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In-House vs Outsourcing Marketing: The Ins and Outs

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In-House vs Outsourcing Marketing: The Ins and Outs


Looking to expand your marketing capabilities? Then you should know what are the benefits and challenges of going in-house vs outsourcing marketing. Some companies have been working on moving their marketing teams in-house especially as the pandemic wears on, but others prefer to focus on their core functions and hire an external agency instead. The question is, what is right for you and your company?

  1. What is in-house marketing?
  2. What is outsourced marketing?
  3. Key takeaway

What is in-house marketing?

In-house marketing is exactly what it sounds like—having a marketing team that is internal to the company. For example, here in SEO Hacker we have our own marketing team that is in charge of promoting the company, so we don’t have to hire an external agency to do the marketing for us.

According to The Drum, 57% of multinational companies have created in-house marketing departments, with an additional 17% considering building one. The pandemic has also accelerated the creation of these departments as companies want to be more cost-effective and practical, especially since companies are trying to be more frugal in their expenses.

Benefits of in-house vs outsourcing marketing

Companies would not be hurrying to build an in-house marketing team if there were no benefits. Here are some of them.

Potentially lower costs for the company

I’m going to be mentioning costs quite a bit in this article, and that’s really because the idea of lower or higher costs depends a lot on a number of factors. When looking at the benefits of in-house marketing, costs can be lower depending on two things: first is the skill set your team already has, and second is how willing you are to spend on building and managing a team of your own.

For example, if you have a small but strong marketing team right from the start, then that could be cost-effective. You can also opt to migrate some employees to a marketing role, but that is if the other teams can handle losing some team members. Then you also have to spend on training and resources for marketing.

If the total of those costs are lower than hiring an agency, then you can say that costs are lower with an in-house marketing team.

Stronger brand familiarity

Simple—your in-house marketing team is exposed to the day-to-day processes of your company, therefore they are more familiar with your brand. And since they are your employees, that means they also know your company philosophy and culture. You have the same (or at least, similar) work processes and they know the best approach for your company because they are embedded in the company.

Faster communication

There is no need to email or coordinate a meeting with an accounts manager because you literally can just walk over to their desks and they can walk over to yours. There is also less potential for miscommunication because the team already has an understanding of what the company wants.

For my company, we just use Slack to communicate with each other. Everyone is one message away.

More transparency and control

An in-house marketing team will be focused on your business only and considering how you already have a similar outlook and they have an in-depth understanding of your brand philosophy, then that translates to more control.

In terms of transparency, you get to really know how the marketing efforts are playing out as the team has more access to company data, therefore they have more transparent reports.

When you outsource marketing to another agency, they can only really give you the data that is showing up on their dashboards unless you will be providing them other numbers, such as your revenue.

Challenges of in-house vs outsourcing marketing

Just like there are benefits, there are also challenges to going in-house vs outsourcing marketing.

More work for the employees

First and foremost, especially if you have a limited budget for your marketing team, is that there is more work for your employees. Marketing is not a one-time or one-strategy thing; there are marketing plans to be made for different platforms, experiments, designs, executions, and monitoring.

For example, there is content marketing, email marketing, Pay-Per-Click, and SEO. These have different functions and need different strategies, and they have their own sets of skill sets that are integral to their success. For example, I update our SEO Hacker blog every Tuesday. I also have a podcast that has its dedicated team of producers, editors, and developers. My subscribers get updated every Monday through email. I also have my personal blog. Lastly, we have a retargeting and remarketing practice to ensure that our leads come back to our website.

So if you’re considering fully moving your marketing in-house, you need to look at the workload for those digital marketing strategies and figure out a way to balance them while ensuring your company is being cost-effective.

Limited skill set

With a limited budget comes a limited skill set. Unless you’re the kind of company owner who has no issues with overworking your team, then you won’t have the same skill set that outsourcing marketing to another agency will get you.

Lack of resources

Another challenge that your company could potentially have is the lack of resources, especially if you can’t afford multiple marketing experts and the tools that are needed for effective marketing.

Marketing is not as simple as creating a graphic and coming up with witty one-liners to catch your audience’s attention. It involves market research, keyword research, and a whole lot of strategizing. These strategies are based on data and not just solely on gut feeling. So if you have no way of getting data and monitoring your results, then effective marketing will be difficult to achieve.

