Samuel Edwards

Chief Marketing Officer at SEO Company

In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International.

As a technical SEO strategist, Sam leads all paid and organic operations teams for client SEO serviceslink building services and white label SEO partnerships.

He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.

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8 Ways Modern SEO Is About Way More Than Google
Samuel Edwards

8 Ways Modern SEO Is About Way More Than Google

For many years, “search engine optimization services” were almost synonymous with “optimizing for Google.” It makes sense—even in our colloquial language, Google’s dominance in the market is apparent. We say we’re going to “Google” something, and for the most part, we’re still relying on Google as our exclusive search engine of choice. With two-thirds of the market hooked and with one of the most recognizable brands on the planet, it’s easy to see why so many search optimizers think about Google as the number one objective. However, Google today is only one piece of a much bigger, ever-shifting puzzle. Consider these seven alternatives, trends, and developments, all of which demand significant attention from any successful search marketing campaign: AI, including ChatGPT Google searches have been a mainstay of the internet for decades, but as technology advances, new alternatives are emerging. One such option is ChatGPT—a natural language processing (NLP) platform that can answer questions and generate content on any given topic. Unlike Google searches which typically return webpages of results, ChatGPT provides users with direct, conversational answers to their queries. ChatGPT is powered by a deep learning algorithm that can interpret and respond to natural language queries. It can be used to answer questions related to information, travel, entertainment, news, weather, sports, and more. Additionally, ChatGPT’s content generation capabilities allow it to create original articles, blogs, and stories on any given topic. ChatGPT provides a more natural and intuitive experience than a traditional search engine. It also can provide deeper insights into topics that may be difficult to uncover through simple keyword searches. Finally, ChatGPT is faster than Google searches in both speed of response and overall accuracy of results. Personal digital assistants search more than the web First, consider how many personal digital assistants are entering the market—Siri, Cortana, and Facebook M are just a few of them. This function similar to traditional search engines, but modern iterations are doing more than just searching the web—they’re searching for files on desktops, through stored information in the cloud, and are even relying on archived information. Yes, Google has its own digital assistant form in Google Now, but at the same time, the traditional form of search engines is all dying, which means depending solely on Google as your guiding force in SEO isn’t going to be sustainable for much longer. Bing and Yahoo are creeping up on Google’s turf Currently, Google is still the globally dominant search engine of choice with two-thirds of all search traffic coming through its servers. But don’t forget about that other third. Bing and Yahoo, which is also powered by Bing, are gradually encroaching on Google’s search share. Bing sits at a respectable 20 percent for the time being, but expect it to grow larger as the years go on. Other competitors, like DuckDuckGo are offering unique features to attract niche audiences as well—and don’t rule out the possibility of a new search engine coming onto the scene, either. Apple is working on search crawlers and may have its own plans for the future of search. Apps are stealing web traffic People are relying on apps for their on-the-go needs as much as manual web searches. Why search for a restaurant and call for a reservation when you can just open an app and make one from there? Why search for a taxi service when you can pull up your ride request app immediately? The word “search” is no longer limited to entering queries into an engine—it’s about capturing a user’s attention when they need your services. That means getting yourself listed in relevant apps, or even creating your own apps (and optimizing for app store searches as much as traditional search engines). Web apps are making their own search engines New, mini form search engines are starting to pop up in various other apps. Consider Facebook, which recently developed its own search engine. Currently, it’s only being used in the context of a status update to help people find articles to reference, but it could easily expand into its own platform. Considering Facebook is also offering exclusive publishing opportunities to content providers, the whole process of indexing content could start to transform, especially if other social media brands catch on. Google’s results depend on multiple other platforms Google is starting to rely less on its own determinations and more on the information fed to it from other independent apps. For example, its local 3-pack results for local queries depend as much on a business’s standing in Yelp (and other local directories) as its domain authority. Google’s also indexing and providing tweets and Facebook posts in response to queries. What this means is that if you want to optimize for search engines, you first have to optimize for those other platforms. User experience can trump raw results This is more about the power of ranks than the power of Google specifically, but modern users are interested more in sites that give them the experience they crave than whatever’s sitting at the top of Google’s search results. For example, if your site is more mobile-friendly and faster than a competitor, you could easily start to see more traffic—even if you’re ranked lower. Google doesn’t dictate user preferences, and you’ll do well to remember that. Social and referral traffic can easily top organic In its purest form, SEO is all about getting traffic from search engines through higher ranks, but any effective SEO strategy actually relies on several sub-strategies that can function independently, like guest posting and social media marketing. Before you worry too much about Google’s direction changes, remember that those independent strategies can yield equally good results—with enough social media and referral traffic from your peripheral strategies, you could feasibly eclipse whatever you bring in through Google search ranks alone. None of this is to say that Google isn’t relevant for SEO anymore; Google is very much still the dominant search engine, and it still makes most of the rules the rest of the world follows. But only paying attention

