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  • Google’s Holy Grail – Top 3 Spots Is The New Page 1

    lion ALL HAIL THE KING! ALL HAIL GOOGLE! According to Fortune, Google is the #1 company to work for and while this makes sense, Google is King for another reason in my opinion, and this reason has everything to do with the Google search engine where it all started.  There are just over 1.2 trillion Google searches a year, 3.5 billion Google searches a day, and 40,000 Google searches a second.  In my opinion this makes Google King, not necessarily to the average person, but definitely in the eyes of most business owners.  Google drives endless traffic to business websites all over the world on a daily basis. These consumers are making buying decisions based on the information they find from doing these searches and the benefactor of these buying decisions are the companies who have managed to position their websites at the top of Google’s search results on page 1, otherwise known as the “Holy Grail”! Top 3 Is The New Page 1  Making it to page 1 of a Google search is nice and as a business owner who has a website on page 1 of a keyword search that relates to the services your business offers, you should feel good about this, but it doesn’t mean your phone is ringing off the hook if at all.  The top 3 organic results on a Google results page are the new page 1 because if you really want to feel the difference Google can make in your business, you need to be in the top 3.  Here is a breakdown of the percentages of clicks a website gets based on being in the top 3 organic positions on a Google results page: Organic Position #1 = 32% of clicks  Organic Position #2 = 12% of clicks Organic Position #3 = 9% of clicks  The 10th and last organic position on a Google results page receives about 1% of the clicks. Remember, everyone who will click on your website will not even convert into a call, a chat or a form being filled out on your website. So, this is why being in the top 3 is key and ultimately where you want to see your website positioned to feel the positive force Google can have on your business. Top 3 Reasons You Are Not In Google’s Top 3 or Top 10 #1 Reason – Backlink Portfolio  Anyone who has ever hired a SEO company to work on your website has most likely heard the term backlinks.  Granted, you still may not be sure exactly what that means, but I assure you it is very relevant and extremely important when it comes to where your website ranks.  The short & skinny about a backlink is this: when a website, other than yours, has a button or a “link” on it someone can click and then get taken to your website, is a backlink. All backlinks are not created equal unfortunately.  There was a time when Google credited website’s backlinks, also known as links, on a quantity over quality basis.  This has sense been reversed and now, Google is more interested in seeing quality links versus quantity of links. All websites are graded and scored by Google, and the value of a link in Google’s eyes has everything to do with the value of the website the link is coming from.  So, when I talk about your backlink portfolio, it is important to make sure the backlinks to your website carry good value.  Also, while a quality backlink can increase the rankings and strength of your website in Google’s eyes, all the low valued links to your site can also weigh down the value of your website in Google’s eyes. What are you going to do about all the bad links your website has?  If you are concerned or curious about your backlink portfolio you should hire a SEO company to audit your portfolio of links and disavow all the links with low scores that are holding back your website from ranking higher than it currently is on specific Google search results. While your low authority links are being disavowed, you should have a team of SEO experts acquiring new quality links for your website’s backlink portfolio. The combination of these two services will boost your websites authority score with Google, which in turn helps your website climb the rankings. #2 Reason – Content Creation  While I call Google King, in the eyes of many who stay up to date on Google’s best practices, content is also considered the king.  Google has one goal with the search results it delivers to its users and that goal is satisfaction and a great user experience.  With that said, if a consumer does a search for a car accident lawyer and Google delivers them results full of employment lawyers, the user experience was not good at all.  So, Google keeps track of all the content you are posting on your website, and the more content you have about a specific subject, the more credit and authority Google is going to give you with respect to searches based on the specific subject of your content. If you want to rank high for a search about wrongful termination, you want to have more than one page of content about wrongful termination.  There are many reasons for wrongful termination.  Some examples are: gender, pregnancy, age, race, disability, marital status and more, but most law firms on their websites, will have one page that talks about wrongful termination with the above reasons mentioned in simple bullet points. Each of these bullet points should have their own page. Then when you are talking about disability discrimination, there are a number of different types of disability discrimination. Each different type of disability discrimination in the workplace should have its own page too.  If you are thinking this is a lot of content and a lot of writing, you are Correct! But if you want to be at the top of a Google search, you must appear to be a dominate authority on the subject matter you want to rank for on specific searches. Paperback Versus Hardback – Google Takes No Shortcuts  Google doesn’t believe in shortcuts and is not a fan of cliff notes in my opinion. If you have to write a very detailed research paper on a specific subject, you will want the most information you can find on the given subject.  