I hate to start off this way, but we have created a content problem. 

There is too much content out there, and most of it isn’t very good. It’s been reported that 2.6 million YouTube videos are posted each day and 7.5 million blog posts are published every day. That’s an overwhelming amount of content. 

Due to this massive flood of information and the change in search with AI, there’s no way people can pay adequate attention to everything. At this point, more content doesn’t always mean more attention for your business. 

The writing is on the wall: we’re in an attention recession. Attention spans are dwindling and have declined about 70% in the past 20 years. The sheer volume of things competing for our attention has exploded and publishers, marketers and content creators have successfully trained audiences to skim and scroll. 

So, what can marketers do? We can’t simply “make” more attention, we have to earn it differently now. How we do that will have to evolve as the industry and consumer habits change. 

The Changing Content Landscape: 3 Shifts in Content Engagement

Users are no longer passively consuming bite-sized, empty content. They’re opting into richer, more thoughtful experiences. The rise of long-form newsletters is a telling signal, with Substack now boasting over 5 million paid subscriptions and ChatGPT and AI Mode are changing the breadth with which information is delivered. These changes reflect a shifting appetite for content that informs, entertains, or challenges perspectives in meaningful and deeper ways.

Marketers used to believe the content funnel was linear with a top, middle, and bottom. Today’s audiences don’t move neatly down a single path. They interact with brands in a multi-channel, multi-touch environment moving from search to website to social to streaming to LLMs back to website and hopefully beyond. 

It’s no longer about bombarding people with content. It’s about meeting them with the right message, in the right format, on the right platform. 

Here are three key shifts in content engagement happening right now:

1. Content Engagement Metrics Are Changing

Service-level metrics no longer tell the whole story. Traditional metrics like impressions and CTRs are increasingly misleading and don’t show true interest and depth of engagement. 

While visits will always be necessary to move qualified prospects into the funnel, we can no longer depend on them as the primary metric of success for content efforts. What we measure tells us what matters and if we want to capture audience attention, we have to prioritize the depth of that attention and not simply the engagement itself. 

Modern marketers are shifting toward behavioral and qualitative metrics:

• Dwell time: How long someone stays on your content reflects actual interest.
• Scroll depth: Are they consuming the entire piece or bouncing early?
• Saves, shares, and replies: These indicators of resonance are more meaningful than likes.
• Newsletter signups: These show long-term interest and trust.
• Polls and survey responses: These reviews provide qualitative insight into how visitors are enjoying your content 

These are not new metrics, but they have traditionally been deprioritized in favor of quantitative. With declining traffic across industries, prioritizing true engagement will help brands and marketers create content that meets their audiences’ needs and builds loyalty and trust. 

2. Content Quality Must Be Scroll-Stopping

With attention spans at an all-time low, you need more than a hook. Stopping the scroll has always been a major factor but the sophistication of content creation is driving a new aesthetic renaissance. Content needs to be more than unique. It needs to be noteworthy. 

Brands must provide powerful insights, leverage proprietary data and research to tell stories, create surprising visuals, film Oscar-worthy video, and develop stories that make your audience feel seen and heard. 

It is art meets science and, while art is subjective, it begins with understanding your audience, their tastes and expectations on a deeper level. 

Here’s a quick flowchart to assess your content before it goes live: 

3. Post-Click Behavior Is More Valuable

In an AI world, a click is just the beginning. With now 13% of Google searches displaying an AI Overview and the full rollout of AI Mode, clicks are becoming harder and harder to get. This is making the actions a user takes post-click even more important. We can’t bank on return visits. 

Post-click behavior can tell us important information about content quality: 

• Did they read or skim?
• Did they sign up, buy, or bounce?
• Did they visit another page or exit the site entirely?

Tools like heatmaps, session replays, and advanced analytics (like GA4) can help marketers understand what users do after landing on content, and that data is imperative to not only improving content engagement but driving conversions.

Speaking of conversions, how we think about conversions is also shifting. Typically, we go for the big business conversion (lead forms, application starts, etc.) but we miss small marketing conversions that can drive users into the top of the funnel. These content incentives can drive email/newsletter subscriptions to build a prospect base and email marketing still proves to be a powerful business tool with open rates up year-over-year. 

While much is still TBD on how the industry will shift to accommodate generative AI results and LLMs, it’s clear that content engagement (not traffic) is moving to the front as a main KPI of content efforts. 

In order to grow with our audiences, creating content that truly resonates with them is no longer a byproduct but the rule. So, what is content resonance, how do we measure it, and what can brands do today to create real and lasting content? 

What Is Content Resonance?

Content resonance is the strategic architecture of content built to forge authentic, lasting connections with the audience it’s meant to serve. It’s where SEO, content, strategy, and design converge to create experiences that move people to act, share, or remember and it’s an important part of Relevance Engineering.

How to Measure Content Resonance

Resonance is not a clear-cut metric. It’s a combination of metrics that indicate user experience as well as topic authority and content relevance. While there isn’t one way to quantify resonance (yet), blended metrics including brand, search, and UX can start to directionally show us if our content is getting beneath the surface. 

How to Make Your Content Resonate

Resonance is a function of connection. That’s a lofty statement but it’s true. To truly resonate with a topic, person or group, your content has to connect to their concerns, questions, and needs. It has to engage them beyond surface-level understanding, it needs to be interactive to make for two-way conversations, and it has to meet them where they are. 

It’s a tall order but when done correctly, it creates lasting brand affinity, drives engagement, and creates loyalists out of passersby. Here are some frameworks and considerations for creating content that resonates with your audience: 

1. Follow the R.E.A.L. Tenants

In a world driven by the artificial, real content is qualified. While LLMs can drive scale and innovation, there’s no replacement for content that adheres to human standards. R.E.AL. Content is a framework that marketers and brands can use to ensure that their efforts pass the litmus test. It’s multi-disciplinary and includes audience research, experiential and interactive design and functionality, embedded conversion and ROI, and multi-channel/platform distribution. 

R.E.A.L Content is: 

• Resonant content that connects with the audience.
• Experiential content that’s interactive and engages users. 
• Actionable content that provides clear value.
• Leveraged content that’s repurposed and distributed strategically. 

Over 225 million users engaged with Spotify Wrapped in 2023. Why? It was hyper-personal, social-ready, designed for sharing, and triggered emotion. It wasn’t just data. It was an accounting of their listening history, most played songs and artists all in a highly visual and easily distributed experience. It leveraged every pillar of R.E.A.L and is highly anticipated every year for that reason. 

