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10 Types of Digital Marketing Channels to Try [in 2022]



10 Types of Digital Marketing Channels to Try [in 2022]

So you want to put online efforts and go digital for your business. But there are many types of digital marketing channels out there to choose from. Now what?

Your next step is to start your digital marketing efforts. The good news is, there are several types of digital marketing out there for you to check out and try.

The not-so-good news is, you don’t want to use all your energy trying to make all these channels work for you.

How would you decide which type of digital marketing channel is right for your business? Here’s our comprehensive list of digital marketing channels for you to learn, understand, and try:

  1. Organic search
  2. Website and Content
  3. Word of Mouth
  4. Email
  5. Podcast
  6. Social Media
  7. Paid Search
  8. Display Ads
  9. Mobile
  10. Video Marketing
  11. Key Takeaway

1. Organic Search

10 Types of Digital Marketing Channels to Try in 2022
What do you do when you’re curious to know about certain topics? Where do you look for information about a specific product or service? You Google it, right?

One of the highest converting types of digital marketing channels is search engine optimization (SEO). SEO is a process of making your website rank better in search engines than your competitors.

Search engine optimization makes it easier for customers to find you. At present, there are over 99,000 Google searches done per second so it’s best that you make use of it to optimize your website and be visible in organic search.

But how can SEO make your product or service stand out from your competitors? How can you get more traffic to your website and get high conversion rates? Here are some of the SEO techniques you need to know:

  • Keyword research – this is the most fundamental process in SEO. We do this to determine which keyword will help you rank and get more organic traffic for your website.

However, keyword research is not as easy as it seems. If you want to have an in-depth understanding of what it can do for your business, especially if you have a new website, you can read more about it here.

  • Content – your website must have high-quality content. Why? Because not only it will drive readership from your customers, it will also help you stand out.

But how do you drive readership from your customers? It all boils down to your keywords. The more specific and relevant your keywords are to your business, the better.

In addition, when creating content for your website, don’t forget to add your keywords to your metadata. Meta Data provides Google with additional information about your website.

10 Types of Digital Marketing Channels to Try in 2022

Meta Data includes your website’s URL or web address (Uniform Resource Locator), Title Tag, and Meta Description. Meta data lets search engines know what your website is about.

  • Linkbuilding – is another integral task in SEO. The goal of link building is to get links back to your website from either the same website (internal backlinks) or other websites.

Linkbuilding is getting more “referrals” into your website so Google will see you as reputable and authoritative. Links are a huge factor in how Google ranks you. In fact, it makes up your site’s page rank to 42%!

SEO Hacker has an in-depth post on how to build backlinks to your website. You might want to refer to it in case you want to try to do it on your own first.


A quick word though. It may seem easy to build links, but don’t be fooled. Link building won’t give you results overnight. It requires a process that’s painstakingly slow to grow your website’s presence.

The same goes for SEO in general. Not only does SEO takes a huge amount of time, but it also requires immense technical SEO experience to keep up with the search engines’ constant algorithm updates. Google must make these updates to provide its users with a better experience.

Fortunately for business owners, there are SEO and digital marketing services out there that can help. SEO Hacker is an SEO and digital marketing agency that provides the best quality service because of white hat strategies and ethical processes. If you want to know how your website’s searchability is doing, you can try our FREE SEO audit tool here.

2. Website and Content

1645007520 548 10 Types of Digital Marketing Channels to Try in 2022
An infographic from MineWhat shows that 81% of shoppers do their online research first before they make a purchase.

What does this mean for your business? Your website must not only be visible online, but it must also have high-quality valuable content for your customers.

Your website must have all the important information and credentials your customers need. The website and content have multimedia capabilities so you can add variety to educate, entertain, and persuade your visitors.

Some types of content you might want to create are blogs, videos, infographics, case studies, social media posts, e-books, and many others.


To make website and content work for your business, you will need a content strategy. A content strategy helps you outline and define your business’ identity and purpose.

Once you have outlined your content strategy, your next step is to do content marketing. Content marketing is where you will identify which type of content you will create and promote them to increase your website traffic.

Ultimately, your goal is to solve your customers’ pain points when they visit your website.

3. Word of Mouth

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To me, nothing beats this most powerful type of marketing because it speaks volumes about loyalty and trust. It reflects how we serve our business partners with their digital marketing needs. In fact, I find this to be my favorite marketing strategy! Here’s why.

Nowadays, consumers rely heavily on what other consumers have to say about the brand. Consumers rely less on the brand’s paid advertising.

A study from Invespcro shows that word-of-mouth marketing drives five times more sales than paid media. In addition, consumers are more likely to trust and buy from a brand recommended by family or a friend over a brand employee.


