Cara Bowles's Articles

The old saying “what gets measured gets managed,” attributed to Peter Drucker, isn’t intended as encouragement to measure everything. Instead, it’s just as often meant to be cautionary. You will end up managing what you measure, even if it ends up being counterproductive. This is why choosing the right KPIs is essential. Focus measurement on…

In this post we will walk you through a bird’s eye view of how to create a business-to-business (B2B) marketing plan. We will start by helping you identify your objectives. From there, you will identify your target market, your competitors, and your market positioning. You will then perform a strengths, weaknesses, opportunities, and threats (SWOT)…

Featured snippets are special snippets that show up above the search results. They pull content from a website to answer a searcher’s question and display a prominent title link to the source of the content. According to Ahrefs, 12.3 percent of searches include a featured snippet, and 8.6 percent of the clicks on the page…

Objectives and Key Results (OKRs) are more than simply a name for goals and metrics, which every business has. Instead, OKRs form a business framework that informs business strategy in more fundamental ways. The OKR framework is designed to infuse transparency, focus, and alignment to business strategy. It organizes workers and tasks around common objectives….

Stakeholders invest in business operations hoping to see results. Return on investment (ROI) is one of the most popular methods of measuring that because it boils everything down into dollars of profit earned for every dollar spent. SEO’s cumulative nature can give it a very high ROI in the long run. Unfortunately, measuring the ROI…

What Is Enterprise SEO? If you’re here, you probably already know that SEO, or search engine optimization, is a form of marketing intended to increase visibility in search engines, draw in more search traffic, attract more relevant search visitors, and in general to work towards business goals by leveraging search engines and the users who…

Broken backlink building is an old strategy, but it can still be a very useful one. Sites linking to missing resources don’t want a broken link on their site and might want to link to a new resource in its place. But old broken backlink building strategies don’t center the needs of sites with broken…

Truly successful SEO demands involvement from management and various teams and stakeholders. This can include an investment of resources as well as work hours and collaborative strategizing. This can only happen if you are skilled at earning buy-in from contacts throughout the business. Here’s how to get buy-in. Benchmarking Search Performance The first step to…

Digital PR is a vital component of modern business. Let’s talk about what it’s about and answer your questions. What Is Digital PR? Digital PR is, of course, public relations in the digital age. It is contrasted with traditional PR which is built around traditional media outlets like magazines, newspapers, and television. Digital PR is…

Structured data (schema) is used by Google and other search engines to better understand the content on your site by labeling it with tags. This information can be used to modify your snippets in the search results so that they include images, prices, and other rich results that stand out and draw attention. These recommendations…