But resonant content isn’t only for huge brands with $10M budgets. You just need a strategy:

• Solve an audience pain point
• Speak their language
• Build themes with empathy mapping
• Survey them
• Offer clear incentives
• Create with atomization in mind

2. Engage Beyond the Click

We’ve said a lot about the decline in Organic Search traffic and the rise of AI. What we are going to do about it is the question we should all be asking ourselves now. Traffic is still imperative. How we get that traffic is adjusting and what we do with it is going to be key. 

Content that resonates takes investment and getting visitors there is the starting point. Content now needs to be responsible for driving the visitors deeper into the experience and the top of the funnel. 

Interaction and incentives turn a content experience into a built-in funnel. Here are some steps in the content conversion funnel to consider:

• Click: The inflection point. They’ve landed and now we have to provide a next step
• Engage: This is more than time spent, this is interaction. Provide hover and dropdown components, data visualization, input driven elements to turn visitors from passive consumer to active participants
• Capture: Incentives such as more content or results help drive down funnel conversion
• Nurture: Follow-up on the incentive. Offer additional incentives. Personalize to deep the connection
• Convert: You’ve built the connection and can continue to drive to full conversion

Having a post-click strategy can power email campaigns, retargeting, and lead magnets and provide even more quantifiable ROI from content. 

In addition to content conversions, treating content like both marketing and product can help get buy-in for resources, drive audience engagement and increase the value of your content. Consider the example of Morning Brew, where content is the marketing and the product. They grew from 100,000 to 1 million subscribers in 2 years and have industry high open rates of ~40%.  

3. Design for Interaction Over Consumption

We’ve touched on this in the other elements but it can’t be understated. The days of text-based content being the dominant format are long gone. We’re living in a multi-channel/multi-format world with video and interactivity at the helm. Passive content is forgettable and if you want to drive resonance you have to invite and encourage audience participation. 

Interaction triggers such as polls and quizzes encourage collaboration and a give and take relationship with your audience. You ask for their input and you provide an output. Video and audio content, while seemingly passive, is engaging and requires active listening, rewatching, and replaying. 

By architecting content with interaction at the forefront, you can ensure your audience’s participation and foster a loop that your audience actively signs up for. 

Steps to Take Right Now for Content Resonance

Content resonance is a step beyond engagement. It’s truly understanding your audience and developing content they want and need. Now that you understand how content resonance works, what steps can you do right now?

1. Understand your audience better. Review customer data, build personas, and create empathy maps to understand their pain points and needs.
2. Audit your current content with the new metrics and truly assess what content keeps your audience engaged and taking the next step.
3. Ideate new ideas, think outside the box, and tailor experiences that foster built-in interaction and participation 

The future of content is no longer about just clicks, it’s about creating connections that resonate, engage and endure to build lasting community.

If you need some guidance developing your new content resonance strategy, we’re here to help. Reach out today and let’s talk about how you can create the kind of content that resonates. 

The post How to Stop the Scroll: An Introduction to Content Resonance appeared first on iPullRank.

Core updates? Can’t beat them so might as well join them. In August 2018, Google rolled out a large and widespread update that made sites roll. Many SEOs noted that the core algorithm update was one of the largest they had seen and while the impact on sites was widespread, the dominance was in the health and YMYL (Your Money, Your Life) categories, dubbing the update “Medic.”

Well, Google was not finished. Subsequent updates came in September 2018 and in March 2019, with a core update that appears to be a continuation of the earlier Medic update. This time the update, lighter than the 8/1 update, has restored or reversed the loss of traffic many of the sites saw in August. 

Dr. Pete from Moz wrote about the update using Moz’s Temperature Tool and was able to surmise the top verticals/industries affected by the August update. Looking at the top 30 winners and losers, it appears that Health and YMYL sites were the hardest hit in August.

With the March 2019 update, many sites have recouped the loss from 8/1 and  Glenn Gabe of GSQI, reviewed a number of sites from the August update to the March. While many are bouncing back, the recoveries are varied with some nowhere near where they were before August.

SINCE 8/1, WHAT DOES GOOGLE WANT?

Based on analysis, the August core algorithm update was deemed a move on Google’s part to improve its quality metrics, particularly the E-E-A-T factors that influence organic rankings. Experience, Expertise, Authority, and Trust factor into the SERPs and it is in Google’s best interest to provide expert, authoritative and trustworthy content to users, especially in public-facing spaces such as health and YMYL.

The March update appeared to be a rollback or leveling off of the August update, however Google is still moving in the direction of providing hyper-relevant, trustworthy content for its users. Websites and brands need to be thinking this way too.

While Google has stated that there was no “fix” for a broad algorithm update like the one on 8/1, Danny Sullivan, Google’s Search Liaison, did say on Twitter:

While this comment did not entirely reveal what sites—those severely impacted and others—can do to recoup their losses, it did tell us, content strategists, SEOs, and developers, how to move forward in regard to broad algorithm shifts. Additionally, it sent the flare up on great content.

UPDATE: December 2022 – Google Adds an E to E-A-T

Over the past few years, Google has continued to refine the core updates and has even started to transparently let SEOs and content strategists know when new system rankings and core updates are rolled out.

With approximately three core updates per year, websites that use manipulative tricks and tactics that attempt to game the algorithms can ultimately find themselves knocked down in search rankings for their targeted keywords.

As Google’s ranking systems become more sophisticated, high-quality content becomes even more important to ranking. In August 2022, Google announced a brand new ranking system, the Helpful Content System. This new sitewide classification can categorize websites that provide a satisfying user experience. That when you click on a result from Google, you actually find what you’re looking for.

As described by Google, “By following our long-standing advice and guidelines to create content for people, not for search engines. People-first content creators focus first on creating satisfying content, while also utilizing SEO best practices to bring searchers additional value.”

A few months later, Google announced the addition of Experience, to E-A-T. The experience signal has a nuanced difference from expertise. Expertise equates to someone who specializes in the subject matter. Someone with experience has merely participated. Both are helpful in evaluating the usefulness of content because sometimes we need the perspective of someone who’s not an expert, but has first-hand experience.

With these core updates, new systems, and E-E-A-T signals, let’s explore what that means for our content.

So what can we do? 

1. Have Great Content
2. Have Great Content based on Google’s Raters Guidelines

WHAT IS GREAT CONTENT?