Contrary to what the majority believe, WOM (word-of-mouth) marketing can also be done in the form of online customer reviews.

It’s likely you’ve done word of mouth at some point as well. When you meet with your friends and you can’t help but rave about a great product or service, that’s a word of mouth marketing already!

The key to achieving successful WOM is to create a top-notch experience and service for your customers.

4. Email

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Contrary to what the majority of digital marketers say, email marketing is not dead. When you sign up for any social media channels or websites, what was the first information asked of you? Your email address, right?

Email marketing is still one of the most effective types of digital marketing channels to try. Don’t believe it?

Campaign Monitor shows that 64% of small businesses still use email marketing because it works for them. Not only it is easier than other types of digital marketing channels on the list, but it also offers several opportunities to promote your business.

But, what can you do with email marketing? You can promote your product or services without spending too much on ads! Another reason why email is another great channel is that it lets you build relationships, increase brand loyalty, and gain feedback from your email list.


If you’re going for email marketing, here are some strategies you can apply now:

  • Create catchy but relevant subject lines. It’s a challenge to stand out from the typical email noise out there, so it’s best that you come up with subject lines that are catchy, timely, but not too long to cut your pre-header short.

Be careful not to use clickbait subject lines or you’ll end up in the Spam folder.

  • Make your message more personalized and engaging. Do you still recall a time when you get snail mails from a friend or loved one? Were you excited? Were you looking forward to their next letter?

That’s how your email should read and feel like. Write your emails as if you’re talking to a specific person in mind. Engage your email list by sharing valuable information about your business or asking questions about how you’ve helped them solve their problem.

  • Segment your email list. Keep information relevant to your email subscribers by segmenting your list. It’s best to send different messages to people who clicked, purchased, viewed your product, or were inactive on your list.

Check out our updated comprehensive list of email marketing you can send out to your list.

5. Podcast

1645007520 547 10 Types of Digital Marketing Channels to Try in 2022
Since its launch in 2004, the demand for audio content has gone through the roof. In fact, 57% of the US population listens to the podcast, and the generation with the highest listener shares is the Millennials.

Statista also predicts that there will be 160 million podcast listeners in 2023. That’s a huge potential to meet where your audiences are.

But why you should look into podcasts? Podcasts are a great channel to interact with your audience. Podcast lets your audience listen to your episodes while they’re on a workout, on a morning commute, or on a coffee break. By doing so, you can be more conversational and show your human side to your audience.

If you want to join the podcast bandwagon but don’t know where to start, you may check out BuzzSprout’s step-by-step guide on how to start a podcast. Also, I host The Leadership Stack Podcast where we empower the world’s future leaders and invite feature like-minded professionals as our guests with our episodes.

6. Social Media

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There are 4.62 billion people who use social media worldwide in 2022, and its purpose has significantly transformed over the years.

What used to be a platform to build personal connections has become something much more functional. Most B2Cs (business to consumer) invest in this digital marketing channel because customers spend most of their time there.


According to Data Reportal, there are 6 social media platforms that claim more than a billion active users per month. For this report, we’ll include Twitter, Facebook Messenger, and LinkedIn for your reference:

  • Facebook – 2.9 billion monthly active users
  • YouTube – 2.56 billion potential advertising reach
  • WhatsApp – at least 2 billion monthly active users
  • Instagram – 1.47 billion potential advertising reach
  • WeChat – 1.26 billion monthly active users
  • TikTok – 1 billion monthly active users
  • Facebook Messenger – 988 million potential advertising reach
  • Twitter – 436 million potential advertising reach
  • LinkedIn – 790.4 million monthly active users

LinkedIn is the most used and effective B2B (business to business) social media channel. In October 2021, LinkedIn has at least 790 million members which makes it a perfect channel to reach out to business-minded individuals.

As for the rest of the social media platforms, observe how some brands use it to interact with their customers in real-time. Your customers can like or comment on your post, which can help you decide which content gets more engagement.

At the same time, most social media platforms have chatboxes or direct messaging that either quickly answer your customers’ concerns or inquire about your product or service.

Social media marketing is very effective since it offers a two-way conversation between the brand and its customers.

The two most powerful trends marketers use when they interact on social media are influencer marketing and short-form video content.

If you want to get started on social media channels but are clueless about how to do it, this definitive guide is for you. We’ve outlined 12 easy-to-follow steps on how you can boost your social media presence.


7. Paid Search

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Another popular word for paid search is search engine marketing (SEM). SEO and SEM aren’t similar in the sense that the goal of the former is to rank in organic search. The goal of paid search or SEM is to increase your website traffic with paid ads. You can make use of this digital marketing channel through Google Ads.

