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Funnel Based PPC Account Strategy PPC

11 Sep, 2017

Funnel-Based PPC Account Strategy – An Overview

By Ryan Moothart

Channel Contribution 101: You want your paid search account to drive value and make money. You want to use your paid search account to help reach new customers and grow your business. Unfortunately, it’s not as simple as whipping up a campaign, throwing in some keywords, and then watching the revenue come flooding in. You… Read More

Content-first SEO is about creating substance before visibility to win customers the right way Content Strategy

11 Sep, 2017

Content-First SEO

By Augustin Kendall

I’ve been finding myself saying, “You don’t rank for keywords, you rank for content,” a lot lately. Imagine this. You’re trying to turn a quaint town on the shore (East or West—pick your coast of choice) into a vacation destination. You’ve developed a brand for the location that you’re promoting in all the right travel… Read More

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Why you need a voice and tone guide Portent Content Strategy

17 Aug, 2017

Why You Need a Voice and Tone Guide. Plus, 2 Exercises to Create One

By Katie McKenna

Imagine going to your doctor because you have a pain in your side and it won’t go away. You’re concerned because you don’t know what’s causing it. You wait eagerly for the doctor to come in because you know exactly the reassuring, pragmatic interaction you’re in for, and you expect them to be calm, direct,… Read More

Do you know your true content competitors? Content Strategy

1 Aug, 2017

Forget keyword rankings, focus on users: What dating apps and dancing contests teach us about competition

By Cate McGehee

The only companies that don’t have any competition are the ones selling something nobody wants. If you have a viable product or service, it’s just a matter of time before someone else starts offering it. And if you think it’s going to come down to whose product or service is better, think again. Core products… Read More

Content KPIs to measure ROI across the funnel - Portent Content Strategy

25 Jul, 2017

Your Guide to Choosing Content KPIs

By Cate McGehee

If your content team ever tells you that the impact of their work isn’t measurable, fire them. (And if you’ve ever told anyone that, read this blog before your client or boss does.) Sure, content marketing can be a long game. The ROI of content is often spread out over time and across the levels… Read More

Edited honeycomb highlights the user experience of content--useful, usable, findable, and credible. Content Strategy

20 Jul, 2017

What Is the User Experience of Content?

By Augustin Kendall

When people hear the words User Experience (UX), they usually think of visual design, front-end programming, or interface design. The User Experience Professionals Association defines UX as every aspect of a user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. What some people forget is that the… Read More

SEO

11 Jul, 2017

Complete Guide to 4xx HTTP Status Codes by an SEO Dad

By Zac Heinrichs

(A post only an SEO or Dev could love) Not too long ago, the Portent SEO team was sitting around in a meeting when we came across a 4xx level HTTP status error and couldn’t remember the meaning. Might have been a 410 or a 418… Anyway, when you have a flock of SEOs in… Read More

Are headline analyzers worth your time Content Strategy

25 May, 2017

Are Headline Analyzers Worth Your Time?

By Augustin Kendall

There’s a trend in the content world of using tools to help improve the value and quality of content (see Hemingway editor, Readability Test Tool, and Hubspot’s Blog Topic Generator). One category of tools is headline analyzers. They’re simple: put in your title, get a score, and tweak to improve the score. I use them… Read More

SEO Lessons from industry experts Eric Wu and Julie Goodman SEO

10 May, 2017

Wisdom from the Trenches: An Interview with BloomNation’s Eric Wu on SEO, Product, and Marketing

By Julie Goodman

This is cheesy but true. It takes a village of phenomenal people to “raise” and train good digital and search marketers. As SEOs, Product Managers, and Social Media strategists, our work is not created alone in a vacuum. We don’t simply apply a static set of best practices and hope for the best. We need… Read More

SEO

14 Apr, 2017

Video SEO in 2017 Best Practice Guide

By Jared Amyakar

According to a HubSpot survey, video is now the most popular kind of content consumed online (when text based content types are spit into categories). Users are certainly more likely to consume it thoroughly since skimming a video takes more effort than written text. They either watch it or they don’t. Companies like Google and… Read More

How to Use Keyword Ranking Reports - Portent Analytics

22 Feb, 2017

How to use keyword ranking reports without them using you: A 3-step guide

By Michael Wiegand

This is a companion blog post for my talk at MozCon Local next Tuesday on Powerful Ranking Reports using Google Data Studio. I won’t go into nuts and bolts here — I’ll save that for those who can make it out to the show. But I will go into the new frontier for ranking data… Read More

Changing Domains What Would an SEO Do - Portent SEO

15 Feb, 2017

Changing Domains? What Would an SEO Do?

By Julie Goodman

Out of the gate, an SEO will try to convince you not to change domains unless it is absolutely necessary. Changing domains can potentially have a negative impact on organic search rankings for a site. Major search engine ranking algorithms (i.e. Google and Bing) factor in signals from both the domain and page levels. Even… Read More

Funnel Driven Keyword Reporting - Portent SEO

3 Feb, 2017

Funnel Driven Keyword Reporting

By Jared Amyakar

Have you given or received an SEO report that involved keyword data recently? What did that section of the report look like? Perhaps something like this? How useful was it? We’re all aware of the profound changes that have been happening in our field regarding the lowly keyword. Keywords used to be the basic unit… Read More

Shopify SEO Best Practices Portent SEO

22 Dec, 2016

Shopify SEO in Six Simple Steps

By Zac Heinrichs

First order of business, this is a pretty long post on Shopify SEO best practices. Here’s what you’re gonna get. Contents Shopify SEO Basics Introduction Shopify URLs Shopify Title Tags Meta Description Image Alt Navigation 301 Redirects Wrap up Shopify SEO Basics Warning: This is not a full-bore Shopify tutorial, this is a deep walkthrough… Read More

Content Strategy

13 Dec, 2016

Lean Content, the ebook, and I’m Tired

By Ian Lurie

TL;DR: I wrote an ebook called Lean Content: Kick-ass Content Creation for Teams of One. Get it here. Yeah. I wrote two ebooks in two months. Yeah, I’m tired. This one is free, too: Lean Content: Kick-ass Content Creation for Teams of One Yes, I used “lean” in the title. It’s a buzzword. Deal with… Read More

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