Category: Marketing

Agencies Marketing SparkToro Tactics

Win the RFP: Nail Your Next Client Pitch With Audience Research

Amanda NatividadBy Amanda Natividad
Why do in-house teams hire agencies or consultants? It’s almost always for two types of expertise: Tactical: Mastery of a specific tactic in a domain (e.g. handle all the Meta ads for your online shop) Domain: Deep knowledge of a given industry (e.g. PR strategy in the healthcare space) Clients expect these tasks to be done more efficiently and effectively…
Marketing Product SparkToro

SparkToro V2 is Finally Here. It Can Do Incredible Things for SEO, Content Marketing, PR, and Ad Targeting.

Rand FishkinBy Rand Fishkin
It’s an exciting, relieving, high-anticipation day for all of us at SparkToro. Today’s launch—which we call “V2″—is the culmination of more than a year of work, including a complete rebuild of the infrastructure and data sources for our product. And though, for many months, Casey, Amanda, and I feared we might lose key pieces of V1’s functionality, the opposite is…
Analytics Data Industry Marketing Tactics

Where Web Users Spend Time vs. Where Traffic Referrals Originate

Rand FishkinBy Rand Fishkin
“Most of our site’s traffic comes from Google, so most of our digital marketing efforts and spending should be on Google, too.” – An absolutely terrible way to invest in marketing On Monday of this week, I published a comprehensive look at how traffic flows on the American web. Unfortunately, some folks in the social feeds where this research was…
Data Industry Marketing Tactics

Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It

Rand FishkinBy Rand Fishkin
This is a very short post to say: If you’re not investing in your own email marketing list, you’re making a bad choice. Social media engagement rates have plummeted the last 15 years. Ad engagement, too. Google CTRs have fallen massively the last decade with the rise of zero-click searches. The visibility of TV and print advertisements have died off…
5-Minute Whiteboards Marketing Predictions SEO

How to Future-Proof Your Marketing for an AI-Centric Search World? | 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
Today, Google’s search results still look (mostly) like lists of snippets and links, e.g. But, plenty of search marketers and industry observers suspect we’re in the closing days of this format, and the future holds something closer to how AI-tools like ChatGPT and Bard answer user-inputted prompts, e.g. If that’s the case, what can/should marketers do to give themselves a…
5-Minute Whiteboards Analytics Marketing Tactics

The 3 Big Problems with Asking “How Did You Hear About Us?” | 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
Marketing attribution is dying. Ad blockers. Privacy laws. The death of third-party cookies. Keyword (not provided). Dark social. It’s an attribution-trained marketer’s nightmare. Knowing which channels and tactics truly had an influence on every sale is next to impossible. Unfortunately, many folks think the remedy lies in a simple survey question at the end of a signup or checkout process.…
5-Minute Whiteboards Advertising Marketing

If Your Marketing Mix Doesn’t Match Your Customer’s Journey… You’re Gonna Have a Bad Time | 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
Imagine that you have perfect knowledge of how every potential customer starts their journey to learn about the kinds of solutions your business offers. And that in that hypothetical, 25% of those potential customers learn about solutions in your space by typing keywords into Google. That’s a pretty reasonable average across most industries, but… guess what? You’re putting 75, 80,…
5-Minute Whiteboards Agencies Marketing Tactics

Why the Worst Search Marketers Start Content Strategy with “SEO Keywords” — 5-Minute Whiteboard

Rand FishkinBy Rand Fishkin
I’m worried. Worried that thousands of agencies, in-house practitioners, and even marketing leaders who should know better are STILL prioritizing their content efforts based primarily or entirely on keywords for search. I get it. 10 years ago, that practice worked. It still technically works in a number of fields. Prioritize keywords, create content, publish, get links and ranking signals, earn…

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