For seasoned SEO professionals, understanding the phrase “SEO survival guide” wouldn’t have been a big problem. Since, The SEO landscape is in constant flux, and 2024 is no exception. We learned survival with Google SEO over two decades, especially after Google Panda, Penguin, Hummingbird etc. This year has presented a unique set of challenges, from the rise of AI and shifting SERPs to Google’s evolving algorithms. This blog post delves into the most pressing SEO issues facing professionals today, offering insights and strategies to weather the storm and achieve sustainable online success.

Many SEO experts recently highlighted the turbulent state of search marketing, emphasizing the feelings of confusion and frustration among SEO professionals. They’re right. The rapid advancements in AI, coupled with Google’s continuous algorithm updates and SERP changes, have created a complex and often unpredictable environment.

This post aims to shed light on these challenges, providing clarity and actionable advice for navigating the evolving SEO landscape, with some SEO Survival tips.

The AI Revolution: Friend or Foe?

AI is undeniably transforming the search landscape. While it offers powerful tools for automation and content generation, it also presents significant challenges:

• Competition from AI-generated content: The ease of creating vast amounts of AI content raises concerns about quality and originality.
• Shifting search behavior: As AI tools like Google’s Search Generative Experience(SGE) provide direct answers, users may click less on organic results.
• Adapting SEO strategies: Traditional keyword-focused approaches may become less effective as AI influences search intent and content creation.

Solutions:

• Focus on high-quality, human-centric content: AI can assist in research and content generation, but human expertise is crucial for creating valuable, engaging, and original content that resonates with users.
• Optimize for featured snippets and SGE: Understand how AI is shaping search results and tailor your content to appear in prominent positions.
• Embrace AI tools strategically: Utilize AI for tasks like keyword research, content optimization, and competitor analysis to enhance your SEO efforts.

Google’s Algorithm Updates: Staying Ahead of the Curve

Google’s constant algorithm updates are a perennial challenge for SEO professionals. These updates aim to improve search quality and combat spam, but they can also lead to significant ranking fluctuations and uncertainty.

• Helpful Content System: This update prioritizes user-focused content and penalizes websites that prioritize search engines over users.
• Link Spam Update: Google is cracking down on manipulative link-building practices, emphasizing the importance of natural, high-quality backlinks.
• Core Web Vitals: Website performance and user experience continue to be crucial ranking factors.

Solutions:

• Stay informed about algorithm updates: Follow industry news and Google’s official announcements to understand the latest changes.
• Prioritize user experience: Ensure your website is fast, mobile-friendly, and easy to navigate.
• Build a strong backlink profile: Focus on earning natural links from reputable websites through high-quality content and outreach.

Evolving SERP Features: Adapting to the New Normal

Search engine results pages (SERPs) are becoming increasingly dynamic, with a variety of features beyond traditional organic listings. These features, such as featured snippets, knowledge panels, and image carousels, can significantly impact click-through rates and organic traffic.

• Zero-click searches* : AI-powered features like SGE provide direct answers on the SERP, potentially reducing the need for users to click on organic results.
• Increased competition: SERP features create additional competition for visibility, requiring SEO professionals to optimize for a wider range of formats and placements.

Solutions:

• Optimize for diverse SERP features: Understand the different types of SERP features and tailor your content to appear in relevant positions.
• Structure your content strategically: Use headings, lists, and schema markup to make your content easily digestible for both users and search engines.
• Track SERP features: Monitor which features are appearing for your target keywords and adjust your strategy accordingly.

Measuring SEO Success in a Changing Landscape

Traditional SEO metrics like keyword rankings and organic traffic are still important, but they don’t tell the whole story. In the age of AI and evolving SERPs, it’s crucial to adopt a more holistic approach to measuring SEO success.

• Focus on user engagement: Metrics like bounce rate, time on page, and conversion rates provide valuable insights into how users interact with your website.
• Track brand visibility: Monitor brand mentions and social media engagement to assess your overall online presence.
• Analyze SERP features: Track your performance in featured snippets and other SERP features to understand their impact on your traffic and visibility.

Solutions:

• Set clear SEO goals: Define your objectives and identify the key metrics that align with your business goals.
• Utilize comprehensive analytics tools: Leverage tools like Google Analytics and Google Search Console to track your SEO performance.
• Regularly review and adapt your strategy: Continuously analyze your data and adjust your approach based on the evolving search landscape.