While you may not use all the information you find, it will still be better to have the most available.  Here’s an example: If I am going to write a paper on earthquakes and I walk into the bookstore, which is a stretch but there are still a couple left, and find myself in the section on earthquakes I will see a lot of books.  There will be paperback books and hardback books.  Now I have found myself looking at a paperback book on earthquakes with 42 pages in it, but then I see another book, which is a hardback with 200 pages on earthquakes.  The hardback book based on its number of pages has a lot more to say about earthquakes so I am giving this book more credit aka authority in my eyes on the subject of earthquakes. Google does the same thing with websites. Google crawls websites everyday so their search engine keeps up with the changes you are making to your website. So, when someone does a search on earthquakes, the website with only 40 pages versus the website with 200 pages talking about earthquakes, will  not rank higher than the website with 200 pages if all things are equal. #3 Reason – Your Website Architecture Is Out Of Whack  This is the most complicated reason and also one of the most important reasons your website may not be ranking high on Google searches. Unfortunately, this is not something you can look at your website on your own and determine, but we would gladly do this for you at no cost, simply go to our FREE SEO Analysis page and fill out the little form and we will do the check for you at no cost. If you are familiar with how to do such a search on your own, these are the things you want to look out for:
    • Establish a good hierarchy
    • Design URL structures that are consistent with your navigation
    • Create Meta Titles for all pages
    • Have H1 & H2 titles on your pages including the focused keyword for the given page
    • Include keywords in all meta descriptions of each page
    • Create a short navigation structure
    • Submit a site map for your website to all search engines
    • Have all your main pages in navigation
    • Build out a lot of internal links throughout your website
    A lot of the work that needs to be done is not simple or easy, but in Google’s eyes this is the point.  It takes a lot of hard work to get your website to rank where it will deliver calls, leads and new businesses and cases to your company or law firm. There are list with over 100 factors Google looks at when deciding who will rank where, but in my experience over the past 19 years I have been in this industry, the three I have written about in this blog are going to be the best place to start because they carry the most weight in Google’s eyes. Good luck!  
  • Right-Sided Ads Removed From Google’s Desktop Searches

    With people losing their patience with the number of ads on search engines, Google has made the dramatic step of removing the ads that are usually found on the right side of a search engine results page on desktop web browsers. The company is continuing with the ads that feature at the top of the search engine results page, but the side bar ads will never be seen again. There might be a slight increase in the number of top ads shown, but those are not confirmed. Google has taken years to test the circumstances around their ads. Tests conducted from 2010 to the present have shown Google that most individuals do not pay attention to the right-side ads shown on the search results page. In fact, it makes them more likely to use ad blocking software on the results. The top-only ads are still popular, because they sometimes provide results that the user wanted. This action applies to search engines in all countries and languages. The only exceptions are the Knowledge Panel advertisements and the boxes that include Product Listings. If someone makes a highly commercial search request, they might get additional ad-based search results at the top of the page. When speaking about the changes, Google confirmed that they spent a lot of time debating this issue and testing the different possibilities. They promise that more tweaks will occur to this method, with their current statements not set in stone. Their goal is to produce queries that are both relevant and commercial, which is why their focus remains on the ads at the top of the page. If you are confused about the meaning of highly commercial searches, it refers to items such as a city’s name or the buying of products or services. If someone searches for “restaurants in Boston” or “health insurance,” they are likely to get an additional ad-based result at the top of the page. This move also ensures that the results page for Google searches are almost identical on desktops and mobile browsers. There will probably have less ads shown at the top of the results page for mobile users as compared to desktop users. There was some confusion about whether or not the changes applied to the PLA boxes or their Knowledge Panel. However, Google specifically says that there are two exceptions to the complete removal of the side ads. It appears they are still contemplating the specifics of those exceptions, or whether they will go ahead and remove all the side-bar ads. To summarize, here are brief descriptions of the changes:
    1. Text ads are gone from the right side area.
    2. There are probably adding an additional search result at the top of the page that is ad based.
    3. The ads shown at the bottom of the page are staying the same (usually three).
    4. When adding up all the ad locations, users can expect no more than seven ads per results page. In comparison, most results showed as many as 11 ads in the past.