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Evergreen Content: Creating Content That Ranks Forever
Samuel Edwards

Evergreen Content: Creating Content That Ranks Forever

Everyone wants to talk about viral Evergreen Content. And while there’s certainly something to be said for creating a viral piece of content that ricochets around cyberspace and gets seen by millions of people, viral content isn’t sustainable. In other words, you can’t count on something going viral. And you certainly can’t count on the virality of a post lasting for more than a few days or weeks. If you’re building your evergreen content strategy around evergreen posts, you’re setting yourself up for long-term failure. (You might experience a big initial boost, as well as the occasional spike, but that will eventually fizzle out.) The key to a successful and sustainable content strategy is a healthy blend of Evergreen Content that continues to add value week after week, month after month, and year after year. What is Evergreen Content? Evergreen content is content that doesn’t have an expiration date. In other words, it adds just as much value in a year as it does today. It’s focused on a topic that will always be relevant content and enticing, regardless of trends, seasonality, or the current 24-hour news cycle. This term comes from the world of landscaping and agriculture, where evergreen plants and trees retain their lush green leaves year-round. They don’t die off or need to be replanted. They continue to nourish and provide all year round. Examples of non-evergreen topics: The 2020 election Olympic event schedule social media marketing tips for 2021 Guide to the 2021 Super Bowl Examples of evergreen topics: How to take care of your skin Tips for reading your Bible Marketing psychology The Vietnam War How to bake cookies The evergreen articles you’re reading right now is another example of an evergreen topic. While some elements will change over time – such as the best places to publish content, tips for writing high-conversion copy, and different elements – the overall subject will continue to be relevant in three, five, or even 10 years. (We might have to come in and update a few things in several years, but the majority of the copy and framework will stay the same.) Importance of Evergreen Content Unlike newsworthy or viral content that provides a quick surge of activity followed by a steady decline, the value of evergreen content is multiple. Here are some of the top benefits: Search rankings. It takes a while for Google to index content and rank it. If you want to elevate your brand in the search rankings and retain more prominent placement for key search terms, evergreen content is the answer. It ticks off more of the SEO “boxes” that Google wants to see, including quality, keywords, low bounce rates, and high average time on page. Traffic. Did you know that 95 percent of all search traffic goes to results on the first page of Google? Just 5 percent of users will click over to the second page. In other words, if you want direct traffic straight from Google, you need to rank well. Evergreen content helps you rank well and drive loads of traffic to your website. Lead generation. As anyone in the industry knows, traffic equals dollars. (Or it has the potential at least.) When you invest in evergreen content, you have the opportunity to include high-value CTAs and push people through targeted funnels and campaigns where they can go from “visitor” to “customer.” Brand authority. The value and prominence of evergreen content makes it a valuable branding tool. When people see your content over and over again, they begin to associate your brand with quality and value. This increases your credibility and makes it easier to establish trust with your audience. Recyclability. The beauty of evergreen content is that you can use it over and over again. Unlike a news piece that might have a 48-hour shelf life, you can promote your evergreen pieces of content every few months and still get massive value in return. When you multiply these benefits together, it’s clear why evergreen content is the best long-term investment for your SEO content strategy. The key, however, is to identify the right topics and then execute in such a way that your content is compelling enough to connect with the right people in the right way. How to Zero in on the Right Evergreen Topics Now that you understand what evergreen content is and why it’s important, let’s dig into the approach for finding good evergreen topics. Here are a few helpful tips: 1. Do Keyword Research Unless you have a massive audience that you’re super in-tune with and already know what they want, you should begin this process with in-depth keyword research. When researching keywords, search terms that you know your audience connects with. Then look for related terms that have a high volume spread out over many months (or even years). This indicates longevity and shows you that the topic isn’t just a flash in the proverbial pan. In addition to studying keyword search volume and competitiveness (don’t forget to include low and no-volume keyword searches in your research), it’s a good idea to see what type of content already exists. Comb through the first page of Google and see what other people are doing. Your goal is to write a post that’s not just equal or better, but 10X better. You want your content to totally blow the existing content out of the water. Otherwise, you’ll find it difficult to usurp a search result that’s been on the first SERP for a while. 2. Look Ahead Remember that the purpose of evergreen content is to continue adding value over time. Sometimes you need to look ahead and consider whether a piece that’s evergreen now will still be evergreen in 12-36 months. It’s also possible that you’ll stumble upon a content idea that isn’t overwhelmingly popular right now, but is likely to have some evergreen value down the road. For example, topics like cannabis, artificial intelligence, cryptocurrency, etc. are all hot topics right now,