According to Search Quality Guidelines, Page Quality is determined by a number of factors namely how well the content meets the page’s purpose, the E-E-A-T of the page (more on that in a few), main content (MC) quality (not supplemental or ad content) and the information and reputation of the main content.

The purpose of the page and whether the content helps achieve that purpose is the primary factor and Google states:

“…pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating.”

Google Search Quality Guidelines

That speaks for itself. Now, for pages that have a clear purpose, be it informational or transactional, the next and very important (Google’s words!) factor is the content’s E-E-A-T: experience, expertise, authority, and trustworthiness. What is the E-E-A-T exactly?

• The experience of the creator of the main content (MC)
• The expertise of the creator of the main content (MC)
• The authoritativeness of the creator of the MC, the MC itself, and the website
• The trustworthiness of the creator of the MC, the MC itself, and the website.

Google goes on to state that high E-E-A-T content exists in all industries and verticals and that the content should be factual, produced by experts and expert bodies, include perspectives from those that have experience, and be updated with accurate information regularly.

Again for the cheap seats in the back! Content should be factual, produced by experts and expert bodies, include experienced perspectives, and updated with accurate information regularly.

While Google is notorious for keeping the doors to the laboratory closed, this insider peek gives SEOs, content creators, and developers one of the clearest indicators of what high-quality content is. Can I get an Amen?!

With Google’s emphasis on serving high quality, it makes sense then that the August and March updates would work to diminish low quality and push high quality to the top.

WHY WERE SO MANY YMYL SITES HIT?

In an era of fake news, expertise, authority, and trustworthiness are more than “very important” quality factors. They are crucial to the business of information. It is in Google’s best interest to provide its users with the most factual information. Sure gossip sites can get away with making stuff up (and even they need to break celebrity news fast), sites under YMYL (health, financial advice, and lifestyle) need to be accurate.

Google writes:

“We have very high Page Quality rating standards for YMYL pages because low-quality YMYL pages could potentially negatively impact users’ happiness, health, financial stability, or safety.”

Google Search Quality Guidelines

YMYL sites are outlined as:

• Shopping/Financial Transaction pages
• Financial Information pages
• Medical Information pages
• Legal Information pages
• News pages/Public and Official Information pages
• Other: childcare, car safety, etc (use your judgment)

Looking at some of the top losers in the Moz post, there was a high presence of information-based websites in YMYL. While many of these sites may have seen improvements with the March 2019 update, there is still something to gain from all of the fluctuations.

Because YMYL sites are providing direct advice that consumers will use and apply, they have to be diligent in ensuring that the content is factual,  from an authoritative source, and can be trusted. The E-E-A-T for these sites is high and needs to be considered in all strategic content endeavors.

SO, WHAT DOES E-E-A-T LOOK LIKE IN YMYL?

Looking at the top losers (and these sites may very well have recouped their loss in March) publishing/media sites like VeryWellFamily, LiveStrong, and TheMortgageReport stand out. These sites are in the business of providing resourceful content that may “impact the future happiness, health, financial stability, or safety of users.”  

While we can not pinpoint the exact pieces of content that caused Google to depreciate these sites, we can look at the overall content landscape from a high level to see how E-E-A-T has been deployed in the past.

MEDICAL: VeryWellFamily.com

It’s easy to understand why family planning and pregnancy websites are under heavier scrutiny by Google. The information that VeryWellFamily provides is medical in nature and needs to have the qualification of professionals in order for expecting women and families to take it seriously.

With that said, Verywellfamily.com did indeed suffer a sharp loss in the August 2018 update. It appears they recovered, yet took another small hit in March 2019.

Looking closer at a few of their biggest keyword losses, it appears that VeryWellFamily has revised their content strategy to incorporate E-E-A-T signals. Looking at the page that ranks for “pregnancy calculator” which dropped 4 positions, we can see how the article has changed from Dec 2018, shortly after the August update and in March 2019.

The VeryWell team was quick and astute in qualifying their content with a “Reviewed by” tag in December and a “Medically Reviewed” tag in March. This kind of seal of expertise will go a long way in qualifying their content not just for Google but for readers as well. When medically sensitive content is reviewed by an expert it engenders trust and helps to build authority.

LIFESTYLE: LiveStrong.com

Similar to pregnancy and family planning, nutrition and fitness advice is all over the web. While there are several governing boards for nutritionists and personal trainers (many that are not easily recognizable by consumers) sometimes having a wealth of content can undermine a website’s authority.

Livestrong.com was one of the larger sites hit by the August update and from the SEMRush overview, it appears that they have yet to fully recover but did see a spike in March 2019. In an ultra-competitive space it can be difficult to take the foot off the proverbial gas, but repositioning a bulk of content may be a worthwhile solution.

A search on “how much protein do I need” resulted in 23,700 listings on Livestrong.com. While the majority of these articles make similar recommendations, the sheer volume could be detrimental for Google in determining how authoritative and trustworthy each of these pages is. Additionally, an unmodified search on the same phrase returned results from:

• Healthline.com: Only 9,720 results
• Health.Harvard.edu: Only 2,340 results

In this instance, the sheer volume of information on Livestrong.com for this one key phrase may be competing for most authoritative which is causing Google to see none of it as such.

FINANCE: TheMortgageReports.com

Financial institutions and advice are heavily regulated and rightfully so. To protect the public, banking, and lending organizations must adhere to governmental regulations. One could look at Google’s E-E-A-T stance as a protection. One that financial companies can readily work well within.

In the case of TheMortgageReports.com, they saw a decrease in August but were able to quickly recoup and even saw further improvement in the March 2019 update. At the same time, based on the SemRush data, it appears that their paid traffic increased as well.

From a strategic standpoint, TheMortgageReports offset a lull in organic traffic with a revised and successful paid strategy.

But the efforts to shift monetization to paid advertising also benefited them content-wise. Looking at an old page from November 2017, the site at one point had a heavy dependence on sidebar advertising modules which was weighing down the trust of the site.

While Google has stated that the appearance of ads will not automatically deem a page low quality, they have said:

“Webmasters can choose to display Ads on their page (such as by joining an advertising network), but they may not always directly control the content of the Ads. However, we will consider a website responsible for the overall quality of the Ads displayed.”

Google Search Quality Guidelines

The current website content is ad-free. In the case of The Mortgage Reports, a shift from on-page monetization efforts to straightforward content and paid search has proven to help maintain their organic traffic and grow their paid visibility.