  • What are the Advantages of Google’s AMP?

    Google recently launched their AMP program, with AMP standing for Accelerated Mobile Pages. This program helps create mobile websites that load in a relatively quick period of time. This is very important for any websites that want to keep ad revenue from mobile customers, while improving the page loading time. While it is possible to achieve this through optimizing website performance in other ways, AMP makes the entire process a lot easier. How it Works: This process works by using HTML, Java and a Content Delivery Network in tandem. AMP’s specific form of HTML is necessary for web pages to load quicker, while JavaScript helps with other aspects of the mobile pages. The Content Delivery Network is responsible for caching these pages and making further changes that increase performance. Two Site Versions: When you are using AMP, it is important to keep in mind that you will have two versions of every page on your website. The regular page is what visitors from web browsers view, while the AMP version is reserved for smartphone or tablet users. It is also possible for people to view the AMP version if they enter the specific mobile address of that webpage into their browser. Some things are not possible with the AMP version of a webpage, such as adding a comments section or any forms for signing up to mailing lists. Some third party videos may not work perfectly, but AMP generally works to include all your regular mobile ads within its optimized framework. Any images or videos that go on your page are optimized specifically for inclusion in the AMP version of the page. For example, images become amp-img instead of their regular file category. Specific dimensions are also necessary for the image, which helps with optimizing them for mobile delivery. Videos work the same way, with AMP versions of embedded videos necessary for smooth loading on web devices. If you want to add a video from YouTube, there is a special file type for that media. Interestingly, AMP supports a number of social media additions to web pages. For example, Facebook and Twitter embedded links and streams work fine with AMP, but they must be added individually using specific components. AMP and its Relation to Ads: Including ads and increasing ad revenue is probably the most important element of the AMP web page type. With so many people using ad blockers on their mobile web browsers, it is time for web pages to adapt. People do not put up with websites that take a minute to load, or get stuck, because ten ads are simultaneously loading. In order to provide people with an incentive to stop using these ad blockers, AMP ensures that ads are delivered seamlessly and within the same optimized time-frame of the web page’s other content. This project ensures that website owners are getting ad revenue for their pages, even from people who have problems with loading regular pages on their devices. A number of ad networks support this initiative, such as Google AdSense and Amazon A9.
  • 3 Things You Should Know About the Google+ Update and Google Review Links

    The vast world of internet marketing is always changing. As such, companies are constantly trying to find the balance between getting the fast results they want, and weathering the changes made by search engines like Google. Most recently, the Google+ platform used by businesses underwent a redesign. At first glance, it doesn’t look much different. Mostly, it is just less cluttered. But there are several features missing including followers, the toggle option between posts and company information, and most importantly the ability to view and leave reviews by your customers. Here are three things you should know about this update and how it impacts your SEO efforts. SEO Results Aren’t Impacted by Local Page Changes The biggest concern for businesses who have worked diligently to improve their local rankings is that they will fall without local pages being part of Google+. SEO experts like Greg Gifford have stated that these changes should not have any impact on business rankings. With local pages removed, several features have also been removed including profile pictures, posts, followers/following option, and company reviews. Reviews Are Still Available The consumer driven world is always looking for feedback from other users of a company. As such, reviews are essential with online marketing. Changes within Google have eliminated the ability for consumers to quickly and easily leave reviews. Additionally, the pop-up option for leaving a review is now less effective because users either need to be on a desktop or signed in to Google in order to leave those reviews. The good news is that launched a tool for every business – Review Link Generator. Review Link Generator is fairly easy to use. Marketers will visit the site and enter their business name with zip code. From there, the site will pull up local Google listings and prompt you to select the correct one. Next, links will be generated for different platforms such as the Android Maps App, Apple Maps App, Google Maps in browser, and Google search results. These links can be added to different listings, emails, and even your website as a way for customers to leave their reviews and comments. Marketing Changes Need to Be Made Now According to Andrew Shotland of Local SEO Guide, small businesses are going to face the biggest impact from these changes. These entities might feel like they have wasted time and effort in building their local presence online, only to have it stripped away by Google changes. Small businesses, unfortunately, simply need to adapt to the changes – and quickly. Utilizing the Review Link Generator program will allow them to keep the momentum going in terms of consumer presence. The next step will be to start capitalizing on Google local searches and mobile friendly sites for easier access to their customer base. Getting started now will mean less loss in their original efforts, and a better future surviving SEO online.
