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2021
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If you’re noticing a decline in traffic or results, then it might be time to take a step back and re-asses your digital strategy. Your site copy plays a key role in your overall strategy alongside things like design, layout and navigation. A common misconception is that we should constantly be uploading new copy, however,...
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Keywords are used to determine which searches will trigger your pay-per-click (PPC) ads. Having a solid understanding of how keyword bidding works will help you to reach your target audience and move closer towards your digital marketing goals. For big advertisers with a large budget, showing up for searches that don’t drive conversions may not...
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Writing
Matching your online content to search intent (or user intent) will help you to reach more valuable prospects. The key to driving maximum conversions from your digital content is tracking what your target market are actively searching for. We’ve previously shared a post on targeting users at different stages of the marketing funnel. Writing buyer-centric...
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Green Tree
Evergreen content is a powerful tool for SEO and content marketers. Choosing a topic that remains relevant and interesting over time can help your business drive consistent, high-quality traffic. The common misconception with evergreen content is that it can be left alone once it’s published. This is partly true, in the sense that evergreen content...
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Any successful PPC (pay-per-click) campaign will emphasise key performance indicators (KPIs). These are the metrics you’ll track throughout a campaign to measure performance. Early on during the planning phase is when your goals should be matched to a specific KPI. There isn’t much point in running a digital campaign if it’s not being measured. We’ve...
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Idea
PPC provides businesses with quick and impressive results, but there are countless other brands hoping their ad comes out on top. This is why competitor analysis is a valuable tool and essential to your PPC success. Each PPC platform will bring its own complexities – but the insights you can take from competitor research and...
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A meta description is an important aspect of your overall search engine optimisation (SEO) performance. It’s a snippet of up to 155 characters which summarises a page’s content and shows in search engine results pages (SERP). Although there is no direct SEO impact from the meta description; it can improve your click-through rate. CTR is...
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Google Ads
Google has announced that phrase match will begin taking over modified broad match from mid-February. “To give you more control and better reach, we’re bringing the best of broad match modifier into phrase match.” This could be a big change for paid search advertisers, which is why Google will be rolling the changes out slowly...
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Copywriter
PPC can be a highly profitable channel, and much of your ROI will depend on the quality and relevance of your ad copy. Writing effective ad copy is often trickier than it seems . You need to really understand your target audience for it to resonate with them and encourage them to click. There are...
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People working together
Content syndication is a way of getting your online material to reach a broader audience. You can work with industry influencers, digital publishers or other businesses to promote your content by sharing it on their sites. You can also use syndicated content on your own site. In some cases, a third-party site will republish an...
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