MARKETING: Though it probably never truly went away, search marketing appears to be coming back into vogue again (probably after brands realised that their efforts in social media can be a bit hit or miss). What is different now is the ability for brands to capture, slice and dice customer data at the same time to hopefully push their efforts in a more successful direction. Read more on Econsultancy.
Too many brands are focused on vanity terms and overlooking the long tail opportunity.
But unlock this ever growing potential by taking a data informed approach to a content strategy.
However, no two conversations are the same, with each and every brand having different objectives and KPIs.
One thing that usually always comes up in strategy meetings is the topic of wanting to rank P1 for a list of "vanity" keywords.
It is its merits, but it's not the full picture.
Read more on Econsultancy
NB:Long tail image via Shutterstock.