Needing new employees

I sound like a broken record at this point, but marketing truly is an investment, and it’s one you shouldn’t skimp on. At some point, hiring and training new experts will be the investment you need to make. That said, going in-house vs outsourcing marketing can end up becoming more expensive for some companies as they end up hiring more people.

What is outsourced marketing?

Outsourced marketing is the exact opposite of in-house marketing. According to Hinge, outsourced marketing is the practice of partnering with an external agency for the company’s marketing needs.

Benefits of outsourced marketing vs in-house

Just as there are benefits to having an in-house team, there are also benefits to hiring an agency.

Companies can focus their resources on core functions

If you aren’t a marketing agency—let’s say, you’re in the construction business—and you’re thinking of having an in-house marketing team, that means you will have to budget your resources on functions that are outside of your business.

When you outsource your marketing, especially if you find a good partner, you get to just focus on whatever your company really does as the marketing portion can be entrusted to someone else.

That is also why in finding an agency, it’s integral that you know how to find a good one.

Access to a specialized team

One of the best things about outsourcing your marketing instead of building one in-house is that you get access to a team of experts at potentially a fraction of the cost. As I mentioned earlier, marketing isn’t a one-time thing. And it certainly isn’t a one-person endeavor.

Hiring an agency means you get writers, developers, designers, and researchers—basically, an entire team of people who live and breathe marketing—to do the work for you while you focus on other things. For example, here’s our team.

More resources for lower costs

Like I said earlier, I will be mentioning costs a couple of times in this post. As you get an entire team when you hire an agency, you also get their resources to be used for your benefit.

Now, some will say that hiring an agency is expensive. It really depends on how you see it and if you do have a workable budget. For example, our SEO services package costs $2,500 to $5,500 per month, with a 12 months lock-in. Yes, that is expensive, but take a look at what’s in the package:

  • Site analysis
  • Keyword research
  • Blog setup
  • Quality SEO copywriting
  • Link building
  • On-page optimization
  • Paid directory listing
  • Google Analytics reports
  • Guest posting
  • Monthly reports

And those are just the headers. For example, check out the “Quality SEO copywriting header.”

Quality SEO copywriting
Here is the “On-page optimization” header:

On-page optimization
As you can see, they involve a lot of work, and they involve their own tools and resources to be done right as well. So, yes, it seems expensive, but that’s because there’s an entire team composed of people with various specialties that is working for you.

Imagine if you have to hire people to do all these things, especially if the core function of your business is far from marketing.

Reduced risks

When you outsource marketing to a reputable agency, you ensure that your marketing is taken care of well. The team they assign to you will work hard to ensure that you aren’t wasting the money you’re spending on them on risky endeavors because everything is well-researched. And in the event that they will need to do some experimentation, the results of those experiments are well-documented so they know what’s working and what isn’t.

Challenges of outsourcing marketing vs in-house

There are a couple of challenges that need to be considered when outsourcing marketing vs going in-house.

Communication can potentially be tricky

In this case, the marketing team won’t be a desk or a chat away. They’re completely in a different company, so meetings will definitely need to be scheduled and coordinated. The agency can try to offset this challenge by assigning an accounts manager to your company whom you can contact whenever you have concerns.

Sometimes miscommunication can still happen, but that is why it’s incredibly important to be open and to just overcommunicate instead of expecting that both parties already understand the expectations and concerns of the partner.

Difference in company values

Another challenge that a company can have is looking for an agency that has similar values as they do. You wouldn’t want to end up hiring a company that believes in employing shady tactics or doesn’t believe in transparency.

That’s why when looking for an agency, make sure you check what their current and previous clients have to say about them. Do they take unnecessary risks? Were they difficult to communicate with? Do they see their clients as mere clients, or as partners? It’s important that you and your agency are a good fit for each other so that you can work together smoothly.

It can be expensive if you don’t have the budget

Again, we go back to budget concerns. As I mentioned earlier, outsourcing marketing can be a bit expensive, but that’s because there is plenty of work that comes with marketing. If you don’t have the budget, you can opt to go in-house and start your marketing on a smaller scale.