How to Incorporate E-E-A-T into your Content Strategy

While there are currently no hard metrics or ways to quantify E-E-A-T, the idea is still directional and in the case of the three examples above, we can determine methods to improve a site’s overall E-E-A-T.  In understanding what expertise, authority and trustworthiness mean, content strategists can better devise a plan for content that meets those tenets.

Let’s look to Merriam-Webster for some definitions, ask some important questions about our content and look at recommendations for improving the E-E-A-T.

While these questions and recommendations are far from exhaustive, they present a starting point for brands to begin to evaluate their commitment to high-quality content.

If the rollbacks of August and March were any indication, Google has renewed its commitment to high-quality content and in the words of Danny Sullivan, the only “fix” is to produce high-quality stuff.

WHAT TO DO IF YOU ARE HIT BY A CORE UPDATE?

At iPR we deal with clients across multiple verticals including YMYL and have dealt with traffic depreciations and regaining organic visibility many times over. We take an always-on approach to managing visibility, as opposed to a reactive one, and when our clients face major losses we look to the site as a whole. Our process includes:

1. Identifying Top Offenders

Our first step in helping a site recover from a major loss is to analyze everything. While Google is speaking specifically to the purpose of content and its E-E-A-T, these issues may extend to the technical architecture, user experience, or link profile of a website. E-E-A-T principles are just as important for enterprise sites as well.

We audit every part to determine which is having the largest impact. Often times we find things that our clients were not aware of.

We recommend:

• Performing regular Site Audits to identify potential problems and get ahead of a core update
• Reviewing past Implementation Audits to identify any recent changes and how they may have made an impact
• Performing a Content Audit to get a full view of your content performance and identify which pages and site sections have taken the greatest hit  

2. Rectify/Remove Issues

Once you have identified the pages and/or sections that have taken the biggest hit, it’s time to devise a strategy that will correct course but not handicap you in the long run. As Google has stated, a commitment to great content is the simplest way to deal with a core update.

We recommend:

• Reviewing the depreciated pages and revising them to be in line with E-E-A-T
• Working with experts to ensure content is fully vetted and launched top-notch

3. Create New Content

Once you have worked to rectify the offending pages, roll that process and insights into the creation and deployment of new content.

We recommend:

• Continuing a regular cadence of fresh content that meets Google’s Page Quality standards
• Developing internal workflows & processes to account for robust Quality Control
• Create external outreach for experienced contributors and subject matter experts
• Working with an agency like us that develops high-quality content and can facilitate this process

4. Monitor & Optimize

After a major hit like the August core update, you may be scrambling to regain what you lost. As we saw with the March update, sometimes the playing field levels as Google works through its changes. However, this is not always the case and you should be constantly monitoring traffic and pivoting based on performance.

We recommend:

• Revising your Measurement Plan to incorporate content metrics 
• Developing an Optimization workflow to filter under-performing pages back into the optimization cycle
• Setting up custom dashboards and alerts for traffic and monitoring trends with other marketing efforts
• Reviewing other marketing channels to support the overall site health during a traffic depreciation

As Google continues its move toward a user-centric search, SEOs and brands can expect more incremental updates like the ones of August and March. While it is unsettling that these massive updates can wipe traffic it is also a clear indication from Google on what sites need to do to stay above board.

High-quality content has always been the answer, now we have a better definition of what that means. Let’s E-E-A-T.

NEXT STEPS

Here are 3 ways iPullRank can help you combine SEO and content to earn visibility for your business and drive revenue:

1. Schedule a 30-Minute Strategy Session: Share your biggest SEO and content challenges so we can put together a custom discovery deck after looking through your digital presence. No one-size-fits-all solutions, only tailored advice to grow your business. Schedule your session now.
2. Mitigate SGE’s Potential Impact: How prepared is your SEO strategy for Google’s Search Generative Experience? Get ahead of potential threats and ensure your site remains competitive with our comprehensive SGE Threat Report. Get your report.
3. Enhance Your Content Relevancy with Orbitwise: Not sure if your content is mathematically relevant? Use Orbitwise to test and improve your content’s relevancy, ensuring it ranks for your targeted keywords. Test your content today.

Want more? Visit our Resources Page for access to past webinars, exclusive guides, and insightful blogs crafted by our team of experts. Everything you need to keep your business ahead of the curve is right at your fingertips.

Take the next step with iPullRank.

Need EXPERT HELP with an industry-leading SEO and CONTENT STRATEGY? CONTACT US!

Have you been hit by a core update? How are you working to create great content with E-E-A-T? Sound off in the comments below!

The post Why E-E-A-T & Core Updates Will Change Your Content Approach appeared first on iPullRank.

For businesses already thinking of how they will recoup their losses and ramp-up (or restart) their marketing efforts, now is a great time to plan out those efforts. It’s also a great time to take the learnings you’ve gained from the past 6 to 8 weeks and devise a newer, better strategy.

But here’s the truth: The world is not going to instantly snap back to normal. Consumer behavior has changed and perception of what is acceptable will need time to expand. Shipping companies are still seeing backlogs and fast shipping may be delayed for another few weeks, if not months. Social Media, Organic Search, and Streaming usage are way up. Travel, in-person entertainment, and discretionary spending are way down. 

WHEN IS “AFTER COVID-19” 

What will constitute “business as usual” will vary widely depending on your business and industry. When we think “After COVID-19” we are not thinking of a definitive date but a series of observational data to show when engagement across marketing channels begins to rebound. Much like the strategy to reopen the U.S., your business should take a phased approach to kickstart your marketing.  Here are the phases we recommend: 

PHASE 1: WHAT CAN YOU DO NOW? 

Monitor your Current Performance: 

With slowdowns across the board, now is the time to monitor your digital performance across channels. Many companies have slashed PPC and digital advertising budgets while ramping up on Content Marketing and Paid Social. 

• What has it netted you? 
• What is performance MoM? WoW?  
• What trends or new engagement behaviors have emerged? 

