Learn how to estimate your share of search for different keywords using Google Search Console, and how to perform a gap analysis to find your SEO gaps
Making better use of organic search is a cost-effective technique for generating leads and sales that is especially desirable for businesses where there is pressure on media budgets.
Gap analysis for SEO is a technique I developed many years ago when Google Search Console data showing the keywords driving visits to your site first became available. I have since extended it to use Google Analytics 4 Landing page reports to assess gaps where organic visits are arriving on your site through time as outlined at the end of this article.
Through 2024 and 2025 the growing importance of Generative AI and increase in Zero-clicks caused by Google's AIO Overviews have caused many to question the importance of SEO, but the ongoing value of organic search is…
Keyword research data reveals the SEO CTR rewards for top of SERP rankings in Google. Inform your SEO marketing strategy with the latest trends in 2024
You often hear company owners saying “I want to rank top” for their target keywords. Although this may be an unrealistic hope, they’re right to say this since they realize that claiming the top position in the SERP (Search Engine Results Page) drives up your SEO click-through rate CTR like nothing else.
October 2023 data from firstpage.com demonstrates that ranking #1 generates a typical CTR of 39.8%. That's more than double the CTR for 2nd position, 18.7%, and nearly 4x the CTR for 3rd position, 10.2%. You can see this example below for example search term 'customer data platform".
While the top 3 positions carry double-digit click-through rates, these start fallling rapidly to…
With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand
It is difficult to overstate the importance of evergreen content for modern content marketers. Evergreen content is, by nature, time-proof, as relevant if read in a year as it is today.
While Google does like to answer searchers’ queries with up-to-date articles, it also rewards high-quality legacy content created many months or even years ago – particularly if you update it regularly.
Some blog pages have stubbornly hung on to a number one page ranking for eight or nine years now, bringing a constant stream of traffic to the page, as well as building trust (being the number one spot in search results will help make more people trust you and your business) and, consequently, boosting your conversions.
By creating evergreen content, you…
What needs to go into a marketing communications action plan to survive a recession?
In March 2020, we saw global brands like Apple, Nike and Starbucks closing stores around the world and posting Coronavirus advisories to their websites and social networks. Since then, many businesses and individuals have seen their fortunes transformed by the COVID-19 pandemic and following recession.
By May, we saw many countries moving from lockdown to re-opening some businesses, with new measures in place. But this wasn't enough.
By mid-June, the impending global recession had been confirmed, the worst economic hit since WWII. This forecast by the World Bank demonstrates a GDP drop in 2020 for all regions, Latin America and the Caribbean being hit the worst and East Asia Pacific the least.
To help consider the priorities and options from…
Creative, low-cost ideas are the way of the future, and they work just as well (and sometimes better) as some of the most expensive methods of marketing
Despite what you may have heard from expensive marketing companies, it doesn’t take a lot of money to get your customers to engage. As long as you know what you’re doing, you can keep costs low and still facilitate a high level of engagement.
Whether you’re an entrepreneur in a small company, a freelancer, or a member of a big marketing team at a large company, it pays to save money where you can in your advertising techniques. Creative, low-cost ideas are the way of the future, and they work just as well (and sometimes better) as some of the most expensive methods of marketing.
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3 Tips to Ensure the Success of Your Guerrilla Marketing Efforts
Guerrilla marking can be defined as “an innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product.”
Lower cost and increased exposure — that’s the dream, right?
To illustrate with a modern, classic example, in 2012, Dollar Shave Club nailed guerrilla marketing with its viral YouTube video. For just $4,500, the company created a surprising and funny commercial that went viral in 72 hours. Although consumers see more than 2,900 media messages every day, the sad truth is they will only remember four of them. DSC managed to remain one of those memorable four for a long time, all thanks to a relatively inexpensive video.
If that kind of return is possible, why even bother with marketing initiatives that yield lower returns?
Guerrilla Tactics Expand Your Reach
Most marketing — traditional and digital — is about scalability and input/output; it costs…
The 11 step launch marketing plan
The success of a startup will often depend on its approach to marketing. Unfortunately the vast majority of startup founders have little to no experience or marketing or managing a marketing budget. How do you deal with this dangerous contradiction? Well it's in the planning! Make sure that you’ve got your marketing strategy in line by applying this product launch framework.
There are a million articles out there on brand development, launch marketing, PR, viral videos and more. Reading them all would be a start – or you can check our tried and tested approach below!
The framework described below is typically rolled out step by step over 18 months. We hope it helps.
'In this world of intangibles and endless competition branding is everything.'
Phase 1 - Strategic Positioning, Brand and Web Presence
1. Strategic positioning (ad Early Adopter target market definition)
The first step in a successful brand/product…
