Mediaboss Marketing

Good quality content is incredibly important to modern SEO and providing user value.

Thats why any copywriter, whether working on an agency or freelance level, should understand the importance of keywords and the research behind them.

Ive met many good copywriters who dont understand keyword research and Ive also met not so good ones who do.

Regardless, successful SEO starts with keyword research.

Its worth taking the time out to teach and help a copywriter grasp the basic concepts of keyword research and why its important to their work.

Helping a copywriter understand high volume keywords is easy enough. After all, these keywords are more likely to drive the most traffic and attention.

Getting a copywriter to understand why long-tail keywords matter in SEO might be a little more difficult. At least until you explain that long-tail searches often are rich in intent.

Additionally, more people are using voice search.

In fact, roughly 20 percent of Google mobile searches are performed using voice search. This has changed the keyword landscape because people are searching using full sentences and asking questions, rather than just typing in short queries.

Its also worth pointing out that long-tail keywords are the savior for small and niche businesses, especially ones that rely on local SEO.

For instance, a taxidermy store probably wont perform well if it merely targets taxidermy or even taxidermy stores, but a campaign that revolves around long-tail keywords such as taxidermy stores in London might not only get more traffic, but it might secure more business.

Cognitive Keyword Tool taxidermy stores in London Ranking Analysis

Whats more, if youre a taxidermy business thats looking to undertake paid search marketing campaigns, the likelihood is that youre going to have a slower, but far less expensive campaign not that your average copywriter needs to know this.

The truth is that its not in the usual remit of a freelance copywriter to do their own keyword research. This is often supplied by an agency or yourself if you happen to be working for a business carrying out its own SEO.

However, if you want to get an in-house copywriter more involved in the SEO process (something I encourage for the benefit of everyone), its definitely worth introducing your average copywriter to keyword research.

For one, youll be expanding someone with a soft skill and helping them progress a little into SEO, and for another, youll know that if you need someone to get a task out of the way for you (for whatever reason), therell be someone at hand who might just enjoy getting their head out of Microsoft Word for a bit.

When training a copywriter on keyword research, its usually best to start with the most basic tools.

After all, its better to learn how to drive a car before you get behind the wheel of a monster truck.

The first tool I go to when teaching people how to get started with keyword research is Google Adwords Keyword Planner.

Dont rely on this as your only training tool. However, for someone whos head isnt quite in an SEO sphere yet, its probably one of the best places to start.

Like many tools and apps Google creates, its easy to understand, offers a lot of supportboth in written and visual form, and takes you through a step-by-step process of setting up a campaign.

Often I take a person through the planner using an imaginary business, but I find it best to pretend were setting up a campaign for the company at-hand, usually the agency I work for, so the person can really understand the ins and outs of whats needed.

The next keyword research tool to introduce your copywriter to is SEMrush. This great tool will give your copywriter a view of the bigger keyword picture.

SEMrush is pretty cool for multinational environments and when you want to find out what your competitors are up to and where theyre getting ahead of you in search.

Its important not to forget about competitors when youre teaching someone about keyword research.

Although a copywriter will often look at competitors for content ideas, its worth taking the time out to go through a set of competitors to get the juices flowing.

But going back to long-tail keywords, SEMrush has a talent for offering accurate and abundant keyword data for both local and international versions of Google and Bing.

Similar to Google Adwords Keyword Planner, once youve been about it for an hour or so, its pretty easy to navigate and get into the meat of what youre searching for.

Cognitive SEOs tool stands apart from any other keyword planner.

Why?

Unlike other tools, this keyword tool doesnt just give you keyword suggestions. It also tells you what you should do next to improve your rankings.

The extra information that the tool supplies have so far been a great help and were just beginning to implement them.

For that reason alone, you should include this tool in keyword research training with a copywriter, especially if youre dealing with a niche business or industry.

Of course, there is a range of tools on the market that is perfectly good, but for something a bit more encompassing, these are the go to ones I would use when explaining the keyword process to copywriters, or any other people that are just breaking into the SEO business.

Image Credits Screenshots taken by author, July 2017.