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Martech Software Tools for eCommerce SEO
Samuel Edwards

Essential Martech Software Tools for eCommerce SEO

How’s your SEO at your eCommerce website doing? That may depend to a large extent on how well you are using the tools for search engine optimization (SEO) that are available to all e-Commerce practitioners. Whether you run an Amazon store or a small Etsy shop, these SEO and marketing tools will help you shine. Let’s start with the best ecommerce marketing tools available (both free and paid). Google Analytics Google Analytics is a basic software application available to anyone with a Google account. It will not only count your website hits but analyze them in myriad useful ways. If you want to move beyond Google, your Internet Service Provider (ISP) may offer an analytics program as well. Just be sure you’re aware of all of the freebie possibilities before you move up to a paid analytics service. You can track the amount of visitors to your website, learn where they came from, observe how they behaved while they were there, and much more using Google Analytics. You may make wise selections and improve your website for optimal success using this effective ecommerce marketing tool. Google Ads The next step will be to set up an Google Ads campaign. Google Ads is Google’s name for it, but all of the main search engines offer an advertising program that gives you the opportunity to create “featured links.” These are those links that appear on the right side of the page, or nowadays sometimes at the top of the page, in internet searches. Featured links also appear on websites one accesses, usually at the right side, or at the bottom. Typically, you, the e-Commerce practitioner, write the text of the link, and provide a graphic if desired. Then you select a daily budget (how much you are willing to spend per day to push this link), and list a series of targeted websites where you would like the links to appear. The search engine’s featured link site will give you an enhanced analytics page that monitors links, click-through rates, conversion rates, average order value and other useful information. Cost is minimal, and if the marketing campaigns are cleverly mounted, rewards can be substantial. Google AdSense Programs like Adsense enable you to select other ads to place beside your content. These programs enable you to align yourself with like-minded e-Commerce practitioners and get commissions on their click-throughs and conversions from your site. Other search engines have similar programs. Google Search Console With the help of this tool, you can upload sitemaps, track crawl issues, and continuously monitor the search performance of your website, among many other crucial activities. This tool is a crucial part of your ecommerce marketing arsenal, whether you’re just getting started or a seasoned pro. SEMrush SEMrush gives you access to a wealth of information on social media marketing presence, paid search advertising, and search engine optimization so you can fully comprehend how well your website is performing. Utilize this tool to carry out in-depth keyword research, assess your competitors, and undertake website