Ask MarketingSherpa: Balancing search engine optimization, conversion optimization and conversation

We frequently receive questions from our email subscribers asking marketing advice. Instead of hiding those answers in a one-to-one email communication, we occasionally publish edited excerpts of some of these conversations here on the MarketingSherpa blog so they can help other readers as well. If you have any questions, let us know.   Dear MarketingSherpa: My question is about balancing the SEO needs with the conversation needs, an issue when driving traffic through organic rankings. I think the issue I am struggling with is “the thing that a customer might search for is not what they want to buy.” I know how to rank any page for anything, and through your training, I am beginning to know how to think about a page that achieves its objectives. I think what I am struggling with is balancing the two and deciding what keywords to optimize the home page for when trying […]

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Organic Traffic Has Nothing to Do with Pesticides

The word organic has always had a Cronenberg-esque quality in my mind. I imagine the intersection of machine and biology. And really, when talking about the internet, the word “organic” is apt. Psychology and biology influence every aspect of our lives including how we interact with content online. We’re not machines. And while largely, we follow specific patterns, it’s still hard to predict when a piece of content will go viral and when one might flop. A good example of this is the film John Carter. Everyone from the higher execs to the actors thought this film would be the next “Star Wars.” And that’s most likely where the true problem lay; when you’re too close to a project, it’s almost impossible to have an objective opinion. John Carter is the forced content of an overly micro-managed content marketing plan. It’s the inability to trust your audience and your own instincts. […]

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