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5 Tips To Improve Your Content Strategy

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Every digital marketing strategy relies on a number of elements to ensure its success.

For a holistic campaign, you’ll need to consider how you’ll approach email marketing, paid search, social media posts, and reputation management, just to name a few.

And while these are all important, there’s one thing that takes precedence over everything else: content.

Regularly posting new, insightful content is a proven way to improve brand awareness, build trust, engage with your audience, and drive action – but just any old content isn’t going to do the trick.

You need high-quality content that serves a purpose. And to do that, you need a strategy.

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A content strategy, also known as a content plan, is a collection of tactics used to create, implement, and manage marketing information, materials, and collateral. You can think of it as your marketing battle plan.

And like any good plan, it needs to be detailed and comprehensive, down to what type of content you’ll be posting, when and where you’ll be posting it, and who is responsible for each element.

Here are five things you can use to take your content strategy to the next level.

1. Think Like A Publisher

You know your brand inside and out, which is a good thing, but it also comes with some issues.

For one thing, because you’re so familiar with it, it becomes easy to take certain knowledge for granted, often without even realizing it. Unfortunately, this can easily lead to frustration for your audience.

The simplest way to eliminate that is to think like a publisher. In other words, identify what your audience is looking for and find content to address it. Here are some tips for doing just that:

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  • Build your content team. You have a lot of expertise in your organization already. Use it. Your team could include marketers, product team members, PR specialists, customer support reps, and IT.
  • Establish roles and responsibilities. Everyone on the editorial team should have a specific role in creating the strategy and delivering content. Make sure everyone knows what is expected of them at each step of the creation and management processes.
  • Build workflows. Write out exactly how your process works to ensure everything goes through the correct channels for approval. This may include looping in brand specialists, executives, or the legal team.
  • Gather feedback. Too many businesses neglect social listening, which is a mistake. You should be actively taking part in the conversations customers are having about your brand. It’s also a good idea to keep track of trending topics, which can provide opportunities for your brand.
  • Unify your digital efforts. General marketing and paid media should work to mutually reinforce one another. Partner with your paid media team to ensure your message is consistent and identify places to amplify effectiveness.
  • Invest in the right CMS technology. Using a quality content management system (CMS) lets you put the latest technology to work for you. Platforms like WordPress, Shopify, and Squarespace can greatly simplify your workflow and help you manage the entire process from conceptualizing to publication. With the right CMS, you can manage your content across channels without needing to write a single line of code.

2. Make Sure Everything Fits Into Your Sales Funnel

Conversions are the name of the game. In most cases, this means sales, but it can also be clicks, newsletter signups, or any other marketing-specific goal you can think of.

There’s a lot more to content marketing than just sharing a viral video from your office, a blog post on the state of your industry, or linking to an infographic you’ve created.

Yes, it is those things, but it’s also about telling a story. It needs to have an emotional hook that helps change a target’s actions, thoughts, or feelings about your brand. And search is just one small piece of that.

All your online and offline marketing needs to align with your brand narrative and correspond to a step in your sales funnel.

That means that all your content – whether it’s a social post, a photo, a new blog, or even a press release – is important. And it all needs to work together to move your targets further along the sales journey.

And successfully accomplishing this means having a rock-solid strategy before you get started.

3. Refine And Document Your Editorial Process

Whether you’re creating all your content yourself, using a team of people, or outsourcing it to freelancers, it’s important that every piece of content goes through the same editorial process.

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The first step to this is evaluating your process. Is everything being looked at by multiple sets of eyes for mistakes, typos, and the like? Sometimes it’s difficult for writers to spot their own mistakes.

Refine your process and then document it with detailed step-by-step instructions. There should be absolutely no confusion as to where a piece of content is in the creation process, what’s performed at that step, and what will happen next.

Be sure to always keep your brand in mind. When deciding on content, don’t neglect the fonts, images, and tone your audience has come to expect from you.

If your tone switches from business professional in one piece to casually familiar in the next, it will leave your audience confused.

