2013 | Xanthos Digital - Part 2

2013

Why Businesses Should Blog

Gone are the days when blogging was relegated to a community of teenage diary writers. Today, maintaining a blog is as much a personal choice as it is a business decision. From local plumbers to Fortune 500 companies, blogging has become a business necessity. In fact, today, blogging is often an essential part of a business’s digital marketing strategy and SEO strategy.

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Google\’s Hummingbird Update is About Speed and Precision

About two months ago, Google changed their ranking algorithm. They called it ‘Hummingbird’ because according to them, it’s ‘precise and fast’. Hummingbird\’s main focus is on \’conversational search\’ and on returning results that match full queries rather than just results with matching keywords. Google only announced the change a month later on September 26th. Since then we have been waiting to hear more about how it’s impacted search results. Here are the details.

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Google’s Hummingbird Update is About Speed and Precision

About two months ago, Google changed their ranking algorithm. They called it ‘Hummingbird’ because according to them, it’s ‘precise and fast’. Hummingbird’s main focus is on ‘conversational search’ and on returning results that match full queries rather than just results with matching keywords. Google only announced the change a month later on September 26th. Since then we have been waiting to hear more about how it’s impacted search results. Here are the details.

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Google Keyword Planner replaces Keyword Tool

Last month the Google “Keyword Planner” replaced the “Keyword Tool”. Starting September 1, the Keyword Planner Tool was moved out of its beta phase and shortly after, the Keyword Tool was removed. The main difference between the two is that the Keyword Planner requires access to a Google AdWords account. But, there’s more. The new Planner only displays search volume by exact match. It also does not account for device targeting and does not allow the user to distinguish between global and local monthly searches. It also does not allow for filtering by related search terms.

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How to increase business leads online

So, you can be found online and you haven’t incurred any Google penalties. The only thing is … you’re not getting found by the right people, or you’re not ranking high enough and as such, you’re not generating leads.There’s really not a single answer I can give you in order to solve this problem. There are so many things you can do and, if you do them right, increase online business leads threefold!

This article assumes that you already have a business website; that your site is listed in the SERPs (even if it’s not on page 1), and that it does already generate leads (if few). I have not however assumed you have a conversion-optimised website or that you are doing all of the digital marketing you could be doing to generate leads.

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Content Marketing – why you should do it and how to do it

The rise of content marketing as a broadly accepted and widely encouraged ‘online marketing strategy’ might largely be attributed to updates that Google made to their search ranking algorithm beginning in 2011. However, with an aim to win customers over, content marketing has been around at least since the 1800s. Here’s a history of it as well as a discussion of the types of content marketing you can do and a brief guide to creating your own content strategy.

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Ace your new web design by creating user personas

Here’s our step-by-step guide to creating user personas. If you’re considering a website redesign, or perhaps planning on introducing a new product or service, breaking your target audience broken down into ‘types’ or personas, will make the overall marketing a lot easier. From customer surveys through Pinterest character sketches, you’ll find it’s an undertaking that is both serious and good fun.

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