SEO has come a long way since the late 90’s. Algorithm updates and advancements in technology have made it harder and harder for brands to sculpt their search signals in order to gain maximum search engine visibility.
This presentation looks at two highly visible brands and explains what they do to drive copious amounts of search traffic. The explanation just might surprise you, too.
Rand Fishkin's presentation from the May 26th Wappow social media meetup. on why search engines need social data and how the two are merging together to create exciting opportunities for marketers.
Rand Fishkin's presentation from the May 26th Wappow social media meetup. on why search engines need social data and how the two are merging together to create exciting opportunities for marketers.
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
Link Building Strategies: 2013 EditionRoss Hudgens
Presentation from BlueglassX "Link Building Strategies That Actually Work" session from Tampa, Florida.
Follow me on Twitter: http://www.twitter.com/rosshudgens
כמו בכל עסק עלינו לבדוק ביקוש והיצע לעסק שלנו
בגוגל אנו בודקים ביקוש והיצע למילות מפתח לקידום באתר שלנו. במצגת זו אלמד
איך עושים מחקר מילות מפתח לבחירת הביטויים הנכונים לקידום בגוגל
בנוסף במצגת זו אציג כלים למחקר מתחרים בגוגל
מרצה: אנידור חקק
Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.
Link Building Strategies: 2013 EditionRoss Hudgens
Presentation from BlueglassX "Link Building Strategies That Actually Work" session from Tampa, Florida.
Follow me on Twitter: http://www.twitter.com/rosshudgens
כמו בכל עסק עלינו לבדוק ביקוש והיצע לעסק שלנו
בגוגל אנו בודקים ביקוש והיצע למילות מפתח לקידום באתר שלנו. במצגת זו אלמד
איך עושים מחקר מילות מפתח לבחירת הביטויים הנכונים לקידום בגוגל
בנוסף במצגת זו אציג כלים למחקר מתחרים בגוגל
מרצה: אנידור חקק
INBOUND MARKETING: HOW CONTENT IS YOUR SECRET WEAPON (BY: MATTHEW BARBY, GLOB...PluggedIn BD
Description
1) How inbound marketing and content is relevant to your business
2) Why you should be putting it at the forefront of your marketing campaign.
3) Marketing efforts across large organizations
The Anatomy of Tomorrow’s Content Promotion Strategy Today #INBOUND15Chad Pollitt
THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1Ki486u
This INBOUND 2015 presentation is essentially a case study of how we used content promotion 2.0 to grow our digital magazine, Relevance.com, from zero subscribers to more than 50K in six months. It gives the backstory as to why we launched a digital magazine (as opposed to just a blog) while getting both strategic and tactical in the takeaways.
In 2014, Twitter users tweeted 277,000 times every minute. Facebook users shared more than 2.4 million pieces of content. And Instagram users posted 216,000 new photos. Do you know how much of that digital information was created by your audiences about your brand or organization? And how much of it was in response to your marketing efforts? How can you sift through volumes of social data to tell which element of your paid, owned and earned campaign activity is the most effective?
Join this webinar to learn:
--How to stop being overwhelmed by the amount of social data out there by using the appropriate measurement tools.
--How to figure out which of your marketing efforts are actually paying off.
--How to use social listening to find out who is talking about your brand and on which platforms.
--How to move from data to actionable insights.
Introducing Roust – The Newest Social Media Network EVERYONE will Love… Inclu...Chad Pollitt
Roust is the world’s first social media network built for individuals to exclusively share political, religious and civic discourse. It’s a community for connecting people to discuss tough topics.
Social business organizations, especially those in regulated industries, now know they must take privacy and data security seriously to gain consumer trust, but many don’t know how to begin implementing practices and software that protect the brand and the consumer. Can you be both a social business and have a secure data setup? How do you know what data to collect and what to block? How can you use a system that is both scalable and usable to flag unwanted content? How do you know when to export and archive data? How can you integrate a culture of data compliance into your entire organization?
In this webinar, we will discuss:
-Best practices for collecting, processing, and storing data.
-Software solutions that will help you start and scale a data management and compliance program.
-How to integrate a compliance strategy into technology solutions so the entire organization is on board.
Presentation made by Diogo Rebelo at the DRI Marketing Automation event (http://marketing.automation.pt/) on October 30th 2014.