One thing that some companies do is to work on a hybrid setup. For example, a full digital marketing package from SEO Hacker costs around $3,500 to $9,900. Some of our partners decide to go with our SEO package, or even our email sales automation package which costs around $1,000 to $3,000. They outsource that work to us and work on their own marketing which they have a team for, and we coordinate our efforts to make sure we’re aligned.

For companies that don’t exactly have the budget for a full outsourcing or a full in-house team, a hybrid setup is the perfect solution.

For example, here are our clients, and plenty of them have a hybrid setup with us:

SEO Hacker in-house vs outsourcing marketing clients

Less access to the team

Unlike if you have an in-house marketing team, you only really get to communicate with the accounts manager assigned to you when you decide to outsource your marketing. In an in-house setup, you get to speak with everybody, but that isn’t possible with an agency unless you specifically request to do so.

Key takeaway

So, should you go for in-house vs outsourcing marketing to another agency? The question here is, as always, what does your company need? And can you afford it?

Whether you build your team in-house or outsource your marketing, there will be a set of benefits and challenges. It could be too expensive, or new employees could be difficult to train. There could be more risks involved or a potential for miscommunication. Or you could find that either one is more cost-effective and practical for you in the long run.

And for those who don’t have the resources to go fully in-house or outsourced, a hybrid setup can be the way to go. It’s the best of both worlds for some, although it could have its own challenges such as coordination and alignment. But at least, that option is available.

Do you think going in-house vs outsourcing marketing is the way to go? Or is it vice-versa, or even both? Let me know in the comments what you think!



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How To Setup Discovery Ads (And Create One, Too!)

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How To Setup Discovery Ads (And Create One, Too!)


 

In our previous Google Discovery ads post, we talked about what it is and the benefits to users and businesses. Today, we’ll walk you through on how to setup your Discovery ads.

To refresh your knowledge, Discover Ads are highly visual, personalized, mobile-optimized ads. Google’s machine learning answers a user’s question before it appears in its search bar, instead of depending on what the user searches for.

You can find Discover Ads in Google Discover, Gmail Social and Promotions tab, and Youtube mobile home feed.

Unlike Display Ads, Discovery Ads lets you reach up to 3 billion people across Google’s Discover, Youtube, and Gmail tabs. As an advertiser or business owner, your goal is to get discovered.

Besides, your campaigns must help drive action from highly engaged audiences. Thus, you must help users become familiar with and trust your brand.

 

Discovery Ads in YouTube, Discover App, and Gmail Promotions Tab

Photo: Discover Ads in Youtube’s mobile home feed, Google Discover feed, and Gmail Promotion tab. From Google Support.

You can create Discover ads campaigns as single static image OR multiple-carousel images.

Businesses can make the most of carousel image ads because it has better engagement. Carousel ads let you showcase your products or relevant content from your website.

Now we know what Discovery Ads are and their many benefits, here are some notes to take as you create your campaigns:

  • Discovery campaigns are high-visual engaging, so gather all the following creative assets including:
  1. Your headlines and logos
  2. High-quality, high-resolution images that create intrigue or interest with minimal texts. You may also include a brand or lifestyle theme to build brand trust.
  3. Your description must have an effective copy for your audience to take action. In Discover ads, you are not allowed to add any CTA (call to action) elements except texts provided by Google.
  • You can repurpose your high-performing ads and images to save time and make the most of Google’s feeds.
  • Google’s Discovery campaigns are automated, which means you can’t control:
  1. Manual bid strategies
  2. Ad rotation
  3. Delivery method
  4. Frequency capping
  5. Device targeting
  6. Contextual targeting
  7. Placement targeting

This campaign type has automated settings for targeting and bidding. With this in mind, you can focus on optimizing your campaigns’ performance instead.

  • Set your daily budget high enough to cover at least 10 times your target CPA bid.
  • In your Google Ad account, enable sitewide tagging and conversion tracking.
  • Discover Ads are mobile-optimized so make sure to use high-quality images and content.