Regular Auditing: 

Ideally,  your team is closely monitoring performance and spend. It’s important now more than ever to have a full picture of how all channels are working together or against each other. Do a quick audit or all up review of your COVID-19 Marketing efforts. Things to include: 

• What channels have you reduced spend or paused? 
  1. Reduced Spend: Note the reduction and when it went into effect
  2. Paused: Note any paused campaigns and when the stops went into effect
  3. Increased Spend: Note any increases or shifts in budget
• How are channels performing? 
  1. Pre: All of Q4 2019 can be considered Pre-COVID-19. While in the U.S. news started to increase around early March, there were instances of the virus around January which were beginning to impact public opinion. 
  2. Present: Noting any changes in spend or flight, how are your channels currently performing? How is this compared to the pre-COVID-19 numbers? Which channels are well underperformance? What surprises are your company seeing? 
  3. Post: There is no true “Post”, but for sake of argument, once all 50 states reopen (partially or fully) we can begin to look at behavior and buying habits. Ideally, if your industry has not been grounded, you will have lots of data from before and during COVID-19 to compare to the new world. 

Revise Strategy with Emphasis on Performance Right now

• Throw Away Assumptions: PPC may have previously been too expensive, but the decreased competition at the moment may increase its ROI. Ask yourself: What other paid markets can yield similar cost-pers? Paid Social? Don’t assume that what used to work will continue to work or what didn’t work before won’t work now. 
• Adapt to Consumer Behavior: Consumer behavior is changing as information comes out. In certain states, markets have reopened but consumers may still be skeptical to branch outside fully. Online shopping may be the norm for longer than anticipated. Keep a close eye on how your customers’ behaviors are fluctuating. 
• Continue to Communicate: Pausing or stopping all marketing efforts is not wise. Companies should continue to flight campaigns, promote content, and optimize each stream to increased conversions. 
• Optimize, Optimize, Optimize: Optimizing to your current performance will prove amazing insights for a post-COVID-19 world. Consumer response will likely stay the same for some time, and whatever incremental gains you have now can be rolled over into your continued marketing efforts. 

PHASE 2: REALIGN BUSINESS GOALS & PRIORITIES

However, due to the stoppage of things, it’s likely your business goals and priorities have shifted. Performance data from the last few months may have uncovered new information about your business and consumers. 

Some things to factor into evolving business goals are: 

1. Errant Consumer Demand Due to Pandemic: What engagement metrics has your company seen that are purely driven by the pandemic? These are things like cancellations, delivery inquiries, customer complaints, high cart abandonment, bulk shopping, etc. 
2. Emerging or High Performing Products/Services: What products/services/pages have your business seen emerge as the pandemic continues? These are things like refinance rates, home fitness equipment, delivery tracking, and travel information. 
3. Forecasting & Predicting: Since the country is opening in phases, the newly opened states will be great tests to see how consumer behavior adapts or adheres. What will consumers need once the world reopens fully and how can you factor that need into business goals and priorities? 

These shifts may put the lens on another line of business or service offering entirely. By quickly aligning to the new priorities and consumer demand, you will be able to shift your marketing focus as well and capitalize. 

PHASE 3: REENGAGE BY CHANNEL

So pending you have maintained some version of your marketing mix and are adapting to meet present consumer demand, once your company feels comfortable it will need to bring past performing channels back into the game. 

Here are some ways to approach ramping up your marketing efforts once it is “business as usual”. 

SEO

Organic Search is one channel that has seen tremendous growth, primarily due to the rapidly changing global landscape. 

• If the bulk of your optimization efforts have been around emerging trends and queries, plan to transition back products and services that your customers will need & want post-pandemic. 
• Perform preliminary keyword research looking for emerging questions in GSC, perform any audits of existing pages, and dust off those technical specifications. 
• Having outstanding SEO issues fixed will give your company a leg up when previous search behavior resumes. 

CONTENT MARKETING

One of the biggest marketing responses to COVID-19 has been through content marketing. Businesses are staying in touch with consumers by providing E-A-T content. Content takes resources and if your dedicated team is focusing on publishing much needed COVID information your always-on content may have taken a back seat.

• Review and revamp your pre-existing content plans. Based on what we know, new service lines and behaviors will emerge post-pandemic. 
• Work with your agency partner to keep always-on efforts going and get them prepared for launch.
• Be diligent with QA and tailor any messages to remain sensitive to the ongoing crisis.

PAID ADVERTISING

Brands have shifted budgets across channels and products due to the national crisis. In order to re-engage, they should look at spend and performance to date to see what those shifts have netted.

• Tailor messaging and CTAs to the current climate. Language around social distancing, perfect for home, essential is what is resonating. Contrarily, CTAs that prompt to in-person engagement is a big No. 
• Use advanced targeting & keyword bidding. With less competition, now might be the time to test into more expensive keywords, granular targeting like geo-targeting or new add-ons like Google Shopping. 
• Assess channel selection. Depending on whether your products/services translate to captive audiences or works against them, your advertising budget may need to be re-routed to another channel. 
• Test into previously performing channels. If Paid Social worked before flipping the campaign switch may not net the same results. Instead of turning campaigns back on, develop test-in campaigns to test the waters of the post-COVID market. 

EMAIL MARKETING 

Email is another channel that has survived relatively unscathed. While many industries have paused email campaigns, brands that are still doing eCommerce are continuing on. In ramping up email campaigns

• Begin planning post-COVID-19 messaging. For industries grounded, post-COVID messaging will need to be sensitive and on par with consumer interest. Winter travel, reopening brick and mortar, updated coronavirus protocols. What will the process be when it is time? Have those emails at ready. 
• Email opens are up. Now it is the time to get relevant products and services in front of captive audiences. Be mindful of messaging but provide them with useful and engaging distractions. 

VIDEO MARKETING

Video marketing has blown up more than it already was. With streaming, web meetings, and social media usage up, now is the time to test into video marketing. 

• Add a video component to always-on content. While COVID-19-related content is already in flight and time and restraints may prevent heavy video strategy, post-COVID will be a great time to test into video. People will likely still exhibit the same consumption habits with video. Your business can leverage that. 

PHASE 4: INCORPORATE NEW TACTICS

This is a learning experience for everyone. We’re all in this together and the findings you gain will not be wasted. Agility and ingenuity have likely caused your business to try tactics that you would have never done or have previously ruled out. Maybe those tactics worked. Maybe they did not. Those are things you can roll into your digital marketing efforts once you’ve resumed. 

• Emerging Channels 
• Device Targeting
• Content Markup

Want to learn more about marketing during the COVID-19 crisis? Read about the latest marketing strategies, market research, and data-based predictions at our COVID-19 Resources. How has your business navigated marketing during a global pandemic? Please share below.

The post How to Kickstart your Marketing after COVID-19 appeared first on iPullRank.

