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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Help Your Content Get Found with Optimization and Promotion

However, even the best content in the world won’t drive revenue if nobody sees it. This is where search engine marketing becomes critical. Your buyers are searching on Google, Bing, and industry-specific buying sites, so you need to make sure your content shows up when they do. And as buyers spend more and more time on social networks including Facebook, LinkedIn, and Twitter, social media marketing becomes an important way to promote content as well.

There are two basic forms of search engine marketing. The first, search engine optimization (SEO), is about achieving high rankings in the organic listings that show up in the center of a search engine’s results page. Clicks on these links are free, but it’s entirely up to the search engine’s algorithm to decide what goes on top. The second, pay-per-click advertising (PPC) or search engine marketing (SEM), is how the search engines make money. Companies bid for rank positioning among the ads that show up on the very top and right of the results page, and they pay a fee every time someone clicks on their ad.

SEO is especially important. According to recent research from GroupM, a whopping 92 percent of clicks from a search engine go to the free, organic listings. A separate Optify study found that 58 percent of all those clicks go to the first three sites listed. So how can you ensure your content achieves top organic rankings? There is an entire industry devoted to decoding ...

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