Additionally, you want to make sure all your content adheres to your narrative. Make sure every content creator is familiar with things like:

  • Positioning – your brand narrative should include the pillars your content is built upon.
  • Your values – what issues are important to your brand? (civil rights, ecology, etc.)
  • Perception – what does the media say about your brand? What about the community?
  • Audience Interests – what are your customers talking about when they’re not interacting with your brand?
  • Historical Performance – what type of content has traditionally worked for you? What hasn’t?
  • Search Behavior – what are your targets searching for? What phrases are they using?
  • Customer Support – what are the recurring support issues you keep hearing from your customers?

Once you’ve identified your brand narrative, it will be a lot easier to craft an effective content strategy and change customer behavior, whether that means closing more sales, repositioning your company, or changing the way customers think about your brand.

Make sure you invest in properly training your team on this new process.

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And because there’s always room for improvement, you’ll want to have regular refreshers and continuing education programs built around the latest best practices.

4. Review, Refresh, Replace

Nothing lasts forever, but if you can create the type of content that will have a long shelf life, you’ll be able to generate traffic, clicks, and interaction for months or even years. Other pieces will burn brightly for a short period of time.

It’s up to you to identify what needs to be removed, what should be replaced, and what needs just a minor refresh.

Review your existing content to see what’s still relevant and what needs to go away. If you use stats or link out to other content, make sure you’re verifying these on a regular basis.

Some content, known as evergreen content, will continue to be relevant for a very long time. It’s not something you can set and forget, but it does require considerably less upkeep than trending topics.

How do you figure out what type of videos, blog posts, and how-to guides will stay relevant? With research, of course.

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Go through your existing traffic, analyze your competition, and check out industry resources.

What type of topics keeps popping up again and again, regardless of how long ago they were published? Use your keyword research tools to find words and phrases with high search volume over a long period of time.

Either completely avoid news, trends, or technology that could be vulnerable to replacement (that piece on PlayStation 5 might be hot right now, but it’s not going to generate much traffic once PlayStation 6 hits the market) or create it with the understanding that it will have a shorter shelf life.

Choose visuals that are appropriate and less apt to look outdated.

Most of all, make sure it’s useful. If you have a blog post offering a step-by-step guide to riding a unicycle, people searching for information on getting started with a one-wheeler will find it just as relevant in 10 years as they do today (barring some massive change in unicycle technology, that is). Many types of educational content can stay relevant for a long time.

And once you have a good piece of evergreen content posted, keep promoting it. As long as it’s still relevant, it will still generate clicks.

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5. Use Your Network

Your content strategy should include more than just your own domain.

Guest blogging is a great way to increase brand awareness and generate backlinks, which will help both your traffic and SEO ranking.

Additionally, if your guest post is on a site your audience trust, it will automatically lend you authority and credibility in their eyes.

Use your connections to find opportunities to cross-promote your brand. Reach out to industry sites and influencers to build a mutually beneficial relationship.

You can use platforms like social media to capitalize on and enhance this, so include this in your content strategy.

Share not just your own content and blog posts, but those from other people in your sphere. You probably don’t want to link to direct competitors, but anyone on the periphery is fine.

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Be sure to tag publications, authors, and people mentioned in the article.

Does your industry have popular events, conferences, or trade shows? This is a great place to generate exposure and promote your content.

Run a booth, give a speech, or just have someone on hand to pass out business cards and literature. Not only does this give you a chance to increase exposure, but it also provides opportunities to link back (and therefore generate traffic) to your digital content.

And speaking of digital content, make sure you’re including other relevant and link-worthy sources in your own content. This opens the door for creating reciprocal links.

And if you can get a direct, unique quote from an expert, that’s even better.

Good Content Starts With A Good Strategy

Developing a good content strategy requires a bit of work. It’s not something you’re going to be able to jot down on a scrap of paper in 15 minutes, but instead requires you to do some research.

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Generally speaking, the more work you put in upfront, the easier it will be when it’s time to create and implement content.

Remember your targets and consider what they’re looking for. How can you provide them with the most value while simultaneously maximizing your exposure?

Make sure your strategy is built around unique content that you can leverage cross-platforms to promote your social media presence, improve SEO rankings, and build relationships.

