July 2018

 by lse admin

Retargeting: What It Is, And Why Every Business Should Use It

RetargetingModern digital ads can have a huge relevancy problem, and using a retargeting strategy is one of the best ways to solve it.

 

With retargeting, you only show ads to people who have indicated interest in your product or website before. Usually, the interest-signaling behavior is a visit to a particular page on your website.

 

While the abilities of retargeting sound creepy—and they definitely can be eerie when the practice is done incorrectly—most retargeted ad campaigns are actually doing consumers a favor. Instead of showing them irrelevant ads for things they may never buy, such as an expensive luxury car, you’re showing them ads. The ads are for things they’ve directly looked at before.

 

At its core, retargeting strategies are all about that relevancy. The idea is that someone has already entered into your sales funnel or taken the first steps of the customer journey. Retargeted ads should ideally be a nudge a little further along that path.

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 by lse admin

What is Mobile First Design? And Why Is It Important For Your Business?

mobile firstThe internet is a mobile- first world now, and your website needs to embrace this shift to avoid missing out on opportunities. By prioritizing your mobile experience with user-friendly design principles and an always on-the-go approach to content, you can reap bigger rewards from referral channels and compete more effectively for visibility.

 

There’s no understating just how much of an impact smartphone devices have had upon the online landscape. Seventy-seven percent of U.S. adults (≈250 million) now own a smartphone, according to Pew Research, and only 17 percent of people own a cell phone but not a smartphone. Even more interesting, there are 6.5 million more smartphone owners than desktop/laptop owners, and 65 million people depend entirely on their smartphones for internet access.

 

The shift from large, stationary computers to pocket-sized touchscreens has had a huge impact on not just website design but also how online content is consumed in general. Understanding just how much the mobile first mindset has affected the website design process can help your business learn how to build a better website that’s aware of mobile’s center stage presence in our modern tech culture.

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 by lse admin

Why High Quality Content Matters More than Keywords for SEO

quality content

Attention content creators: Google reads everything you write! Well, not “reads” in the literal sense, but its algorithms are now sophisticated enough to pick up on unnatural language and poor formatting—both of which send strong negative signals that hurt your ability to rank.

 

In fact, Google’s approach to ranking has gotten so sophisticated that they’ve learned that content quality matters more to search users than the presence of any particular keyword phrase. As a result, you may find a No. 1 search result that doesn’t contain an exact match keyword anywhere in the body.

 

We’re serious! In an exhaustive study of 600,000 keyword phrases, 18 percent of the domains that ranked position 20 or higher didn’t have the keyword in the text at all. Instead, these sites had a few things in common: website visits, user behavior signals and the number of links to the content all influenced Google to rank them near the top. All of these signals tell Google one thing: people seem to like this content.

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 by lse admin

How Often Should I Be Posting to My Blog?

blogTo blog or not to blog…blogging frequency is somewhat of a sticky topic in the digital marketing world. Some people have hard and fast beliefs about how “you have to post seven blogs per week or EVERYTHING WILL EXPLODE!” Others only post whenever they feel like it, which can be as unpredictable as it sounds.

 

In truth, both camps are wrong. Posting on a regular schedule is absolutely essential. It helps you build audiences, stay organized and discipline yourself to continually push out worthwhile content.

 

On the other hand, posting too frequently leads to diminishing returns. Posting every day, for example, can mean that a fair chunk of your blogs never get read. When promoting your blogs on social media, the algorithms may also be much more likely to pass over your umpteenth blog promotion for the week.

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 by lse admin

Why Your Online Marketing Budget May Soon Go Up

online marketingRecent surveys show that the majority of businesses plan to increase their online marketing budgets over the next 12 months. These increases mean stiffer competition and growing rates to achieve the desired level of impressions and performance.

 

Today’s internet marketing practices have matured dramatically since the days of dial up. Channels like social media have likewise matured, changing the landscape from a “Wild West” feeling to a more familiar competitive market. As businesses spend more on aspects of marketing like paid ad inventory, prices go up. There is, after all, a finite number of eyeballs browsing the internet at any given time.

 

Businesses also find themselves competing more earnestly for organic traffic and impressions. While it used to be easy to rank high on search engines if you were the only business on the block doing SEO, now achieving results pits you against countless others.

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