  • 3 Benefits of Embracing Mobile Marketing, NOW

    According to an announcement made by search engine giant, Google, in 2015, mobile usage in the form of internet browsing has exceeded that of traditional desktop usage. It is estimated that 75% of users within the United States search for businesses through their smartphone. This means that today’s businesses need to make sure their mobile presence is top-notch with click through contact buttons, a mobile friendly website, and the ability to track marketing efforts from mobile traffic. Mobile marketing is the wave of the future, here are three benefits of embracing it right now. Easier Access to Decision Makers Mobile searches and buying isn’t reserved to the youth of today. Busy business owners are finding that it is easier and faster than ever to search information and make purchases directly through their mobile device. As such, having a mobile ready platform means that you can get your business in front of decision makers easier and faster. The simple truth is that not enough businesses have jumped on board with mobile tactics giving those that do a competitive edge. Better Marketing Metrics Determining return on investment can be complicated in the digital age. For the last decade, businesses have focused on building their brand through a website and social media, now they have to add mobile marketing into the mix. Businesses who do provide consumers with a mobile experience see higher overall rankings, more mobile site traffic, and a decrease in their bounce rate. Mobile marketing is quickly becoming an essential part of any digital marketing platform plan for businesses. By using location based service tags and offering click through contact options, businesses can put consumers in touch with their business quickly. In the need-it-now world that we live in, this is a vital component of success. This added option for generating traffic adds little cost to the overall marketing budget but can have a substantial return on investment, therefore making it essential to get started on it, right now. Increased Customer Engagement Over the last few years, many websites have seen an increase in their bounce rate. This is the number of site visitors that enter the website only to quickly exit. Some marketers attribute this to the rise of mobile site access. If your website is not mobile friendly or doesn’t offer the best experience for customers, then you can assume that they are going to exit quickly for a mobile site that offers this experience. Optimizing your website for mobile use can be done quickly and easily with your developer. It creates a streamlined version of the site that is easy to navigate on a mobile device and easy to read. Consumer engagement has never been so important. A Google study revealed that 48% of consumers find it agitating when they cannot access a site from their mobile browser. Meanwhile, 52% claimed they are not likely to engage with a company that is not mobile friendly. Once again, this means that mobile optimization is essential for marketers today.
  • Optimizing Social Sites To Increase Search Rankings

    The basic goal of having a strong online presence is to make it easier for people needing an attorney to find your firm’s website. Search engine optimization can help boost your website’s ranking on search results pages, but you can also use SEO to boost results with your social media sites. Optimizing your social sites will help your sites appear on the first page of search results and any keywords you use will rank faster than they would on just your website. Optimizing for Social Searches By optimizing your social sites, they will help you get to the top of most search engine results pages. One good way to do this is to optimize your posts on sites such as Facebook, Google +, and Pinterest. To boost search engine results, optimize your posts by using keywords for specific types of searches in the captions of videos or images. In addition, you can also optimize your profiles and provide links to them from your firm’s website. Optimizing Pinterest Although Pinterest is one of the fastest growing social sites, digital marketing experts often do not optimize it to help boost search engine rankings. Along with helping your brand rank well on results pages, optimizing this site also ranks keywords quickly on search engines and increases the likelihood for your firm to be found using Pinterest searches. If your firm doesn’t have a Pinterest board, then you should start an account to help boost your brand awareness. By using targeted keywords in strategic places, you can make it easier for searchers to find your firm’s site, as well as increase your ranking on search results pages. Create different boards for the types of law your firm practices and use keywords in the names of those boards. Also, use keywords in the descriptions of boards, in the descriptions of pins and link to your boards from your website, such as in a blog post. Optimizing Facebook Every business, no matter what industry they are in, should have a Facebook account. Not only is it a place where you can share content from your website, but you can interact with clients and encourage them to review your firm. You can also add unique posts to your Facebook page using text, images, videos and other content. Just as was done with Pinterest, one of the best ways to rank higher on search results pages is to use targeted keywords in your Facebook profile and within your posts. Always link back to your firm’s website in your profile and in any content you post on Facebook and add keywords to all captions and descriptions for videos and images. Both short and long-tail keywords should be used in content on your social sites. Since Google + is similar to Pinterest, you should also use targeted keywords in your post descriptions on that site. By optimizing your social sites, as well as your firm’s website, you can dominate search engine results pages and find the clients you need to increase your firm’s profitability.
