THE RELEVANCY SPECIALIST

A Modern, Sophisticated Approach
to Improving Conversion

header image for Digital Public Relations Author Carrie Morgan
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Before you hire SEO services, every CEO & CMO should know this

There are three basic types of search engine optimization services, and anyone spending money on SEO should be familiar with these differences.

Understanding them helps you know how to hire the right kind of SEO talent, be it agency, freelance or employee. It also helps you more accurately define their true level of experience, and identify what kind of conversion and ROI to expect from the dollars you spend.

It also might help you avoid joining the discouragingly high percent of companies dissatisfied with their SEO, bouncing from one provider to another.

Read moreBefore you hire SEO services, every CEO & CMO should know this

Why keywords are often overlooked in website development

Wondering why keywords are often overlooked in website development? Even if the on-page SEO is a fairly reasonable slice of the budget, keyword research gets a microscopic slice of that pie. It’s lucky to be one or two percent… yet it determines who comes to that very expensive new website, and at what point in their online search behavior cycle.

Read moreWhy keywords are often overlooked in website development

Content must be relevant AND useful to succeed

I found some interesting stats today from a study of 100,000 people done by Content Science. According to their results, content must be relevant and useful to be successful. It’s not enough to create one or the other; it must be both.

The survey also points out that broad articles or thought leadership content just doesn’t cut it.

It makes sense, doesn’t it? If content doesn’t help them accomplish their goal, why would it accomplish ours? It won’t convert.

Read moreContent must be relevant AND useful to succeed

How to create or edit the right-hand sidebar on Google

This free Google tool is indispensable for every PR pro

Digital tactics can be intimidating, but there is one essential tool from Google that every PR professional should be familiar with. It generates that amazing sidebar on the right side of a Google search when using a desktop, and the top of a Google search on mobile.

It’s called the knowledge panel.

Read moreHow to create or edit the right-hand sidebar on Google