Home / 2018 / May (page 5)

Monthly Archives: May 2018

7 Ways to Target Website Visitors With Facebook Custom Audiences

Are you taking full advantage of Facebook custom audiences? Wondering how to retarget prospects on Facebook based on their activity with your website, or product or landing pages? In this article, you’ll discover seven Facebook website custom audiences you can use to generate new sales or leads from your website traffic. What Are Website Custom [...]

This post 7 Ways to Target Website Visitors With Facebook Custom Audiences first appeared on Social Media Examiner.

Read More »

32 B2B Content Marketing Case Studies for 2018

One of the great honors of working in the marketing agency world is seeing your work recognized. For me, an even greater honor is seeing the work of our clients and my team recognized and that’s exactly what happened at the 2018 Killer Content Awards. This year the award in question went to our client Cherwell [...]

The post 32 B2B Content Marketing Case Studies for 2018 appeared first on Online Marketing Blog - TopRank®.

Read More »

2018 Social Media Marketing Industry Report

Do you wonder how fellow marketers are using social media? Wondering if you should focus more on ads or bots? In our tenth-annual social media study, more than 5,700 marketers reveal where they’ll focus their social media efforts. This industry report also shows you how marketers’ organic activities have changed and what their future plans [...]

This post 2018 Social Media Marketing Industry Report first appeared on Social Media Examiner.

Read More »

Facebook F8 Announcements: What Marketers Need to Know

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Facebook F8 announcements, new Facebook Group features, Instagram video calling, Messenger updates, and other breaking social media [...]

This post Facebook F8 Announcements: What Marketers Need to Know first appeared on Social Media Examiner.

Read More »

Digital Marketing News: Video Ad Spend Up, Snap’s Unskippable Ads, & Instagram’s Latest

Digital video ad spend keeps rising, with social media (i.e., Facebook) set to see most growth Social media and digital video advertising spending will see the biggest gains over the next year, according to new IAB study data from $1M+ buyers, with two-thirds planning to move traditional video budgets to digital video. Marketing Land Unskippable [...]

The post Digital Marketing News: Video Ad Spend Up, Snap’s Unskippable Ads, & Instagram’s Latest appeared first on Online Marketing Blog - TopRank®.

Read More »

Marketer to Instagram Influencer: The Josh Horton Story

Want to become an Instagram influencer? Wondering how to maximize the exposure of your Instagram posts? To explore how to become a full-time Instagram influencer, I interview Josh Horton. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers, business [...]

This post Marketer to Instagram Influencer: The Josh Horton Story first appeared on Social Media Examiner.

Read More »

How to Easily Change 16×9 Video to Square Video on Your Phone

Want to use more square videos in your social media marketing? Concerned you filmed in the 16×9 format? In this article, you’ll discover how to change landscape video into square video using your mobile device. #1: Shoot Your Video If you already have some video you want to transform into a square format, feel free [...]

This post How to Easily Change 16×9 Video to Square Video on Your Phone first appeared on Social Media Examiner.

Read More »

Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table

SEO and Content Integration During Website Migration

SEO and Content Integration During Website Migration

Digital marketers know their company’s website is more than a digital storefront. It’s a marketplace that must deliver a quality, engaging experience for prospects and customers once they arrive. So, it’s no surprise that the average company invests in a website redesign every three years to stay fresh, competitive, and meet evolving customer expectations.

In our experience, however, design faux pas aren’t the biggest marketing missteps that can lead to poor results after a migration—it’s the lack of a solid website migration strategy that encompasses both SEO and content considerations.

There’s no question that SEO needs to play a leading role in the planning, design, and execution of any website migration. But SEO can’t stand alone—it needs a content lens to ensure a solid performance after the switch is flipped.

Better Together: Content + SEO for Migration Success

A poorly planned and executed migration after a site refresh or redesign can lead to decreases in organic traffic and reduced search visibility in both the short- and long-term. And chances are, your marketing team has spent innumerable hours crafting content and optimizing your site for both user experience and search engine performance—and you don’t want it all to be for naught.