How to Setup Discovery Ads Campaign:

Step 1: Go to ads.google.com and sign in to your account.
Step 2: Click ‘Campaigns’ tab on the left of Google Ads’ menu.
Step 3: Click the ‘+’ button and select new campaign.
Step 4: Choose your marketing objective. Your options are “Sales”, “Leads”, “Web Traffic”, “Product or Brand Consideration”, or “Local Store Visits and Promotions”. You can also create your own campaign without guidance if you prefer.
Step 5: When you’re asked to select your campaign type, pick “Discovery”.
Step 6: Choose your geographic and language targeting for your campaign.
Step 7: Choose your targeting audiences with the following audience information: custom intent, your data, and in-marketing audiences.
Step 8: Set up your bidding strategy and your average daily budget. Google takes the heavy lifting out of running your campaigns with automated bidding. Automated Bidding takes the guesswork out of setting bids to meet your campaign goals.
Step 9: Save and continue.

Now that you’ve set up your Discover Ad campaign, you can create your ads next.

How to Create Discovery Campaigns:

This is where you put in all your creative assets in place. You can either set up a single image ad, or multiple carousel display ads. If you want to make the most of your campaigns, you might want to run a test on both ad groups.

Discovery Ads Carousel

Photo: An example of a multiple image carousel Discovery ad in Google

Step 1: Login to your Google Ads account and proceed along your Discovery campaign.
Step 2: On the left page menu, click on “Ads and Extension”.
Step 3: Click on the blue “+” icon then pick “Discovery ad” for your single-image ad, or “Discovery carousel ad” for your multiple-image ad.
Step 4: Make sure you populate every Google property and check ad preview before you click Save.

When you click “Ads and Extensions” from the left panel and enter all the variable information, keep the following in mind:

  1. You must insert at least 5 headlines, 40 characters each
  2. You can have at least 5 descriptions, 90 characters each
  3. You can only place one of each Business Name, a CTA text, and final URL
  4. You must have at least one square image, a square logo, and one landscape image with a maximum image size of 5MB.

To learn more about Discover ad asset specifications, visit Google Ads help.

The Most Crucial Step in Setting Up Discover Ads

Wait.

As soon as you have setup your discovery ads campaign and assets together, give it room for “Learning”. If your campaign status shows “Learning”, avoid making any adjustments. Discovery campaigns perform better over time.

Just be sure that your campaign runs with enough budget for two weeks. Google states it’s advisable to choose an average daily budget at least 10 times the value of your target CPA (cost per action) bid. Wait at least 40 conversions before making any adjustments to your campaign.

Key Takeaway

As Google continues to develop and improve to serve helpful, personalized content to its users, it’s also important for brands to keep abreast of their marketing campaigns as well. Google Discovery takes the heavy lifting out of running and monitoring your campaigns. Plus, it’s easier to set up discovery campaign. It’s best you take the opportunity to create better and effective search ads for your audience.



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Rethinking Upsells & The Psychology of Opt-Ins vs. Opt-Outs

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Rethinking Upsells & The Psychology of Opt-Ins vs. Opt-Outs


Opt-in or opt-out?

Do sales increase if you present customers with a list of upsells to choose from?

If you make customers opt-out or deselect items, will you decrease buyer satisfaction?

Marketers will often tell you to always use opt-ins because opt-outs just upset customers.

But that isn’t always the case.

Psychology research suggests there’s a lot more nuance to these decisions. And the difference could be huge for customer loyalty, the customer lifecycle, and your bottom line.

Presenting Upsells To Buyers

While there are plenty of variations, ecommerce generally uses one of two methods:

Opt-In (Choosing Strategy):

Customers can choose what they’d like to buy from a list of upsells.

Screenshots from Amazon.ca, Domino’s, and UberEats, November 2021

Opt-Out (Rejection Strategy):

Customers must remove or reject unwanted items from their cart before purchasing.

Opt-Out (Rejection Strategy) Shopping Cart Upsell ExamplesScreenshots from Amazon.ca, iRobot, and Domino’s, November 2021

On the surface, these two tactics don’t seem all that different or complex, but research suggests the thought processes behind them are.

For example:

Question 1.

You’re building a petting zoo for your favorite hypothetical 5-year-old daughter to play in. Which animal baby will you put in it first?
a) Lambs
b) Kids (The baby goat kind.)
c) Chicks

Question 2.

You’re building a petting zoo for your favorite hypothetical 5-year-old daughter. Which one are you picking?
a) Poisonous Cobra snake
b) Black widow spiders
c) Piranhas

Question 3.