Industries are scrambling to adapt. Museums are offering virtual tours, authors are doing readings via Instagram Live, and world-famous DJs are hosting truly global parties. Zoom meetups are suddenly the “It” thing. It’s novelistic (and hopefully it won’t last forever) but it is also very real and affecting how digital marketers target and reach audiences.

On the one hand, we have everything we’ve ever wanted: a captive audience to market to. On the other hand, all attention is not good attention and with companies in panic mode, adding to the clamor is not always a good look.

As a brand, the million-dollar question is:

How can you pivot your content strategy to deal with global captivity? 

Let’s start with the reason we do content. 

Let’s keep it real. We create content because we want customers to see it. We want their attention in hopes that that attention will lead to something else. A sale. Email signup. An interaction. Content is the perfect vehicle and when done right can communicate a brand’s message and trigger the desired action. 

But in these tumultuous times, attention is not laddering up to action. Or maybe we need to change the actions (more on that later) Let’s be frank: consumers have other things on their minds and if your content is vying for their attention in ways that feel self-serving and predatory then the attention you’ll receive won’t be the kind you want.

Not all attention is good attention. 

But I hear you, “consumers are in their homes bored, trying to maintain their daily routines and make the best of this situation. How do we work with what we have?”

Great question. You seek to understand the landscape of captive audiences, and their pressing needs and you pivot your strategy, immediately, to meet those needs.

1. Not all Attention is Created Equal

We’re all home doing the same thing: scrolling through Instagram, binge-watching Netflix, trying new recipes, and home workouts but not all attention is the same. Social media usage and search being what it was pre-Coronavirus, usage rates have shot up, with a 76% increase in daily Instagram likes from influencer agency Obviously, but that usage is highly concentrated around the virus. 

According to Google Trends, searches are “coronavirus”, “covid 19”, and “quarantine” started picking up around early February but saw a peak around March 13- 15, when several schools announced closing, major sports leagues canceled their seasons, and the President banned travel to Europe for 30 days. 

Consumers are staying at home but while they’re at home they’re thinking about what’s going on in the world and Google’s Coronavirus Search Trends shows daily searches are continuing to grow around the virus and related trends. 

What this means is that even while people are safer at home, their attention is clearly still on what is happening in the news. Your content still needs to stand out to shift their attention if even for a moment.

2. This is a Time of Great Sensitivity

No one wants to be the guy hoarding the hand sanitizer or the insensitive brand that looks upon a global pandemic as a cash cow.  People are fearful and they are inundated with information. By making your brand a bright light in this foggy world, you let your customers know that you care about what is happening and if (the big IF) your company has a solution that you’re there for them.  

Empathy is needed now more than ever and your content should reflect your brand’s empathetic ethos. Emotional connection is key and consumers need to feel that your brand not only understands their experience but empathizes with it.

3. But Levity is Welcome

This doesn’t mean your communications need to be super serious. It does need to get the hard stuff out of the way first. But captive audiences welcome distraction, information, and entertainment and if your content is positioned well it can be that for them. 

How to Pivot your Content Strategy during a Crisis

So now that we understand a bit more of what we’re dealing with, how can (and how do) brands navigate this uncharted territory in their content strategies and execution? There are no hard and fast rules and things are constantly changing but these tactics, when employed with tact, can help your brand ride the deluge of information and reach your audience whether they are captive or not.

 Make Room to Go Off Script

Things are crazy and you don’t want your brand to be the dog in the room on fire saying “This is Fine.” (Or maybe you use this as a funny meme) 

This is not the time to adhere too strongly to business as usual when it comes to communicating with your customers. Every content strategy should allow for flexibility and space to create content around crises. Think about your PR and customer service teams. Leverage their response guides when dealing with serious customer concerns. Create a space in your content calendar and promotional content to address any customer concerns around the Coronavirus. Cue up an email that speaks empathetically to your audience and lets them know how your company is responding to these changing times. 

Ask yourself: Have we devised a response strategy to customers’ concerns? Are we monitoring our response channels to learn what is troubling our audience most?

Address the Elephant in the Room

Everyone is talking about the Coronavirus and your brand/business should have a position as well. In light of serious consumer concerns over delivery, strikes over hazardous working conditions, and thousands of small businesses forced to close their doors, it’s shrewd for a business to make it clear how they are planning to deal with the circumstances. In the media, we’re seeing brands being held to task for their handling of the COVID-19 crisis, namely essential services such as grocery stores/markets and delivery services. 

Due to its handling, popular delivery services Instacart and Amazon have prompted strikes that are garnering tremendous support. While the markets are cornered and many people who can’t leave their homes rely on these services, I imagine the fallout for these brands in the aftermath will not be pretty.

While your company may be a non-essential service at the moment, your customers and potential customers should feel confident that you are a compassionate and empathetic brand. You can display this by addressing the issue and how it may affect your business and customers.

This email from 1-800-PetMeds clearly addressed the virus and the concerns I, as a pet parent, might have. It reassured me that they are taking precautions as a company to ensure that my pet can still get the medicine he/she may need and follow necessary safety recommendations for their workers. If I were a stressed consumer, this email has erased one concern from my plate. Job, well done. 

Ask yourself: Has our brand spoken directly to our customers regarding the situation? Has it spoken empathetically and inspired confidence? 

Be a Resource & Show How You Can Help

Since every company is sending COVID-19 emails you want your content to stand out. Instead of simply parroting the standard CDC information or offering boilerplate delivery notices, try to be a resource in these troubling times. To continue with Pet Meds, they provided me with a clear list of articles specific to dealing with Coronavirus with a pet.  

This isn’t a wide-sweeping PR statement but a proactive resource for their customers.

Fitness app MyFitnessPal is also providing value to its customers with in-app content around at-home workouts, recipes, and videos. This may not explicitly mention the virus but it speaks directly to the customer’s need for ways to stay fit and healthy while under social distancing.

Ask yourself: Have we provided useful resources around our customers’ specific needs/concerns?

Now Is Not the Time for Experimentation

With so much instability in the world, now is not the time to get overly experimental with your content or communications. Be mindful of the context of everything you send out and check it against the barometers of good taste at this moment. Images of people interacting would be tasteless. The unfortunately named Corona Beer is still airing commercials of sandy beaches and partiers drinking Corona beer. The brand association has been a joke for the last few months and it has taken a decidedly silent approach, racking up the brand mentions on social media and apparently a surge in sales. 