Moving Forward: Your SEO Roadmap for 2025

I know, This is not a full list of SEO survival tips. But it should help you to think and plan. The SEO landscape in 2024 is undoubtedly challenging, but it also presents exciting opportunities for those who are willing to adapt. By embracing AI, staying informed about algorithm updates, and focusing on user experience, SEO professionals can navigate the storm and achieve sustainable online success. Remember, the key is to remain agile, embrace innovation, and prioritize creating valuable content that resonates with your audience.

*- What is a Zero click search? Imagine you ask Google a question like “what’s the weather today?” Instead of showing you a list of websites, Google gives you the answer right there on the search results page – maybe with a little picture of the sun or a rain cloud. That’s a zero-click search!

The post SEO survival tips: Top SEO Challenges and Solutions for 2025 first appeared on Macronimous Blog.

Keyword research? That’s SEO 101.

But smart keyword analysis? That’s where even seasoned pros trip up, especially when it comes to aligning keywords with search intent – a misstep that can sabotage your SEO efforts.

Hey there, fellow SEO professionals and website owners! We all know the struggle is real. You’re burning the midnight oil, crafting top-notch content, and building backlinks like a boss. But sometimes, it feels like Google just isn’t showing your site the love it deserves.

Let’s talk keywords.

Yeah, I know, it’s not exactly the sexiest topic in the SEO world. But trust me, it’s still crucial in this age of AI and fancy algorithms.

Think of keywords as bridges connecting your awesome content to the people who need it. You need to get inside the heads of your audience, understand their intent, and meet them where they’re searching.

The Problem:

Many SEOs get caught up in chasing rankings for high-volume keywords, forgetting the golden rule: relevance. Sure, ranking #1 for “blue widgets” is great, but if your site is all about red widgets, you’re going to have a lot of disappointed visitors bouncing right back to the search results.

As Neil Patel wisely said, “Don’t focus on getting to the top of Google. Focus on being the best answer for the user’s query.”

The Solution:

Smart keyword analysis in the new-age SEO landscape is about understanding the nuances of search intent. It’s not just about finding keywords with high search volume; it’s about finding keywords that align with your target audience’s needs and your website’s purpose.

Here’s how to do it like a pro:

1. Dig Deep into Your Client’s Business: This might seem obvious, but you’d be surprised how many SEOs skip this step. Before you even think about keywords, take the time to understand your client’s business inside and out. What are their goals? Who is their target audience? What problems do they solve?
2. Embrace the Long Tail: Forget about those super competitive head terms. Focus on long-tail keywords – longer, more specific phrases that reflect the user’s search intent. These keywords may have lower search volume, but they often convert better because they attract highly qualified traffic.
3. Use the Right Tools: Keyword research doesn’t have to be a guessing game. There are tons of amazing tools out there to help you uncover valuable keywords. Some of my favorites include:
   • SEMrush: A comprehensive SEO toolkit with powerful keyword research features.
   • Ahrefs: Another all-in-one SEO platform with a robust keyword explorer.
   • Google Keyword Planner: A free tool that provides valuable insights into keyword volume and competition.
   • AnswerThePublic: A fantastic tool for uncovering long-tail keywords and understanding user questions.
4. Analyze the SERPs: Don’t just rely on keyword research tools. Take a look at the search engine results pages (SERPs) for your target keywords. What kind of content is ranking? What are the search features (like featured snippets and People Also Ask boxes)? This will give you valuable clues about what Google considers relevant for those keywords.
5. Don’t Forget About User Experience: Keywords are important, but they’re only one piece of the puzzle. Make sure your website is user-friendly, with clear navigation, fast loading times, and engaging content. As Danny Sullivan from Google puts it, “A good page experience is important to users, and therefore important to Google.”

Expert Advice:

“The best place to hide a dead body is page two of Google search results.” – Barry Schwartz

This humorous quote from Barry Schwartz highlights the importance of ranking on the first page of Google. But remember, ranking high is only half the battle. You also need to ensure your content is relevant and engaging to keep users on your site.

Final Thoughts:

Keyword analysis in the new-age Google SEO is about more than just finding keywords with high search volume. It’s about understanding your audience, their intent, and delivering content that truly meets their needs. By taking a smart and strategic approach to keyword research, you can drive qualified traffic to your site, improve your rankings, and achieve your SEO goals.

Now go forth and conquer the SERPs!

The post Decoding Search Intent: Unlocking Traffic with Smart Keyword Analysis first appeared on Macronimous Blog.

