Page Speed Optimization: Metrics, Tools, and How to Improve — Best of Whiteboard Friday

Posted by BritneyMullerPage speed has always been a crucial part of SEO work, and as more companies make the shift to online operations, optimization becomes more important than ever. However, it’s a complex subject that tends to be very technical. What are the most crucial things to understand about your site’s page speed, and how can you begin to improve? To help you answer these questions, we’re sharing this popular episode of Whiteboard Friday (originally published in February 2019) where Britney Muller goes over what you need to know to get started. Click on the whiteboard image above to open a…

As a writer, I’ve never been very good at math. I know … shocking. Most marketers can relate, because as a bunch, we tend to be better at English and history than math and science. However, as a marketer, we need to be able to analyze data and calculate the effectiveness of an article or campaign, even though math might not be our strong suit. One of the calculations we need to run and metrics we need to track is return on ad spend (ROAS). Below, let’s review ROAS. In this post, we’ll discuss what ROAS is, how it’s different…

Behind the Scenes at MozCon Virtual

Posted by Dr-PeteRe-imagining MozCon hasn’t been easy. I won’t lie — I’ll miss seeing so many of you in person, and, yes, I’ll miss the magic of the big stage. We’re working hard to make this year special, including leveling up our speakers for their remote sessions. I recently shared my own set-up on Twitter: This stirred up quite a bit of interest in our set-up and equipment list, so thanks to Cheryl on our events team for filling in the blanks for me, and thanks to our amazing A/V partners at Seamless Events for helping this all come together. Also, many thanks to our speakers…

How to Develop a Successful Marketing Mix Strategy [+ Templates]

One of the first things you’re taught in your Introduction to Marketing class is that marketing can be best explained using the marketing mix — also known as the four P’s. They are — and say ’em with me, because if you took that class, you know these four words by heart: Product Price Place Promotion One of the first things you’re taught in your first marketing internship or job, however, is that marketing entails so much more than can be simplified in a four-section marketing mix matrix. Still, there’s an undeniable benefit of marketing teams organizing their work into…

5 Email Testing Tools to Try (& What to Test on Them)

A/B testing is one of those techniques that, if you have enough volume to give you significant results, is pretty much guaranteed to generate better results from your marketing. Email marketers have known this for ages, but what drives me nuts is that they waste their time on tiny little tests — instead of tackling some of the bigger, more exciting tests that yield real insights and improvements. In fact, MarketingSherpa’s email survey found that subject lines are still the most commonly tested element in email marketing. Meaning that those few words that get your subscribers to open your emails…

The Ultimate Guide to Social Testing

As marketers, we know the importance of making data-driven decisions. The more data we know about our audience — from how many are being reached to how many engage with our content — the more we’re able to make effective marketing moves. Having the numbers to back up marketing strategy is almost as important as the strategy itself. If numbers aren’t your favorite thing to calculate, that’s not a problem (thankfully). There are so many strategies and automation tools to back up those tough marketing choices effectively — no math needed. For instance, let’s say you’re running a social media…

Thinking Beyond the Link Building “Campaign” [Case Study]

Posted by Paddy_MooganOver the years, I’ve often referred to our link building work as “campaigns”, which isn’t wrong, but isn’t completely right, either. I think that as an industry we need to alter our mindset to focus on what link building should be: an ongoing, integrated, business-as-usual activity. Link building processes that work for brands now and that will continue to work in the future need to sit closer to the rest of the business. This means tighter integration with other disciplines, or at the very least, acknowledgment that link building isn’t a siloed activity or dark art like it…