optimization at its highest level. Ahrefs Ahrefs assists you in staying ahead in the rapidly evolving field of ecommerce SEO by analyzing the caliber of your backlinks, spotting fresh prospects for link-building, and monitoring your backlink profile. Moz Pro You may do site audits, execute keyword research, and keep track of your advancement with Moz Pro. Regardless of your level of experience, this tool will help you improve your website and take it to new heights. Screaming Frog Broken links may be quickly found, duplicate material can be easily found, and the structure of your website can be optimized for maximum efficiency using Screaming Frog. DeepCrawl You can spot technical SEO problems with DeepCrawl, keep track of website modifications, and structure-tune your website for success. This product is essential to have in your toolbox for ecommerce marketing, regardless of your level of experience. Keyword Planner Google Ads’ Keyword Planner is a powerful tool that can be used to research the keywords that people in your target market are using. You can use Keyword Planner to find keywords that support your e-commerce objectives, assess the level of competition for those phrases, and develop a keyword plan that will increase website traffic and revenue. Google Tag Manager Adding and managing tags on your e-commerce website is simple with Google Tag Manager, a free tool provided by Google. You can watch user behavior, add analytics and marketing tags, and do a lot more with Google Tag Manager. This product is essential for your ecommerce marketing toolset, regardless of your level of experience or the level of proliferation of your ecommerce store. HotJar With the aid of Hotjar, an innovative application that offers heatmap analytics for your e-commerce website, you can learn more about how visitors utilize various ecommerce platforms. You may gain a thorough insight of user behavior on your website by using Hotjar to track mouse movements, clicks, scrolls, and form submissions. Use this tool to make your website as efficient as possible and to ensure a flawless user experience. CrazyEgg CrazyEgg helps you figure out exactly how many clicks, scrolls and hovers (and other user actions) happen on your website. Why is this relevant? Well, if you’re selling products and your users are frustrated are confused by your website’s design, it’s important for you to know about it. Get Satisfaction Get Satisfaction allows you to figure out what your clients think of your business and the way they interact with it. The feedback is incredibly extensive, providing a proper mechanism for customers to send in questions, concerns, comments and so on. Timely praise is also an option – so if your business is doing extra good (or poorly), you’ll be sure to know about it. Basecamp Basecamp is a web-based project management solutions are popular between business owners, but Basecamp allows many kinds of ecommerce business management tasks to be properly handled. How does this help your ecommerce business? Well, it’s not specific to ecommerce business, but project

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Why is Link Building So Difficult?
Samuel Edwards

Why is Link Building So Hard?