Your hypothetical daughter wants to turn the petting zoo into a Halloween zoo. Which animal are you replacing the cute animal with?
a) Poisonous Cobra snake
b) Black widow spiders
c) Piranhas

If the research holds (and I structured the questions right), you’ll likely find the first and third questions easier, faster, and a little more satisfying to answer than the second question.

Why?

The second question asks you to choose(+) a negative(-) option. There’s a mismatch.

In more dry language, researchers found that users (on a general population basis) make decisions faster and have less indecision when choosing (a positive action) desirable options (positive items) in a positive situation.

In a negative situation, we prefer to reject (a negative action) undesirable things (negative items).

Why?

Less indecision and interruption in the decision-making flow increases decision confidence.

Positive options or items require a choosing strategy while negative options require a rejection strategy.Chart/Angie Nikoleychuk

Why Action-Option Mismatch Matters

In the second question, there was a mismatch between the action and the item or result that threw you off guard. You were choosing(+) a negative(-) option in a relatively positive situation(+).

Just like your website.

And the effects can be long-lasting.

Research finds we’re usually more deliberate and careful when rejecting items. We pay more attention to our biases and attempt to be consistent.

It’s also important to note that when we reject a choice, we focus on the negative aspects of a product, service, brand, or individual rather than positive details that we would otherwise focus on when using a choosing strategy.

We also tend to engage in a bit of lying to ourselves. After we make a decision, we can reaffirm our choice and build our confidence in our decision by focusing on the negative traits.

“I’m delighted I didn’t choose the car that I originally wanted. The one I chose may not have all the features I wanted, but it’s much more affordable. It was a better choice.”

(In fun terms, this cognitive habit is sometimes referred to as our brains “synthesizing happiness.”)

Getting More Upsells

When we’re more satisfied with a purchase, we tend to be more loyal to that brand.

We’re more likely to buy again from the company, and we’re less likely to complain. (I know you know this but keep it in mind.)

Some research has argued that a pleasurable decision-making process, combined with achieving a goal (purchase), is independent of the consequences of a decision (the experience process).

So, even if a product ends up not being that great, it was still a positive experience. The user is more likely to return for other purchases.

If this is confusing, think of the buying process this way:

  1. Information gathering and discovery process: Top portion of the sales funnel.
  2. Shopping process: Includes browsing and information collecting.
  3. Decision process: Assessing, rejecting, or choosing an item or service.
  4. Buying process: From the shopping cart to the order confirmation.
  5. Experience process: Receiving and using the product or service itself.

The more congruency between these steps, the better the last step is, and the more likely your customer will return.

This concept has a considerable impact on ecommerce. Consider comparative websites, for example.

The Psychology Behind Gift-Giving Decisions

Research finds our decision-making preference may change when we’re selecting an item for someone else.

For example, we get more creative, rely on fewer biases, focus more on quality, and are more desirability-oriented when buying for others.

At the very least, we want to minimize the possibility of negative outcomes.

So, it makes sense that, when we’re buying for ourselves, we prefer rejection strategies (opt-out). We’re arming ourselves with information we need to feel better about our choices. We’re avoiding an undesirable outcome.

But when we buy for others, we prefer choosing strategies (opt-in).

Why? We focus on the positive attributes, the value we’re giving the other person, and reaping the most benefit from the situation.

In other words, we want to do good and look good.

What Does This Mean For Websites?

As mentioned earlier, this aspect of decision-making can be a big help when offering competitor comparisons.

Your site is hopefully a pleasant experience. Will you offer positive options to choose from or reject negatives? Opt-in to upsells or opt-out?

If you’re a retailer mainly offering holiday gifts, it may be more effective to present items or upsells consumers can add to their cart. However, if your customers mainly buy for themselves, you may want to test and opt-out or “remove” approach.

While these are general theories and they may not work for every audience, there is certainly enough research to justify a test.

They may even answer why you’re struggling to increase your Average Basket Size (ABS) or finding it difficult to convert when offering upsells.

More resources:


Featured Image: VectorMine/Shutterstock.com

Related And Referenced Research:

Higgins, E. T. (2000). Making a good decision: Value from fit. American Psychologist, 55(11), 1217–1230.

Heller, D., Levin, I. P., & Goransson, M. (2002). Selection of strategies for narrowing choice options: Antecedents and consequences. Organizational Behavior and Human Decision Processes, 89(2), 1194–1213.

