out. 

BUSINESS & CONSUMER TRENDS, STATS & REPORTS; SOCIOLOGY & PSYCHOLOGY, CUSTOMER SERVICE 

I’ve probably posted this specific article before, but it is worth another read: how to communicate with customers.  For example, “Mirroring your customer’s tone lets them know you’re on their side. If a customer is formal, for example, hold back on the LOLs. If they’re more casual, relax your tone.”

According to a US study, Generation Z is skewing the traditional marketing funnel. “Per Archrival’s data, 77 per cent of Gen Zs and 79 per cent of millennials in the US are actively seeking style inspiration at least monthly, with almost half of those looking for style inspiration on social media. When asked where they learn about new brands, products and experiences, video reigns supreme: YouTube is the most popular platform with Gen Zs, followed by TikTok, then Instagram.”

Trend alert: bag charms are back. 

IMAGES, VIDEO, GRAPHIC DESIGN, & FREE ONLINE TOOLS

Almost all of these 12 video tools are free, and some can be used on your phone. 

MISCELLANEOUS

This is an older piece, but it checks out: IKEA Hacks for Craft Show Displays. A few of these could be done with non-IKEA items. 

Want to stay up-to-date on a nearly daily basis? Follow me on Bluesky or on LinkedIn, or become a member of my Patreon.

[digitaldeeptech]

🔍 Traditional SEO vs. Current SEO 🚀 SEO tactics have changed considerably as the digital landscape has evolved. Traditional SEO concentrated on keywords and backlinks, but modern SEO prioritizes user experience and intent. 🎯

From meta tags to mobile optimization, SEO is no longer only about rankings, but also about providing value to your audience. 💡 📣 Let's talk about how SEO has evolved and how we can use it to build our businesses. Please share your thoughts below! 👇

[uxtitanofficial]

❗❗❗𝗙𝘂𝗻 𝗙𝗮𝗰𝘁❗❗❗

Did you know that the term User Experience was first coined by cognitive scientist Don Norman while working at Apple in the 1990s? 🧠💻 At #uxtitan, we’re proud to continue advancing the world of UX design, just as it began decades ago!

𝐇𝐞𝐫𝐞’𝐬 𝐰𝐡𝐲 𝐔𝐗 𝐦𝐚𝐭𝐭𝐞𝐫𝐬: ✅ Transforms how users interact with products ✅ Elevates digital experiences to the next level ✅ Drives user satisfaction and business success ✅ Pioneers in human-centered design ✅ Roots in innovation since the '90s

Follow us at @uxtitan_official to stay ahead of the UX game and create impactful digital experiences! 🚀✨ - - - #userinterface#userexperience#usercentereddesign#uxhistory#uxinnovation#uxevolution#uxdesign#uxbenefits#uxsuccess#uxresearch#uxwriting#uxstrategy#uxportfolio#uxdesigner#uxagency#uxconsultant#uxtips#uxcommunity#uxinspiration#uxdesignchallenge#uxdesigntips#uxdesignprocess#uxdesigninspiration#uxdesignportfolio#uxdesignresources#uxdesignstudio#marketingagency#uiuxagnecy#usa

[sean-parnell]

How Manufacturers Can Leverage Content Marketing to Grow

Cold calls, print advertising, tradeshow participation, and knocking on doors once worked well manufacturers can no longer rely on them to generate leads that fuel sustainable, double-digit growth despite having an effective sales team that may still have some skills in these areas.

Inbound lead generation in commercial and industrial markets requires compelling brand storytelling and thought leadership that educates prospects along the buyer’s journey, who don’t want to talk with salespeople before they’re good and ready as they fear being “sold to” by people that don’t have their best interest in mind.

Problems Solved vs. Products & Services, Features & Benefits

Powerfully resonating with prospects requires brand storytelling that converts website visitors into prospects then into customers.

Your brand story begins with having a deep understanding of the problems faced by your prospects, what they need to overcome them, and the value to them in doing so before promoting all of your products and services and their features and benefits. Prospects are searching for who can solve their problems and may have a limited understanding of what will solve their problems, so claiming your solutions are “the best” and that you’re an “industry leader” may mean nothing until they have an understanding of how your products will help them.

The hero of your prospects’ story is themselves, so you need to educate them on how you can solve their problems, and how your people, process, products, and services – not just products – do so. This is what will resonate powerfully with them. In this way, you serve as a guide for achieving success and avoiding failure. Your products and services with their features and benefits are how you solve these problems..

Thus, your “brand story” needs to be told throughout all of your marketing: on your home and about pages, blogs, guides, case studies, marketing collateral, presentations, proposals, press releases, third-party website profiles, direct mail, email campaigns, your tagline, and anywhere else you promote your company.

