Strategic Passion

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...

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...

  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...