This excerpt is from B2B Marketing Fundamentals by Kate Mackie ©️2025 and is reproduced and adapted with permission from Kogan Page Ltd. Building a consistent brand is increasingly important in B2B. With so few buyers in the market at any one time, plus a growing number of people in the buying group, you need to … Read more
The twin forces of disrupted attribution and changing user behavior are reshaping how audiences discover brands. Google’s mass rollout of AI Overviews and its experimental AI Mode are not surface-level UX tweaks; they represent a fundamental transformation of the search experience – one that compresses the journey from query to answer. PPC is now a … Read more
I still remember how uncomfortable I felt the first time someone suggested I needed to “build my personal brand.” It seemed so … self-promoting. Weren’t my ideas and work supposed to speak for themselves? But as I looked around at who was actually gaining traction in my industry, I noticed something important. The most talented … Read more
Building a genuine emotional connection is crucial for forming a meaningful bond with your audience and transforming them into your most loyal customers. In this episode, Katie Morton, editor-in-chief of Search Engine Journal, and Mordy Oberstein, founder of Unify Brand Marketing, explore why meaning is the foundation of successful brand marketing. They break down how … Read more
In recent years, the digital marketing landscape has experienced significant shifts, particularly concerning user privacy and data tracking mechanisms. Notably, Google’s initial plan to phase out third-party cookies in Chrome by 2022 was reversed in July 2024, allowing their continued use. This reversal has implications for data clean rooms, which were poised to become essential … Read more
I’m fortunate to work on exciting marketing campaigns for fantastic Nickelodeon and Paramount+ titles. But I never forget that customer experience and marketing go hand-in-hand — everything I plan and execute is to fulfill customer wants and needs. After all, Fluent Support stated that 89% of companies will compete primarily on customer experience by 2025. … Read more
In recent years, the digital marketing landscape has experienced significant shifts, particularly concerning user privacy and data tracking mechanisms. Notably, Google’s initial plan to phase out third-party cookies in Chrome by 2022 was reversed in July 2024, allowing their continued use. This reversal has implications for data clean rooms, which were poised to become essential … Read more
Imagine getting a heartfelt email in your inbox from the CEO of a major retailer because they’re closing their stores. It’s meant to tug on your heartstrings and build a relationship. But if you’re part of the 1.3 billion people worldwide—16% of the world’s population—that have some form of disability, then you probably missed out … Read more
A lot of marketers are guilty of paying too much attention to keyword volumes and not enough to what the content should cover. As a result, they produce large volumes of content that lack engagement and don’t convert. That’s even true for pieces that are well-written. That’s what happens when marketers ignore keyword intent, which … Read more
Digital shopping cart abandonment is a challenge that every ecommerce retailer has to face, but it can be incredibly frustrating to stare at data showing you a bunch of abandoned carts without knowing what to do about it. We’ll walk you through everything you need to know about cart abandonment: what it is, what the … Read more
Connect with diverse audiences across the globe by embracing a multi-local strategy. Explore how brands can merge cognitive science with local expertise. Source link
Businesses in all fields are most concerned about the integrity and strength of their security programs in this age of digital connectivity. The need to strengthen defenses has never been higher, given the ever-increasing sophistication and scope of cyber threats. However, what exactly does this mean for your business? Why should you reach out to … Read more
One thing that is true about any business, regardless of the industry, is that there is a ton of jargon to get your head around. I mean, even the term jargon can be quite confusing! A common terminology confusion you will come across early in your journey is revenue vs profit. The two terms are … Read more
Join us as we explore how to prove that SEO matters to resistant stakeholders and C-suite executives, along with ways to combat the external noise affecting the outlook on SEO efforts. Dan brings his experience as a leading SEO consultant for top companies to this exclusive interview. He and Loren navigate the complexities of the … Read more
Amazon’s algorithm operates differently than most other search engines, which means you need a distinct strategy when attempting to rank on the platform versus platforms like Google and Bing. To oversimplify, Amazon’s search engine is highly capitalistic; you need sales to get your products to rank organically. Keyword-rich content is no longer enough to rank; … Read more
Strategy vs. tactics—what’s the difference? Many people might roll their eyes and wonder, “Does it even matter?” Yes, yes it does. Strategies and tactics play an important part in business goal-setting and getting things done. Use them correctly to create a bullet-proof business plan that guides your team to success rather than getting smooshed in … Read more
Google uses 200+ ranking factors when determining the search results. How do you ensure that your website gets more visibility and, thus, higher SERP positions? What is the ultimate metric that can make or break the rankings? Is it the domain authority, content quality, page speed, or mobile readiness? While many SEOs will argue that … Read more
Systems, Signals, And Page Experience The most important thing you can do if you are worried about ranking is write content that satisfies intent and fulfills the aspirations of E-E-A-T. –Ben Steele, 09:11 Join us as we talk about the biggest updates to Google Ranking Factors this year, and what that means for you as … Read more