What’s the secret ingredient missing from your performance marketing recipe? Hint: It’s not just about the ads. While eye-catching creatives and targeted campaigns are crucial, there’s a hidden element that often gets overlooked: the agency-client partnership. Even the most well-crafted campaigns can fall short if client cooperation is missing.

In a recent project, we encountered a situation where our client was hesitant to implement recommended content and graphic changes, despite our team providing a detailed outline. While we respect their autonomy, we believe these enhancements could significantly improve the campaign’s overall effectiveness.

In this blog post, we’ll delve into why client collaboration is essential for performance marketing success and how it impacts various aspects of your campaigns.

The Importance of a Holistic Approach

Performance marketing isn’t solely the responsibility of a digital marketing agency. It requires a holistic approach where the agency and the client work hand in hand. While agencies bring expertise in strategy, execution, and optimization, clients hold valuable insights about their brand, target audience, and website. When these forces combine, the results can be truly remarkable.

Website Optimization: A Cornerstone of Success

Your website is often the first point of contact for potential customers. A poorly designed or underoptimized website can lead to high bounce rates, low conversion rates, and ultimately, a negative impact on your ROI. This is where client cooperation becomes paramount.

Key areas where client involvement is crucial for website optimization:

• Content Relevance: Ensuring website content aligns with ad campaigns and resonates with the target audience.
• User Experience (UX): Streamlining navigation, improving page load speeds, and ensuring mobile responsiveness.
• Landing Page Optimization: Creating dedicated landing pages that match ad messaging and drive conversions.
• Technical SEO: Addressing technical issues that may hinder search engine visibility.

The Challenges of Non-Cooperation

When clients aren’t willing to invest time and resources in website optimization, agencies face significant challenges:

• Limited Impact: Even the most brilliant ad campaigns may struggle to deliver results if the website doesn’t provide a seamless user experience.
• Wasted Ad Spend: Advertising budgets can be wasted on driving traffic to a website that isn’t equipped to convert visitors into customers.
• Strained Relationships: A lack of cooperation can lead to frustration and misaligned expectations between the agency and the client.

Strategies for Fostering Collaboration

Building a strong partnership with your client is key to overcoming these challenges:

• Education: Clearly communicate the importance of website optimization and its impact on performance marketing results.
• Data-Driven Insights: Use data and analytics to demonstrate the potential for improvement and the impact of previous optimizations.
• Collaboration: Involve clients in the decision-making process and actively seek their input on website changes.
• Transparency: Maintain open communication channels, provide regular updates on campaign performance, and address any concerns promptly.

If you are a Digital marketing Agency, that is entering into Performance Marketing, here are a few tips to help your clients understand the importance of their cooperation.

• Showcase data: Share case studies or examples from other clients who have seen significant improvements after implementing similar changes.
• Offer a phased approach: If the client is overwhelmed by the scope of the changes, suggest starting with a few small, impactful modifications and gradually building from there.
• Provide ongoing support: Assure the client that you’ll be available to answer questions, address concerns, and provide guidance throughout the implementation process.
• Emphasize the partnership: Remind the client that you’re both working towards the same goal—their success. Collaboration is key to achieving that shared vision.

By demonstrating your expertise, offering solutions, and emphasizing the value of collaboration, you can increase the chances of persuading the client to embrace the recommended changes and move forward with a successful performance marketing strategy.

Conclusion

Performance marketing is a team sport. When agencies like us and clients collaborate effectively, the results can be truly transformative. By investing in website optimization, fostering open communication, and working together towards shared goals, you can unlock the full potential of your performance marketing campaigns and achieve lasting success in the digital landscape.

The post The Agency-Client Partnership: Website Optimization for Performance Marketing first appeared on Macronimous Blog.

What changed since we first wrote this

We published this post in June 2024 and a companion piece, “Decoding Search Intent,” in November 2024. Both are folded into this one page now, and the November URL redirects here. Both had mistakes, and there’s a correction at the end of this post.

The bigger change isn’t in the writing, though. It’s in the results page.

In 2024, getting the intent right meant you ranked, and ranking meant you got clicks. In 2026, getting the intent right still gets you ranked, but for a lot of informational queries an AI summary now answers the question above your link. Pew Research looked at the browsing data of 900 US adults in March 2025 and found that people clicked a regular search result on 8% of visits when an AI summary appeared, against 15% when it didn’t. Links inside the summary got clicked about 1% of the time (Pew Research Center, July 2025). That study is from before AI Mode was widely available, so if anything I’d expect the gap to be wider now. I haven’t seen a newer study of the same quality, so treat that as a guess.