One advantage of paid search is it allows marketers to increase the business’ website traffic by putting a paid ad on top of the search results page. Paid ads are made to appear before the organic results. Look closely and you’ll find there’s an “Ad” label before your searched keyword.

Many digital marketers like paid search because it’s easy for them to create targeted ads. You can easily create ads based on users’ searched keywords and location. It lets you create ads based on your targeted demographics as well.

You can outdo your competitors and step up your game with paid search. If you have a new website and you want to rank for desired keywords in no time, then this digital marketing channel might be for you.

You can either do this on your own or work with a digital marketing agency to save time. Be sure to look for an agency that’ll help you earn numerous times over every click you spend.

8. Display Ads

1645007520 437 10 Types of Digital Marketing Channels to Try in 2022

Display ads are another great way to attract the attention of your potential leads, increase awareness about your business, and convince your audience to take action.


These ads are usually in the form of image, text, or video ads that entice the audience to click through to a landing page and make a purchase.

1645007520 24 10 Types of Digital Marketing Channels to Try in 2022

You can tell the difference between a regular personal post on your social media feed and a display ad when you see a gray text that says “promoted” or “sponsored”.

Unlike paid search, display ads aren’t targeted. With this digital marketing channel, you can reach a larger audience with a wider reach.

Ideally, the goal of display ads is to retarget your audience. In the event that customers visit and leave your website and you want them to return, display ads encourage this.

Display ads come in different forms:

  • Banner ads – is a traditional form of a display ad. It usually appears as a banner at the top of the website.
  • Video ads – these ads are usually found on YouTube, Facebook, and Instagram. Video ads allow you to reach and connect with your audience on a personal level by telling engaging stories. The length of your video ads doesn’t matter but be sure to make it light and engaging.
  • Rich media – this ad is video, audio, and clickable engaging elements combined. This ad offers ways to interact with the audience.

9. Mobile

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If you haven’t thought about reaching your potential audience via their smartphones yet, now’s the time to do so.


According to GSMA Intelligence’s latest data, there are now 5.31 billion unique phone users around the world. In addition, unique mobile users are still growing at a rate of 1.8 percent every year.

Furthermore, the rise of voice search on mobile continues. What does this tell you as a business owner?

You have to make yourself visible on mobile devices such as smartphones and tablets. To do this, you may utilize the following mobile marketing strategies:

  • SMS – never underestimate SMS’ (short message service) potential. You can keep your customers updated about your product or if you have any ongoing promotions.
  • Mobile-based app – 80% of mobile users spend more time on different mobile apps, but it doesn’t necessarily mean you have to build your own mobile app.

It’s true that mobile apps are nice to have in businesses. However, you can still promote and create mobile ads that show within third-party mobile apps. Google AdMob lets you create ads not only in mobile apps but also in display ads like rich media, video, and text interstitials.

  • QR codes – QR (Quick Response) codes encourage mobile phone interaction and engagement. It helps businesses provide more information about their product or service to their customers’ mobile devices in a jiffy.

Also, QR codes can be added to brochures, posters, billboards, or any advertising material to provide mobile users with more information about your product or offer.

  • Instant messaging – it’s easy to sign up for WhatsApp, Facebook Messenger, WeChat, and Viber accounts. If you want to get in touch with your audience and respond to them in a flash, instant messaging is the way to go.

10. Video Marketing

1645007520 304 10 Types of Digital Marketing Channels to Try in 2022

Still on the fence about where to put your online efforts for your business? You should consider video marketing.

Gone are the days when creating videos for your business is just an option. If you want to be relevant, it’s imperative you dive into it! Nowadays, people are more likely to watch video content from a company they support.

What this also means is that video content helps increase your open and conversion rates, improve your ROI and help nurture your relationship with your customers.


A survey conducted by Statista showed that 60% of their respondents watch YouTube multiple times a day. On the other hand, 54% of their respondents engage with TikTok more than twice per day.

So, which type of video content should you create? You can do the following:

  • Instructional or How-To Video – this is one of the best ways to provide your audience information or knowledge about your product and understand how it works.
  • Explainer video – this is perfect for products or services with technical concepts. You may also create animated videos to explain in a simple format how your product or service works.
  • Live video – this video format proves to be the most engaging type. It encourages audiences to interact by asking questions in the comments section in real-time.
  • Brand video – ideal for sharing your brand’s vision and mission, or for showcasing your brand’s products or offer.
  • Testimonial video – the best type of user-generated content ever! You don’t have to put a lot of marketing effort into this because your customers will do the market for you.
  • Product demo video – this is where you showcase your product’s benefits and features. This type of video should be comprehensive to provide the best user experience.

