Content comes in all shapes and sizes. Helpful how-tos, webinars, whitepapers, roundups and rants. But there is one type of content that crushes almost anything else you can publish. Original research. But most companies never do it. Yes, it’s work to create a research report, but it’s not as hard as you might think. Let’s look at why research is so successful and some examples of how it fits into a content marketing mix.
We all want to be found online. Our websites and the content on them are there with the goal of attracting prospective customers and generating revenue with new business. A site that’s designed with SEO in mind makes it more likely that it will show in search and structured data contributes to SEO by making search results more appealing. Google defines Structured Data as “a standardized format for providing information about a page and classifying the page content; for example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.” Although we may feel frustrated at times with how Google does things and changes in algorithms, Google’s ongoing goal is to organize information and make it presentable which is why we need to pay attention to features, such as Structured Data. People today want more than just links in the search results and Structured Data helps us provide that. You have come across sites that use Structured Data, such as in the below search result with compelling images. A result that includes more than the blue link is both visually appealing and simpler to read, making it more likely to be clicked on. Enriched search results may even be interactive, like mini applications, that provide the visual component in addition to interactivity. Structured Data is what powers these features.
Giphy is the most popular website for animated GIFs and has become a dependable tool to instantly share images on social media, such as Twitter, which allows you to add a GIF with only a few clicks. Giphy is so dependable, in fact, that the average user probably didn’t notice that the website had experienced dramatic drops in online visibility. This article is going to explore what happened to Giphy and try to figure out whether this was some kind of grand conspiracy or just another avoidable technical SEO nightmare.
Search engine optimization (SEO) is the process of improving a website's rank in search engine result pages. Marketers use search engine optimization to reach more customers who are searching online for the solutions or services they offer. SEO is often characterized by "white hat" tactics–those tactics that are found not to violate the rules of search engines like Googe–and "black hat" which use tactics that are disallowed by the engines. These are the best articles on search engine optimization for growth marketers who want to know how to grow their business with SEO.
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