Lu, J., Chen, Y., & Fang, Q. (2022). Promoting decision satisfaction: The effect of the decision target and strategy on process satisfaction. Journal of Business Research, 139, 1231–1239.

Higgins, E. T. (2002). How Self-Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making. Journal of Consumer Psychology 12(3), 177–191.





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Top SEO Trends Every Marketer Needs to Know in 2021

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Top SEO Trends Every Marketer Needs to Know in 2021


Search engine optimization can help companies significantly increase their online visibility and sales. What’s great about SEO is that you can learn how to do it yourself online and it won’t cost you a penny. However, it does take a lot of time to master search engine optimization. One of the most challenging thing about learning SEO is that it’s constantly evolving.

You always have to become familiar with new trends to retain or improve your rankings. Here are some of the most important trends that should play a role in your 2021 SEO strategy.

Follow the EAT Principle

The EAT framework was introduced by Google several years ago, but it’s now more important than ever to follow it because a huge amount of your traffic may depend on it. The EAT framework was conceived with the idea to provide Google users with better search results. It’s based on three different factors – expertise, authoritativeness, and trustworthiness.

The main purpose of this framework is to give ranking advantages to websites with quality content. The first EAT factor is expertise, which you’re required to display in your content. Essentially, you have to display knowledge that’s at the same level or higher than your competitors to outrank them.

Being an expert in a certain field will allow you to craft useful content, but that’s only one piece of the puzzle. You also have to display authoritativeness. To do this, you have to secure links from authoritative websites and pages relevant to your industry. Even if your business gets mentioned on another site, it can positively impact your rankings.

Finally, trustworthiness is another major factor imperative in SEO strategies in 2021. Let’s say that you have a paper writing service that you want to promote online. It will be hard for you to attract new customers if your website isn’t trustworthy. Some of the ways you can display trust include providing users with an easy way to contact you, associating your web page with a physical location of your business, having a privacy policy, and switching your domain from HTTP to HTTPS.

Local SEO

With more businesses with an online presence than ever before, local SEO has become fundamental for reaching customers in your area. This is crucial for every business owner that has a company with a physical location. Although you should definitely optimize content, headers, meta descriptions, and tags to target local audiences, your main focus for a good local SEO strategy should be to create a Google My Business (GMB) listing.

When Google provides users with local results, their algorithm looks for companies with complete and accurate information. If you set up a Google My Business listing for your firm, you’ll be favored for local searches. Some of the most basic information you need to add to your GMB page includes your business address, opening hours, phone number, website address, and category.

It’s always a good idea to add numerous photos that clearly display your business, as well as the goods you provide. Encourage your customers to write reviews about your business on Google, as this plays a huge role in rankings. You can also build trust with consumers if you regularly respond to reviews that you get on your GMB page.

Voice Search

Alexa, Siri, and Cortana have become insanely popular ever since virtual assistants were first introduced. They allowed users to search for information online more easily, which heavily impacted common search queries. While most people usually only enter a few keywords in their queries when they’re typing, voice search is more about posing complete questions.

What this tells you about user behavior online is that many people are looking for an answer to a specific question. You can improve your Google rankings by including FAQ sections on various pages on your website. Research what are some of the most common questions consumers in your industry have and write useful answers.

Long-Tail Keywords

You can greatly increase your conversion rate if you optimize your content for long and specific keyword phrases called long-tail keywords. Long-tail keywords are somewhat associated with voice search, but many consumers type them when they’re close to a point of purchase.

What’s great about these types of keyword phrases is that there’s less competition for them, which means you have a better chance of grabbing the first spot on search results pages. Although it won’t provide you with a substantial increase in traffic, optimizing for long-tail keywords will effectively help you turn visitors into leads. While your main objective with this approach should be to rank for long phrases, it also helps you achieve rankings for short keywords.

Summary

Every business owner should update their SEO strategy often. As technology evolves, so does user behavior on the internet. It’s common for strategies that yield good results to become significantly less effective after a few months. That’s why you should always stay up to date on the newest SEO trends.

Author’s Bio:

Charlie Svensson is a freelance writer and digital marketing specialist. Apart from writing articles for various online magazines and blogs, Charlie also likes to help college students with their essays. He currently works at my-assignment.help, offering his services to countless students in English speaking countries across the globe.



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