The best digital video channel to start with is YouTube. Not only because it has one of the largest audience reaches, but also because it’s the internet’s second-largest search engine.

YouTube helps you cast a wide net for search traffic, so if you’re not doing YouTube yet, you’re missing out on a lot. If you want to dive deep into how YouTube can help improve your overall presence and improve your SEO, here’s our definitive guide to YouTube SEO.

However, if you want to showcase your creative marketing side and create short-form videos on TikTok, check out our post about TikTok SEO. Here we discussed why TikTok is an ideal venue for product promotions and what Google is doing to make TikTok videos appear in organic search.

Key Takeaway

It is now easier to grow leads and increase sales with so many types of digital marketing channels available. This isn’t to say you should utilize every digital marketing channel discussed here.

This also doesn’t mean you should only focus on one digital marketing channel. In order for any of these channels to work wonders for your business, you need a well-thought-out marketing strategy in place.


I also noticed how omni-channels work wonders for brands nowadays. If you want to stay ahead of the game and keep abreast with your customers’ needs, it’s important to leverage more than one to three marketing channels. Include that in your marketing strategy so you can stay competitive.


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An In-Depth Guide And Best Practices For Mobile SEO




Mobile SEO: An In-Depth Guide And Best Practices

Over the years, search engines have encouraged businesses to improve mobile experience on their websites. More than 60% of web traffic comes from mobile, and in some cases based on the industry, mobile traffic can reach up to 90%.

Since Google has completed its switch to mobile-first indexing, the question is no longer “if” your website should be optimized for mobile, but how well it is adapted to meet these criteria. A new challenge has emerged for SEO professionals with the introduction of Interaction to Next Paint (INP), which replaced First Input Delay (FID) starting March, 12 2024.

Thus, understanding mobile SEO’s latest advancements, especially with the shift to INP, is crucial. This guide offers practical steps to optimize your site effectively for today’s mobile-focused SEO requirements.

What Is Mobile SEO And Why Is It Important?

The goal of mobile SEO is to optimize your website to attain better visibility in search engine results specifically tailored for mobile devices.

This form of SEO not only aims to boost search engine rankings, but also prioritizes enhancing mobile user experience through both content and technology.


While, in many ways, mobile SEO and traditional SEO share similar practices, additional steps related to site rendering and content are required to meet the needs of mobile users and the speed requirements of mobile devices.

Does this need to be a priority for your website? How urgent is it?

Consider this: 58% of the world’s web traffic comes from mobile devices.

If you aren’t focused on mobile users, there is a good chance you’re missing out on a tremendous amount of traffic.

Mobile-First Indexing

Additionally, as of 2023, Google has switched its crawlers to a mobile-first indexing priority.

This means that the mobile experience of your site is critical to maintaining efficient indexing, which is the step before ranking algorithms come into play.


Read more: Where We Are Today With Google’s Mobile-First Index

How Much Of Your Traffic Is From Mobile?

How much traffic potential you have with mobile users can depend on various factors, including your industry (B2B sites might attract primarily desktop users, for example) and the search intent your content addresses (users might prefer desktop for larger purchases, for example).

Regardless of where your industry and the search intent of your users might be, the future will demand that you optimize your site experience for mobile devices.

How can you assess your current mix of mobile vs. desktop users?

An easy way to see what percentage of your users is on mobile is to go into Google Analytics 4.

  • Click Reports in the left column.
  • Click on the Insights icon on the right side of the screen.
  • Scroll down to Suggested Questions and click on it.
  • Click on Technology.
  • Click on Top Device model by Users.
  • Then click on Top Device category by Users under Related Results.
  • The breakdown of Top Device category will match the date range selected at the top of GA4.
Screenshot from GA4, March 2024

You can also set up a report in Looker Studio.

  • Add your site to the Data source.
  • Add Device category to the Dimension field.
  • Add 30-day active users to the Metric field.
  • Click on Chart to select the view that works best for you.
A screen capture from Looker Studio showing a pie chart with a breakdown of mobile, desktop, tablet, and Smart TV users for a siteScreenshot from Looker Studio, March 2024

You can add more Dimensions to really dig into the data to see which pages attract which type of users, what the mobile-to-desktop mix is by country, which search engines send the most mobile users, and so much more.

Read more: Why Mobile And Desktop Rankings Are Different


How To Check If Your Site Is Mobile-Friendly

Now that you know how to build a report on mobile and desktop usage, you need to figure out if your site is optimized for mobile traffic.

While Google removed the mobile-friendly testing tool from Google Search Console in December 2023, there are still a number of useful tools for evaluating your site for mobile users.

