6 Ways to Support Black-Owned Businesses During the Holidays

2020 has presented unprecedented challenges for businesses. COVID-19 has forced most to pivot their strategies online and adapt to a growing digital landscape. While some have been able to stay afloat, others haven’t been as successful and many have had to close their doors permanently as a result. Black-owned businesses have been disproportionately impacted by the global pandemic. In the United States, 26% of Black-owned businesses closed their doors permanently between February and May of 2020, compared to 11% of white-owned businesses. That’s why, this holiday season, HubSpot is joining Google, the U.S. Black Chambers, Inc., and other companies participating…

Image Link Building — Best of Whiteboard Friday

Posted by BritneyMullerLast week, we took you into the future with SEO expert Britney Muller to explore link prospecting in 2021. This week, we’re going back in time — all the way to 2017 — for her concrete advice on an important part of building links: image link building. Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. Let’s dive in!  Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, Moz…

75 Stop Words That Are Common in SEO & When You Should Use Them

From blog titles to URL slugs, you might not realize how frequently you use SEO stop words. But, to be fair, if Google doesn’t pay much attention to them, why should you? Research shows that 25% of blog posts are made up of stop words. However, these words have little to no relevance to the topic of the post. These are words that help you compose sentences and connect ideas together, and they don’t have much impact on Google’s search results. But, excessive use of stop words can impact your brand in the long run. They make content harder for…

How to Determine Your A/B Testing Sample Size & Time Frame

Do you remember your first A/B test you ran? I do. (Nerdy, I know.) I felt simultaneously thrilled and terrified because I knew I had to actually use some of what I learned in college for my job. There were some aspects of A/B testing I still remembered — for instance, I knew you need a big enough sample size to run the test on, and you need to run the test long enough to get statistically significant results. But … that’s pretty much it. I wasn’t sure how big was “big enough” for sample sizes and how long was…

How to Blend Web Analytics and Digital Marketing Analytics to Grow Better

Measuring the effectiveness of digital marketing is one of the greatest challenges facing organizations today. The trouble is, when most marketers hear “digital analytics,” they tend to think of the metrics you’d typically associate with a simple web analytics tool like Google Analytics — traffic, bounce rate, unique visitors, etc. However, web analytics is only part of what encompasses digital analytics. While web analytics can provide you with a wealth of insight into the performance of your website, marketers need richer data to understand the impact of their marketing campaigns on conversion rates and a buyer’s journey. Looking at top-level…

Traffic matters. The more traffic your website generates, the greater your chances of capturing visitor interest, encouraging user action and generating sales. So it’s no surprise that traffic remains a top priority no matter what kind of site you run. As noted by a recent Forbes piece, everything from specific search engine optimization (SEO) strategies to contextually-relevant content can help boost traffic volumes and increase key metrics, while more technical traffic attractions such as reducing page load delays and improving user experience on mobile devices can also enhance your website impact. The potential downside? These traffic-boosting tactics aren’t quick fixes….

The Simplified Guide to Google’s RankBrain Algorithm

Not long ago, if you wanted to find a place to eat, you needed to search for a term like “Boston restaurants”. But, today, you can instantly find a good restaurant that’s nearby if you just search for the term, “Where should I go for dinner?” That’s because Google is sophisticated enough to recognize your intent or the implications of your query. However, prior to 2015, you needed to type the most straightforward queries into the search engine to find the answers you were looking for. So how did Google evolve to understand their searchers’ intent and implications so quickly? Well…

How Neuromarketing Can Revolutionize the Marketing Industry [+Examples]

If digital and traditional marketers faced off in a debate about whose promotional philosophy is superior (which would probably get more heated than an NSYNC versus Backstreet Boys dispute), one of the points digital marketers could hang over traditional marketers’ heads is their ability to measure a campaign’s performance — and their opponent’s inability to do the same. Whether its views, social shares, scroll depth, subscriptions, leads, and sometimes even ROI, digital marketers can measure it all. But even though we have access to a laundry list of metrics, we still can’t measure what is arguably the most crucial indicator…