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Featured Image: ZoFot/Shutterstock



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How to Get SEO Buy-In: 7 Actionable Tips

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How to Get SEO Buy-In: 7 Actionable Tips

For many SEOs in agency, in-house, or enterprise roles, 20% of their job is actually doing SEO, the other 80% is about soft skills like getting buy-in.

I always say that 20% of my job is actually doing the SEO, and 80% of communicating, getting buy-in, and moving the boulder so that [stakeholders] can succeed

Tom Critchlow

At Ahrefs, multiple team members have worked in these roles, so we’ve compiled a list of our top tips to help you get more buy-in for SEO projects.

Start by identifying all the key influencers and decision-makers within the organization. You can check out the company’s org chart to figure out who’s who and who calls the shots on projects that impact SEO.

The executive team will likely be at the top of your list. But, we recommend working your way up to getting buy-in from executives by first working cross-functionally with decision-makers in engineering, product, editorial, marketing, or web accessibility teams.

They can each help you implement small parts of SEO that together can be a sizable contribution to the overall SEO strategy. They can also support your requests for funding or initiatives you pitch to executives later on.

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To build relationships with decision-makers in these teams, consider the following:

  • Who’s in charge of budgets and projects? → Learn what they’re working on and how you can help each other with specific projects.
  • What do they care about? → This is the “what’s in it for me” factor. Align your SEO recommendations and requests to these things.
  • How can they help implement your SEO recommendations? → Identify the 20% of SEO they can easily help with using current resources.

Here’s an example of what that might look like:

Who’s in charge? What do they care about? How can they help implement SEO?
Engineering Jane Doe, Head of Engineering Jane cares most about rolling out new features on time and minimizing bugs.  Jane’s team can resolve many high-priority technical SEO errors if she sees them as bugs.
Editorial Joe Blogs, Senior Editor  Joe cares most about publishing quality, brand-relevant content that leads to sales. Joe’s team can create or optimize SEO content with buying intent to maximize traffic on commercial queries.

Too often, SEOs lead with “I need X…” and end with “…for SEO”. Cue dramatic groans that echo company-wide.

Adapting your language and how you communicate is a minor action that can lead to big results in your mission to get buy-in for SEO. Communicating only what you need can often come across as an order and feels like extra work for someone else. Plus, it gives them no sense of why they should care or what’s in it for them.

Try this instead…

→ Highlight opportunities: “There’s an opportunity to do X that helps with your goal of Y”

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→ Leverage FOMO: “If we don’t do X, you’ll miss out on Y”

→ When speaking to executives:I intend to achieve X by doing Y”

It also helps to give your project a fancy name. Every time you talk about the project, mention the name, repeat key facts, and highlight the most exciting opportunities the project opens up.

Repetition is gold as it helps non-technical stakeholders tie goals and results to an otherwise intangible initiative.

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Most executives and department heads have no context for understanding SEO metrics like search volume, share of voice, or even organic traffic.

They don’t have an existing mental model to connect these numbers to. Therefore, when we start sharing SEO-specific numbers in meetings, many non-SEO stakeholders can’t easily approve specific actions or know how to make the right decisions—all because they can’t connect the numbers they’re already familiar with to the conversation about SEO.

Easy fix. Modify the metrics and actions you talk about to those that non-SEO stakeholders already understand.

For example, executives are likely churning over and obsessing about MBA-style metrics. CEOs think about things like revenue, market share, and profitability. Sales managers care about MQLs, SQLs, and so on.

Here are some examples of how to translate SEO lingo for non-SEO stakeholders. These are inspired by Tom Critchlow’s interview on Voices of Search.

Monthly traffic → Lifetime traffic value e.g., “By creating X content, we can get Y monthly traffic predict Y lifetime traffic value.” HINT: Multiply Ahrefs’ Traffic Value metric by 60 to get a 5-year estimate, a common timeframe for calculating lifetime metrics.

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Example of Ahrefs' traffic value metric in Site Explorer dashboard.

