WEB MARKETING

In earlier days of search marketing, SEOs often heard the same two best practices repeated so many times it became implanted in our brains: Wrap the title of your page in H1 tags and use one — and only one — H1 tag per page. Google grew better at content analysis and understanding how the pieces of the page fit together. Given how often publishers make mistakes with HTML markup, it makes sense that they would try to figure it out for themselves.

Since you’re reading this email marketing guide, it’s probably safe to assume that you already see some value in email marketing for your business. I’ll take the opportunity anyway to mention a few salient points about email and why marketing and email go together well. Nearly half of all people worldwide use email. That’s about 3.9 billion people (including about 233 million in the U.S.), according to 2019 stats. It’s estimated that the number of email users worldwide will top 4.3 billion by 2023. Yup, email’s popular.

The proportion of zero-click searches has increased over the years, and the more searches that end without users clicking through to a page, the less traffic and fewer marketing opportunities brands and publishers are likely to have to develop their own audiences.

Images are crucial to ensuring that your content is more accessible, attractive, and engaging to users, but they’re equally important in terms of SEO. Image optimization is the process of creating and delivering high-quality images in the ideal format, size, and resolution to increase user engagement. It also involves accurately labeling images so search engine crawlers can read them and understand page context.

AIDA is an acronym used in marketing and advertising to describe the stages that a customer goes through in the purchase process. The stages of Attention, Interest, Desire and Action, generically follow a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioral (doing e.g. purchase or trial) stage. This should sound familiar since this is what we do through design, especially persuasive design.