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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Subfolders, Subdirectories and Subdomains: The URL difference that can drive a major increase in organic traffic

We were recently asked if it’s better to use a subdirectory (also known as a subfolder) or a subdomain on a website. If you’re unfamiliar with these two terms, you’ll know them right away when you see URL examples. A subdirectory looks like this: marketingsherpa.com/freestuff. A subdomain looks like this: sherpablog.marketingsherpa.com. Even www.marketingsherpa.com/ is technically a subdomain. The difference may seem like an esoteric or gorpy concern that only developers and programmers care about. After all, why should the URL matter anyway? Most people are just clicking on links. And occasionally when they actually have to type one in (say, from a newspaper ad), you’re creating a vanity link that redirects to the actual URL anyway. Well, search engines may care. A lot. Even if they claim they don’t. And the experts I asked said that subdirectories are almost always the better option. When to use subdirectories “From a ranking […]

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