Not every brand will get the beer treatment and thus they should QA all content and campaigns. What was acceptable a week ago may no longer be and you don’t want your brand to appear or, worse, be tone-deaf. 

Ask yourself: Is there any pre-existing content that may be too dicey to launch during this time?  Are our current communications in line with what is going on today?

Think Mobile 

The world is shrinking and right now huge portions are at home. Content needs to speak to this isolation and be digestible from the places that people have available: TVs, desktops, and mobile. While attention is abundant, attention spans are shortened and content should be made micro to encourage engagement but to not overwhelm consumers. 

Not surprisingly, data usage is up with mobile usage up nearly 50% year over year. This extends well beyond social media and having a mobile-friendly site and online presence is more important than ever. This presents a great opportunity for tie-ins to mobile apps and to gauge how consumers are interacting with your existing mobile experience.  Primarily mobile experiences, online dating apps Bumble and Tinder have seen an increase in conversations and usage with Tinder offering a promotion on its Passport service for international matches until April 30th.  

Ask yourself: What larger content pieces do we have that can be made micro? Is our content mobile-optimized? 

Make Entertaining a Priority 

Since Safe at Home orders have been extended until April 30th and as a brand you’ve gotten the initial response out of the way, there is room now for fun. During troubled times, consumers are looking for more than simply concern. They also want to feel better about the state of things. While your brand can’t change things, it can entertain and provide audiences with memorable content.

Nike’s Play Inside campaign leverages athletes including Tiger Woods, Christiano Ronaldo, and Serena Williams to spread the social distancing cause.

Skillshare is offering 2 months free on its learning platform for high school and college students. 

Chipotle has offered Chipotle Together Zoom Lunch Hangout

Try Video & Yes We Mean TikTok Too

If you haven’t leveraged video in your content strategy, now is the time. In a recent survey from Hubspot, 54% of respondents said they preferred to see video content from brands/businesses. Video cuts through the noise and now with collective audiences viewing content as a true community, (hello, Tiger King) your video content has a higher shot of being consumed.

The entire world is on Zoom, so leveraging that platform can be a way into the conversation, like creating branded Zoom backgrounds or translating your usual slick video content to a work-from-home setup can show solidarity with the rest of the world. Everyone is on TikTok and the platform has been touted as not only an escape but a COVID-19 information hub. Brands can work with influencers to create TikTok specific content to keep their audiences entertained. 

Ask yourself: What assets do we have that can be shot virtually?  How can we use existing video platforms to get in on the fun? 

Sell but Gently & with Intention

This is hard on consumers and businesses alike, including yours. So calls to action and sales should be qualified and tonally should speak to the great benefit that your product/service offers. If your delivery service is still reliable at this time, promote that advantage. If you are offering discounts for existing customers during this economic downturn, let your customers know. Sales and deals make great offers during times of income insecurity and great needs. 

At-Home Fitness brand Echelon has been promoting special offers including same-day shipping, 0 Down, and free Apple iPad with purchase.

Ask yourself: Is this offer cognizant of the global situation? 

Lead with Empathy

We’ve talked a lot about showing empathy in communications and honestly, so many companies are showing solidarity with essential workers and furlough and laid-off workers around the country. Content marketing is a great way to get your message across while building trust with audiences, no matter the current situation.

The hashtag #ThanksforDelivering was sponsored by UPS and shows a brand speaking directly to its workers, its customers, and about the moment in time when we’re all a unified, captive community.

What great examples of empathetic content marketing have you seen? Please share below or tweet us @ipullrankagency with the hashtag #contentempathy

The post Captive Audiences? How to Pivot your Content Strategy during a Crisis appeared first on iPullRank.

The best meta descriptions do two things: create keyword relevance for search engines & get users to click-through! When I first started in SEO, the first one was always considered the most important. Fast forward, some years and my opinion has changed. 

Great, click-worthy meta descriptions should entice the searcher to CLICK on your listing. Period! What does it matter if your meta description is well-crafted and includes the right keywords if a searcher ignores it for a listing that speaks more to their needs? 

Great, click-worthy meta descriptions marry SEO with advertising copy and do more than check the done box. They improve CTR and get searchers to your page. Want to know how? Read on. Already sold? Click to jump to Meta Descriptions Checklist.

TL;DR

Refresher: What Are Meta Descriptions? 

For the newbies, a meta description is an HTML tag that is placed in the <head> section of an HTML page. Search engines display it on the SERPs, under the title tag. 

The meta description will also appear when a person shares your URL on social. 

Why are Meta Descriptions Important? 

Meta descriptions rock because they are your first touchpoint with potential visitors. Searchers are looking for the right listing and it’s the job of the meta description to help them! An enticing meta description can make a searcher click your listing. 

Are Meta Descriptions Still a Ranking Factor or Signal? 

In 2019, Google announced that neither meta descriptions or meta keywords are factored in their search algorithms. However, meta descriptions still drive CTR which can impact a page’s ability to rank.  

So, now that we know what meta descriptions are for and why click-worthy descriptions are so important, let’s walk through a few examples. 

#Meta Description Examples

For every great, noteworthy meta description, there are thousands of run-of-the-mill ones that get the job done. To get searchers to click your organic listing and become visitors, it takes more than run-of-the-mill. 

Match.com’s meta description is the sweet balance between making big promises in a short package. As the leading dating site, Match.com uses its meta description to stake its claim with some pretty awesome and enticing promises and does so at the cost of the competition. All that’s missing is a cheesy CTA, something like “Sign up & get Matched today” 

The Cut has great articles and features. So it makes sense that they would have great descriptions. This quick line from an article on ghosting is intriguing, funny, and makes me want to read about Ghosting in the 80s. A quick line prompting the searcher to “Read the article” would make sure the searcher doesn’t ghost this listing. 

I’ll be honest, I expected something punchier from Red Bull. With that said, this description includes all the things that have transformed Red Bull from an energy drink to an energetic lifestyle. 

Don’t worry Game of Throne fans, winter may be over but according to HBO’s Game of Thrones meta description every episode of the saga is there for your binge-watching pleasure. 

Taco Bell is the perfect brand to make their meta description stand out. It’s funny, playful, and knows that Taco Bell is a guilty pleasure. 

Straight to the point but also self-aware. Zillow’s meta description tells you that it’s the best but also tells you why. It throws a product in there for good measure. 