In this presentation, Diogo goes over the concept of Marketing Automation. Much more than a set of tools or a series of emails, Marketing Automation is a strategy that encompasses all the touchpoints between a company and a customer, throughout the whole customer lifecycle.
Keys to Community Readiness and Growth ReportLeader Networks
In order to help branded online communities understand the critical success factors, Leader Networks and CMX collaborated on this study. The research examines the organizational people, processes, and technology scenarios that fuel existing or future community initiatives. The result is a data-driven portrait of characteristics that can be used to predict the potential business impact of an online community. Based on the trends of communities deemed “very successful,” this portrait offers an inside look at what separates these communities from the pack and provides a strategic and operational model to emulate.
December 1, 2015 Webinar:
In the age of employee advocacy, your brand can be as powerful as your workforce is enthusiastic. If your workforce is motivated, engaged, and socially equipped, you can pull off an appropriate and successful employee advocacy program. In fact, if your organization is mid-sized and doesn’t have at its disposal the marketing tools larger outfits might have, internal brand advocates are often the most powerful and cost-effective marketing tool in your arsenal. Our new report on the current state of employee advocacy finds that 64% of advocates cite a workplace program as the reason for attracting new business, and 45% can directly attribute new revenue streams to formal programs. So while you might not be able to dedicate an entire team to implementing a program, it's good for business to assemble your core of informed, active, and proud employee advocates. A great employee advocacy program knows no size boundaries.
In this webinar, join our panelists as they discuss:
Statistics from our report, including why 84% of employee advocates say it's had a positive effect on their career;
Why employee advocacy is word-of-mouth marketing at its best, and can give your brand an edge in the noisy marketplace;
How to identify the most motivated and engaged employees and activate their personal drive on behalf of your organization;
A content strategy that combines company and employee content for an authentic and relevant mix;
And how to use employee advocacy to amplify your brand beyond the limits of its size.
Creating a Content Promotion Plan that Works | Digital Marketing for Business...Casie Gillette
The idea of “If you build it, they will come” doesn’t apply to content. In fact, with so much content being created every day, just getting your piece to stand out has become a major challenge for businesses. The good news is, content marketing, when done right, can drive traffic, social shares, and links. More importantly, it can drive the right traffic, social shares from industry influencers, and links from relevant sources. The key is in the promotion strategy.
This presentation looks at how businesses can create a content promotion strategy from start to finish. Understand how to identify relevant post topics, find and reach influencers, and get those influencers to share your content when it launches. See real life examples and the tools that can help content marketers succeed.
Support de présentation de la conférence du 21 septembre 2010 lors du salon e-commerce Paris 2010 sur le thème du référencement naturel (SEO) au référencement Social (SMO) par David Degrelle de l'agence Référencement et Webmarketing 1ère Position.
THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1K5dEIM
This presentation lays a foundation for content marketers to have successful and profitable campaigns in a short amount of time, while simultaneously building a lasting audience. It looks at cutting-edge ways to create scale by converging owned, earned and paid media for content promotion.
Rand's slideshow presentation from the June 2013 internal Mozzer AllHands event, covering the mission, vision, values, and BHAG for Moz over the years ahead.
What better way to kick off the holiday season than a massive SlideShare filled with the best SEO questions asked and answered from our popular AMAs. There's no shortage of expert insight with names like Rand Fishkin, Avinash Kaushik, Ann Smarty, Peep Laja and more!
SlideShare by HubSpot's @ninarstepanov.
Creating Great Content for Both Search Engines and HumansJessica Lee
In this presentation, originally created for MarketingProfs in 2013 by Jessica Lee of bizbuzzcontent, you'll learn what it takes to optimize the content experience for both search engines and their users.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
Learn the best practices for social media optimization and how to optimize social media impact towards improving your rankings. How to leverage Google +, Google Plus, Facebook and Twitter for better rankings
How Content Marketing Can Position Your Brand As a Thought LeaderScripted.com
Do you want to become the leader of the pack in your industry? On February 19. J.D. Peterson (CRO, Scripted) and John Hall (CEO, Influence & Co.) discussed how brands can use content to establish thought leadership status.
Understanding Search Engine Optimization and Analytics for Law FirmsSteve Hennigs
The topics of SEO and Analytics can be daunting to legal marketers who have many jobs beyond their firm's presence on the web. This presentation aims to shed some light on the basics of each discipline to give legal marketers a fighting chance whether they decide to take on the task internally or look for some help outside the firm.
