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Posted by BritneyMuller “Where should a company start [with SEO]?” asked an attendee after my AMA Conference talk. As my mind spun into a million different directions and I struggled to form complete sentences, I asked for a more specific website example. A healthy discussion ensued after more direction was provided, but these “Where do I start?” questions occur all the time in digital marketing. SEOs especially are in a constant state of overwhelmed-ness (is that a word?), but no one likes to talk about this. It’s not comfortable to discuss the thousands of errors that came back after a recent site crawl. It’s not fun to discuss the drop in organic traffic that you can’t explain. It’s not possible to stay on top of every single news update, international change, case study, tool, etc. It’s exhausting and without a strategic plan of attack, you’ll find yourself in the weeds. I’ve performed strategic SEO now for both clients and in-house marketing teams, and the following five metho...

Posted by R0bin_L0rd You’re busy and (depending on effective keyword targeting) you’ve come here looking for something to shave months off the process of learning to produce your own chat bot. If you’re convinced you need this and just want the how-to, skip to "What my bot does." If you want the background on why you should be building for platforms like Google Home, Alexa, and Facebook Messenger, read on. Why should I read this? Do you remember when it wasn't necessary to have a website? When most boards would scoff at the value of running a Facebook page? Now Gartner is telling us that customers will manage 85% of their relationship with brands without interacting with a human by 2020 and publications like Forbes are saying that chat bots are the cause . The situation now is the same as every time a new platform develops: if you don’t have something your customers can access, you're giving that medium to your competition. At the moment, an automated presence ...

Posted by jkuria In this post, we share a CRO case study from Protalus , one of the fastest-growing footwear companies in the world. They make an insole that corrects the misalignment suffered by roughly 85% of the population. Misalignment is the cause of most back, knee, and foot pain. Back pain alone is estimated to be worth $100 billion a year . Summary We (with Protalus’ team) increased direct sales by 91% in about 6 months through one-click upsells and CRO. Based on the direct sales increase, current run-rate revenue, the "Virtuous Cycle of CRO"-fueled growth rate , and revenue multiple for their industry, we estimate this will add about $97 million to the company’s valuation over the next 12–18 months*. A concrete example of the Virtuous Cycle of CRO : Before we increased the conversion rate and average order value, Google Adwords was not a viable channel. Now it is, opening a whole new floodgate of profitable sales! Ditto for at least two other channels. In part...