Bing still has a mobile-friendly testing tool that will tell you the following:

  • Viewport is configured correctly.
  • Page content fits device width.
  • Text on the page is readable.
  • Links and tap targets are sufficiently large and touch-friendly.
  • Any other issues detected.

Google’s Lighthouse Chrome extension provides you with an evaluation of your site’s performance across several factors, including load times, accessibility, and SEO.

To use, install the Lighthouse Chrome extension.

  • Go to your website in your browser.
  • Click on the orange lighthouse icon in your browser’s address bar.
  • Click Generate Report.
  • A new tab will open and display your scores once the evaluation is complete.
An image showing the Lighthouse Scores for a website.Screenshot from Lighthouse, March 2024

You can also use the Lighthouse report in Developer Tools in Chrome.

  • Simply click on the three dots next to the address bar.
  • Select “More Tools.”
  • Select Developer Tools.
  • Click on the Lighthouse tab.
  • Choose “Mobile” and click the “Analyze page load” button.
An image showing how to get to Lighthouse within Google Chrome Developer Tools.Screenshot from Lighthouse, March 2024

Another option that Google offers is the PageSpeed Insights (PSI) tool. Simply add your URL into the field and click Analyze.

PSI will integrate any Core Web Vitals scores into the resulting view so you can see what your users are experiencing when they come to your site.

An image showing the PageSpeed Insights scores for a website.Screenshot from PageSpeed Insights, March 2024

Other tools, like, will graphically display the processes and load times for everything it takes to display your webpages.

With this information, you can see which processes block the loading of your pages, which ones take the longest to load, and how this affects your overall page load times.


You can also emulate the mobile experience by using Developer Tools in Chrome, which allows you to switch back and forth between a desktop and mobile experience.

An image showing how to change the device emulation for a site within Google Chrome Developer ToolsScreenshot from Google Chrome Developer Tools, March 2024

Lastly, use your own mobile device to load and navigate your website:

  • Does it take forever to load?
  • Are you able to navigate your site to find the most important information?
  • Is it easy to add something to cart?
  • Can you read the text?

Read more: Google PageSpeed Insights Reports: A Technical Guide

How To Optimize Your Site Mobile-First

With all these tools, keep an eye on the Performance and Accessibility scores, as these directly affect mobile users.

Expand each section within the PageSpeed Insights report to see what elements are affecting your score.

These sections can give your developers their marching orders for optimizing the mobile experience.

While mobile speeds for cellular networks have steadily improved around the world (the average speed in the U.S. has jumped to 27.06 Mbps from 11.14 Mbps in just eight years), speed and usability for mobile users are at a premium.

Read more: Top 7 SEO Benefits Of Responsive Web Design


Best Practices For Mobile Optimization

Unlike traditional SEO, which can focus heavily on ensuring that you are using the language of your users as it relates to the intersection of your products/services and their needs, optimizing for mobile SEO can seem very technical SEO-heavy.

While you still need to be focused on matching your content with the needs of the user, mobile search optimization will require the aid of your developers and designers to be fully effective.

Below are several key factors in mobile SEO to keep in mind as you’re optimizing your site.

Site Rendering

How your site responds to different devices is one of the most important elements in mobile SEO.

The two most common approaches to this are responsive design and dynamic serving.

Responsive design is the most common of the two options.


Using your site’s cascading style sheets (CSS) and flexible layouts, as well as responsive content delivery networks (CDN) and modern image file types, responsive design allows your site to adjust to a variety of screen sizes, orientations, and resolutions.

With the responsive design, elements on the page adjust in size and location based on the size of the screen.

You can simply resize the window of your desktop browser and see how this works.

An image showing the difference between in a full desktop display vs. a mobile display using responsive design.Screenshot from, March 2024

This is the approach that Google recommends.

Adaptive design, also known as dynamic serving, consists of multiple fixed layouts that are dynamically served to the user based on their device.

Sites can have a separate layout for desktop, smartphone, and tablet users. Each design can be modified to remove functionality that may not make sense for certain device types.

This is a less efficient approach, but it does give sites more control over what each device sees.


While these will not be covered here, two other options:

  • Progressive Web Apps (PWA), which can seamlessly integrate into a mobile app.
  • Separate mobile site/URL (which is no longer recommended).

Read more: An Introduction To Rendering For SEO

Interaction to Next Paint (INP)

Google has introduced Interaction to Next Paint (INP) as a more comprehensive measure of user experience, succeeding First Input Delay. While FID measures the time from when a user first interacts with your page (e.g., clicking a link, tapping a button) to the time when the browser is actually able to begin processing event handlers in response to that interaction. INP, on the other hand, broadens the scope by measuring the responsiveness of a website throughout the entire lifespan of a page, not just first interaction.