The types of search intent, corrected

Most SEO guides use four types. The 2024 version of this post got one of them wrong: it called “best laptops 2024” navigational. It isn’t. Navigational means the person wants a specific site. “Best laptops” is commercial investigation, someone comparing before they buy. Here’s the corrected list, with a fifth row for local because it behaves differently enough to deserve one.

Real queries mix these. “Is WooCommerce good for a 2,000-product store” is informational and commercial at once, and the page that wins it has to do both jobs.

How AI answers change each intent

This is the part that’s new, and it’s where I’d spend your time.

The Pew data has a detail that matters here. AI summaries appeared on 60% of searches that started with a question word and on 53% of searches with ten or more words, against 8% of one- and two-word searches. So the informational, question-shaped searches are exactly the ones most likely to be answered before anyone reaches your site. Short, specific, buying searches mostly aren’t.

There’s a wrinkle in the informational row. AI search doesn’t just answer the person’s question, it breaks it into smaller questions and searches for those too. Google calls that query fan-out, and it’s probably why this very page has collected impressions for odd queries like “24123: optimizing for intent” that no person typed. We wrote up what that looks like in our own data in the long-tail keywords post.

How to work out the intent behind a query

Keyword tools label intent automatically now, and the labels are a fair starting point. But they disagree with each other more often than you’d expect, and they can’t tell you what Google currently thinks. Three checks are better than any label.

Search the query yourself, logged out, and look at what Google actually shows. Product listings and shopping ads mean transactional. A map means local. Forums, videos, and “People also ask” boxes mean informational. If the top results are all comparison articles, Google has decided the query is commercial, whatever the tool says.

Then check whether an AI Overview appears and which sites it cites. If it does, the question is how to be one of the cited sources. Chasing the click is the wrong goal for that query.

Then look at what your own visitors did. A page that ranks well for a query but converts nobody is usually answering the wrong intent, even if the words match perfectly.

Split your own queries by intent in Search Console

This takes about ten minutes and tells you more than any tool. It uses Google Search Console’s regular expression filter, which matches queries against a text pattern. Search Console uses the RE2 pattern syntax, and matching is case-sensitive, so the pattern below starts with (?i) to ignore case.

Step 1: Open the Performance report.
In Search Console, open Performance, then Search results. Set the date range to the last 3 months.

Step 2: Add a regex filter for question queries.
Click Add filter, then Query, then choose Custom (regex) from the dropdown. Paste this pattern and click Apply.

(?i)^(how|what|why|when|where|which|who|can|does|is|are|should)\b

The report now shows only queries that start with a question word. These are mostly informational.

Step 3: Note the clicks, impressions, and CTR.
Write down the three numbers at the top of the report. CTR (click-through rate) is the share of impressions that turned into a click.

Step 4: Flip the filter.
Edit the filter and change “Matches regex” to “Doesn’t match regex.” Click Apply.

Step 5: Compare the two sets.
If your question queries have a much lower CTR than everything else, AI answers are probably absorbing that traffic. Check the Pages tab for the same filter to see which pages are affected.

Check. You now have two numbers to watch every month: the CTR of question queries and the CTR of everything else.

Start with the business, not the keyword tool

The November 2024 post had one point worth keeping, so here it is in plainer words. Before you choose any keyword, understand what the client sells, who buys it, and which searches end in a sale. A plumbing firm that makes its money on commercial maintenance contracts doesn’t need to rank for “how to unblock a sink,” however big the volume is. That’s a traffic number, and it won’t pay a single invoice.

We wrote more about this in why SEO agencies should understand your business. It matters more now than in 2024, because the informational traffic that used to pad monthly reports is the traffic AI answers are taking first.

Checklist

• Label each important page with one primary intent, and fix pages that try to serve all of them.
• Search each target query logged out and note whether an AI Overview appears.
• Build informational pages to be cited, with clear answers, original data, and real examples.
• Put conversion effort into commercial and transactional pages first.
• Split Search Console queries by question words and watch both CTRs every month.
• Remove quotes and statistics you can’t trace to a source.

FAQ

That’s how we’re approaching intent now. It’s changed twice since this post first went up, and I’d be surprised if it doesn’t change again by 2027.