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Long-Tail Keyword Research: How to Train Copywriters for SEO ... - Search Engine Journal

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ELLEN F. OCONNELL / STAFF PHOTOGRAPHER Trooper 1st Class David Peters of Hazleton-based Troop N talks with Debra Seo of Hazleton during the Coffee with a Cop community outreach program Wednesday at Toms Kitchen in Conyngham.

Pennsylvania State Police Trooper Anthony Petroski distributes pamphlets while answering questions for the few folks that shared Coffee with a Cop on Wednesday.

A group of Pennsylvania State Police troopers clutched small white coffee cups at a Conyngham restaurant Wednesday morning. They were dressed in full uniform with their duty belt holding their service weapons at the ready.

But they werent performing an investigation or responding to a call for help. Instead, they were meeting with the general public at Toms Kitchen, Route 93, as part of a community outreach project called Coffee with a Cop.

Trooper Anthony Petroski, of the Community Services Unit, said the event has been held elsewhere but this was the first time the Hazleton barracks hosted it.

The local barracks even sprung for the coffee.

It was an opportunity for the community to learn more about troopers and ask questions in an informal setting. Petroski said he hoped attendees would see that troopers really do care. It was also a chance to speak to them outside of the oftentimes unpleasant circumstances where people typically encounter police such as criminal investigations and crashes.

People see us and they automatically think somethings wrong, Trooper David Peters, also of the Community Services Unit, said.

Unsure how many guests would come and how the event would be received, the barracks planned for a second Coffee with a Cop event and announced other upcoming community events such as a gun lock giveaway.

About six people attended and asked about everything from driving laws to gun laws and crime trends while a seventh person, who had been eating breakfast at the restaurant, peeked into the back room where the event was held just to thank the troopers for keeping the community safe.

Troopers took the opportunity to speak about concerns they had and misconceptions.

They wont tolerate anyone breaking the law, even if it means one of their own is getting arrested. Trooper Lt. Devon Brutosky once served with the Pennsylvania State Police Internal Affairs and had the displeasure of arresting a fellow officer. He said that officer was treated like anyone else accused of doing wrong. Troopers, Brutosky said, have a long tradition and honor to uphold and they wouldnt risk that reputation by covering up to protect one of their own.

We dont want those people working for us, Brutosky said.

A woman in the crowd, who said her son has autism, wondered if troopers received training on how to approach people with autism. Petroski said that as a matter of fact troopers do.

Linda Machesko of Conyngham was curious to see what the troopers would say about gun laws. She wished more people would have attended but she did meet a new friend, Margie Scheers of Drums, who volunteers with PSP Strong, a group created by wives of state troopers to support the state police after the 2014 ambush at the Blooming Grove barracks which killed Cpl. Bryon Dickson II and wounded of Trooper Alex Douglass.

Scheers thought the event was a wonderful opportunity to meet troopers and confront the hatred some harbor against all police. She for one was grateful for the troopers service for protecting the public from the evils of the world.

Five troopers were in attendance; some spoke about their passion for the job.

Trooper Timothy Gronski, five years on the job, was a marketing professional for Bank of America and served in the Army before he became a trooper. He eventually landed in the Forensic Services Unit, where hes stationed now with Troop N.

He said like many troopers he puts the victim first when addressing a difficult crime scene and that directs him to try harder to find the truth. The victim, he said, can no longer talk when hes called to a scene, so he helps give that person a voice.

Each trooper, Gronski said, has their own specialty which benefits the community.

Trooper Martin Bibla feels hes most useful on patrol and finds great reward in assisting crash victims by being the first person on scene to comfort or offer assistance to the victims on what may be their worst day ever.

Contact the writer: achristman@standard

speaker.com; 570-501-3584

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State police brew up novel way to boost community interaction - Standard Speaker

Digital marketing is constantly in flux, which is due in part to the regular algorithm changes that are made by Google. Additionally, just as trendy color schemes change annually, its vital for companies to stay updated with the latest and greatest ways to leverage their digital marketing for optimal results.

Fortunately, this is made much easier by utilizing project management tools. Lets take a closer look at these tools, along with the latest digital marketing changes every business owner needs to know about!

In a nutshell, project management tools provide an easy, all-in-one solution for ensuring that your team stays on task until each project is completed. A prime example is Project Nucleus, which is an SEO project management platform. This tool is the first of its kind to offer truly robust pre-loaded SEO templates, along with video training for your employees.