Note that actions such as hovering and scrolling do not influence INP, however, keyboard-driven scrolling or navigational actions are considered keystrokes that may activate events measured by INP but not scrolling which is happeing due to interaction.

Scrolling may indirectly affect INP, for example in scenarios where users scroll through content, and additional content is lazy-loaded from the API. While the act of scrolling itself isn’t included in the INP calculation, the processing, necessary for loading additional content, can create contention on the main thread, thereby increasing interaction latency and adversely affecting the INP score.

What qualifies as an optimal INP score?

  • An INP under 200ms indicates good responsiveness.
  • Between 200ms and 500ms needs improvement.
  • Over 500ms means page has poor responsiveness.

and these are common issues causing poor INP scores:

  1. Long JavaScript Tasks: Heavy JavaScript execution can block the main thread, delaying the browser’s ability to respond to user interactions. Thus break long JS tasks into smaller chunks by using scheduler API.
  2. Large DOM (HTML) Size: A large DOM ( starting from 1500 elements) can severely impact a website’s interactive performance. Every additional DOM element increases the work required to render pages and respond to user interactions.
  3. Inefficient Event Callbacks: Event handlers that execute lengthy or complex operations can significantly affect INP scores. Poorly optimized callbacks attached to user interactions, like clicks, keypress or taps, can block the main thread, delaying the browser’s ability to render visual feedback promptly. For example when handlers perform heavy computations or initiate synchronous network requests such on clicks.

and you can troubleshoot INP issues using free and paid tools.

As a good starting point I would recommend to check your INP scores by geos via which will give you a great high level insights where you struggle with most.

INP scores by GeosINP scores by Geos

Read more: How To Improve Interaction To Next Paint (INP)

Image Optimization

Images add a lot of value to the content on your site and can greatly affect the user experience.


From page speeds to image quality, you could adversely affect the user experience if you haven’t optimized your images.

This is especially true for the mobile experience. Images need to adjust to smaller screens, varying resolutions, and screen orientation.

  • Use responsive images
  • Implement lazy loading
  • Compress your images (use WebP)
  • Add your images into sitemap

Optimizing images is an entire science, and I advise you to read our comprehensive guide on image SEO how to implement the mentioned recommendations.

Avoid Intrusive Interstitials

Google rarely uses concrete language to state that something is a ranking factor or will result in a penalty, so you know it means business about intrusive interstitials in the mobile experience.

Intrusive interstitials are basically pop-ups on a page that prevent the user from seeing content on the page.

John Mueller, Google’s Senior Search Analyst, stated that they are specifically interested in the first interaction a user has after clicking on a search result.

Examples of intrusive interstitial pop-ups on a mobile site according to Google.

Not all pop-ups are considered bad. Interstitial types that are considered “intrusive” by Google include:

  • Pop-ups that cover most or all of the page content.
  • Non-responsive interstitials or pop-ups that are impossible for mobile users to close.
  • Pop-ups that are not triggered by a user action, such as a scroll or a click.

Read more: 7 Tips To Keep Pop-Ups From Harming Your SEO

Structured Data

Most of the tips provided in this guide so far are focused on usability and speed and have an additive effect, but there are changes that can directly influence how your site appears in mobile search results.

Search engine results pages (SERPs) haven’t been the “10 blue links” in a very long time.

They now reflect the diversity of search intent, showing a variety of different sections to meet the needs of users. Local Pack, shopping listing ads, video content, and more dominate the mobile search experience.

As a result, it’s more important than ever to provide structured data markup to the search engines, so they can display rich results for users.

In this example, you can see that both Zojirushi and Amazon have included structured data for their rice cookers, and Google is displaying rich results for both.

An image of a search result for Japanese rice cookers that shows rich results for Zojirushi and Amazon.Screenshot from search for [Japanese rice cookers], Google, March 2024

Adding structured data markup to your site can influence how well your site shows up for local searches and product-related searches.

Using JSON-LD, you can mark up the business, product, and services data on your pages in Schema markup.


If you use WordPress as the content management system for your site, there are several plugins available that will automatically mark up your content with structured data.

Read more: What Structured Data To Use And Where To Use It?

Content Style

When you think about your mobile users and the screens on their devices, this can greatly influence how you write your content.

Rather than long, detailed paragraphs, mobile users prefer concise writing styles for mobile reading.

Each key point in your content should be a single line of text that easily fits on a mobile screen.

Your font sizes should adjust to the screen’s resolution to avoid eye strain for your users.