A correction to our 2024 versions

Updated October 2026. The June 2024 version of this post called “best laptops 2024” a navigational query. It’s commercial investigation, because the searcher is comparing options before buying, and the table above now shows the corrected types. The same version told readers to watch the June 2019 core update, which was five years old by then. The November 2024 post quoted three well-known SEO people without a source for any of the lines, so we’ve removed those quotes.

If either post led you to label a query wrongly or repeat one of those quotes, we’re sorry for the confusion. This version links every figure to its source, and if you spot something we’ve got wrong, the comments are open.

The post Search Intent in SEO: What Changed When AI Started Answering First first appeared on Macronimous Blog.

On March 15, 2023, Google announced a major algorithm update, known as the Google Core Update. This update is aimed at improving the quality and relevance of results for Google search users. The update is expected to have an impact on search rankings, and website owners and SEO professionals should pay close attention to any changes in their website’s search engine rankings.

What is a Google Core Update?

Google started its core update algorithm on January 13, 2020, and continuing to roll out fine-tuned add-ons. Like Google helpful content update, core update also targets helping websites with high-quality content.

A core update is and major update in Google’s algorithm that affects how the search engine ranks websites. These updates are released periodically, usually several times a year, and can have a notable changes in search engine rankings. Core updates can result in some websites will see an up shift in rankings, while others may experience a downfall.

What to Expect from the March 2023 Core Update

Google has not released specific details on what changes are included in the March 2023 Core Update. However, based on previous updates, we can make some educated guesses about what to expect. Here are some areas that may be impacted by the update:

Content Quality:

Google has always placed a high priority on content quality, and the March 2023 Core Update is likely to emphasize this even more. Websites that provide high-quality, relevant, and useful content are likely to see an increase in rankings, while those that have low-quality or irrelevant content may see a decrease. This means that website owners should focus on creating content that answers the user’s queries in-depth and provides a better experience. Google suggests the best content that you can produce.

User Experience:

User experience (UX) is another area that Google has been focusing on in recent updates. Websites that provide a good user experience, such as fast loading times, easy navigation, and mobile optimization, are likely to see an increase in rankings. On the other hand, websites with poor UX may see a decrease. Therefore, website owners should make sure their website is optimized for mobile devices, provides a smooth browsing experience, and has a clear navigational structure. Make sure your site is well review by an UX expert. (We can help you with a free assessment).

E-A-T:

E-A-T means Expertise, Authoritativeness, and Trustworthiness. This family of three are important factors in Google’s search algorithm. Websites that demonstrate E-A-T in their content are likely to have an increase in rankings. If you do not consider this tree, your site may see a decrease in ranking. Therefore, if you are a website owner, you should ensure that the content is written by experts or with expert input, and the website’s authoritativeness and trustworthiness are established through transparent information about the business. One of the best practices to have E-A-T content is asking your expert team members to draft content for you. Or at least an outline based on their expertise.

Backlinks:

Backlinks are still an important ranking factor, but the quality and relevance of the backlinks are more important than ever. Websites with high-quality, relevant backlinks are always can see an increase in rankings. Find any  low-quality or irrelevant backlinks may see a decrease. Therefore, website owners should focus on acquiring high-quality backlinks from relevant sources. Ask your SEO team members to stop any nasty backlink practices. They certainly know what such practices, which Google hate, are!

Spammy techniques:

Google is always working to reduce spam in search results, and the March 2023 Google Core Update is likely to continue this trend. Websites that use spammy tactics, such as keyword stuffing, cloaking, or link schemes, are likely to see a decrease in rankings. Website owners should ensure that their website follows Google’s guidelines and does not use any spammy tactics.

Let us see some steps to be taken, If your website is affected by the Google core update:

