As marketers, we know that search engine optimization (SEO) is necessary. It helps webpages rank highly on search engine results pages (SERPs). After all, 67% of all clicks go to the first five organic search results on Google. So for traffic, SEO is a must. But have you ever considered using SEO practices for, say, informing marketing decisions? Or creating networking opportunities? Only using SEO for traffic purposes is closing the door to different ways you can use the skills you already have to inform decisions in other areas. To get an idea of the different ways to use SEO,…

What’s an Organic Search & How Do You Report on It?

Last week, I was searching Google for athletic wear because I was in the market for some new yoga pants. As I was scrolling through the results, I saw Fabletics. After browsing its site, I ended up becoming a VIP member and purchased $50 worth of athletic clothing. In the same vein, when I worked at a marketing agency last year, I was responsible for social media for our clients. I was curious about how to best use Instagram in the education industry. So, I went to Google and searched for “how to run social media for schools.” I came…