If possible, allow for a dark or dim mode for your site to further reduce eye strain.

Headers should be concise and address the searcher’s intent. Rather than lengthy section headers, keep it simple.

Finally, make sure that your text renders in a font size that’s readable.

Read more: 10 Tips For Creating Mobile-Friendly Content

Tap Targets

As important as text size, the tap targets on your pages should be sized and laid out appropriately.

Tap targets include navigation elements, links, form fields, and buttons like “Add to Cart” buttons.


Targets smaller than 48 pixels by 48 pixels and targets that overlap or are overlapped by other page elements will be called out in the Lighthouse report.

Tap targets are essential to the mobile user experience, especially for ecommerce websites, so optimizing them is vital to the health of your online business.

Read more: Google’s Lighthouse SEO Audit Tool Now Measures Tap Target Spacing

Prioritizing These Tips

If you have delayed making your site mobile-friendly until now, this guide may feel overwhelming. As a result, you may not know what to prioritize first.

As with so many other optimizations in SEO, it’s important to understand which changes will have the greatest impact, and this is just as true for mobile SEO.

Think of SEO as a framework in which your site’s technical aspects are the foundation of your content. Without a solid foundation, even the best content may struggle to rank.

  • Responsive or Dynamic Rendering: If your site requires the user to zoom and scroll right or left to read the content on your pages, no number of other optimizations can help you. This should be first on your list.
  • Content Style: Rethink how your users will consume your content online. Avoid very long paragraphs. “Brevity is the soul of wit,” to quote Shakespeare.
  • Image Optimization: Begin migrating your images to next-gen image formats and optimize your content display network for speed and responsiveness.
  • Tap Targets: A site that prevents users from navigating or converting into sales won’t be in business long. Make navigation, links, and buttons usable for them.
  • Structured Data: While this element ranks last in priority on this list, rich results can improve your chances of receiving traffic from a search engine, so add this to your to-do list once you’ve completed the other optimizations.


From How Search Works, “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

If Google’s primary mission is focused on making all the world’s information accessible and useful, then you know they will prefer surfacing sites that align with that vision.

Since a growing percentage of users are on mobile devices, you may want to infer the word “everywhere” added to the end of the mission statement.

Are you missing out on traffic from mobile devices because of a poor mobile experience?

If you hope to remain relevant, make mobile SEO a priority now.

Featured Image: Paulo Bobita/Search Engine Journal

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HARO Has Been Dead for a While



HARO Has Been Dead for a While

Every SEO’s favorite link-building collaboration tool, HARO, was officially killed off for good last week by Cision. It’s now been wrapped into a new product: Connectively.

I know nothing about the new tool. I haven’t tried it. But after trying to use HARO recently, I can’t say I’m surprised or saddened by its death. It’s been a walking corpse for a while. 

I used HARO way back in the day to build links. It worked. But a couple of months ago, I experienced the platform from the other side when I decided to try to source some “expert” insights for our posts. 

After just a few minutes of work, I got hundreds of pitches: 

So, I grabbed a cup of coffee and began to work through them. It didn’t take long before I lost the will to live. Every other pitch seemed like nothing more than lazy AI-generated nonsense from someone who definitely wasn’t an expert. 


Here’s one of them: 

Example of an AI-generated pitch in HAROExample of an AI-generated pitch in HARO

Seriously. Who writes like that? I’m a self-confessed dullard (any fellow Dull Men’s Club members here?), and even I’m not that dull… 

I don’t think I looked through more than 30-40 of the responses. I just couldn’t bring myself to do it. It felt like having a conversation with ChatGPT… and not a very good one! 

Despite only reviewing a few dozen of the many pitches I received, one stood out to me: 

Example HARO pitch that caught my attentionExample HARO pitch that caught my attention

Believe it or not, this response came from a past client of mine who runs an SEO agency in the UK. Given how knowledgeable and experienced he is (he actually taught me a lot about SEO back in the day when I used to hassle him with questions on Skype), this pitch rang alarm bells for two reasons: 

  1. I truly doubt he spends his time replying to HARO queries
  2. I know for a fact he’s no fan of Neil Patel (sorry, Neil, but I’m sure you’re aware of your reputation at this point!)

So… I decided to confront him 😉 

Here’s what he said: 

Hunch, confirmed ;)Hunch, confirmed ;)


I pressed him for more details: 


I’m getting a really good deal and paying per link rather than the typical £xxxx per month for X number of pitches. […] The responses as you’ve seen are not ideal but that’s a risk I’m prepared to take as realistically I dont have the time to do it myself. He’s not native english, but I have had to have a word with him a few times about clearly using AI. On the low cost ones I don’t care but on authority sites it needs to be more refined.