1. Don’t get shell shocked: Core updates can be stressful. But it’s important to stay calm and not overreact. Wait a few days or even weeks to see how your website’s rankings stabilize before making any drastic changes. Sometimes sites get back without taking any action.
2. Assess the Impact: Keep watching Google Analytics regularly. Check your website’s traffic and ranking positions before and after the update. Identify which pages have been affected and how much. Also use tools like SEMrush, or Ahrefs to analyze your website’s data.
3. Analyze Your Content: Google core update is about quality content. So, valuate the quality of your content, and ensure that it’s unique, informative, and valuable to your target audience. Make sure that your content is optimized for the right keywords, and avoid any keyword stuffing or over-optimization.
4. Audit User Experience: Check your website’s user experience and identify areas that need improvement. Ensure that your website is fast, easy to navigate, and mobile-friendly. Make sure that your website is secure and has a clear structure. Use Google’s
5. Improve Your Backlink Profile: Major Google Algorithms check for backlink quality. Google core update is also one such.  Check the quality and relevance of your backlinks, and ensure that they come from authoritative and relevant websites. Avoid any paid back link schemes or spammy tactics, and focus on building high-quality backlinks through guest blogging with focused content, outreach, and social media. Use some back-link audit tools. We use Link-assistant. You can also check with SEMRush and see toxic links to be addressed.
6. Enhance Your E-A-T: Review your website’s Expertise, Authoritativeness, and Trustworthiness. Ensure that it’s established through transparent information about your business. Include author bios, your customer testimonials, and case studies to showcase your expertise and build trust with your site visitors. Tip: Using real names with their social media profile links will add authority.
7. Stay Up-to-date: Keep up with Google’s latest algorithm updates, and make sure that your website complies with the latest guidelines. Stay informed about the latest trends and best practices in SEO and content marketing.

Remember, recovering from a Google core update can take time and effort. According to Google, Broad core updates tend to happen every few months. So, content that was impacted in Search might not recover until the next broad core update is released, even you have made improvements in the site.

But by following these steps, you can ensure that your website is well-positioned for success in the long run.

The post Ranking better after Google Core Update 2023 first appeared on Macronimous Blog.

7 poor habits of on-page SEO setup

We live in the digital age, and almost every business understands the importance of SEO. SEO can be the reason behind the success or failure of a business online. If our website does not show up in the top ten Google search results, our website is as good as invisible.
We can do a million things to get higher Google rankings. However, we must make sure to get the basics right first. Following SEO best practices can help us lay the groundwork for our site to increase its visibility during Google searches.

Everyone talks about implementing SEO best practices, and how important they are. What about SEO practices we must avoid? Poor SEO practices can cause people to bounce away from a page, bringing the site’s ranking down.

Here are seven poor SEO practices that we should try and avoid:

1. HTTP pages that have HTTP images

One of the top priorities of Google is protecting the privacy of its users. In 2014, the tech giant had announced that it would be using HTTPS as a ranking signal. Did you know that HTTPS websites have a higher advantage of ranking over HTTP websites?

Since the boost is real-time and per-URL, a website that is created entirely over HTTPS will result in an SEO boost for the whole website. If our website only has HTTP pages with HTTP images, it is bound to hurt the website’s SEO.

2. Poorly written Schema data

Schema data is a type of code that makes it easier for search engines to understand the information on your website. Google finds it easier to understand structured schema data as compared to semi-structured or unstructured data that many people use.

What does schema data do? It communicates to search engines what the data on the website means. Without proper schema data, search engines may be able to tell what the data on the website is, but they have to work far harder to determine why it is there. Structured schema data helps search engines analyze the content more easily. When we make it easier for search engines to crawl our websites, we get a distinct SEO advantage.

3. H1 to H6 tags not in order

HTML header tags, H1 to H6, make it easier for both search engines and people to understand what a website page is about. What do header tags do? Header tags are mostly used for summarizing text. They give search engines as well as readers a gist of the content by conveying the main message.

Besides offering an opportunity for keyword placement, header tags also offer two benefits- clarity and hierarchy to the content. Each header tag has its own level of priority, with H1 being the most important and H6 the least. By using the header tags in the right order we can boost our website’s SERP ranking to a great deal.

4. Improper canonical URLs or no canonical URLs

A canonical URL is the one that we want Google and other search engines to index and to rank. It helps prevent problems caused by identical or duplicate content appearing on many URLs.

There are many identical or duplicate content available on the internet. When search engines crawl through these, there is a high probability that they may miss our unique content. Large-scale duplication can also adversely affect the ranking of our website.

Without a canonical URL or with an improper canonical URL, search engines may pick the wrong URL as the original, even if the content ranks.

5. No H1 tags

H1 tags are probably the most important of all header tags. Contrary to popular belief, the main header of the page need not always be H1. The H1 tag could be any heading that provides an overarching summary of the content on the page.

H1 tags improve user experience, which in turn can improve our website’s ranking in search results. The presence of desired information and adding relevant keywords to the H1 tag can improve the website’s SEO. Not having an H1 tag is a missed optimization opportunity.

6. Poor LSI setup

LSI means – Latent Semantic Index. LSI keywords are words and phrases that a search engine sees as semantically-related to a certain topic. It helps the Search Engine to show the results which is what the user is intended to search.