  • 6 Ways To Take Advantage Of Mobile Search Ads And Call Leads

    With an estimated 70% of consumers using mobile devices to perform searches on the go, mobile advertising leads can be the greatest asset to any business. Maximizing the results of this traffic can rapidly increase ROI while decreasing the cost per lead. These six ways to take advantage of mobile search ads and call leads may help your business grow in 2016.
    1. Only Offer One Call to Action: Forget about inviting customers to visit your website, send an email, or like you on Facebook. The best way to take advantage of mobile searches is by giving users one option – call. Two things happen when click to call is implemented. First, consumers have your number easy to dial at their fingertips. Second, they are able to quickly save the number after dialing for future use.
    2. Infiltrate Local Mobile Apps: Consumers are more likely to use applications designed to identify local businesses than search engines whenever possible. Make sure your business is listed with these for easier access to busy could-be customers. Even large businesses with multiple locations can use these to target customers in one specific location.
    3. Use Google’s “Nearby” Format: The increase in business from Google’s new “nearby” format has been unprecedented. This feature allows businesses to be listed based on location to increase their search rankings. The listing also gives searchers direct one-click access to call, visit the website, or get directions to the location.
    4. Increase Google Reviews: One component of location-based services is Google reviews. Invite customers to review through Google so that your future customers are able to quickly see ratings and reviews when searching.
    5. Tell Customers You are Local, Too: Digital assistants like Siri and Cortana focus results on those that are nearby the consumer. The availability of voice searches for “nearby” businesses has been integrated into both AIs over the last year. Tell consumers your business is also local by using location-based terms in advertisements. Go beyond just using the state or even city, include the street name and be sure that the content of your ad mentions the city/town. Local business is one the rise as many consumers feel more confident and trusting in local business owners.
    6. Integrate Call Tracking: Find out where leads are coming from through the use of call tracking. This analytical approach to mobile advertising will help businesses fine tune their ad experience. Numbers regarding frequency of calls and most common call times will allow the ad campaign to be specifically targeted to those periods when consumer searches are most likely to be fruitful.
    The use of mobile devices will only increase over the next few years. As phones and tablets are able to do more, consumers are moving away from using a traditional personal computer. Businesses need to make the change the vibrant, simplified mobile advertising to stay ahead of the game. These methods for taking advantage of the trends in mobile search ads will provide businesses with the necessary information to create a more profitable and targeted advertising campaign, no matter where they are.
  • Keep Your Website Safe From Mobile Affiliate Network Ads

    Google recently warned about mobile affiliate networks that bounce users to landing pages they were not aware of and ruining the experience of using mobile devices to search online. The site could end up hurting your site’s search rankings. What is the Issue? While many mobile affiliate networks are legitimate and clicking on them will take you to the advertised page, some of these ads use redirects that take users to an entirely different website. Sometimes they even bounce users from one site to another. This can be frustrating for the end user, especially when using a mobile device such as a smartphone or tablet. The website publisher, and even the advertiser, may not know about code added to redirect mobile users to other sites. The deceptive redirect usually targets mobile devices because clicking on the same ad on a desktop will open the site normally. Not only is being redirected to a totally unrelated site frustrating for the mobile user, but they could be redirected to a site containing malware, which could infect their device. Preventive Measures Since many webmasters have no idea if they have a deceptive mobile affiliate ad on their site, they should take steps to make sure they don’t by frequently checking the ads. This can be done by using a smartphone to click on ads and see where they are redirected. If the ad takes them to a totally different site than advertised, the ad should be removed from the site. Look at the reviews for your website to see if users are complaining about being redirected elsewhere by ads on your site. In addition, webmasters should monitor site analytics for any unusual user behavior or changes in patterns of use. Sometimes these deceptive redirects are the result of your site being hacked and not intentional on part of the advertiser. Consequences of Ads The only real recourse Google, and other search engines, have in situations like this is to downgrade your search engine rankings. This will make it more difficult for potential clients to find your site, which means your competitors will be able to get the clients you should have had. It is a direct violation of Google’s Webmaster Guidelines to use a redirect on a site that displays content that wasn’t made available to their search engine crawler. Google did not specifically announce the consequences of using these ads, but they did say they are working diligently on the issue and taking action against deceptive mobile network affiliate ads. While using affiliate ads can be a good way to generate income on a website, unless your firm needs to do so, you shouldn’t put these sort of ads on your site. The potential consequences could undo all of the hard work to increase your search engine rankings.