Social media has become an integral part of all marketing methods today. Whether you are a large corporation or a mom and pop store, social media can add to your bottom line and how. No wonder, it is seen as an intrinsic part of SEO efforts today.
Learn the best practices for social media optimization and how to optimize its impact towards improving your rankings.
Is web traffic passing your site by? Incorporate these must know tips for getting on the google map. Whether it's Google Keywords, Adwords...we've got you covered! Learn how to find keywords, sources for backlinks, and what really works for getting googled.
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An Integrated Approach to Search Marketing - Marty Hayes - MuseumNext 2014Marty Hayes
Here's my presentation, An Integrated Approach to Search Marketing, from the second day of the MuseumNext 2014 conference, held at The Sage Gateshead in NewcastleGateshead.
MuseumNext is Europe's big conference on innovation and technology in museums.
The masterclass covered:
- How search marketing has evolved
- What an integrated approach to search marketing looks like
- How to look for opportunities in your market
SEO is an evolving science. While some of the core principles will presumably stick around forever, some of the more nuanced parts of it are subject to continuous change. As a result, many of the "proven" tactics people have used in the past -- keyword stuffing, link schemes, and so on -- are now the stuff of legends.
Unless your organization benefits from having a dedicated SEO person who can work on this stuff day-in and day-out, keeping up with the latest changes in the world of SEO can be a struggle. But in the end, adjusting your strategy based on search ranking algorithm updates or changes in the way search results are displayed visually can be incredibly impactful on business results.
In new guide, 18 SEO Myths to Leave Behind in 2017, we reiterate some of the best practices that should continue to guide your strategy through 2017, while also highlighting how SEO has changed over the course of 2016.
What a wonderful day to celebrate the eternal sunshine of the spotless SEO mind! If you weren’t at the conference today or missed something, it’s alright, we’ve got your back - here are the key takeaways from the BrightonSEO September 2017 main stage. Check them out!
Sourav SEO Case Study - 1k to 100k trafficsourav kumar
SEO is cool. didn't agree? I have managed to rank keywords like sbi personal loan single handedly. Here are the outcomes of my work: 1. I increased traffic 1k to 100k/pm 2. Increased DA 15 to 30. 3. Got 400+ organic leads. 4. Reduced Spam score 36 to 1. 5. Ranked highly competitive keyword 6. 900+ keywords on first page. 7. Increase High Quality Backlinks { before 400, Now 20k}
How the Auto Industry Uses Artificial Intelligence to Eliminate Paid Media Wa...Chad Pollitt
Presented at the J.D. Power Automotive Marketing Roundtable - How is the automotive industry eliminating paid media waste and scaling content distribution? The technology, strategy, unique pricing model and lessons learned will be shared by inPowered, a leading programmatic content amplification platform.
How AI Introduces Cost Per Engagement to Native AdvertisingChad Pollitt
To achieve this level of scale requires technology that can reside over dozens of programmatic networks. By themselves, each programmatic native network will struggle to get the scale needed to use AI to change pricing into dCPE. Here’s how it works.
How AI Eliminates CPC/CPM in Programmatic Native AdvertisingChad Pollitt
AI is most impactful when it has very big structured and/or unstructured data to access. The more data it has the better and faster it learns. Even though almost all the programmatic native advertising platforms charge based on impressions or clicks, it’s possible to use an AI layer to move into a cost per engagement (CPE) model with pricing that dynamically drops lower over time (dCPE).
Breaking Down the 2018 Global Native Advertising Technology LandscapeChad Pollitt
This presentation takes a deep look into the 402 native advertising technology companies and their 25 categories. From influencer advertising to virtual reality, no stone is unturned.
Innovative Ways to do Highly Successful Paid Content Distribution #CMWorldChad Pollitt
*This deck contains GIFs and videos. It must be downloaded and shown in full screen mode for them to work.
The era of “build it and they will come” is over for most verticals and content marketers are feeling the pinch. As a result, brands are beginning to invest heavily in innovative new paid media channels outside last decade’s PPC and display.
The future growth of these channels, in large part, will be powered by content marketers seeking visibility for their top-funnel content.
This presentation seeks to educate content marketers on innovative ways to use paid media in order to leverage it as a distribution channel for future success.
