How to Use Content to Differentiate Your Brand

How to Use Content to Differentiate Your Brand

Think of your favorite brands and why these brands are important to you. Think of how these brands appeal to you emotionally. Yes, your running shoes, car, blender, sunglasses, and your favorite hoodie all mean something more to you than simply being utilitarian objects.

You buy and prefer these brands because they appeal to your sensibilities and how you see (or want to be seen) yourself. Now, we’re not going to dig into the psychology of why people buy and respond to specific brands, but suffice it to say – it all comes down to good content.

You need to build this same connection with your customers. And the best way to do this is with good content. More specifically, you need to take advantage of user-generated content. Now, don’t freak out here – you’ve likely got user-generated content working for you already, we just want to turn up the volume on how you use this special content. Read more

What Is Vertical Search Optimization?

Which Vertical Search Engines Matter?

Quick, open a webpage and in the URL field, type SEO, and click Enter. Magically, you get a long list of Google search engine results about SEO. Now, take a look at the headings below the search box: All, News, Images, Videos, Maps, More: Shopping, Books, Flights, Finance, and Personal. Do us a favor and click More -> Books – now you’ve got a narrowed down list of search engine results about SEO books.

Congratulations – you’ve just completed a vertical search. See what you did here – you started with a broad topic (horizontal) and narrowed it down to a specific area or niche (vertical).

Now, don’t worry if this is the first time you’ve heard about vertical search and vertical search optimization. You’re not alone. Most Internet users, website owners, and companies don’t know anything about vertical search. This isn’t your fault. It all comes down to how we learned how to search for information on the Internet. Read more

Artificial Intelligence and Machine Learning: What Does It All Mean For Marketing?

Artificial Intelligence and Machine Learning: What Does It All Mean For Marketing?

You launch Netflix and bingo there is a list of curated movies and television shows that you’re immediately interested in. You open Facebook and wham you see news articles that reflect your opinions and beliefs. You visit your favorite cooking website and zing you see ads for the cookbooks you just added to your Amazon wish list.

Wow, the Internet is so smart. It seems to know exactly what you want when you want it. This is truly impressive. You assume this must all be thanks to that artificial intelligence (AI) and machine learning (ML) you’ve heard about. Well, yes, in part it’s thanks to our friends AI and ML, but this smart Internet is a still dependent on humans.

Humans, like us at Know Agency who do the research, analysis, content creation, and creative work. AI and ML are making a huge difference in what the Internet knows and doesn’t know about your likes, dislikes, habits, wants, and recent spending spree – but the Internet still needs humans to make it all come together. Read more

Getting the Facts on Ranking Signals

Getting the Facts on Ranking Signals

It happens every day. Seriously, we’re not exaggerating here. Someone contacts us with the inevitable question. So, it’s time to address the elephant in the room. Let’s face this question head-on and cut-to-the-chase.

Have you ever asked or thought about asking your SEO or digital marketing team, this all-important vital question: How Do I Rank in Google?

It’s okay, don’t be shy. We’re all friends here. You want to ask it and you really want to know the answer. Because, once you understand ranking signals and what the Google algorithm is really looking for – it should be super easy to rank on the first page…. Right?

Yes, we agree 100% that you do need to understand ranking signals and make sure you’ve got your ranking signal boxes ticked. However, this doesn’t mean you’re going to grab the attention of Google. It’s a cluttered and noisy Internet out there. So, once you’ve got your ranking signals sorted it takes time to get where you want to be. Read more

The Latest in SEO and Digital Marketing

The Latest in SEO and Digital Marketing

It’s not easy staying up-to-date with the changing whirlwind of SEO and digital marketing. A quick Google search gives you pages and pages of articles all claiming to have insight on the latest trends in SEO and digital marketing.

You don’t have the time or patience for this. And frankly, neither do we. So, to close off the month of March, we’ve put together a quick hit list of what we believe is the latest and greatest in SEO and digital marketing. We’re not straying into hyperbole about Facebook or Cambridge Analytica – no we focus purely on what is making a difference in how we are (and you should be) approaching SEO and digital marketing.

Of course, we want you to remember that you don’t need to be an SEO or digital marketing expert. This is what we do and why we’re here for you. We just want you to understand what is going on out there on that giant Internet and why it matters. Read more