In the early days, search engines like Google would determine the topic of a certain page based on the keywords used on that page. However, search engines have become much smarter these days, and they aim to figure out a page’s overall topic. They depend largely on LSI to understand the content on the page at a deeper level.

The right LSI setup can help Google, and other search engines, better understand the content on our website, thus boosting the website’s ranking in the SERPs.

7. Missing call to actions

This is not a direct SEO mistake. But an important marketing mistake. A call to action is a way to encourage a user to take some desired action. CTAs are an effective way of avoiding confusion among your audience and directing them exactly where we want them to go.

Placing a clear call to action throughout the website can help visitors better understand what action to take next. Not having CTAs on the website may cause visitors to leave without learning more about the business or without leaving any follow-up information.

If we want to transform our website traffic into new leads for our business, we just can’t afford to miss out on CTAs.

More Read:

https://neilpatel.com/blog/structured-data/

https://seranking.com/blog/header-tags/

https://www.searchenginejournal.com/h1-tag-seo-how-important/387306/

https://backlinko.com/hub/seo/lsi

The post 7 poor habits of on-page SEO setup first appeared on Macronimous Blog.

Here is the second most important Digital Marketing Technique. PPC – Pay Per Click. Unlike SEO, this is a paid marketing solution. This means you pay to promote your service or product or page to bring leads. Here is a quick overview.

Pay Per Click (PPC) promotions or Google AdWords

PPC or AdWords is a method to drive traffic to your website by paying a platform every time your ad is clicked. It is among the fastest ways to get your advertising message out to thousands of people. 

It suddenly becomes possible for businesses to overcome the limitations of traditional marketing methods by targeting people who are at the right age, geographic range, the right types of interests with the right kind of incomes that make them an attractive and viable potential customer.

The basic objectives are to moving the buyer from being aware of the product/service to actively considering it to purchasing it.

The most common type of PPC is Google Ads. It allows you to pay for attractive slots on Google’s search engine results pages; it comes at a price “per click” for the ads you place.

Other channels where you can use PPC include:

• Paid ads on Facebook: you pay Facebook to focus on people whose profiles match your business’ audience with traffic, lead generation, app installs, and the like. It could be as simple as publishing a video, image post, or slideshow to the newsfeeds of people who are your target audience.
• Twitter Ads campaigns: you pay to place a series of posts or profile badges to the news feeds of a particular audience, dedicated to a specific goal of your campaign. This goal can be enhanced website traffic, a greater Twitter following and engagement, or even downloads of apps.
• Sponsored Messages on LinkedIn: you are paying to send messages directly to specific LinkedIn users based on their industry, their background, and the objectives of your campaign.

PPC advertising eliminates a good amount of the speculation that comes with traditional marketing methods. It is extremely targeted and, therefore, there is an increased possibility of bringing in visitors that have an intent to buy your product or service. This also means that you have a quick and meaningful visual of the return on your investment in PPC.

Gaining insights through good reporting tools

However, if businesses don’t use the right reporting tools to gain insights into the kind of engagement they’re getting for their spend, they end up running the risk of losing the momentum that PPC ads will generate. As a result, they can find themselves overspending on PPC ads.

Businesses need to gauge their PPC efforts with a view to achieving an optimal ROI for their advertising spend. Hiring an external pair of eyes would add objectivity to the evaluation process.

Do check out our below blog posts for continuity.

Previous- Digital Marketing Tactics- SEO
Part 3- Most common challenges in DM
Part 2- What is Digital Marketing?
Part 1- Major DM Channels for the New Decade

The post Getting started with Digital marketing – Part 5 – Pay Per Click (PPC) promotions first appeared on Macronimous Blog.

Let’s now look at some of the MOST COMMON DIGITAL MARKETING TACTICS AND THE DIGITAL MARKETING PLATFORMS/ CHANNELS INVOLVED.

The online environment will continue to change, digital marketing is going to continue to change and challenges will only increase.

Choosing the right Digital marketing method is an art form.

It is your choice of technology and techniques that are going to determine the success of your digital marketing efforts.

We will start with the decades-old and evergreen Digital Marketing channel – SEO.

Search Engine Optimization (SEO)

SEO, as described in Moz.com, is the process of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results. This process optimizes your website to “rank” higher in search engine results pages, thereby increasing the amount of organic (i.e. free) traffic your website receives.

If set up correctly, SEO can continue to pay dividends over time. If you provide the right content that deserves to rank for precise keywords, your traffic will gain traction over time.