Specialized project management tools are available for almost any industry and task you can imagine. SEO project management is one of the most critical aspects of digital marketing, which makes this particular option a must-have for many businesses.

The previously mentioned Project Nucleus joins a very small list of project management platforms that have been customized specifically for digital marketers. Other examples include Brightpod and ViduPM, but these tools need some catching up to do.

No matter which option you choose, though, your digital marketing department will benefit from enhanced team management features that help bring everyone together, even when theyre not all physically in the same place. As with all other forms of project management software, these platforms enable you to add each team member, put in their individual and team assignments, track the progress of everyones work and communicate with each other inside the platform.

Digital marketing must evolve with consumers in order to have a positive impact. Currently, were living in an age where consumers expect to have their needs met almost instantly. At the same time, theyre becoming increasingly frustrated by obtrusive digital advertisements such as pop-up ads and sponsored posts.

Consumers will be even more tethered to their smartphone by the end of the year than they were at the beginning, so its wise to strongly consider making an app as part of your digital marketing. Soon, consumers will even be able to leave physical stores without having to enter a checkout lane to make a payment, and this type of immediate, no fuss experience is what theyre looking for from all companies. An app can help you stay on the cutting edge of this technology.

From an SEO standpoint, well-written content still rules. Google keeps rewarding sites that take this approach, and blogging alone can significantly boost your inbound marketing profile. Always remember: inbound marketing is the least expensive form of digital marketing, yet it can provide the biggest rewards if its done properly!

Younger consumers tend to prefer videos or fun content thats provided in a listicle format. This is why sites such as YouTube, Buzzfeed and Ranker are consistently ranked among the top 50 most visited websites. Keep this in mind if youre targeting millennial customers. You can have the best of both worlds by creating videos and images that are based on well-written, listicle style articles.

Experts have studied the impact of digital marketing on consumer behavior, and its clear that businesses need to fully take advantage of any tools that will help them expand their digital presence. In fact, consumers have become less patient and less likely to remain loyal to one brand, but theyre more likely to connect with their favorite brands via social media.

This may seem like a conundrum. However, properly managing your social media profiles and other digital marketing sources, including blog posts and video advertisements, can help you attract a larger group of qualified customers. You can even use digital marketing to help buck the trend of consumers feeling less loyal to companies and more interested in merely getting the best deal.

The optimal way to leverage your digital marketing opportunities is by building a truly cohesive online marketing plan. Instead of letting a crucial piece fall by the wayside, you can increase your chances of success by utilizing the appropriate project management software to make sure everything is taken care of in a timely manner. When it comes to your SEO and overall digital marketing needs, platforms such as Project Nucleus can be a complete game-changer.

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Organizations are demanding ever higher performance from their digital marketing teams. People are trying to comply, but the usual method putting in longer hours has backfired.

Employees are becoming exhausted, disengaged, and sick. And theyre defecting to healthier job environments.

The obvious difficulty here is that time is not an infinite commodity. You can only work so many longer hours, before you run out of hours altogether.

Meet Andrew. Andrew is 46 years old and works as an SEO and digital marketing consultant. Up until recently, Andrew was working 14 to 16 hours a day. Tired and exhausted he was able to fully engage with his own family in the evenings and found it difficult to sleep before midnight.

His meals throughout the day were fast food, often eaten in the car or at his desk. His emotional stability, creativity, and temperament had begun to suffer.

Andrews experience is not uncommon among those who work in the digital marketing industry.

Emails, notifications, phone calls, client demands and staff training demand our attention and exhaust the limited time we have each day.

Using the figures on stress related experiencesa precursor to burnoutfrom Statista, we can see that the top four reasons are all related to work. Whether its the money, we are earning from our work, our own perfectionist expectations or anxiety in trying to balance work and family life.

Andrews experience is common among those running or working as freelancers in search or social media marketing. The result is declining creativity and declining levels of interaction compounded by increasing distraction and damaging routines.

To survive long term in search and social media marketing, agencies and freelancers need to shift their focus from time management to resource management. And the number one resource that anyone working in this industry has is themselves (and their staff).

