Kevin Cotch

Kevin Cotch

3 Reasons You’re Not Getting the SEO Budget You Need to Be Successful

Kevin Cotch on Jun 19th, 2017     SEO

I have heard digital marketers say that Search Engine Optimization is “free” traffic. I want to help set the record straight by letting you know that SEO is not “free.” Budgets are still needed to write content and have a SEO consultant work on a website.

There have been multiple times in my career that I needed to create a compelling argument for more budget for an SEO campaign. These types of recommendations are often challenged, yet thousands of dollars for PPC can be spent without blinking an eye. Some marketers would say it’s easier to see the ROI on ad spend compared to the SEO campaigns and initiatives that we are also running.

Kevin Cotch

Is Keyword Cannibalization Hurting your SEO Performance?

Kevin Cotch on Apr 19th, 2017     SEO

Is Keyword Cannibalization Hurting your SEO Performance?

Keyword cannibalization is a common issue that applies to all types of websites. To make matters worse, some marketers are not aware that their website might be facing this issue. Instead, marketers often look at a website on a page-by-page basis instead of the whole website when it comes to targeting keywords.

In fact, many websites face a this issue because of historic content or a lack of a clear search strategy. It is important to identify and address a major search engine optimization issue to maximize your search visibility and plan your future content creation.

Kevin Cotch

Still Struggling with Your SEO Strategy? Focus on These 4 Best Practices for Improved Results

Kevin Cotch on Apr 3rd, 2017     Search Engines, SEO

The pressure of understanding the ins and outs of developing and implementing an integrated digital marketing strategy has many marketers searching for a better way. Search Engine Optimization (SEO) is just as integral to a successful marketing strategy as it was in previous years. That’s right, SEO is not dead but it has changed.

If you’re still struggling to develop a successful SEO strategy, you’re not alone. Search engine optimization experts are still faced with the constant struggle to provide the right results, but the all too often, expectations are focused on vanity metrics or outdated tactics.

Kevin Cotch

The QuickStart Guide to Using Google Search Console to Increase SEO Visibility

Kevin Cotch on Feb 23rd, 2017     Online Marketing, SEO

There are many powerful SEO tools in today’s marketing world. Most SEO tools can be highly beneficial, but often come with a cost associated with it. However, there are some tools that smart marketers can leverage to assist with the variety of tasks needed on a given day.

One tool that smart marketers can leverage for SEO is Google Search Console. This free tool provided by Google is a great way to gain insights about your site in one main platform. Google Search Console is often underutilized by search marketing teams. To help you get the most benefit from Google Search Console, we outlined the four main areas within the tool to help you reach your search marketing objectives. Before we get into the four main areas within Google Search Console, let’s discuss what the tool even is.

Kevin Cotch

Does Your Website Pass the Mobile Test?

Kevin Cotch on Feb 16th, 2017     Mobile Marketing, Online Marketing, SEO

It is hard to argue that the adoption of mobile devices hasn’t exploded with popularity. Most searches are being performed on mobile devices, with more searches expected to continue on mobile.

Mobile is not only important for organic performance but for conversions from all types of traffic including email and paid channels. It is important to understand your mobile traffic to focus on the channels that convert the most on those devices. For some websites, mobile devices might bring in the majority of your traffic but the conversions might not be as high as desktop searches, because of less focus on the mobile experience.

Kevin Cotch

Mobile SEO in 2017: What You Need to Know to Prepare for the Upcoming Year

Kevin Cotch     Mobile Marketing

mobile-seo-tactics-2017

Today, most online searches happen on mobile devices, not desktop computers. The advancements in technology and the ability to always being connected has led the charge for users to consume more information via mobile devices. Since most searches now happen on mobile devices, Google is making the move to go all-in on mobile. Google claims that their algorithms will eventually primarily use a mobile version of a site’s content to rank pages over a desktop version.

Google Switches to Mobile First

Google recently announced that they are switching the way that they index websites. Historically, Google has indexed websites based off of desktop sites. Now, Google will be using a mobile first index that will probably alter the results for desktop searches. Google has always encouraged webmasters to focus on mobile users and this index switch solidifies the importance of mobile optimization.

Kevin Cotch

Artificial Intelligence is Here: 5 Brands Implementing AI

Kevin Cotch     Online Marketing

Artificial Intelligence Marketing

To most people, artificial intelligence (AI) is represented in terms of robots with human-like similarities. Today’s reality is that of AI powering technologies and driving companies to complete tasks and make things easier. Companies are using AI more than ever, even for tasks that you may not consider.

