Advertising

display

, 26

paid

, 119–120

pay-per-click (PPC)

, 52

platforms, Flubit

, 48

All-device user interaction

, 19

Allegro

, 46

Amazon

, 46

Attribution (modelling)

, 130

Backlinks, generation

, 94

Benchmarking

, 30–31, 34, 39–40

goals and objective setting

, 30–31

setting

, 31–34

Big data

, 35

technological advancements and impact

, 45

Bing Places

, 13, 77–78

Brand advocates

, 70–71

Brand evangelists

, 70

Brochure website, role

, 37

Business

content creations for

, 89

content marketing for

, 105

conversion rate optimisation for

, 132–133

pay-per-click for

, 119–120

search engine optimisation for

, 74–75

social media marketing (SMM) for

, 57–59

website

, 19

Cafe bookings

, 14–15

Call (callout) extensions

, 130

Call to actions (CTAs)

, 29, 66, 108, 114

optimisation

, 121–122

Cdiscount

, 46

Chatbots

, 49

Click-through rates (CTRs)

, 31, 33, 79, 92–93, 108

optimisation

, 76

optimising organic advert

, 76–77

CMS. See Content management system (CMS)

Collaborative marketing culture creation

, 4

Company pages

, 87

Content

adding mixed

, 91

frameworks

, 93

interlinking topical

, 91

with mark-up schema

, 91

personalisation of

, 90

Content creations

, 52

for business

, 89

See also 30-minute content creation actions

Content management system (CMS)

, 154

Content marketing

, 103, 117

actions. See 30-minute content marketing actions

for business

, 105

effectiveness of

, 105

Content marketing (and promotion)

, 52

Content marketing funnel

, 117

Content writers

, 89

Conversion rate optimisation (CRO)

, 52, 131

actions. See 30-minute conversion rate optimisation actions

for business

, 132–133

categories

, 132–133

effective CRO empowers

, 133

Cornerstone content

, 87

Cost per acquisition (CPA)

, 106, 127

Country-orientated marketplaces

, 46–47

CPA. See Cost per acquisition (CPA)

CRO. See Conversion rate optimisation (CRO)

CTAs. See Call to actions (CTAs)

CTRs. See Click-through rates (CTRs)

Data science

, 36

Data-sharing

, 7

Decision-making

, 106

Digital marketing

, 17

delivery

, 4–6

role of integration in

, 8

Digital personal assistants, technological advancements and impact

, 45

Direct marketing

, 9–12, 17

Direct messaging (‘DMing’)

, 67

Display advertising

, 26

Domestic technology

, 35

eBay

, 46

e-Commerce 30-minute content marketing website checklist

, 95–98, 101

e-Commerce sites, creating 30-minute content for

, 94–95

Ecosystem, website marketing

, 2

Email

, 9–12, 17

e-Tailers

, 102

Etsy, as new eBay

, 48

Experiential user behaviour

, 35

Expertise, authority and trust (EAT)

, 81

Facebook Live

, 71

Flubit, free advertising platforms including

, 48

Follow-up (post go-live) meeting(s)

, 7

Footfall into stores and sales

, 8–13

GA. See Google Analytics (GA)

Global markets changing

, 45–46

GMB. See Google My Business (GMB)

Google Ads

, 22

Google Analytics (GA)

, 23–24, 58, 76, 124, 133–134

Google Beacon

, 13

Google Keyword Planner

, 31, 92

Google My Business (GMB)

, 13, 77–78

Google Optimise (GO)

, 125, 135

experiments

, 24

Google Plus

, 37

Google Rich Results

, 22

Google Search Console (GSC)

, 6, 80, 124

impressions

, 76

Google Search/Search ads

, 26

Google Shopping

, 26

Google Suggest

, 92

GSC. See Google Search Console (GSC)

HARO. See Help A Reporter Out (HARO)

Help A Reporter Out (HARO)

, 84

Hotjar software

, 93, 101–102

Hyper Text Transfer Protocol Secure (HTTPS)

, 49

Industry niche marketing platforms

, 47–48

Instagram

, 14

Instagram stories

, 71

Integrating offline and online

, 8

Integrating teams

, 162–165

cross-team supporting roles

, 164

culture of trust

, 163–164

knowledge sharing

, 162–163

leadership through support

, 163

mentorship programmes

, 164

multi-department objectives

, 163

reconsider change

, 164

team interaction improvement

, 163

Intelligent algorithms

, 35

Interaction

all-device user

, 19

team

, 163

Internet-ready mobile devices

, 44

Key performance indicators (KPIs)

, 30, 31, 160, 161

Machine Learning (ML)

