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How Can Social Media Support Off-Page SEO?

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Social Media and Off-Page SEO Having a strong social media presence can provide a multitude of benefits for a company beyond social platforms. It can enhance other areas of a company’s digital marketing, including off-page search engine optimization. Gary Illyes, a webmaster trends analyst at Google, explains how Google uses online brand mentions for ranking by stating, “The context in which you engage online, and how people talk about you online, actually can impact what you rank for” (Clement, 2020). Digital marketers can harness the power of social media to enhance their off-page SEO strategies.  As seen in Figure 1, although social media does not directly contribute to rankings, a strong presence across platforms ultimately supports SEO through social signals, extensive content distribution, improved online visibility and organic traffic, increased brand recognition, enhanced brand reputation, and boosted local SEO (Clement, 2020). When companies post relevant and quality conte...
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Web Analytics and SEO... Just Do It!

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Just Do It Nike, as you prob ably already know, is one of the top athletic wear brands in the world. They produce athletic footwear, athletic apparel, as well as sports equipment and accessories. A significant portion of their success can be attributed to their high-performance marketing strategies. Their effective marketing tactics enhance brand image, brand recognition, and brand equity. To prove their marketing efforts are effective, as I write this, I am currently wearing a matching Nike “dri-fit” set. Nike’s marketing strategy consists of carefully positioning products, inspirational digital storytelling, tactical social media marketing, and ensuring a seamless customer experience both online and in-store (Summer, 2022).  In addition to these tactics, Nike is extremely efficient when it comes to their use of web analytics and SEO to deliver a quality, personalized experience for consumers. Nike’s customer-centric digital marketing and SEO strategies developed through their u...
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Initial Thoughts: The Power of Semrush

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  What is Semrush?           According to their website, “Semrush is an all-in-one tool suite for improving online visibility and discovering marketing insights” (n.d.). The platform offers marketers the ability to analyze a website’s SEO, perform keyword and competitive research, manage campaigns, and review marketing strategies. Prior to diving into the coursework of Web Metrics and SEO, I hadn’t heard of Semrush. At first glance, the platform itself seemed intimidating and complex with the sheer amount of tools and features accessible on the website. Upon a deeper investigation of the platform, I began to appreciate how easy it was to navigate.            Semrush Projects provide users with 11 tools to analyze a website’s online visibility. Each tool provides valuable insight into how consumers are reaching the site and identifies areas of improvement in order to increase site visibility. An interesting feature th...
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Social Media Marketing: Ready, Aim, Fire

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  (Sourced from Search Engine Journal, 2021) Ready: Social Media as a Marketing Tool           Social media can be a key marketing tool for any organization. Consumers can learn about new brands, discover new products, interact directly with brands, and are more willing to buy from brands due to their experiences on social media (Cover, 2021). The key to mastering social media participation is fully understanding the consumer target market. By doing so, companies can effectively identify which platforms and what types of content are most effective. Through the use of platforms and content with the highest engagement from high-value consumers, companies can reach and appeal to a larger portion of their target market.           When deciding which platform to use, having multiple social media accounts is essential to the success of a company. According to Business.com, “Unless you know without a doubt that your audience uses...
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The Importance of Tracking Page Views Per Visit

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  (Image sourced from Uploadcare, n.d.) What is Page Views Per Visit?     When managing a website, it is essential for businesses to track engagement metrics. When website visitors are engaged, they are more likely to stay on the site and interact with content. One important metric to use when tracking engagement is pages per visit, or pages per session. According to Databox, “Pages per session is the average number of pages a person views in a given session. This metric is calculated by dividing the number of pageviews by the total number of sessions. This metric can be helpful for gauging how sticky and engaging your website is” (Malnik, 2020). If users spend more time and view more pages during their visit, they can ultimately produce conversions and increase revenues. The average number of pages per visit in 2022 is 7.8, compared to 8.0 in 2021 (Similarweb, 2022). Why It Matters As visitors navigate a website, it is important to effectively guide them through v...
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