Posts

Showing posts from September, 2022

How upskilling your paid advertising skills will tackle economic downturns

Image
30-second summary: Marketing budgets are often the first to be slashed in a downturn – upskilling your existing team with digital marketing techniques can provide huge efficiencies and minimize the impact of cuts Creating an upskilling program does not need to be expensive or time-consuming if a well-thought-out strategy is adopted and results are constantly measured Nurturing your own in-house talent pool also increases business resilience, improves marketing innovation and creativity, and reduces reliance on third-party operators Choosing the right skills for your team to acquire depends both on your immediate goals and long-term business strategy – done right you can steal a march on your competitors Sarah Gilchriest, Global COO of Circus Street , discusses the key skills brands need to cultivate to stay competitive during an economic downturn We’re entering what is likely to be a pretty tough global recession. As consumer sentiment worsens, brands will increasingly look

Why Esports organizations are losing business due to lack of SEO

Image
SEO is a standard within a number of marketing strategies through a myriad of industries, but has someone found themselves outside of the gaming and esports industries? There is a non-factor within new marketing verticals such as influencer marketing despite its immense potential to impact. During the latest edition of the Gamactica Podcast, I got a chance to talk about the lack of SEO, or Esports SEO, that exists within the industry with Michael Ashford, CEO of The Game Awards . In this article, I share some highlights and key insights that are affecting the fate of many Esports organizations. What Esports can learn from sports and other industries “I guess where Esports has been very pioneering there are also a lot of things that it can learn from other industries in the same vein,” he said. “The big controversial one is the sports and Esports gear compared a lot. I’m a big fan of it because sports do very well with media rights and distribution deals. They do very well with sp

In-house SEO vs outsourced agency talent: Who wins the debate?

Image
30-second summary: SEO involves a lot of tasks, processes, and technicalities that are hard to master and manage Investing in an in-house team can have lots of advantages, like building specialized talent, greater control over performance, productivity, brand and process alignment However, outsourcing to an SEO agency may not deliver the above-mentioned benefits but can be easier on your marketing budget and overheads So, how do you identify the right fit for your business? There are too many parts of SEO and many of those parts are constantly moving and changing. The more a site grows, the more challenging SEO is going to be. So what’s a better approach: to start building your own in-house SEO team or rely on an agency or freelancers? Let’s see… Pros and cons of building your own team Pro #1: You build your own internal talent and knowledge Your team is your biggest asset. Your company is only as good as the people behind it. These are all cliches but they hold true.

How AI-generated images can streamline your SEO game with DALL-E 2

Image
30-second summary: SEOs are always on the lookout for innovative technology that can help them amplify content creation effectively One such innovation that is on the cusp of being the next big thing in SEO and content creation is OpenAI’s DALL-E 2 What is it, how does it work, and how can SEOs use it (or at least start experimenting with it)? Have you ever wanted to feel like Salvador Dali? Maybe even create a small cute robot that could look like WALL-E? Your dreams very well might come true with the recent development of the technology behind AI. If that sounds interesting, let’s dive a bit deeper into this topic. Let’s talk about DALL-E 2. Ok Google, what does AI Do? Artificial intelligence (AI) aims to create unique algorithms that can behave like people in specific situations – recognize human speech and various objects, write and read texts, and the like. This technology is already far ahead of human capabilities in many spheres involving data processing. Until recent

How to effectively optimize content

Image
30-second summary: By using a range of techniques to optimize your content, you can make it easier for both search engines and users to consume your written text Taking the time to plan your content topics and conduct extensive keyword research can make a big impact when it comes to performance You should always write for the user first, but you can still implement SEO best practices while doing so Understand the role of accessibility in written content and the importance of providing as much contextual information as possible Content optimization is essential because it helps users and search engines to easily understand your written text. In addition to this, there are a huge number of other advantages you can gain by optimizing content. You can increase engagement rates, obtain links, generate brand recognition, and appear as an expert in your field. All while improving your organic search rankings. Sounds good, right? Let’s find out how you can benefit from all this, an

An SEO strategy flywheel to win leadership buy-in and drive results

Image
30-second summary: From my experience, every SEO has struggled to get buy-in on a recommendation at some point An SEO’s job has changed a lot in a decade. Now, prioritization is mandatory for success To have proper prioritization in your roadmap, you need a framework that builds in opportunity analysis, discovery, and measurement It can be challenging to win-over stakeholders because there is skepticism against advertisers—and SEOs can have competing interests if we don’t get early buy-in and speak in terms of business KPIs rather than SEO KPIs The SEO Strategy Flywheel outlined below is your ticket to unlocking SEO roadmaps that get implemented In today’s SEO industry, human challenges far exceed technical challenges. Our job as SEOs has evolved dramatically in the last 10 years. To show value a decade ago, SEOs manually audited sites and created a laundry list of SEO action items to fix. Prioritization wasn’t imperative to success because marketing teams were limited, webs

Balancing between paid and organic search for brand success

Image
30-second summary: Relying on pay-per-click (PPC) advertising for short-term gains and neglecting organic marketing will prove ineffective Before pumping any money into SEO strategy, a business must ensure that its website is fully optimised for user experience Once in a comfortable position, PPC advertising can be used to amplify brand reach by experimenting with new keywords While short-tail keywords have a higher search volume, long-tail keywords remain vital Search results drastically differ on mobile and desktop and mobile users have less patience, so allocate more PPC advertising budget for mobile When trying to grow a business, the importance of SEO cannot be understated. If people are unable to find a business, especially as ecommerce continues to grow into an unstoppable force, then attracting customers is an impossible endeavour. In a bid to fast-track brand awareness, an inexperienced business owner might be tempted to rely on pay-per-click (PPC) advertising to g