Howdy, howdy from Atlanta! Here are this week’s useful reads…
The Biggest Mistake Digital Marketers Ever Made: Claiming to Measure Everything
Yes, yes, yes. Read it here…
Takeaway: Some things matter even if you can’t measure them. Your brand matters online. People remember sites they like and products they trust. Tools like Google Analytics provide false assurance that you can know everything online. Build great things for your long-term brand even if you can’t quite make the numbers match.
You Pay for AdWords Search Terms, Not Keywords. Here’s Why that Matters
Approachable post. Read it here…
Takeaway: Use Single Keyword Ad Groups in AdWords. Use your Search Terms report to optimize.
Are Yelp ads worth paying for? How to figure it out
A regular question from local business owners. Read it here…
Takeaway: It is difficult to access data from Yelp. However, based on this case study, leads from Yelp are 3x more expensive than leads from a well-managed AdWords account. But they are unique. If you have a high customer lifetime value, they might be worth a trial.
5 SEO Mistakes That Are Costing You Organic Traffic (And How To Fix Them)
Solid interview with John Doherty about the fundamentals. Read it here…
- Want to dominate organic search results? John says that using long-tail keywords is the key: “It’s super fundamental, but most people just don’t do it. Build out specific pages to target your ideal customers.”
- Your content should be “long-form, high-quality stuff that no one else has really written before.” In other words, you can’t just recycle what’s already on the internet. Going above and beyond in your research and adding new insights to your work will make it worth reading and sharing.
- There is no silver bullet with SEO. It’s all in the execution over time. You need to be working on it every day, every week, every month.
That’s all! Have an incredible week!