It will also define and identify today’s variations of paid distribution, while exploring recommended budgets required to be successful. In addition, it will map out the paid ad tech ecosystem and deliver actionable tips to maximize both strategic and tactical success.
Attendees of this session will leave knowing:
-The types of paid media
-Why paid media should be an integrated part of most content -marketing programs
-How other companies have been innovative and successful using paid media
-How to budget for top-funnel paid media
-Top tips for success with paid media
-The future of paid media
Paid and Unpaid Content Promotion and Distribution Methods that Actually Work...Chad Pollitt
*This deck is filled with .GIFs. If you want to see them you'll need to download it and view it in presentation mode.
The following was presented at Content Marketing World 2016.
This presentation features advanced methodologies for content marketers to have successful and measurable campaigns consistently over time, while simultaneously building a lasting and profitable audience.
It looks at cutting-edge audience, media, competitor and trend research analysis and ways to grow audience by converging owned, earned and paid media strategically for content promotion.
The Internet is a crowded and noisy place for content to stand out in the crowd. And it’s only getting worse. No longer can most brands solely rely on a build it and they will come strategy to drive the content visibility and engagement they so desire.
Attendees will leave knowing:
-Why both earned and paid content promotion adoption is on the rise
-A proven analysis process for discovering the best earned and paid content promotion channels
-Which promotion and distribution channels actually work for top-funnel content
-Budget expectations for content promotion and distribution
Examples of SlideShare CTAs that Actually ConvertChad Pollitt
If you’re a B2B marketer that hasn’t been bit by the SlideShare bug yet let me expedite the infection for you. I’ll save you the standard sales pitch about its audience, ease of use and features and get straight to the skinny of it – SlideShare out converts all other social media websites on the planet. And it’s not even close, either.
The Anatomy of Tomorrow's Content Strategy Today #CCDK16Chad Pollitt
THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1XiGbQv
Native advertising’s place in the macroeconomic landscape of digital content is clear. The pressure for content to align with the buyer’s journey is being felt on the paid content distribution landscape. Ad blocking software is beginning to impact how marketers are buying digital media, too.
We’re still in the infancy of what native will eventually become. However, if these trends continue, it could turn out to be the primary content promotion and distribution tactic of marketers everywhere
The Macroconomics of Native AdvertisingChad Pollitt
Native advertising’s place in the macroeconomic landscape of digital content is clear. The pressure for content to align with the buyer’s journey is being felt on the paid content distribution landscape. We’re still in the infancy of what native will eventually become. However, if these trends continue, it could turn out to be the primary content promotion and distribution tactic of marketers everywhere. It’s at this time when the buyer’s journey, content production and its paid channels of distribution will be in complete equilibrium and consumer’s ZMOT will be optimally satisfied by marketers.
20 Reasons Why You Shouldn’t Subscribe To Our BlogChad Pollitt
Content marketers from around the world are trying to get you to subscribe to their blogs, YouTube channels, Podcasts, etc. Not this marketer. This marketer is doing the complete opposite – convincing you to unsubscribe or not subscribe at all. In fact, below are 20 reasons why you shouldn’t subscribe to our blog. It’s a reverse psychology thing. Not sure if it’ll work or not, but isn’t that what we marketers do? Throw stuff up against a wall to see what sticks? Not really, but I’m throwing this one up against the proverbial wall. . .
7 Examples of SlideShare CTAs that Actually Convert!Chad Pollitt
If you’re a B2B marketer that hasn’t been bit by the SlideShare bug yet let me expedite the infection for you. I’ll save you the standard sales pitch about its audience, ease of use and features and get straight to the skinny of it – SlideShare out converts all other social media websites on the planet. And it’s not even close, either.
Matt Cutts Google Zombie Guest Blogging Apocalypse [MOVIE POSTER]Chad Pollitt
If Matt Cutts says it’s spam, it’s spam.
Whether SEOs agree with his latest proclamation or not doesn’t matter. Google holds all the cards and will always do what’s going to benefit its stakeholders the most. Whether we like it or not, SEOs are not Google’s stakeholders.
This presentation was featured at the Masters of Business Online conference in Indianapolis by Chad Pollitt. It examines some of the differences and similarities between traditional and digital persona development while exploring persona targeting from 1955 to the present day. In addition, the presentation looks at how technology and Big Data have impacted marketers as they decide who they will want to market to and how.
