This week, as every week, our experts researched and analyzed trends, updates, new tools, and new features in the world of digital marketing. What are the key takeaways from last week’s news? Index deciphers them for you here.

SEO NEWS/TOOLS

5 Easy-to-Miss SEO Mistakes Blogs Make

Kristopher Jones shares the 5 most common mistakes in SEO in terms of keyword optimization and misuse of internal links. He also touches on the problems caused by having poor quality content, poorly optimized images and videos, and by not promoting your content.

http://searchengineland.com/5-easy-miss-blog-mistakes-281795  

The Anatomy of a $97 Million Page: A CRO Case Study

This case study demonstrates how Protalus, a shoe company, was able to boost its landing page conversion rate through a variety of creative marketing strategies such as simplifying content structure and increasing user engagement.

https://moz.com/blog/cro-case-study

Everything You Need to Know About the Perfect Blog Post Length and Publishing Frequency

To get the most out of your blog content, Rand recommends planning a good content strategy by optimizing keyword choice as well as matching your content goals with searcher goals.

Content Strategy

https://moz.com/blog/blog-post-length-frequency

How to Audit Your Competitors’ Link Presence

This article offers a list of tools for analyzing your competition, including Ahrefs, Majestic site explorer, SEMrush, and Moz’s Open Site Explorer. The most striking elements were:

  • Evaluating Trust Flow and Citation Flow will help you pinpoint the quality and quantity of your backlinks as a whole
  • Creating weekly competitor backlink notifications, using Ahrefs and SEMRush, in terms of directories, case studies, web pages, press releases, etc.
  • Identifying dead links for opportunities to link to your content instead

https://www.searchenginejournal.com/competitive-link-analysis/213222/  

Content Marketing Benchmark Report for 2017

This study examines Google Analytics data from 181 websites from 2015 to 2016 in different industries and for different types of business. The data collected were based on the following metrics:

  • Browser usage
  • Google Analytics goals usage
  • Bounce rate
  • Average length of session
  • Mobile traffic in relation to desktop and tablet traffic
  • Percentage of traffic generated by the home page
  • Organic traffic from one year to the next
  • Bounce rate and average duration of session for blog pages

https://www.brafton.com/blog/strategy/brafton-2017-content-marketing-benchmark-report/  

Faceted Navigation for Ecommerce Sites in Line With SEO Best Practices

In this article, the author demonstrates how to optimize your catalog filters by implementing faceted navigation. The method is based on the importance of avoiding duplicate content and involves testing each stage of the filtering process to ensure proper configuration.

https://builtvisible.com/faceted-navigation-seo-best-practices/

SEM NEWS/TOOLS

How to Automate Your Micro-Influencer Marketing Campaign

This article highlights the importance of working with micro-influencers to promote your products. Micro-influencers typically represent bloggers and social network users with 100,000 subscribers or less. The article also shows how to create marketing campaigns with micro-influencers by answering these 3 main questions: What do you want to achieve with influencer campaigns? In which social network does your target audience hang out and which platform best targets them? Finally, which kind of influencers will attract the most attention?

https://www.advancedwebranking.com/blog/automate-micro-influencer-marketing-campaign/

Facebook Updates Ad Manager

This week Facebook announced the merger of Power Editor with Ads Manager.

Previously, Business Manager was used for account and billing management, Ads Manager to create campaigns, and Power Editor to quickly create ads. Now, the new Ads Manager platform will be  integrated with Power Editor, allowing ad managers to create, manage, and analyze their campaigns on the same platform.

 

https://www.facebook.com/business/news/introducing-the-updated-ads-manager  

How to Avoid Common PPC Keyword Mistakes in Google AdWords

This article helps you to better understand the different types of keyword matching – broad match, phrase match, and exact match – to optimize an ad’s reach.

 

Remember that the 4 types of keyword matches in Adwords represent, respectively, large queries, wide query modifiers, exact expressions, and exact keywords.

 

In this article, the author helps you choose when and how to use the right type of keyword in order to reach a larger audience and optimize your ad.

 

It also helps you to better interpret the search term report for better insights into keyword performance.

https://searchenginewatch.com/2017/09/20/common-ppc-keyword-mistakes-understanding-broad-match-vs-phrase-match-vs-exact-match/

Stay connected for next week’s digital marketing hot topics!

Posted 29/09/2017

About the author

Afef Ayadi