SEO is the most conventional of digital marketing tactics and investment will need to be spread across months for the impact you are looking for. The Return on Investment on SEO work is generally hard to ascertain; however, it can be calculated over a longer period of time.

Google and other search engines make frequent updates to their algorithms with the goal of leading users to the most relevant content and weed out any spam. As a result, your search visibility and ranking, and possibly your revenue as well, can be affected by these changes even though your website isn’t fake.

This results in difficulty in getting a rank for certain keywords; consequently, your visibility and thereby your revenue gets affected.  It is, therefore, also important to learn how to track this and make constant modifications if you want your content at the top of the search list.

The post Getting started with Digital marketing – Part 4 – SEO first appeared on Macronimous Blog.

The most common challenges in setting up your Digital Marketing Strategy

There are challenges in Digital Marketing. But most of them can be addressed with a good initial analysis. Here are a few common challenges that you could face.

1. Getting lost in the volume

The online world continues to boom. Every business is out there with their products/services. The challenge is to make your brand stand out from among the many scenes on the internet.

It is difficult to stand out when trying to run a brand awareness campaign or bringing in new customers.

2. Bringing in relevant traffic to the website

Marketers always face a challenge when they have to spread brand awareness in the correct target markets. This also makes it harder to drive the relevant traffic to their websites.

Understanding which channel to tap into and driving the appropriate audience to your website in order to turn them into customers continues to be a challenge for marketers.

3. Lead vs. Revenue generation using social media

Most businesses and marketers don’t know how to remain consistent when working on social channels. They assume that it is only about the paid campaigns they are to be running for both brand awareness and lead generation.

Even though businesses set aside considerable amounts for their marketing budgets, most marketers are not able to transform the engagement that they receive into revenue.

4. Keeping up with the changing trends

The digital marketing world changes drastically to cater to market needs as both technology and people up their game.

Whether it is a tweak on a social media platform or a technology that would add heft to a marketing effort, marketers have to be on top of matters and ensure that businesses latch on to all possible conversions.

5. Increased security risks

There’s a new case of online security getting compromised almost every other day. Since a much greater amount of confidential information is shared online nowadays, hackers have equally greater incentives to find ways to get through website security.

You will need to counter any resulting site-crashes etc by having a good server and web development team available to bring the system back up in the shortest amount of time.

One of the costs of venturing into digital marketing is that of security getting compromised since most of the work stays online.

In the next blog, we will discuss some of the most common Digital Marketing tactics and Digital Marketing platforms/channels involved.

If you missed our previous chain posts here you go:

Part 1 – Major Channels for the New Decade
Previous – What is Digital Marketing?
Next – Digital Marketing Tactics- SEO
Part 5 – Digital Marketing Tactics- PPC

The post Getting started with Digital marketing – Part 3 – The most common challenges first appeared on Macronimous Blog.

Believe it or not, the number of people going online every day is still increasing. Pew Research claims that “constant” internet usage among adults increasing by 5% in just the last three years.

Marketing is mainly about connecting with your audience in the right place at the right time. This means that today, companies need to meet their audience where they are – online.

Which also means you need digital marketing.

WHAT IS DIGITAL MARKETING? WHY DO DIGITAL MARKETING

Digital marketing comprises all marketing efforts that use the internet. It uses digital tactics and channels to connect with its customers online.

It has become vital for business operations; digital content is so commonplace now that consumers both expect and rely on it to learn about brands.

From the website to a business’s online branding properties – digital advertising, online brochures, email marketing, and the like – there is a spectrum of approaches that come under the ‘digital marketing services’ umbrella. Choosing the right Digital marketing method is crucial because the possibilities for Internet-based marketing opportunities are endless.

Is digital marketing applicable across industries?

Digital marketing can work for any industry. Irrespective of what you sell, digital marketing still involves building buyer personas to identify the needs of your audience and create invaluable online content.

That’s not to say all companies should implement their digital marketing strategies in the same way.

Your business needs to have clarity about how every digital marketing campaign supports the overall goals. Once that is in place, your marketing team can create campaigns through the free and paid channels that are available out there.

New to this blog? We will cover some interesting sections below for you to learn continuously.

Previous – Major Channels for the New Decade
Next – Most common challenges in DM
Part 4 – Digital Marketing Tactics- SEO
Part 5 – Digital Marketing Tactics- PPC

The post Getting started with Digital marketing – Part 2 – What is Digital marketing? first appeared on Macronimous Blog.