Takeaways include:
- Digital personas are not developed the same way as traditional offline personas.
- Digital personas must account for online channels, attributes, behaviors, buyer journeys and devices.
- Big Data + Personas = Context Marketing
- The goal of context marketing is to get as close to one-to-one marketing as possible.
Aligning Online Content with the Sales FunnelChad Pollitt
This presentation takes a deep dive into how to use online content to identify where someone likely resides in your sales funnel, if at all. In addition, it creates a road map for strategically creating lead nurturing campaigns.
Rethinking SEO - Facts, Figures & DataChad Pollitt
This presentation is an exploration of SEO's past, present and potential future. It also shows that to win at search today requires winning on the other channels first.
Improving B2B Lead Generation PerformanceChad Pollitt
The following presentation was given at Exact Target's Connections 2012 by myself and MECLAB/MarketingSherpa's David Green.
Generating leads and attracting new customers is critical to any B2B company. Are you leveraging search to its potential? Are search and email working together for you? Learn to leverage search and other lead gen methods to boost your overall marketing ROI.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...
How Top Ranking Brands Like Moz and HubSpot REALLY Do SEO
1. How TOP RANKING BRANDS
Really Do
SEOBy @ChadPollitt & @BradleyGSmith
Like &
#drSEO
2. Content Promotion For Serious Content Marketers
Chad Pollitt
VP of Marketing
317.575.8852 Extension 256
chad.pollitt@relevance.com
Bradley Smith
Inbound Consultant
317.575.8852 ext. 225
brad@relevance.com
relevance.com | @drelevance
3. Cision’s Content Marketing Suite
brought to you by
• Create & publish content to your customized
social newsroom or blog
• Share your story with your followers, and
pitch it to over 1.6 million media outlets and
contacts
• Amplify your content, wherever it lives, on
over 90k+ top publisher sites including TIME,
FastCompany & CNN
• Analyze what content performs best and
delivers your highest ROI with integration into
Google Analytics
4. A look at the
AGENDA:
1. SEO: A Brief History
2. Google’s View
3. How Moz & HubSpot do SEO
4. How you can do it, too
11. Keyword ‘Not Provided’ Treasure Map
Those who write naturally and measure organic traffic &
conversions at the page level will find the hidden treasure.
13. Hummingbird Treasure Map
Those who write naturally using synonyms and normal language,
while catering to mobile users, will find the hidden treasure.
X
16. “I would concentrate on the stuff that people
write, the utility that people find in it, and the
amount of times that people link to it.“
-Matt Cutts
17. “I would concentrate on the stuff that people
write, the utility that people find in it, and the
amount of times that people link to it.
All of those are ways that implicitly
measure how relevant or important
somebody is to someone else.”
-Matt Cutts
18. “The philosophy that we’ve always had is if you make something that’s
compelling then it would be much easier to get people to write about
it and to link to it.”
-Matt Cutts
19. “The philosophy that we’ve always had is if you make something that’s
compelling then it would be much easier to get people to write about
it and to link to it. And so a lot of people approach it from a direction
that’s backwards.”
-Matt Cutts
20. “The philosophy that we’ve always had is if you make something that’s
compelling then it would be much easier to get people to write about
it and to link to it. And so a lot of people approach it from a direction
that’s backwards. They try to get the links first and then they want
to be grandfathered in or think they will be a successful website as a
result.”
-Matt Cutts
22. But links to COMPELLING CONTENT
that provide utility are ALSO IMPORTANT
23. But links to COMPELLING CONTENT
that provide utility are ALSO IMPORTANT
Google has improved at identifying and
penalizing links to content it doesn’t find to be
a compelling utility.
24. “Okay, I’m calling it: if you’re using guest blogging as a way to gain
links in 2014, you should probably stop.”
-Matt Cutts
25. “Okay, I’m calling it: if you’re using guest blogging as a way to gain
links in 2014, you should probably stop. Why? Because over time it’s
become a more and more spammy practice,”
-Matt Cutts
26. “Okay, I’m calling it: if you’re using guest blogging as a way to gain
links in 2014, you should probably stop. Why? Because over time it’s
become a more and more spammy practice, and if you’re doing a lot
of guest blogging then you’re hanging out with really bad company.”