  • 4 PPC Trends For 2016

    Pay Per Click advertising (PPC) is one of the most valuable forms of generating leads in today’s search-based industry. This form of advertising has been dominated by big companies with big pockets for years, but that is about to change. In 2016, the way of PPC will be targeted for the small to medium businesses. With a variety of new trends in play, there are four that stick out as essential for your marketing. Informative Advertising During the rise of PPC ads, it was deemed necessary to provide a catchy slogan in two sentences as a way to connect with searchers and get them to act. Now, consumers are looking for short, sweet, and informative. Studies have shown that targeted customers are more likely to click on an ad that provides basic necessary information about a business including services, phone number, hours of operation, and the business name with tagline/specialty. Mobile Advertising Simplified With nearly 70% of people performing searches on their mobile phone or tablet, the importance of mobile advertising has never been more important. In line with streamlining the ad message, mobile ads should also be simplified. According to industry research, mobile ads that implemented click-to-call saw 6% to 8% increases in their lead generation efforts. Introducing Video Campaigns Google will be integrating its video advertising program – TimeView – with AdWords in 2016. Video advertisements have already found success on platforms like YouTube, but the search engine giant wants to take it to the big leagues. The start of this year is the best time to start utilizing these short 5 to 15-second ads for lead generation. By the close of the year, it is likely that their popularity will explode. BingAds Take Over Just as businesses are getting a handle on the latest changes to AdWord’s, a new contender is looking to take over the scene. As the popularity of Bing search engine have grown, so has the success of its BingAds program. Marketing experts predict that the development of personality personas for advertisers through BingAds will cause the platform to excel past its Google counterpart. How to Implement These Trends Fine-tuning pay per click campaigns is a natural part of increasing ROI on marketing efforts. To start, focusing on the new simplified style which is preferred by searchers is crucial. Target the local customer base by providing location-based keywords in the title such as “Smith Law – Albany, NY” instead of focusing on the type of law. In the body of the ad, indicate leading specialties that generate the most search results for your area. The last line should consist of basic information and include a click-through to the website, automatic calling, and the ability to get directions. In 2016, the PPC experience is about convenience for consumers. These individuals are more likely to act when they find all necessary information readily available in their search ads. The no-sales approach to marketing gives consumers a reason to trust you and feel unpressured by choosing to click through to your company. With the right information in play, the dynamic customer experience that leads to a trusting client can start with your PPC ad.
  • Why You Have to Interlink Your Content, Social, and Search Marketing Strategies

    Content marketing is all about creating content that can engage people and encourage them to be your customers. Social media is for promoting your content, whereas SEO is for improving your law firm’s performance in search results. In the early days of the internet, you only had to create content, but today you need to promote it using all possible means. Search engines are the number one source of traffic for most websites. Now social signals have started affecting search rankings. Content marketing will no longer deliver the desired results if you ignore SEO and social media. And when you manage to get the three elements working in sync, you will build your online reputation and acquire more clients. As we have already seen, search, content, and social marketing are interlinked and hence you should pay attention to each one of them. There is no point in trying to measure your success on the basis of outdated metrics. Instead, you should take a practical approach to how the various channels (social, search, and content) help you realize your common business goals such as revenue. There is no point in counting page views or likes if they do not lead to conversions. How to improve your content performance It is high time you stopped looking at content, social, and search as separate marketing strategies. Today, your marketing strategy should incorporate all three of them. Create a ‘search, content, and social super-group’ and work towards achieving a common objective. Identify platforms where potential clients are more likely to engage with your content. Create, test, and refine. Post law-related content on social networks. Create content in text, image, and video variations. Analyze their performance on social media and SERPs. Share content about topics of interest. Keep in mind that each one of these three elements can amplify the reach of others. For example, content that performs well on social media is also likely to enjoy high rankings in search results. Polish your strategies on a regular basis. Track key performance indicators which align with your objectives. You should know how your content helps you achieve your business goals. Make sure that your marketing efforts are synced with your CRM systems. This way you will be able to see what impact your content has on your final business outcomes. It’s really easy to improve the performance of your marketing strategies when they are interlinked to each other.