What are digital project managers and web project management? Over the years, the role of project management has shifted from strict waterfall positions in construction and big business to online web and digital projects. Digital project managers lead the creative and technical development of digital advertising products, such as electronic commerce (eCommerce) and promotional websites, e-mail newsletter marketing, rich media/blog content, banner advertisements (Adroll and remarketing), mobile applications (Apple and Android), and social media applications to name a few. Process and documentation are still key to success (as it was 50 years ago) but it’s really more about efficiency and ‘quick’ delivery for today’s digital project manager. In addition to the delivery of web projects, digital project managers must had a decent knowledge of core concepts such as online marketing, creative design, layout design, coding/development, and business goals planning such as SMART goals. By the very nature of the position you must wear many hats and be able to take one off to replace it with another even on a hour GoToMeeting conversation. Essentially, digital project managers ensure the integrated elements of digital projects come together on time and meet stakeholder expectations for data integrity and product quality. Digital project managers are required to be technology savvy and always be…
With Panda, Penguin and all the other Google updates, SEO has changed over the years. What used to work doesn’t anymore.
So, how do you know what you should be avoiding and what you should be doing now? Well, I’ve created an infographic that breaks down the old and the new in SEO and explains how you need to adjust your SEO strategy today.
As many have observed for some time now, SEO has completely changed over the past few years. From being machine-centric, it became people-centric. But what does it mean concretely to content marketers?
This infographic by Neil Patel gives a number of interesting points, a couple of which I want to comment:
1. It’s about the long tail:
70% of search traffic comes from long tail keywords. So while you (or your CEO) might be fascinated by that one keyword that you’d like to rank #1 for, you might exhaust yourself doing that while missing opportunities.
One way to naturally cover the long tail is to curate content as explained here. By defining a topic you’re curating on, you will naturally create connexions between keywords. This page by EcoVadis for instance makes natural connexions between words like “sustainable development”, “supply chain”, “child labor” or “procurement”. As such EcoVadis’ target audience – procurement managers, sustainable development directors, etc… – are more likely to search for keywords that include these combinations and which results will show EcoVadis’ curated content on the first page. As I write this, EcoVadis actually shows as #1 for “supply chain sustainable procurement benchmark” – a combination that might seem very long tail but that describes precisely what the company does… and what potential buyers are interested in.
2. Integrate Content Marketing and SEO:
Old-school SEO tactics were obscure, technical back-linking techniques. Not only does this not work anymore but as Neil shows, it’s dangerous. The way to solve this is to stop considering publishing content is one thing (creative, marketing-driven) and SEO is another (technical, outsourced).
Integrate content and SEO: it’s more and more the same thing.