The Knowledge Base

Image of magnifying glass over the word "metadata", concept for what is metadata in SEO.
Content Marketing What Is Metadata and How Does It Help With SEO?

You might have heard the definition for metadata is “data about data,” or something similar. But this is a confusing definition that doesn’t help anyone understand how critical metadata is for your business’s SEO strategies. Fortunately, this guide clarifies what metadata is and how it helps your...

30 May 2023

person holding glasses above a sheet of paper with a sales funnel graphic on it. concept for lead generation and search intent in marketing funnel.
Content Marketing How To Target Search Intent in the Marketing Funnel

Search intent is the reason someone conducts a search online. Some reasons for searches are pretty straightforward, like trying to find a specific website or link, or contact information for a business. But what about when the intent isn’t this straightforward? How are you supposed to determine...

26 May 2023

Stock image of person holding a tablet device with the Google home search page opened on-screen. Concept for position zero in featured snippets.
Content Marketing Position Zero: A Look at Featured Snippets

Anybody familiar with auto racing knows that drivers compete for the pole position—spot number one—when qualifying for a race. This position secures their credibility as the best driver for the event. In content marketing, many brands work to get their content into a similar “pole position” in...

25 May 2023

Image of person's hand, holding and writing with a pen, drawing a line between wooden blocks with a cutout of a person; concept for how to identify content gaps.
Measurement How To Identify Content Gaps: 9 Effective Methods

Is your company cranking out content but not getting the results you expect? If so, your strategy likely has content gaps. These gaps can be one of the best things for your content marketing strategy, even though having holes in a content plan can seem like a...

23 May 2023

colored computer code on black background to represent what is a UTM
Measurement What Is a UTM in Marketing and How Do You Use It?

Monitoring and tracking campaign progress is the only way to tell if your marketing efforts are successful. Luckily, in today’s marketing landscape, there are plenty of tools and processes to make that tracking easier and more efficient. UTM codes are just one option you can choose to monitor your...

4 May 2023

two tan people holding hands to represent referral traffic
Measurement What Is Referral Traffic and Is Your Website Getting It?

Do you know that 92% of consumers are more likely to take a brand or product suggestion from a friend rather than from an advertisement? People are more likely to take the word of someone they know, or sometimes even a stranger, over what a marketing team tells them about...

3 May 2023

chain links to represent internal links
Content Marketing Everything You Need To Know About Internal Links

If you want your audience to go from one page to another on your website, how do you expect them to get there? The logical answer is usually “through the navigation” or “by a click.” But those two options only work if you have a logical internal...

2 May 2023

compass on a grey background to represent navigational keywords
Content Marketing Navigational Keywords: Finding the Right Location in Search

How do you think your audience finds your content online? For many brands, organic search and social mentions and shares are one of the most popular ways to bring audience members to your site. But those methods are most common with new visitors. What about people who...

28 Apr 2023

pink over-ear headphones with a cort on a vertical split pink and blue background to represent commercial keywords
Content Marketing Commercial Keywords: The Comparisons of Search Intent

What are the chances that a website visitor converts to a paying customer or client? This isn’t a one-size-fits-all answer because many factors affect how your specific website and content appeal to visitors. No matter your brand circumstances, there is a way you can work to increase...

27 Apr 2023

white arrow on teal brick background to represent inbound links
Content Marketing What Are Inbound Links and Should Your Site Have Them?

Search engine optimization (SEO) has many parts that work together to help your site get noticed online. One of the most important, and most confusing, SEO aspects is linking. Google and other search engines don’t release step-by-step guides telling you how to link to get maximum results...

26 Apr 2023

hand holding a cell phone with the google browser window open to represent search traffic and referral traffic
Measurement Is Search Traffic the Same as Referral Traffic?

How your audience gets to your website can tell you a lot about who they are, what they’re looking for, and where they spend time online. The more you know about their browsing and searching habits, the better you can target them with your content and marketing...

21 Apr 2023

europe cars in traffic to represent web traffic
Measurement What Is Web Traffic and Why Should You Track It?

How do you know if your website is working? The obvious answer is by visiting it and making sure the pages and content load. But all that tells you is if your website is functioning, not if it’s working properly to help you achieve your business goals. The...

20 Apr 2023

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