-Matt Cutts
28. “A guest post is something that a fantastic
author has thought deeply about, labored over,
polished, put a lot of work into and then
publishes on a highly reputable domain name.”
-Matt Cutts
29. Dozens of the most correlated attributes for optimized search
engine visibility are mostly off-page and link related, according to
Moz.
30. This means off-page SEO has the biggest impact on a brand’s
search engine visibility today.
Dozens of the most correlated attributes for optimized search
engine visibility are mostly off-page and link related, according to
Moz.
31. According to Moz’s search engine correlation survey, dozens of
the most correlated attributes for optimized search engine visibility
are mostly off-page and link-related.
This means off-page SEO has the biggest impact on a brand’s
search engine visibility today.
However, links to and from content that do not provide utility
(guest blogging at scale) can do more harm than good.
32. Grow SEARCH VISIBILITY by promoting helpful content
See how ElectricFireplacesDirect.com grew their
YOY organic traffic 22% in three months
bit.ly/22percent
33. How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)
34. How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)
Brands like Moz and HubSpot publish copious
amounts of helpful content.
35. How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)
Brands like Moz and HubSpot publish copious
amounts of helpful content.
Their large audiences consume, contribute to, share, comment on
and cite their posts, which further helps drive up SERP relevance.
36. How Moz and HubSpot Really Do On-Page SEO
(some other best practices they do)
ª User-Generated Content
ª Gamification
ª Strategic Internal Linking
ª Authorship
ª Keyword Research & Optimization
ª Site Architecture
ª Metadata Conventions
ª Blogging & more
37. How Moz and HubSpot Really Do On-Page SEO
(hint: it’s not rocket science)
They’ve built up these large audiences by establishing
themselves as some of the first brands in their industries to
regularly publish helpful content online in the last decade.
38. This is great for them, but most brands don’t have
an AUDIENCE OF SIGNIFICANCE to help facilitate
this level of engagement today.
39. Even if a brand chooses to publish content this often, it’s
unlikely to drive the kind of search visibility those brands
experience for many years, if at all.
41. How Moz and HubSpot Really Do
Off-Page SEO
Their on-page content ends up driving lots of
organic off-page signals today. However, that hasn’t
always been the case.
42. How Moz and HubSpot Really Do
Off-Page SEO
They publish guides, studies and other forms of
advanced content that are newsworthy to the audience
that consumes them.
43. Moz published its Beginners Guide to SEO and regularly
surveys and publishes the results of its bi-annual Search Engine
Ranking Factors questionnaire.
44. Moz published its Beginners Guide to SEO and regularly
surveys and publishes the results of its bi-annual Search Engine
Ranking Factors questionnaire.
As a result, they are newsworthy utilities and get cited thousands of
times by journalists, marketers and SEOs.
45. “. . . the Beginner’s Guide to SEO and the Search Engine Ranking
Factors were seminal works.”
-Rand Fishkin, Co-Founder of Moz
46. “. . . the Beginner’s Guide to SEO and the Search Engine Ranking
Factors were seminal works. They helped establish our brand, build
an audience, and create credibility in the market.”
-Rand Fishkin, Co-Founder of Moz
47. “. . . the Beginner’s Guide to SEO and the Search Engine Ranking
Factors were seminal works. They helped establish our brand, build
an audience, and create credibility in the market. Without them, it’s
tough to imagine that Moz could be where it is today.”
-Rand Fishkin, Co-Founder of Moz
48. HubSpot’s groundbreaking
grader.com tool and annual State of
Inbound Marketing report are inherently
useful and represents a true contribution
to the marketing industry – they’re
newsworthy.
49. HubSpot also publishes hundreds of
guides, templates, tools and videos that
have provided help, guidance and utility to
millions of marketers around the world.
50. “. . . grader.com has been our best performing piece of content, ever.
This is based on the number of leads it generates on an ongoing
basis. ”
-Dharmesh Shah, Co-Founder and CTO of HubSpot
51. “. . . grader.com has been our best performing piece of content, ever.
This is based on the number of leads it generates on an ongoing
basis. Of course, like other high-impact content, building a tool does
require an investment -- but when it works, it can work really well.”
-Dharmesh Shah, Co-Founder and CTO of HubSpot
52. “. . . grader.com has been our best performing piece of content, ever.
This is based on the number of leads it generates on an ongoing
basis. Of course, like other high-impact content, building a tool does
require an investment -- but when it works, it can work really well. We
can trace millions of dollars of revenue over the years to grader.com.”