A brand story for each product and service you sell can also be developed as each of them solves different problems in different ways for different markets. This “sub-brand storytelling” is also effective for different vertical and geographic markets as each has different requirements.

Extracting & Promoting Thought Leadership

When they have a problem that they want to solve – because the pain of not changing exceeds the pain of the change – prospects self-educate themselves by researching the internet before speaking with any vendors, so it’s important to provide educational content that will help them understand how you can solve their problems:

TOFU: Top of Funnel: this content builds awareness by providing an overview of the problems you solve and how your products solve them

MOFU: Middle Funnel: this content goes one level deeper and helps them consider between different options that can solve their problem

BOFU: Bottom Funnel: this content gets very specific and helps prospects make their final decisions

OOFU: Out of Funnel: this content is created in a misguided attempt to maximize keyword rankings and website traffic as part of a flawed search engine optimization strategy (SEO) but fails to generate leads though can be quite costly

Tip: it’s important to have a good balance of all types of content (except OOFU).

It’s especially important for manufacturers to understand that, in addition to learning about how you solve their problems with your products and services, your prospects want to know how your solutions and business practices compare with both direct and indirect competitors. They also want to understand how their investment can be cost-justified so they can sell the idea of buying from you to internal decision makers that may not be in communication with you. Product comparisons are very useful because this is what prospects try to compile themselves, especially if they include areas where your competitors have an advantage over yours. Case studies that include return on investment (ROI) estimates are also highly useful for prospects.

Lead-Generating Content Begins with Keyword Research

Understanding and prioritizing what your prospects are searching for is a critical first step for lead generation, which begins with conducting keyword research on all the different terms your prospects may use.

Onsite SEO then fully leverages the content you’ve already developed when you work the highest priority keyword phrases into your page titles, meta descriptions, H1 headers, and throughout the content of each page – just remember it has to read well and should only be performed by someone that thoroughly understands your business and what prospects value.

Brainstorming content ideas that incorporate these keyword phrases and educates prospects along the buyer’s journey is the next step, following by prioritizing these content ideas into an editorial calendar. The best content comes from getting a professional copywriter to interview your company’s thought leaders and then writing up what is learned in the form of foundational website content, blogs and guides.

Best Practice: Google Search Console reports the keywords people searched for to find you.

Creating Lead Magnets

When your prospects discover that you are providing education and thought leadership for how you can solve their problems, many will be willing to provide their contact information to download this gated content – especially long-form, MOFU and BOFU content including guides, whitepapers, ebooks, and webinars. It’s also important that your contact forms ask prospects where they found out about you so you can attribute each download to the marketing or other activities that generated them. It’s not recommend to gate promotional material that prospects expect to be freely available, including blogs, brochures, data sheets, infographics, case studies, and similar materials.

Promoting MOFU and BOFU also generate even more website traffic and leads, including in Google Ads, LinkedIn Campaigns, Microsoft Ads and other pay-per-click (PPC) campaigns, your social media profiles (especially LinkedIn and Twitter), on third-party article publishing sites (e.g. Medium), and throughout your public relations activities.

The Manufacturing Content Creation & Lead Generation Process

Here are the steps for creating content that has been proven to generate leads and product sales from many commercial and industrial manufacturers:

Conduct keyword research and optimize all of your current content for search

Develop brand storytelling and implement it throughout your home and about pages, marketing collateral, presentations, and all other marketing materials

Write blogs and publish them on a consistent schedule, educating prospects on a wide variety of topics that help them understand how your products and services will solve their problems

Syndicate unique versions of this content on high ranking, third-party websites

Launch Google ads and email campaigns to bring more prospects in

Create microsites to promote how you solve specific problems in your top vertical markets

Launch ecommerce to supplement sales through your channel partners for people that want to speak with and buy directly from you – just don’t undercut them, so selling only at list price is recommended

Evaluate new market opportunities where your current competitors are irrelevant with Blue Ocean Strategy

This approach routinely generates sustainable, double-digit sales growth with an ROI of over 300% within 12-18 months when executed by an experienced industrial marketing agency – and your company will no longer be a well-kept secret in your markets.

The Case for a Marketing Audit

While it may be appealing to hire a full-time content marketer, SEO specialist, or to outsource to a manufacturing marketing agency that may wow you with shiny objects, conducting deep dive marketing due diligence with an experience marketing consulting resource understands your industry is typically a better way to start.

An effective marketing audit will identify what it will take for you to generate sustainable, double-digit growth by leveraging brand storytelling, content marketing, SEO, content syndication, email campaigns, marketing automation, social media, advertising, PR, and more.

Most marketing audits focus only on promotional marketing communications, so you may want to find an industrial marketing agency that can auditing the other three Ps of your marketing: products and services, pricing and placement (selling through channels and go-to-market strategy).

[relaxedstyles]

The media has always been passive aggressive with those that compete against their interests...

[sahl2024]

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