Share of voice → market share e.g., “By doing X, our share of voice SEO market share has grown Y%. We’d like funds to do more of X.”

Traffic growth → revenue growth e.g., “We can grow organic traffic predict Y% revenue growth from SEO if we hit X traffic targets. These are the project milestones that will get us there…”

It depends → forecasts e.g., CEO asks “What’s it going to get us?”… “It depends. I made a model that forecasts approximately X% growth in Y months.”

It doesn’t matter what specific metrics are used in your organization. You can adapt SEO metrics to the ones everyone in the company is already thinking about. The main goal of doing this is to take SEO from being a mysterious “black box” activity to something measurable and relatable to non-SEO stakeholders.

How to demystify SEO for executives.How to demystify SEO for executives.

Devs and engineers are essential SEO allies within any organization. And while you can often skip the lengthy relationship-building phase and jump straight into tech fixes, how you frame your requests still matters.

Don’t be the kind of SEO that constantly gives them extra work “because it’s good for SEO.”

Instead, tie in your requests to what they care about. Fixing bugs is an easy approach to take here because devs already understand and care about these things for reasons unrelated to SEO.

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Jackie Chu’s 2023 MozCon presentation outlined this brilliantly. A bug typically:

  • Delivers a confusing brand experience
  • Impacts customers (humans and bots)
  • Impacts other channels, like SEM

If pages can’t render, that’s a bug. If there are content differences between mobile and desktop, that’s a bug. Anything that needs improvement in Ahrefs’ Site Audit is, you guessed it, a bug.

That said, not all bugs are created equal. If you bother devs with a load of super minor or unimportant issues 24/7, they’ll learn to ignore you. So, make sure to prioritize and only ask for bug fixes that matter.

You can easily do this by filtering your Site Audit results by importance:

Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.Ahrefs' Site Audit tool showcasing the ability to prioritize tech fixes.

Submit:

  • Errors as high-priority
  • Warnings as medium-priority
  • Notices as low-priority

You can also show your dev team how to interpret each issue listed and find the steps they can take to fix them by clicking on the “?” next to specific issues.

Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.Example of a tip for how to fix hreflang issues in Ahrefs' Site Audit.

Too many SEOs pitch projects without considering everything that’s needed to make them happen. You’re more likely to get buy-in if your pitch is specific and shows decision-makers the exact details around things like the project’s cost, resources required, and expected timelines.

For example, say you need 100 articles published within three months. Make sure you chat with your editorial and development teams first. See if they can fit this project in and what resources they need to make it happen.

Then, build those resources into your pitch:

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→ Instead of: “I’d like to publish 100 articles on the blog within three months and estimate I’ll need $X per article”.

→ Try this: “To get 100 articles on the blog, which we estimate will contribute to $X in lifetime traffic value, we’ll need to hire a freelance writer and dedicate two development sprints to the project within the next three months. Jane from engineering and Joe from editorial are collaborating on this with me, and we estimate a cost of $Y.”

Need to convince the Jane’s and Joe’s in your organization to partner with you? No worries. Check out the next point.

SEO is chronically underfunded and underresourced… but so are most other teams. You can become an ally and help other teams get more resources because they’re helping implement your SEO strategy.

They get more of whatever they need (people, money, resources). You get their help with SEO tasks, and they get prioritized. Win-win for you and your new BFF.

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You can get the ball rolling by pitching a small test or project that is easy for the other team to get on board with.

Avoid this → “I need 10 of the articles you’re working on each month to do X for SEO”.

Try this instead → “There’s an opportunity for us to do X, and it will allow you to meet Y KPIs. Can we run a small test (and build a case for the execs) so you can hire another writer to work on this project?”

Small tests are a great way to warm up a new contact within your organization, especially if there’s a clear benefit they’ll receive if the test works.

Test results are also very helpful when pitching to executives down the track. If you can demonstrate small-scale success in one area, it’s much easier to get funding for bigger projects that can piggyback on those early wins.

Even if the initial pitch is for another team to get funding, you’re getting your foot in the door for bigger projects. Plus, you’re essentially getting free SEO if you can leverage the other team’s resources for your benefit.

