The basics of SEO & how to apply it to your marketing strategy

ipad handSearch engine optimization, or SEO for short, is the science of optimizing websites and pages to improve their visibility in search engines and receive what is called in the industry as organic traffic. Whether it’s Google, Yahoo, Bing, or any other search engine, the same basic principles, concepts, and rules apply.

SEO is a complex and sometimes confusing topic, especially when you consider that search engines change and improve their search algorithms rather frequently. Keep in mind that great search engine optimization does not necessarily equal a more profitable or successful business. In fact, it is not uncommon to see companies invest time and money in a stronger presence on social networks like Facebook, Twitter or Pinterest rather than search engines. Nonetheless, SEO should be an integral part of your marketing plan.

So, what are the SEO basics?

If you are on the other side of the spectrum and are instead looking for a position as a SEO specialist, we have you covered.

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Hiring the right candidate for social media marketing

Changes in HR are inevitable and McClure shares strategies to prepare for these changes.It seems like every company has an opening for a social media marketing position these days. Between 2010 and 2013, jobs postings for social media related jobs on LinkedIn increased 1,300 percent, according to, a marketing a communications resource.

But with a job title that is relatively new, how do you ensure that your company makes the right hire? It starts with finding a candidate who has the right skills for the job, a voice that jives with your brand and doing a little research.

Look for the Right Skills

While there are many things to look at when making a social media marketing hire, a few skills stand out above the rest. Look for candidates who excel in the following areas:
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Using memes and macros in your viral marketing strategy

Went viral before it was mainstream - hipster meme about creating a viral marketing strategyIn the past few years, I’ve seen Internet marketers divide themselves into two distinct camps:  those who embrace memes and consider them a powerful marketing tool, and those who dismiss them as an off-brand waste of time. The battle lines have been drawn in blogs, forums, and by the water cooler, and there are compelling arguments for both cases.

But here’s the thing: The term “meme” has been in use for almost 40 years, encompasses a vast variety of cultural phenomenon, and is an absolute cornerstone of modern marketing.

If you’ve ever seen an Energizer Bunny commercial, been privy to a “Kodak Moment”, or watched as Gatorade was poured over a coach’s head and felt just the slightest twinge of professional jealousy, then you’ve already bought into the power of memes in marketing.

What Is A Meme?

This is a question that’s been asked many, manymany times, but I’ve yet to see a source that succinctly encapsulates the richness of the medium. In its simplest form, a meme could be thought of as the manifestation of a social phenomenon — one that spreads and evolves as it progresses throughout its lifespan. In its purest form, the term “meme” is broad enough to be applied to nearly anything (think Greek architectural styles still used today).  But for the sake of this article, let’s boil it down to five relevant categories:
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The five hottest marketing jobs

ADO_fb_403x403_hotjobsThe digital age – the Internet, social media and mobile technology – has spawned a revolution in the field of marketing. Organizations are looking to connect with their customers, stakeholders and supporters in new and different ways – and they aim to do it in the most strategic and cost-efficient manner as possible. The result has been plenty of new opportunities for job seekers. Here are five of the hottest marketing jobs for 2014 and beyond.

Content marketing specialist 

Content marketing is all the rage these days, and it requires Web-savvy content creators to drive the engine. Content specialists write articles, create graphics and polls aimed at engaging an audience, and, ultimately, change or enhance consumer behavior. Content marketing is focused on sharing useful information rather than making a hard advertising sell. Content specialists require solid writing, blogging and social media skills, as well as a working knowledge of search engine optimization (SEO).
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Build an online portfolio and showcase your work

h_webinars_lgThe graphic & web design fields are highly competitive. To attract clients and garner interest in your work, a portfolio is a must-have. Not only can you use it to showcase your talent and tell the world you are for hire, it also acts as a point of contact and a place where prospective clients or employers can learn more about you.

Whether you are freelancing or seeking employment in a design agency does not matter. As this AIGA article mentions, your portfolio needs to reflect who you are, include your best work and be engaging for viewers.

What Should Appear On Your Portfolio

Portfolio websites come in all shapes and sizes but most of them have the following basic information:

  • A gallery page to showcase your work and show potential employers what you are capable of.
  • Information about yourself such as your name, the city and country you live in, and any other information you believe might play in your favor like your hobbies and other interests.
  • Your current work status and the types of projects you are looking for – whether you are seeking full-time employment, a part-time job, or freelance projects.
  • Valid contact information is also necessary – be it a phone number, a contact form, or a simple email address.
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Using Pinterest to organize your work ideas & inspirations

iStock_000017419171MediumWhen you think of Pinterest, you most likely think of crafts, fashion and recipes. But the social network has numerous uses beyond homemaking and couture. Many professionals, especially those in the creative fields such as graphic design and marketing, use Pinterest to find inspiration and organize their ideas.

What is Pinterest?

TechNewsDaily describes Pinterest as “a social media site that allows users to “pin” the images and videos they find online to a virtual pinboard and share them with others. Pinterest is designed to be quite visual and social. Users can create as many pinboards as they’d like, based on their interests, hobbies or other categories.”

Setting up your boards

Many people use Pinterest for both personal and professional purposes. In addition to having boards for home improvement projects and travel destinations, you can set up separate boards for your work inspiration and ideas. For example, if you are a graphic designer, you might utilize different pinboards to keep design software videos separate from design technique videos. This way you can easily find what you’re looking for and are less likely to forget about it. Pinterest allows you the option to set boards private so that only you can have access to your boards. One important tip is to make sure that your public boards contain only appropriate content, since your future employer may view your social media profiles during the hiring process.
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