By baking content and SEO into your website migration strategy, you have the opportunity to:

#1 – Strike that oh-so-necessary balance between SEO and user experience.

If you’re embarking on a website redesign, chances are your goals are to improve user experience and optimize conversions paths, all while strengthening your organic search footprint. But without SEO and content working together, the steps you take to reach those goals can’t be fully informed or reach their full potential. The key is integration from the start.

[bctt tweet="For a smooth website migration process, integration of #content & #SEO is key from the start. - @Alexis5484" username="toprank"]

#2 – Bolster top performing content (and weed out weak or irrelevant content).

Site migrations often involve some picking and choosing as far as what content needs to be kept, killed, updated, or created. The last thing you want to do is cut or disrupt the content your audience loves—but you also don’t want to pass up opportunities for adding or improving content with potential or killing content that’s no longer viable. As a result, this is definitely the sweet spot for SEO and content integration in a migration scenario.

From an SEO perspective, you can leverage Google Analytics and Google Search Console to analyze traffic, conversions, ranking, and engagement rates. Then content can be grouped into suggested buckets of what content stays, what content needs updates, what content can be killed, and what content you may be missing. From there, strategic content tweaks can be made with both SEO and user experience in mind before launch.

[bctt tweet="During a website migration, the last thing you want to do is cut content your audience loves. But you also want to take advantage of opportunities to improve content with potential. - @Alexis5484" username="toprank"]

Read: How to Use Google Search Console to Increase SEO Visibility

#3 – Promote your new and improved site.

After making your shiny new site live, it can be tempting to relax and celebrate. But the work isn’t done. Of course, technical SEO considerations such as 301 redirects, site crawlability, site speed, mobile friendliness, and backlinks need QA and monitoring to ensure your content is working its magic on search engines. You'll also need to make sure your site map is updated in Google Search Console if any URL structures have changed.

But where does that leave your customers and prospects?

Communicating and promoting the changes you made is a must—but it’s something that is often overlooked. So, in addition to your post-migration SEO checklist, create a promotional plan (e.g. email newsletter update, social media, blog post highlighting key new features, etc.) to ensure you’re getting the word out.

[bctt tweet="The importance of communication & promotion after a website migration should not be overlooked. - @Alexis5485" username="toprank"]

#4 – Make ongoing tweaks that satisfy user and search engine needs.

After launching your redesigned site, you’ll likely be measuring like crazy to learn where users are dropping off, if you’re losing any traffic to key pages, and if you’re losing conversions from anywhere.

Of course, tweaks will be needed to capitalize on SEO opportunities. But just sprinkling in keywords isn’t the answer. You need context and insight—some of which can be drawn from the competitive content landscape—in order to make strategic content updates that better answer your audience’s questions, as well as send positive signals to search engines.

[bctt tweet="You need context & insight in order to make strategic content updates that better answer your audience’s questions & send positive signals to search engines. - @Alexis5484 #websitemigration" username="toprank"]

Integration = More Successful Migration

There’s little doubt that SEO needs be at the forefront of any website redesign and subsequent migration. But it shouldn’t stand alone. By pairing content and SEO together, you can make more thoughtful and strategic decisions that will help you bolster user experience as well as search visibility.

Looking for more insights and tips on SEO and content integration? Here’s some light reading:

Looking for a website migration partner? Look no further. We can help.

The post Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table appeared first on Online Marketing Blog - TopRank®.

Read More »

How to Retarget People Who Click on Curated Content

Do you share curated content on social media? Wondering how to retarget people who click on the third-party content you share? In this article, you’ll discover two ways to retarget people who click links to content you share, whether that content is yours or someone else’s. What Is Link Retargeting? Retargeting gives you the power [...]

This post How to Retarget People Who Click on Curated Content first appeared on Social Media Examiner.

Read More »

#SproutChat Calendar: Upcoming Topics for May

Summer is just around the corner and this month at #SproutChat there is no shortage of useful conversations to be had, even with the Read more...

This post #SproutChat Calendar: Upcoming Topics for May originally appeared on Sprout Social.

Read More »
css.php