Essey Marketing

On-Page SEO (also known as on-site SEO) refers to the practice of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. This involves making adjustments to both the content and the HTML source code of a page. Here are some key elements of on-page SEO:
- Content Quality: Creating high-quality, relevant, and valuable content that meets the user’s search intent.
- Keyword Optimization: Strategically placing target keywords in the content, title tags, meta descriptions, and headers.
- URL Structure: Ensuring URLs are clean, descriptive, and include relevant keywords.
- Internal Linking: Adding links within your content to other relevant pages on your site to improve navigation and user experience.
- Page Speed: Optimizing the loading speed of your web pages to enhance user experience and reduce bounce rates.
- Mobile Friendliness: Ensuring your website is responsive and works well on mobile devices.
- Title Tags and Meta Descriptions: Crafting compelling and keyword-rich title tags and meta descriptions to improve click-through rates from search engine results pages (SERPs).

Monday Marketing Motivation: "A man who stops advertising to save money is like a man who stops a clock to save time." —Henry Ford

The key goals of omni-channel marketing include:
1) Consistency: Delivering a cohesive brand message across all channels.
2) Integration: Connecting different channels to provide a smooth customer journey.
3) Customer-Centricity: Focusing on the customer’s experience and preferences at every stage of their interaction with the brand.

Tired of sending one-off emails that fall flat? Dive into the world of drip campaigns and learn how to nurture leads and boost conversions. Essey Marketing's latest newsletter explores the power of automated email sequences to deliver personalized content at the right time.
https://www.linkedin.com/pulse/drip-campaigns-101-chris-essey-5qsge

Monday Marketing Motivation: "Your brand is what people say about you when you’re not in the room." —Jeff Bezos

Monday Marketing Motivation: "If dogs don’t like your dog food, the packaging doesn’t matter." —Stephen Denny

Organic traffic is the number of visitors that come to your website from unpaid search engine results. This is in contrast to paid traffic, which comes from ads that you've purchased on search engines.

Organic traffic is valuable because it's:
- Free: You don't have to pay for clicks or impressions.
- High-quality: People who find your website through organic search are more likely to be interested in your products or services.
- Sustainable: Organic traffic can continue to generate leads and sales for years to come.

To increase your organic traffic, you can use a variety of techniques, including:
- Search engine optimization: This involves optimizing your website's content and structure to make it more appealing to search engines.
- Content marketing: This involves creating high-quality content that is relevant to your target audience.
- Social media marketing: This involves promoting your website and content on social media platforms.
- Link building: This involves getting other websites to link to your website.

Want to boost your website's ranking? Learn all about Domain Authority and how to improve yours! From understanding DA basics to implementing effective strategies, this week’s Essey Marketing newsletter covers it all.
https://www.linkedin.com/pulse/5-strategies-increase-domain-authority-chris-essey-g4eme/

Monday Marketing Motivation: "Instead of using technology to automate processes, think about using technology to enhance human interaction." —Tony Zambito

Brand positioning is the strategic process of defining and communicating a brand’s unique value proposition to a specific target audience. It’s about creating a clear and compelling mental image of your brand in the minds of consumers.

Key Elements of Brand Positioning
• Target Audience: Understanding your ideal customer is crucial. Who are you trying to reach?
• Unique Value Proposition: What makes your brand different and better than competitors?
• Brand Personality: How do you want your brand to be perceived? (e.g., fun, luxurious, reliable)
• Competitive Analysis: Understanding your competitors’ positioning helps you differentiate your brand.

Monday Marketing Motivation: "I want to do business with a company that treats emailing me as a privilege, not a transaction." —Andrea Mignolo

Ever heard the children's tale of "If You Give a Mouse a Cookie"? Well, buckle up for the grown-up web version: "If You Give a Marketer a Cookie." Those little pop-up notices you see asking for permission might seem harmless, but just like the crumb-loving rodent, a marketer with a cookie can do some pretty amazing things – from remembering your shopping cart to personalizing your online experience. But before you hit "accept" without a second thought, let's take a bite out of this topic and see what's really inside those digital treats in this week's Essey Marketing newsletter.
https://www.linkedin.com/pulse/you-give-marketer-cookie-chris-essey-nxkve

A hero image is a large, prominent image that you'll typically find at the top of a webpage. It's like a billboard for the content of the site, designed to grab the visitor's attention and set the tone for what they're about to see.

Here are some key features of a hero image:
1) Large and prominent: It takes up a significant portion of the screen, often stretching across the entire width of the page.
2) High-quality: Since it's the first thing visitors see, it should be visually appealing and professional-looking.
3) Sets the tone: It should visually represent the content or brand of the website.
4) May include text: Often, there will be a headline or short message overlaid on the image to convey the website's value proposition.
5) Can be interactive: In some cases, the hero image might be a video or animation.

Monday Marketing Motivation: "Quality content means content that is packed with clear utility and is brimming with inspiration, and it has relentless empathy for the audience." —Ann Handley

Are you a small business owner wanting to learn the basics of digital marketing? Or a professional looking to transition into marketing but unsure where to start?
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This week's Essey Marketing newsletter dives deep into the power of topical authority – the key to becoming a trusted voice in your industry. We explore what topical authority is, how it impacts SEO and user experience, and provide actionable tips to build your topical authority to dominate SERPs.