What is link building? Link building is a process of earning links from other websites to your own site. The more high-quality backlinks you have, the higher you will rank in search engine results pages (SERPs). But, why is link building so difficult? The answer lies in the fact that there are many factors involved with this process: getting enough traffic, finding quality content to share, and creating an online personality. Not only do these three elements need to be good individually, but they also need to work together as a cohesive unit. Below, you’ll learn why link-building is so difficult and how our team can help. Link Building is a Manual Process The reason that link building is so difficult is that it’s a manual process. There are no shortcuts to earning links, and there will never be any robotic programs or services that can do the work for you. This means you’ll need to put in the work to make sure that your link-building campaigns pay off. Content writing and even SEO can be automated on a monthly basis. However, when it comes to link-building, you’ll need to perform manual outreach. Otherwise, your messages to other website owners will look as if they were sent by bots, flagged as spam, or ignored. Link Building is Time-Consuming Link building takes a lot of time, and it can be very difficult to find the time. While you could outsource link-building work with our white label link building team by hiring content writers or SEO experts who have experience in this field, it will still take up your valuable hours on tasks that don’t directly help lead to conversions for your business. This is why we recommend considering an alternative solution for getting links without all the hassle! We offer high-quality manual link-building services at affordable prices. This way you’ll spend less time doing repetitive work manually when you should be focused on other tasks that are much more important than simply earning backlinks. Many Website Owners Will Often Ignore You Many website owners will simply not reply to your campaign. This is because they’re too busy, or simply don’t want your site’s content on their blog post. And this doesn’t just happen once. It can take many messages for a link building campaign to finally get results. It can be frustrating and exhausting trying to find people who have time when you could be doing more productive tasks that help grow your business in the meantime. We’ve seen great success with our manual outreach campaigns, so we know how difficult these types of marketing initiatives can be. We understand what needs to go into earning links from other websites and why it’s so important for SEO rankings as well as conversion rates for businesses like yours. Link Building Sometimes Can Cost Money From the offset, link building can seem like a free digital marketing campaign. In many ways, it is. If you perform an aggressive link building campaign, it’s possible that you may not spend a dime. But, if you consider time as money and the principle of opportunity cost, there is no such thing as a free link. Whether backlinks are earned naturally or via outreach, someone had to spend time to acquire it. That has a cost, even if it doesn’t show up on a line-item in your financial statements. Link-building is time-consuming, complicated, and sometimes requires a financial investment. That’s why we recommend considering our team for your manual link-building needs. If you don’t want to put in the work of manually building links for your website, you may consider paying for link building services instead. All Links Aren’t the Same The last thing we want to mention is that all links aren’t the same. It’s important for your link-building campaign to be diverse and cover a variety of different platforms so you can rank in SERPs on as many pages as possible. Link diversity will also help you avoid being penalized by Google algorithms because it’ll show them that your website has high authority across multiple industries, which means they’re more likely to trust what you have to say about any topic. Link-building is difficult because it’s time-consuming and hard to acquire links with a low domain authority (DA). These links may not even affect your website’s SEO ranking. On the other hand, acquiring high DA links is even more challenging. Link-building is essentially like buying real estate. Once you begin, making money is an uphill climb. However, over time, the task becomes much easier. If a link is easy for anyone to acquire, then it has little value. You’ll Need to Create Amazing Content The more you work on your content, the more links you’ll be able to get. Even though link-building is difficult at first, it’s worth investing in so long as you build a business around your website and don’t just use it for SEO purposes only. If people want to link back or share your content with their friends, they’re much more likely to do that if what they see when visiting is good quality writing, which means that creating stunning blog posts should always be one of your top priorities. The challenging aspect of content marketing is creating content that’s better than anything else online. This takes a lot of time by itself, much less promoting your content and convincing others to provide a backlink. You’ll Spend a Lot of Time with Outreach There are two ways you’ll need to invest your time if you want a successful link-building campaign. First, you’ll spend lots of time creating content that is better than what’s currently on the internet and it needs to be catchy enough so people will share it with their friends or customers at least once they read it. This takes a lot of research, creativity, and hard work, which is time that could have been spent focusing more on other areas in your business. Second, after publishing this

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What Are the Common Reasons Clients Leave Their SEO Agency?
Samuel Edwards

What Are the Common Reasons Clients Leave Their SEO Agency?