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A good habit for every SEO to develop is to link everything to strategic objectives. We need to get better at pitching the strategic value that our projects deliver instead of the actual work we need to do.

No one cares about the hundreds of technical fixes we need to work on. But everyone cares about revenues dropping if we don’t get support for technical fixes that affect conversions (and SEO, of course, but they don’t need to know that).

Key note here: strategic objectives go beyond metrics. They include things like:

  • Entering international markets
  • Becoming the market leader
  • Expanding X division

You get the idea.

Here are the tactics we’ve found that help position SEO as strategically valuable.

Compare against competitors

This tactic has a very high success rate in our team’s experience. When ideating this blog post, Tim, Patrick, Chris, and Mateusz all cited great success with this approach, and my own experiences echo this.

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It works for literally any SEO activity you’re pitching, especially if you’re in a fierce market with SEO-savvy competitors who are already doing the thing you’re recommending.

For example, you could try the following different pitch angles:

→ Closing the gap: “If we did X, we’d be able to close these gaps with our biggest competitor in Y months…”

→ Reverse engineering: “Our biggest competitor did X. If we dedicated Y resources, we could close the gap and outpace them within Z months.”

→ Becoming a pacesetter: “There’s a gap in the market and none of our competitors are leveraging it. X resources would allow us to take Y actions that give us a competitive edge and make it difficult for competitors to catch up.”

No matter your angle, an easy place to start is in Ahrefs’ Site Structure report. Here, you can see what strategies your competitors are using along with high-level performance metrics, like organic traffic and the number of referring domains that different website segments get.

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Example of Ahrefs' site structure report.Example of Ahrefs' site structure report.

Compare against internal departments

Another great approach is to bring your pitch back to what’s going on in other areas of the organization.

This is a great tactic to benchmark the value of SEO in a way that is immediately apparent. It’s also a great way to get easy buy-in if your company’s strategic objectives focus on specific divisions or products.

Here are some pitching angles you can try:

→ Expanding a division: “We need X resources to help division A expand to the level of division B.”

→ Improving KPIs: “Product A has a high cost per acquisition. We were able to lower CPA by X% for product B using SEO. If we had access to Y resources, we could repeat these actions for product A.”

→ Learning from mistakes: “We learned lessons A, B, and C from a past product launch. If we had X resources, we could help launch the new product for division A without repeating past mistakes.”

Forecast opportunity costs

Opportunity costs are the lost benefits you experience when choosing an alternative option. When it comes to getting buy-in for SEO, it can help to show what the opportunity cost would be if decision-makers chose not to invest in SEO.

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It’s super easy to do this using Ahrefs’ traffic value metric.

Example of Ahrefs' traffic value metric in Site Explorer dashboard.Example of Ahrefs' traffic value metric in Site Explorer dashboard.

This metric shows you how much you’d be spending on paid ads to get the same traffic you do through SEO. It has opportunity cost baked right into it!

You can use it in a few different ways. My favorite method is to look at a successful segment of the website and use its metrics to forecast potential success for a new segment you want to optimize or build-out.

For example, here you can see how the French segment of our site compares with the Spanish segment.

Comparing two website segments using Ahrefs' competitor comparison features.Comparing two website segments using Ahrefs' competitor comparison features.

Want to launch into a new international market? Use these metrics to build a case of what you’d be missing out on by not expanding.

Want to improve an underperforming segment of your site? Show that segment vs a segment that’s skyrocketing to your executive team.

My second favorite method is to use the Traffic Value metric to pit SEO against Google Ads or other marketing channels and showcase how SEO compounds over time and costs less in the long run.

Realistically, if there’s a marketing budget to be had, and it doesn’t go to SEO, these are the alternative channels it will likely go to. So, positioning SEO as a worthwhile channel to invest in can get you a bigger slice of the budget.

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For instance, you could pitch something like, “Our forecasts show that we could reduce our cost per click to $X (traffic value / traffic) by investing Y resources into SEO instead of [another channel].”

If your website is fairly new or you don’t have existing successes to leverage, you can do both of the above by using a competitor’s website as a proxy until you start getting some results that you can use in future forecasts.

