Creating an Online Strategy from Scratch

Creating an online strategy from scratch is probably the most difficult thing a business can do, yet time and time again I see companies throw in the towel mere weeks into the development. I wonder if they have ever looked at the time and effort they have put into setting up their business and compared it to their marketing. “I’ll just use the newspaper; I get a few calls from that!” I’ve heard this on too many occasions, a client

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Why Does Google Hate My Website?

It’s not just you… Google really does hate some websites. In fact it hates them so much it won’t even list them in their index. (You did know Google is just an index of pages it has crawled right? It’s not the whole internet.)

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Recent Changes to Google Shopping and What They Mean for Your Ecommerce Business

The eminent scholar, Principal Seymour Skinner coined the phrase, “the times they are a-becoming quite different,” in the bygone and nearly forgotten era of 1994, a time when Netscape launched one of the first widely available web browsers, Mosaic Netscape 0.9. Little did he know just how poignant his words would be in the coming 20+ years. In these Modern Times, Google Shopping is a must if you have an e-commerce website. Many people think it is a panacea for

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Why Your Website Needs a Strong Value Proposition (and How to Create One in Three Easy Steps)

A mere 17% of all visitors to your website will stay there more than 4 seconds. What do the other 83% do during the 10 seconds they’re on the site? Well, headlines are the most-read text on the Internet. Four out of five web visitors will read a headline, while only one in five will read more than that. These sobering statistics illustrate just how quickly you need to capture your audience’s attention if you want to engage them further. That’s why value propositions

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Using HubSpot’s New “Projects” Tool to Get Better at Inbound Marketing

One of the most prominent organisations in digital marketing has once again made a splash in the world of marketing education. HubSpot, the well-known inbound marketing software company, recently launched a new section of their Academy: HubSpot Projects. “Projects” are designed to teach HubSpot customers how to better accomplish their inbound marketing goals using HubSpot tools, by breaking down each larger project into a series of steps. How HubSpot Projects Works The new Projects section of the academy is a

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Do Display Ads Work? [Case Study]

“A man rode into town on Friday, stayed at a hotel for three days, and rode out on Friday.” A little bit of lateral thinking goes a long way in the online game. If you’ve been reading my contributions you’d probably think of me as some sort of data mining enthusiast – glasses and a beard, tapping away at a keyboard in a dark room, hunkered over reams of graphs and numbers like some sort of swotting nerd. And you

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How should SEO fit in with your content strategy? [Slideshare]

Content Strategy and SEO – Melbourne HubSpot User Group Presentation from Damien Elsing Last week I presented at the Melbourne Hubspot User Group meetup at Beer Deluxe in Federation Square. The presentation was all about how SEO fits in with your content strategy. The full presentation is embedded above. Here are some of the key takeaways from my presentation about content strategy and SEO: SEO should be taken into account at all phases of the content creation process (planning, creating,

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How Marketing Automation Saves You Money and Time

Have you ever felt pulled in multiple directions during the day as you try to cover everything at once? One minute you’re on Twitter and the next you’re trying desperately to come up with your next blog idea, only to produce something semi effective, but not great. Marketing can be a tough gig, especially when you’re in charge of multiple channels online. You simply can’t be everywhere at once, or can you? When it comes to social media and digital

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3 New Keyword Rules for Modern On-Page SEO

Keywords have come a long way from the old days of black-hat SEO, where webmasters stuffed keywords into the background of their sites to help them rank highly. This would often work even if their content didn’t deserve such prominence in search results. The window of opportunity for using this approach closed a while ago. Google prides itself on changing its search algorithm very frequently to prevent these kinds of black hat tactics from succeeding. Google rolls out as many as 40

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