Big news, HubSpot users. If you haven’t heard or caught the email in your inbox, effective May 31, 2018, HubSpot is sunsetting its six-year-old Keywords tool in favor of focusing on Content Strategy, a tool announced in 2016. But before you panic (which I admit, I did a little), here’s what you need to know.
Your website success is just a hop, skip, and a jump away! This week we chat it up with Luke Summerfield an inbound professor at HubSpot Academy. During our talk, we talked about Growth Driven Design, Jobs-To-Be-Done, CRO, and Luke even gives us some actionable takeaways. Carina Duffy and I also cover a couple of really cool HubSpot updates along the way. Check it out!
Choosing the right blog categories is incredibly difficult. All too often I hear: my company sells widgets, we should have a category for each type of widget! AND we should have a category for each industry that buys our widgets! You shouldn’t. They’re wrong. Don’t do that. I’ve told clients not to do that. Your blog is an inbound tool - it’s meant to educate, illuminate, and share information to make your prospects more knowledgeable, better at their jobs, and be useful.
Every digital marketer knows the importance of keywords in the success of their website. So, it was a big surprise when John Mueller, Webmaster Trends Analyst at Google, announced on the Webmaster Central blog that they’re pulling the plug on the Content Keywords feature in Search Console. This news left Content Marketers with a lot of questions about what this decision means for their content strategy, SEO, and the value Google places on keywords when ranking websites, and who could blame them?
Keywords are the basic building blocks of any content marketing strategy. If you’re looking to get found online by prospective customers, you’re going to need to have a basic understanding of keywords to help you decide what types of content you should be producing to drive traffic to your website. In a sense, keywords are very simple: they’re the words and phrases Internet searchers types into a search engine when they’re looking to find information online. Some of their search queries are short, succinct, and generalized, and others can be very long and narrowly focused.
I don't care what anyone says, search engine optimization isn't hard -- finding the right keywords is. Choosing the right focus keywords is really what makes or breaks most content and SEO strategies. Pick something too broad and you'll get lost in the crowd; pick something too specific and you just may alienate even your buyer persona.
Here at IMPACT, we always have our ears to the ground listening for the distant rumbling of the next great tool that will improve the way we do digital business. And if you know anything about us, you know that one of our absolute favorite pieces of software for doing online business is HubSpot’s marketing software.
One of the major factors that drives any Inbound Marketing campaign today is organic search. It’s critical to know your company’s ranking goals and the current position of your most valuable, target keywords.