Digital marketing training from the Will Marlow Agency. We will continue releasing these digital marketing training episodes for at least as long as the initial COVID-19 lockdown lasts.
52. How to Spend Less Money and Get more
Leads Using Google Ads and SEO
Tools to use:
1. Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/
2. SEM Rush: http://semrush.com/
3. Google Analytics: https://analytics.google.com/analytics/web/
4. Google Search Console: https://search.google.com/search-console/about
5. Google Keyword Planner: https://ads.google.com/home/tools/keyword-planner/
6. Google My Business: https://www.google.com/business/
56. Note: Google sometimes
chooses to not display the
page title tag and meta
description in a Google
Search Result.
The Anatomy of A Search Engine Results Page
58. Dual-Purpose Content
Dual-purpose content: (1) keyword optimized AND (2) solves a separate problem.
Examples of Dual-Purpose Content Includes:
Keyword Optimized AND an FAQ
Keyword Optimized AND describes a program
Keyword Optimized AND useful for staff
Keyword Optimized AND supports a parent
Keyword Optimized AND becomes an email/FB post
59. 5 Headline Formulas
1. Uneven numbered lists. (TheTop 7 Ways to ‘____’ etc.)
2. Promise useful information. “the secret to ____”. (This tactic gives the promise of valuable
knowledge.)
3. Stick to superlatives - either positive or negative. Positive: best, always, fastest, easiest, most,
greatest, largest, funniest, hottest, biggest, strongest, ever, perfect top. And negative: never,
worst, nothing, no one, by no means, none, stop, avoid, don’t.
4. FOMO: “What Everyone Should Know About ____”This plays into FOMO — Fear of Missing Out.)
5. “HowTo ___” – probably my personal favorite. As in “HowToWrite a Great Headline.” (This
formula has the wonderful benefit of being simple, non-salesy, and applicable more often than
not.)
60. Publish once a week if possible (or more)
Link back to your key pages on your website
(classes, camps, etc.)
Make sure your blog posts have at least two
purposes
Describe your classes and programs in as unique and
specific ways as possible
Do’s & Don’ts
Do’s Don’tsⓍ
Duplicate content – be original
Stuff keywords into your posts
Worry too much about wordcount
(stick to 300 words minimum, no
maximum)