-Dharmesh Shah, Co-Founder and CTO of HubSpot
53. Most brands don’t have this
type of inherently useful advanced
content.
54. Most brands don’t have this
type of inherently useful advanced
content. And if they do, their lack
of audience prevents it from being
seen as well as it should.
55. Marketers and PR pros need to be proactive and
pitch their advanced content to media outlets and
niche industry sites to earn the coverage they deserve.
56. Understand the power of
CONTENT
PROMOTION
through their success story
OVER 2.8 MILLION
MEDIA IMPRESSIONS
bit.ly/content-promo
57. Here’s how you can do it, too!
Since most brands don’t have large audiences like HubSpot or
Moz,
58. Here’s how you can do it, too!
Since most brands don’t have large audiences like HubSpot or
Moz, it’s important to focus resources on building and growing
an audience.
59. Here’s how you can do it, too!
Since most brands don’t have large audiences like HubSpot or
Moz, it’s important to focus resources on building and growing
an audience. This helps drive the signals Google uses to
determine SERP relevance.
60. Here’s how you can do it, too!
This is done by tapping into other websites’ audiences and being
inherently useful to them.
61. Here’s how you can do it, too!
This is done by tapping into other websites’ audiences and being
inherently useful to them.
This is also known as EARNED MEDIA.
63. This activity is very similar to the work of traditional PR.
Instead of pitching the media a brand or product story, pitch inherently
useful advanced content.
64. The multiple media citations can drive SIGNIFICANT
brand awareness, website traffic and conversions.
65. These links represent some of the most powerful off-page
search signals a website can EARN.
66. These links represent some of the most powerful off-page
search signals a website can EARN.
Search benefits resulting from this audience growth strategy is
the tertiary benefit after referral traffic and conversions.
67. These links represent some of the most powerful off-page
search signals a website can EARN.
Search benefits resulting from this audience growth strategy is
the tertiary benefit after referral traffic and conversions.
Notice the word used is “earn,” and not “build.”
68. To have the best shot at getting content coverage and driving real
marketing returns, you must follow four proven steps.
69. ResearchThis is the most important
step for earning media coverage
and should start before the
content is created.
70. ResearchThis is the most important
step for earning media coverage
and should start before the
content is created.
This helps determine what advanced content to produce, who
wants to consume it, and where and who to pitch it to.
71. Creative
Create the inherently useful content and utility to pitch.
It could be an ebook, guide, study, survey results, widget
or even a mobile app.
72. Promotion Based on the research from step one,
marketers and PR pros should have a
valuable list of media outlets, journalists
and bloggers to pitch.
73. Promotion Based on the research from step one,
marketers and PR pros should have a
valuable list of media outlets, journalists
and bloggers to pitch.
Native and advertorial paid media
placement can help accelerate
distribution.
74. Conversion
Having a clear understanding of
the GOALS OF THE CAMPAIGN
and making sure its ALIGNED
WITH THE BUYER JOURNEY is
very important.
75. Conversion
Having a clear understanding of
the GOALS OF THE CAMPAIGN
and making sure its ALIGNED
WITH THE BUYER JOURNEY is
very important.
¿ Marketing Automation
¿ Remarketing
¿ Retargeting
¿ Landing Page Testing
¿ Email Campaigns
76. Not all brands can achieve the same type of
search success that Moz and HubSpot enjoy.
77. Not all brands can achieve the same type of
search success that Moz and HubSpot enjoy.
Their recipe for success isn’t a mystery.
78. Earning real media citations with inherently
useful content is the path to optimum search
engine visibility, both today and for the foreseeable
future.
Not all brands can achieve the same type of
search success that Moz and HubSpot enjoy.
Their recipe for success isn’t a mystery.
80. Cision’s Content Marketing Suite
Brought to you by:
• Create & publish content to your customized
social newsroom or blog
• Share your story with your followers, and
pitch it to over 1.6 million media outlets and
contacts
• Amplify your content, wherever it lives, on
over 90k+ top publisher sites including TIME,
FastCompany & CNN
• Analyze what content performs best and
delivers your highest ROI with integration into
Google Analytics
81. Only 10 campaign slots remaining for Q2
bit.ly/contr-assess
@ChadPollitt’s Phone:
317-575-8852 x256