And here is the really interesting thing: Putting in fewer hours and more effort into your emotional and psychological well-being actually results in greater productivity.

In a 2011 Stanford research project, research facilitator, Cheri D. Mah discovered that when male basketball players were able to sleep 10 hours a night, their performance on the court was significantly improved. Among the curious findings: free-throw and three-point shooting each increased on average by almost 10 percent.

One of the ways you can get back into an, early to bed early to rise routine, is by getting up an hour earlier each day. Giving your body time to adjust is going to help restore the natural sleep rhythms that increase clarity and creativity during the day.

Diet plays a part here as well. Those who want to survive over the long haul in online marketing would be encouraged to reduce their food and alcohol intake after 7:30 p.m.

Ultimately, the less you put in your mouth after the sun goes down, the better.

Not only is more sleep shown to make us more productive in the workplace, but more time off work has revealed similar results.

Holidays are similarly beneficial to sleep. In 2006, Ernst & Young did an informal research project among its staff. They wanted to find out what would happen if each staff member was given additional hours of vacation.

What the research showed was that for each additional 10 hours of vacation a staff member took, their end-of-year productivity increased by 8 percent.

Being able to switch off text entails discipline. Be willing to turn off your computer and put down your work and walk away from the office is habit forming.

You want your freelance business or agency to grow and expand. You want it to succeed and be able to engage more staff and create new services down the track. But that isnt going to happen by simply increasing hours worked or even staff numbers.

Everyone feels the pressure to deliver search marketing results whether its the client, provider, or stakeholders.

Were all under pressure to improve organic search positions, boost ROI for big spending clients, and meet search and social media marketing targets. They have deadlines, and they have clients who demand excellent results.

The solution to delivering greater results wont come through longer hours (you want to avoid burnout, not rush toward it!). It will come through developing better schedule habits.

In Andrews case (cited above), he began to make changes by adjusting his physical routine. Waiting 30 minutes earlier each morning, Andrew begins by doing 20 minutes of gentle stretching and exercising.

He then follows this up with some breakfast with the family and took a walk around 3 p.m. for 30 minutes.

The small change was enough to revolutionize his work and family life.

The cost of employees increased number of sick days and the higher number of staff turnover are good reasons to adopt better physical routines in the workplace.

Not only should you consider developing these habits yourself but you should also encourage these habits among your staff and allow your staff to adopt new routines in their own life.

Weve seen Google make innovative changes to its workplace environment with good results. But those changes should go beyond color and leafy green jungle work stations.

Your work environment is a major factor in workplace health and safety, as well as employee longevity. It isnt about being trendy or progressive. Nobody here cares if you have a ping pong table and a hammock next to you standing work desk.

What matters is the view.

Can you see beyond your monitor? What can you see?

There is a reason why those who spend all day in front of a monitor or gaming screen have no vision, no creativity, and no long-term planning ability.

Those who live in small spaces and work in small spaces have a hard time developing long-term vision.

The farther you can look, the farther you can see. If you cant see far from your office, then allow time each day to get away from your desk and go for a walk where you can see. If youre in the city, climb a building and look out over the roof tops.

Beyond the visual space, consider moving every 90 minutes to a different space even if its only for 5 minutes. I know some people who have mid afternoon baths and then go back to work. A lot of clarity comes when you are splashing around in the water.

In Sweden, changes in workplace hours have been shown to increase productivity.

Are you brave enough to try this in your own work routine for a month?

The key result of the Swedish experiment is that productivity will typically increase even though the hours have been reduced. It is only fear of decreased productivity that causes agencies and freelancers to resist making the change, or at least experimenting with it.

Of course, there will be times when additional hours are sometimes needed. But are you willing to take the challenge and refocus and realign your schedule with something that is going to result in long term productivity and long term results?

Time cannot be renewed it can only be wasted or used productively.

Unlike time, however, our physical, psychological, and emotional strength can be reinvigorated and renewed with proper management.

Our physical, emotional, and mental strength can be exercised into routines and habits that prevent the burn out so common in the world of digital marketing and allow us to thrive over the long haul.

Featured ImageCreated by David Trounce using Pixabay CC0 License and Canva.

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How to Avoid Burnout & Survive Long Term in Digital Marketing - Search Engine Journal