So, your pitch would be more like: “X competitor is saving up to $Y (traffic value) in Google ads costs by using SEO. We’re leaving money on the table by not investing in SEO.”

Key Takeaways

Good SEO is about giving people what they want. Getting buy-in is the same, just for a different audience.

The more you help others in your organization get what they want, you’ll also get what you want.

When it comes to collaborating with other departments, it comes down to helping them meet their KPIs because they’re working with you. It builds a positive relationship where they feel happy to help you out in the future and are more likely to prioritize SEO projects.

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As for getting buy-in from executives, understanding where they spend most of their mental energy and aligning your projects to those things can go a long way.

If you’ve got any questions or cool tactics to share, reach out on X or LinkedIn any time!



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Websites Created With Google Business Profiles To Shut Down In March

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Websites Created With Google Business Profiles To Shut Down In March

Do you have a website created through Google Business Profiles for your local business?

If so, you must find an alternative website solution as Google plans to shut down websites created with Google Business Profiles in March.

Websites Created With Google Business Profiles Will Redirect Until June 10, 2024

A redirect will be put in place from your GBP website to your Google Business Profile until June 10, 2024.

“Websites made with Google Business Profiles are basic websites powered by the information on your Business Profile.

In March 2024, websites made with Google Business Profiles will be turned off and customers visiting your site will be redirected to your Business Profile instead.

The redirect will work until June 10, 2024.”

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How To Find Out If You Have A Google Business Profile Website

To find out if your business has a website made with Google Business Profile, search for my business or your business name on Google. Once you find your Google Business Profile, edit your profile and check for your website in the contact section.

If you have a Google Business Profile site, it should say, “You have a website created with Google.”

Otherwise, it will allow you to add the link to your website.

Screenshot from Google, February 2024Websites Created With Google Business Profiles To Shut Down In March

Choosing An Alternative Website Builders For Small Businesses

Google suggests Wix, Squarespace, GoDaddy, Google Sites, Shopify for ecommerce, Durable, Weebly, Strikingly, and WordPress as alternative website builders to create a new website or ad landing page to replace the Google Business Profiles site.

While some, like WordPress, offer a free website builder with generative AI features, its users’ content may reportedly be sold to OpenAI and Midjourney as training data unless they opt out.

Regarding Core Web Vitals, WordPress, Wix, and Squarespace showed the most improvements in performance.

It’s also worth noting that while Google Deepmind used a Google Sites website to introduce Genie, its new AI model, Google Sites may not be best for SEO.

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Updating Ad Campaigns

If you have a Google Ads campaign that links to a website created with Google Business Profiles, the ad campaign will also stop running on March 1, 2024, until the website link is updated.

There’s still time to update your business website to ensure visitors are not sent to a 404 error page after June 10, 2024. If you haven’t chosen a new website builder or hosting service, review the reviews to find the most reliable, affordable, and optimized solution for your business.

Featured image: Vladimka production/Shutterstock

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How We Built A Strong $10 Million Agency: A Proven Framework

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How We Built A Strong $10 Million Agency: A Proven Framework

Building a successful agency can be a daunting task in today’s ever-evolving space. Do you know the secrets to succeeding with yours?

Watch this informative, on-demand webinar, where link building expert Jon Ball reveals the closely guarded secrets that have propelled Page One Power to become a highly successful $10 million agency.

You’ll learn:

  • The foundational principles on which to build your business to succeed.
  • The importance of delegation, market positioning, and staffing.
  • More proven lessons learned from 14 years of experience.

With Jon, we’ll provide you with actionable insights that you can use to take your business to the next level, using foundational principles that have contributed to Page One Power’s success.

If you’re looking to establish yourself as a successful entrepreneur or grow your agency in the constantly evolving world of SEO, this webinar is for you.

Learn the secrets of establishing a thriving agency in an increasingly competitive SEO space.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days

Join us as we explore how to scale the very time-consuming and complicated process of earning links from digital PR, with proven case studies showing how you can earn hundreds of links in 30 days.

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