As an SEO agency, you’re going to thrive on client retention. The cost of acquiring a new client is far more than simply retaining one who’s already under contract with you, not to mention it’s logistically simpler to keep your current client base on board than it is to try and adapt to a new company on a regular basis. The threat of a client leaving is ever-present, regardless of how good your products or SEO services are. Sometimes, it will stem from a slow decline, and sometimes, it will come from out of the blue (potentially from a toxic client). Either way, it can range from annoying to devastating, and it will take your SEO agency considerable time and effort to fully recover from getting fired. If you want to prevent this scenario or mitigate it as much as possible, you have to understand why clients might leave you in the first place, and work proactively to prevent those motivations from ever fully forming. Who’s to Blame? The first step is to realize that, even though some clients may be difficult to work with or naturally predisposed to leave, the vast majority of client departures are preventable. Even tough, unpredictable situations, such as new ownership taking over your client’s company, can at least be mitigated if you know how to address their potential concerns. This consideration is all about accountability. You, and by extension your team, need to take it upon yourselves to do whatever it takes to keep your clients on board or else take responsibility when they leave. With that accountability in mind, let’s take a look at some of the most significant reasons clients leave seo agencies & seo companies and what you can do to prevent those departures. Unmet Promises and Expectations The first, and oftentimes the biggest motivation for leaving is some kind of unmet promise or expectation in your service. On a large scale, such as not being able to deliver the results of a year-long campaign you were promising the whole time, this could fracture your partnership in one incident. However, in most cases, it takes repeated incidents before it escalates to a breaking point. For example, you may not deliver a content draft on time, then fail to meet reporting expectations, etc., until the client starts to doubt you. Unmet promises and expectations are destructive for three reasons: It spurs a “let down” feeling. First, and perhaps most obviously, an incident like this leaves your client with a negative feeling. Negative feelings have consequences, especially when compounded over time. You need your clients to stay feeling good about you. It demonstrates a performance failure. Even if you tried hard and got great results on search engine results pages, if those results are less than what you originally promised (or what the client expected), it’s still going to be an indication that you aren’t able to perform as well as you “should” be able to. It compromises your trust. This is especially true for unmet promises specifically; if you’re unable to deliver on this promise, that probably means you’re unable to deliver on your future promises. That fractured trust is hard to repair. The Solution This is all about perspective; if you set better expectations, you’re going to have happier clients. (Image Source: Psychology Today) There are two approaches to keep in mind here, and both of them have to do with communication. The first addresses unmet expectations; oftentimes your client will form an expectation of how a campaign will go, or of what you’re able to accomplish, without any real grounding in fact. This is unfortunate but entirely preventable. You have to go the extra mile to make sure your client is informed, completely, upfront if you want their expectations to be reasonable. Assume they have unrealistic expectations, and work to correct them back to reality by leaving no detail unexplored. The second approach has more to do with the unmet promises side of things. The solution here is very simple, and can be explained with a common piece of advice, to “under-promise and over-deliver.” The concept is simple; always promise less than you think you’ll be able to achieve, either with a more flexible deadline, a weaker product, or a smaller quantity, then execute more than you said you would. It gives you more wiggle room in case things go wrong, and make you seem like a superstar if things go right. Unaligned Goals and Vision Partnerships are tricky things, in the business world as they are in personal relationships. You have two different entities, with different worldviews, expectations, and approaches, trying to work together for a common cause. Your agency has a certain way of doing things, a certain idea of what your client’s business is, and a certain strategy for execution—all this may be relatively accurate, and a solid plan of attack to achieve your baseline goals, but do all these factors align with your client’s ideals, or the vision in their head? If you seriously depart from the image your client has of themselves, and of their vision of how things will play out, they won’t want to work with you. They may feel like you aren’t listening to them, or that you don’t really “know” them, or even worse, that you’re misrepresenting their brand. Brand consistency and brand search engine rankings is everything, and is why the most popular brands in the world have achieved the position they have: (Image Source: North Star Marketing) If there’s a serious discrepancy between you and your client in terms of goals, vision, or even basic understanding of their products and services, there may not be a chance for recovery. The Solution Some of these problems are easy to prevent, but others are more complex. Let’s take them one at a time: Misunderstanding the client’s brand. The solution to this is simple—spend more time upfront getting to know your client well, and learning their brand inside and out. This

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How to Optimize Your Landing Pages for SEO
Samuel Edwards