Schema markup is a structured data vocabulary that helps search engines understand the content of a web page. It’s like adding labels to your website’s information, making it easier for search engines to categorize and display your content in a meaningful way.

Schema markup directly influences marketing efforts by enhancing search engine visibility and user experience. Here’s how:
1) Rich Snippets: Schema markup can transform your search results into rich snippets, which are visually appealing and informative summaries that include additional details like ratings, reviews, prices, and more. This boosts click-through rates (CTR) and attracts more qualified traffic to your website.

2) Improved Search Engine Understanding: By providing structured data, you help search engines better comprehend your content. This can lead to higher rankings for relevant search queries, increasing your website’s visibility and organic traffic.

3) Enhanced User Experience: Rich snippets offer valuable information upfront, enticing users to click through to your website. This can reduce bounce rates and increase engagement.

4) Building Trust and Credibility: Displaying ratings, reviews, and other relevant information through schema markup can enhance your brand’s reputation and build trust with potential customers.

5) Local SEO Benefits: For businesses with physical locations, schema markup can help improve local search visibility by providing details like address, phone number, opening hours, and more.

Monday Marketing Motivation: "Quit counting fans, followers, and blog subscribers like bottle caps. Think instead about what you’re hoping to achieve with and through the community that actually cares about what you’re doing." —Amber Naslund

Discover everything you need to know about Local SEO in this week's Essey Marketing newsletter: what it is, why it matters for your business, and how to leverage it to dominate local searches. We also provide 25 actionable tips & tricks to outrank your competition in local search results.
https://www.linkedin.com/pulse/complete-guide-local-seo-chris-essey-knsbe/

A meta description is a concise summary of a webpage content, kind of like a blurb on the back of a book. It shows up in search engine results pages (SERPs) underneath the webpage title. While it isn't directly seen on the webpage itself, it plays a critical role in attracting clicks.

Here's why meta descriptions are important:
1) Convince users to click: It's your chance to act like a tiny salesperson, telling searchers why your page is the answer they've been looking for. A compelling description can significantly increase click-through rates (CTR).

2) Improve SEO: While search engines like Google don't consider meta descriptions a direct ranking factor, they can influence which snippet of your page text is displayed. A well-written description with relevant keywords can make your result more appealing.

3) Search result clarity: Meta descriptions give users a clear idea of what to expect when they click on your link. This helps them decide if your page is relevant to their search.

Monday Marketing Motivation: "You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new." —Steve Jobs

Ever heard of link building? It's like getting votes of confidence for your website, and it can seriously boost your SEO. Essey Marketing's latest newsletter breaks down what link building is, why it matters, and how to get started. Check it out and learn how to climb the SERP ladder!
https://www.linkedin.com/pulse/link-building-overview-chris-essey-nu50e/

UTM parameters, short for Urchin Tracking Module parameters, are like little tags you attach to the end of URLs. These tags aren't seen by users browsing your site, but they act behind the scenes to provide valuable information to analytics tools like Google Analytics.

Adding UTM parameters: You build these tags using a specific format and adding details about the link's purpose and origin. There are five main parameters you can use:
1) utm_source: This tells you where the traffic came from, like "facebook" or "newsletter".
2) utm_medium: This specifies the marketing channel, like "social" or "email".
3) utm_campaign: This identifies the specific campaign the link is part of, like "summer_sale".
4)utm_content: This helps differentiate between similar content within a campaign, like "ad1" or "banner2".
5) utm_term: This tracks paid search keywords that lead users to your site.

When someone clicks a URL with UTM parameters, those tags are sent along with the traffic data to your analytics software. This allows you to see things like:
- Which marketing channels bring the most visitors to your site (social media, email, etc.).
- How specific campaigns perform (summer sale vs. back-to-school campaign).
- Which content within a campaign resonates most with your audience (ad1 vs. banner2).

By understanding how users find your site and interact with your campaigns, you can:
- Focus on channels and campaigns that deliver results.
- Tailor content to what resonates with your audience.
- Track key metrics and see what's working and what's not.

Monday Marketing Motivation: "If you're looking for the next big thing, and you're looking where everyone else is, you're looking in the wrong place." —Mark Cuban

In today's digital landscape, capturing attention and fostering meaningful connections with your target audience is paramount. Enter video marketing: a powerful tool that transcends static content, fostering engagement and propelling business growth. This week's Essey Marketing newsletter dives into the world of video marketing, equipping you with the knowledge to craft a winning strategy and achieve measurable success.
https://www.linkedin.com/pulse/video-marketing-101-chris-essey-rsole

CPC and CPM are two common ways advertisers pay for online advertising. They differ based on what you're charged for:
- CPC (Cost Per Click): You only pay when someone clicks on your ad. This is ideal when your goal is driving traffic to your website or getting people to take a specific action, like signing up for a service. With CPC, you're essentially paying for potential customers.
- CPM (Cost Per Mille): Mille is Latin for "thousand," so CPM refers to the cost per thousand impressions of your ad. This means you pay each time your ad is displayed to 1,000 people, regardless of whether they click on it. CPM is a good option for building brand awareness and getting your name out there.

Monday Marketing Motivation: "Either write something worth reading or do something worth writing about." —Benjamin Franklin