To understand how AI impacts your business, it’s important to understand exactly what artificial intelligence is. According to Merriam Webster artificial intelligence is, “an area of computer science that deals with giving machines the ability to seem like they have human intelligence.” These machines allow technologies to seem like they have a human element while improving the efficiency and consistency of the company.

Below are five companies that leverage an artificial intelligence system to provide a better user experience for each user.

Kevin Cotch

Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful Content Creator

mastering-the-art-of-blogging

Last Saturday, Ashley Zeckman presented to a packed room of bloggers and shared a presentation titled: Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful Content Creator at the annual MN Blogger Conference.

The MN Blogger Conference offers a great opportunity for bloggers and content marketers to gather and learn insights on content strategy, search engine optimization, and social media. In her presentation, Ashley shared that unfortunately only 37% of companies have a documented content strategy (according to Content Marketing Institute and MarketingProfs) which presents an opportunity for content marketers to gain an advantage over competitors. Ashley was able to outline six recipes or strategies to gain your advantage. The six content marketing recipes include:

  1. Discovery Donuts
  2. Content Mission Canapés
Kevin Cotch

How to Become a Better Search Marketer with Effective Communication

Kevin Cotch     Online Marketing

become-a-better-search-marketer

Our job as search marketers is to provide the best results for our clients (both internally and externally). In order to provide the best results, we need to effectively communicate the value of everything we do. An effective communicator will be able to show the value of a search strategy/tactic to get the most out of a program for all parties included.

The search team needs to work together with the rest of the marketing team to educate them on potential risks or wins during any changes in strategy. Search engine optimization should be viewed as a part of the overall marketing strategy and cannot be a standalone solution. Instead, SEO can help all areas of marketing when done correctly. With that mindset, SEO needs to be a partnership between the search marketers and clients.

Kevin Cotch

Understanding the Impact of Artificial Intelligence on SEO

Kevin Cotch     Google, Search Engines

artificial-intelligence-SEO

Artificial intelligence and machine learning sound like concepts from the future. In reality, it has been used by search engines for a decent amount of time now. Most people have probably heard of Google’s RankBrain by now, but if not, RankBrain is a machine learning artificial intelligence system. RankBrain came upon us quickly, and a Google representative claims that RankBrain is the third highest ranking factor it uses now.

Artificial intelligence will change, and has been, changing how search marketers should be optimizing websites. It should make us think differently on what to optimize on a website and what experience we are providing our users. In order to optimize our websites, we need to first understand how artificial intelligence is impacting SEO.

Kevin Cotch

21 Conversion Rate Optimization (CRO) Tools to Increase Your ROI

Kevin Cotch     Digital Marketing, Online Marketing

Conversion-Rate-Optimization-Tools

Today’s savvy marketers have moved beyond just collecting website analytics, and are instead focusing on how to inspire customers to take action based on their digital marketing. Conversion Rate Optimization (CRO) is essential for any marketer and proper CRO is how you will make your marketing as actionable as possible for your customers. No matter what your role is within your marketing department, it is important to understand the key Conversion Rate Optimization tactics to improve your ROI and to grow your business. If fact, only 22% of companies are satisfied with their conversion rates according to Econsultancy.

Improving your conversion rate is a never ending battle that requires testing and optimization. To make your conversion rate optimization efforts easier, we have selected 21 tools to get a better ROI on your website. 14 of the tools are either free or have a free version to get you started on optimizing for conversion rate.

Kevin Cotch

What You Need to Know About the Voice Search Revolution From Microsoft’s Purna Virji #MNSummit

Kevin Cotch     Marketing PR Conferences, SEO

voice-search-revolution

We may not already notice the change, but voice search is all around us. Voice search can help us complete tasks when we are occupied or busy multitasking. We unconsciously change the way we search on a computer or a text search compared to when we search with our voices. With the growing interest of voice search and digital personal assistants growing, we must ask ourselves as marketers how is voice search going to change the world for advertisers?

In her presentation at MNSearch Summit, Purna Virji from Microsoft stated that by 2020, 50% of search will come from voice (comScore). She outlined the steps to get prepared for voice search for paid and organic search queries. Since the growth of voice search is growing, now is the time to get ready for voice search and to become an early adopter.