Who doesn’t love Hershey’s? They took the opportunity to use their description to be seasonal for the upcoming Easter holiday. A call to try an Easter recipe would have this description sweeter than it already is. 

Not a keyword in sight and yet I want to run the streets with Puma. 

Virgin Atlantic is one of those brands that can get away with being cheeky. The ‘Hello You’ is a great intro. It almost makes the ellipses forgivable.

Lyft has become one of the well-known apps by being the friendly opposite of Uber. They use their meta description to promote that brand message and finish with a clear, polite CTA. 

How to Write Enticing, Clickworthy Meta Descriptions?

Writing meta descriptions is fun! Your copywriter should be thinking of inventive and creative ways to do a few things at once: include a target keyword, maintain character count, infuse the brand voice and personality, and add a strong CTA. Here are a few tips on how they can do that: 

The Great Character-Count Debate 

In 2017, Google ran multiple tests expanding some meta descriptions to almost 320 characters. Thankfully it was just a test and after a few more rounds of testing, they rolled back to fewer characters in May 2018. Since Google has never given a recommended character length, except the general 920 pixels, meta descriptions can be any length, but testing and optimization over the years has made the 155-160 length an SEO industry standard

Yes. It’s not your imagination. Our snippets on Google have gotten slightly longer. And agree with @rustybrick — don’t go expanding your meta description tags. It’s more a dynamic process. https://t.co/O1UTyFeNfA

— Danny Sullivan (@dannysullivan) December 1, 2017

While Google consistently tests its SERPs for usability, there’s no need for SEOs to leap. When crafting click-worthy meta descriptions, brevity is your friend. Would you read a 320 character meta description? Let alone click on it? 

Try to communicate the page’s intent and brand voice in the most succinct way possible!

As expected, Moz has a great post testing the various meta description lengths and when you should land on the different types of snippets. 

Think like an Ad! Be an Ad! 

Ads are designed to do a few things: pique a person’s interest and make them take an action. If you think of your meta descriptions as advertisements, incorporating the tenets of ad copy will make them stand out! 

• Think of the Customer: The audience for meta descriptions is pretty broad but thinking about the person you want to click on your ad can help you figure out how you want it to speak to them. 
• Make a Human Connection: Great ads touch on the humanness of life, whether it’s through humor, inspiration or greater unity. Why not make your meta move people, stir something in them, and propel them to know more. 
• Make the Sell. Hard or Soft: Ads are not simply slogans. They ask something of their audience, sometimes overt, sometimes subtle. Meta descriptions can and should do the same. 

Use Your Voice. Your Brand Voice

While meta descriptions live in the HTML and aren’t visible on the landing page, they are still a part of your brand’s communication and should be in line with the Brand Voice and Tone. You want a seamless click-through experience and sounding authoritative and professional in your meta description but playful and cool on your landing page, doesn’t provide that. 

Keywords Matter, But Not for the Reasons You Think

We’ve already cleared up the fact that Google does not use meta descriptions in its rank signals so stuffing keywords into your descriptions is just tacky — or is it?

When a user searches for a keyword, the likelihood that they are going to click on a listing that does not include that keyword is low. Back to user experience and click-through, putting the keyword into the meta description signals to searchers that your page has the information they are looking for. 

Leverage Paid Search to get the Click-Through

Paid Search has all the cool insights. There I said it. They can test ad copy, ad position, CTR. There is some of that on the SEO side but not nearly as robust. So, if you can’t beat them, leverage their data. Work with your paid search team to compare ad copy. Learn which CTAs garner the most clicks, the highest CTR and implement those tactics into your meta descriptions. 

Leave them with a CTA 

Since you’ve done the previous suggestion and tested CTR with Paid Search, adding CTAs to your meta descriptions will be a breeze. But even without the data, the quickest and easiest way to get a person to do something is to ask them. Ask searchers to “Read”, “Check Out,” “Download” or even more forward “Click” will improve the likelihood that they will.

Meta Description Clinic: Rewrite in Real Life

Because this is a click-worthy post about click-worthy meta descriptions, I didn’t want to simply show you examples of good meta descriptions and leave you with a few tips. I wanted to show you them in action.

The original meta description left a lot to be desired and it appears that CVS did not specify  a description so Google pulled this text from the page. This is meta description cardinal sin #1. Don’t leave your metas to Google. A poorly written one is better than this. 

With the current health concerns around the globe, CVS could use it meta descriptions to calm fears and assure searchers that they have all the supplies they need. It may be more cheeky than CVS is willing to go but big risk, big reward. 

Macy’s has been in the news lately over the closing of several of their iconic department stores. This can be confusing to customers who may think the retail giant is gone for good. Our rewrite calls attention to the obvious but in a positive way, all while driving them to the online shop.

The original wasn’t bad, it just wasn’t clear. We put BarkThins front and center, clearly outlining what it is and why every chocolate lover should buy them. Extra points for telling them where they can get it. 

How to Measure the Success of Meta Descriptions

A/B Testing

Want to test the effectiveness of your meta descriptions? Test them. Group like pages together into groups including the control and the variant and test out different CTAs to see which pages’ CTR improves. A sound strategy is to select pages that have similar rank positions or service offerings to exert some order over the audience and how likely they are to see the listing. Etsy did a similar test on their Title Tags. 

Google Search Console

Monitor your pages using Google Search Console by filtering for impressions, clicks, average CTR and average position. Track these and note any changes over the course of a week. If you are making any changes to your meta descriptions, make a note of these metrics before the changes and any improvements after you implement the new description. 

Google Analytics

Analytics take your search engine metrics and help to qualify the experience users have after the click. Consider the bounce rate of your pages as well as time on site after a meta description change. A negative decrease could signal that your SERP listing is overpromising or missing the mark with what is on the page. A positive increase shows user satisfaction! 

Meta Description Checklist

• Review your page’s description
• Check if it is within the 155-160 recommended character count
• Answer these questions about your description: 
  • Does it speak to a certain customer and their need? 
  • Does it use the brand’s voice and tone? 
  • Incorporate target keywords naturally? 
  • Leverage Paid Search learnings?
  • End with a CTA? 
• Rewrite It! 

Gone are the days of boring, keyword-driven meta descriptions. Meta descriptions are a calling card for your brand and for many potential customers their first touch with your company. Give them something to click on with a description that is enticing, on-brand and makes what your company is offering irresistible.

The post How to Create the Best Meta Description appeared first on iPullRank.