How to Optimize Your Landing Pages for SEO

Landing page conversions are critical to both paid and organic search strategies. But what do you do when your landing pages aren’t converting? Depending on how you create, integrate, and monitor and adjust these “landing pages” in the context of your overall marketing strategies, you could stand to earn far more sales—and revenue for your business. This guide will introduce you to the concept of landing page optimization, also optimizing landing pages or landing page elements effectively, and best practices for securing long-term gains for your investment. What is a “landing page”? First, let’s define exactly what a “landing page” is. There are a variety of forms here, but the basic concept is simple. A landing page is a specifically dedicated page of your website tied to some means of attracting customers, landing page website visitors from various channels, such as social media or paid advertising, will “land” on these pages after clicking a link, and be presented with an opportunity to engage. Usually, these engagements are tied to some kind of value, making the focal point of the landing page a conversion rate optimization opportunity. Usually, these pages are left off the main navigation, as they serve a niche function and may not be relevant for your standard target audience. For example, you could create a perfect landing page for your social media/target audience, advertising an eBook you’ve recently written. You could use this eBook as an incentive for new email newsletter subscribers, funneling your followers to the form contained in your landing page and securing a number of successful conversions. Landing page optimization offer a number of advantages, which I’ll get into in the next main section, but first, let’s take a look at exactly why landing pages are one of the best landing page optimization tools you have to increase your bottom-line revenue. Revenue and conversions The goal here is to optimize your landing pages for local SEO to gain more conversions, but the type of conversions you seek is up to you. Your conversion could be tied to a direct means of achieving revenue—such as selling a specific product—or an indirect means—such as acquiring more signups for your email newsletter. Either way, your goal is to get users to interact with your page on some level, which will ultimately drive more revenue to your business. How can landing page optimization do this? Key Advantages of Landing Pages Best Landing pages give your campaign a number of distinct advantages, most of which revolve around the customizability of the strategy. You can create a number of different landing pages, running simultaneously or one at a time, for any and all inbound marketing campaigns you have in operation, and keep them separate from the rest of your website at the same time. In this section, we’ll explore these individual advantages, and some key opportunities for development. Better audience targeting First off, landing page optimization give you an enhanced ability for your target audience. Let’s say you have two demographic segments: you appeal to single, young adults as well as parents of young children. These are two distinct demographics, and you’ll likely use two different online marketing methods to target audience/ them (such as newer social media platforms for young adults and paid advertising for parents). If you funnel them both to the same website, you’ll have to speak in generic terms, which could lower your relevance and overall engagement, but landing page search engine optimization / (Landing page SEO) give you the ability to segment your audience according to their demographic makeup. This is perfectly illustrated by the pizza-related landing page optimization below. Look how one variant targets family specifically, while the other targets single eaters. (Image Source: WishPond) Better analytics Using & landing page optimization can also help you get better data from your audience, in a number of different ways. First, you’re isolating your customers’ behavior to only one page; rather than tracking the complicated paths your users take throughout your website to convert, the process is a simple yes/no opportunity. Second, when you have multiple optimize landing pages running at the same time, it’s easy to compare your data apples-to-apples. Take a look at this chart as an example: (Image Source: Hubspot) Finally, you have a better ability to track your performance over time, which is vital as you make adjustments to your online marketing page (and your landing page as well—more on that in the next section). Just keep in mind that in order to reap the analytics benefits of a landing page, you need to be actively tracking and measuring this data. The simple installation of a Google Analytics script is likely enough to get you the information you need here, but double check your tracking proactively to make sure everything’s in order before your campaign goes live. AB tests and experimentation Due to their flexible nature and similar structure, you can easily use landing pages as AB tests and as platforms for experimentation. On a surface level, this makes it easier to analyze and improve your landing page optimization over time. For example, if you aren’t sure what type of layout to offer, you can set up two almost-identical landing pages with differences in layout, run them simultaneously for the same audience, and objectively determine which one is better. And since landing pages are relatively easy to create, you don’t even have to limit yourself to AB tests—you can do ABC or ABCDE if you have the resources for it. (Image Source: Hubspot/ComScore) Experimentation here will maximize your landing pages’ potential profitability, so use it often as a means of self-improvement. It’s hard to say exactly what factors will encourage & increase conversions, so tweak everything to see what works and what doesn’t. Short-term campaigns You don’t have to use landing pages only for destinations in your long-term inbound marketing campaigns. In fact, they have a distinct advantage when used as measures for short-term stints, such as temporary promotions or seasonal items.

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