I think this pretty much sums up the state of HARO before its death. Most “pitches” were just AI answers from SEOs trying to build links for their clients. 

Don’t get me wrong. I’m not throwing shade here. I know that good links are hard to come by, so you have to do what works. And the reality is that HARO did work. Just look at the example below. You can tell from the anchor and surrounding text in Ahrefs that these links were almost certainly built with HARO: 

Example of links build with HARO, via Ahrefs' Site ExplorerExample of links build with HARO, via Ahrefs' Site Explorer

But this was the problem. HARO worked so well back in the day that it was only a matter of time before spammers and the #scale crew ruined it for everyone. That’s what happened, and now HARO is no more. So… 

If you’re a link builder, I think it’s time to admit that HARO link building is dead and move on. 

No tactic works well forever. It’s the law of sh**ty clickthroughs. This is why you don’t see SEOs having huge success with tactics like broken link building anymore. They’ve moved on to more innovative tactics or, dare I say it, are just buying links.


Talking of buying links, here’s something to ponder: if Connectively charges for pitches, are links built through those pitches technically paid? If so, do they violate Google’s spam policies? It’s a murky old world this SEO lark, eh?

If you’re a journalist, Connectively might be worth a shot. But with experts being charged for pitches, you probably won’t get as many responses. That might be a good thing. You might get less spam. Or you might just get spammed by SEOs with deep pockets. The jury’s out for now. 


My advice? Look for alternative methods like finding and reaching out to experts directly. You can easily use tools like Content Explorer to find folks who’ve written lots of content about the topic and are likely to be experts. 

For example, if you look for content with “backlinks” in the title and go to the Authors tab, you might see a familiar name. 😉 

Finding people to request insights from in Ahrefs' Content ExplorerFinding people to request insights from in Ahrefs' Content Explorer

I don’t know if I’d call myself an expert, but I’d be happy to give you a quote if you reached out on social media or emailed me (here’s how to find my email address).

Alternatively, you can bait your audience into giving you their insights on social media. I did this recently with a poll on X and included many of the responses in my guide to toxic backlinks.

Me, indirectly sourcing insights on social mediaMe, indirectly sourcing insights on social media

Either of these options is quicker than using HARO because you don’t have to sift through hundreds of responses looking for a needle in a haystack. If you disagree with me and still love HARO, feel free to tell me why on X 😉

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Google Clarifies Vacation Rental Structured Data




Google updates their vacation rental structured data documentation

Google’s structured data documentation for vacation rentals was recently updated to require more specific data in a change that is more of a clarification than it is a change in requirements. This change was made without any formal announcement or notation in the developer pages changelog.

Vacation Rentals Structured Data

These specific structured data types makes vacation rental information eligible for rich results that are specific to these kinds of rentals. However it’s not available to all websites. Vacation rental owners are required to be connected to a Google Technical Account Manager and have access to the Google Hotel Center platform.

VacationRental Structured Data Type Definitions

The primary changes were made to the structured data property type definitions where Google defines what the required and recommended property types are.

The changes to the documentation is in the section governing the Recommended properties and represents a clarification of the recommendations rather than a change in what Google requires.

The primary changes were made to the structured data type definitions where Google defines what the required and recommended property types are.


The changes to the documentation is in the section governing the Recommended properties and represents a clarification of the recommendations rather than a change in what Google requires.

Address property

This is a subtle change but it’s important because it now represents a recommendation that requires more precise data.

This is what was recommended before:

“streetAddress”: “1600 Amphitheatre Pkwy.”

This is what it now recommends:

“streetAddress”: “1600 Amphitheatre Pkwy, Unit 6E”

Address Property Change Description

The most substantial change is to the description of what the “address” property is, becoming more descriptive and precise about what is recommended.

The description before the change:


Information about the street address of the listing. Include all properties that apply to your country.

The description after the change:

The full, physical location of the vacation rental.
Provide the street address, city, state or region, and postal code for the vacation rental. If applicable, provide the unit or apartment number.
Note that P.O. boxes or other mailing-only addresses are not considered full, physical addresses.

This is repeated in the section for address.streetAddress property

This is what it recommended before:

address.streetAddress Text
The full street address of your vacation listing.

And this is what it recommends now:

address.streetAddress Text
The full street address of your vacation listing, including the unit or apartment number if applicable.

Clarification And Not A Change

Although these updates don’t represent a change in Google’s guidance they are nonetheless important because they offer clearer guidance with less ambiguity as to what is recommended.

Read the updated structured data guidance:


Vacation rental (VacationRental) structured data

Featured Image by Shutterstock/New Africa

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