, 35

Marketing channels

, 16

purpose

, 9–12, 16–17

Marketing culture

, 16

Marketing platforms, industry niche

, 47–48

Marketing specialisms, integration

, 4–8

content ideation and creation

, 5–6

content promotion

, 6

onboarding actions

, 5

onboarding new campaigns

, 4

strategy creation

, 5

Marketplaces, country-orientated

, 46–47

m(.)domains

, 49

Mentorship programmes

, 164

Micro-influencers

, 93, 101, 110

Mobile ads

, 26

Mobile first

, 35, 49

Mobile-first website world, winning in

, 43–44

Mobile phones

, 41

Name, address, phone number (NAP) consistency

, 78

Natural language processing

, 49

Negative keywords

, 130

News publishers

, 91

Offline

integration

, 8

working

, 7–8

Omni-channel (marketing)

, 16

Omni-channel and total site (integrated)

, 8

Omni-channel website marketing, traceable

, 8–13

Onboarding

, 16

Online clothing outlet, revenue generated for

, 13–14

Online integration

, 8

Online marketing

audience wants, needs and pain point clarity

, 22

challenges facing

, 20–25

channels

, 8

continuous improvement and impactful optimisation

, 25

creating content that delivers results

, 24

data limitations and business insights

, 23

generating optimum value from users and traffic

, 23, 24

integrating marketing channels effectively

, 24

market share maintenance and growth

, 22

prioritisation of actions and resource allocation

, 21

technology changes and website health

, 22–23

understanding channel performance and business impact

, 21

Online working

, 7–8

Paid advertising

, 119–120

Paid marketing

, 9–12, 17, 26–27

Paid marketplaces

, 130

Pay-per-click (PPC)

, 9–12, 17, 26–27, 119

actions. See 30-minute pay-per-click actions

advertising

, 52

for business

, 119–120

People’s website expectations

, 19

Personal assistants

, 41, 49

Personalisation of content

, 90

Pinterest

, 14

Podcast publishers

, 91

PPC. See Pay per click (PPC)

Recipe publishers

, 91

Referral

, 9–12, 17

Search engine marketing (SEM)

, 27

Search engine optimisation (SEO)

, 9–12, 16, 27, 31, 32, 52, 59, 73

actions

, 77–79

content identification

, 82–84

for business

, 74–75

creating new content works for

, 82–84

improving existing content for

, 80–82

metrics

, 32–33

role

, 73, 74, 84–85

topical terms

, 32

traditional SEO metrics

, 75

Search engine results pages (SERPs)

, 9–12, 17, 22

Search marketing

, 27

build action plan, co-create approach

, 28

component parts of

, 27–30

define situation and distil/verify

, 28

enhance using new/increased data sets

, 28

marketing’ aspect of

, 26

promote, increase exposure and awareness

, 28

refine based on purpose and success

, 29

repeat/adjust approach/finish project

, 30

report on phase one results/insights/next actions

, 29

research, analyse, discover

, 27

review progress made

, 29

take action, implement and track data

, 28

works

, 25–30

SEM. See Search engine marketing (SEM)

SEMRush

, 22

SEO. See Search engine optimisation (SEO)

SERPs. See Search engine results pages (SERPs)

Site search (GA)

, 141

Small- to medium-sized businesses (SMBs)

, 23

SMART. See Specific, Measurable, Attainable, Relevant and Timely (SMART)

Smart home speakers, technological advancements and impact

, 45

Smartphones, technological advancements and impact

, 44

Smart speakers

, 41, 49

SMBs. See Small- to medium-sized businesses (SMBs)

SMM. See Social media marketing (SMM)

SMS

, 13

Social awareness

, 19, 35

Social media

accounts creation

, 59–60

calendars building

, 63–64

hashtags

, 154

listening completion

, 60–61

Social media marketing (SMM)

, 9–12, 17, 52, 57

for business

, 57–59

repurposing existing content for

, 66

Specific, Measurable, Attainable, Relevant and Timely (SMART)

, 33

Strategic thinking

, 52

in 30 minutes

, 155, 156, 165–166

aligning objectives

, 159–162

website planning

, 157–159

30-minute actions methodology

, 51, 54–55

challenge assumptions

, 53–54

create a sense of urgency

, 54

keeping momentum going

, 54

protecting time and preparing to take action

, 52–53

repeat and revisit what works and continuously experiment

, 53

30-minute content creation actions

, 89–94, 99–101

for e-Commerce sites

, 94–95

30-minute content marketing actions

, 105–106, 115–117

awareness and discovery

, 105–109

consideration and comparison

, 106, 110–112

decision-making

, 106, 112–115

30-minute content marketing website checklist

, 95–98

30-minute conversion rate optimisation actions

, 131, 133–140

30-minute data actions

, 143–145

30-minute mindset

, 51–52

30-minute trend awareness activities

, 150–153

competitor commonalities

, 152

consistent and ongoing trends

, 152

content type trends and resurgences

, 152

customer and audience surveys

, 151

data-driven company insights

, 151

Google trends

, 150

government data sites

, 153

influencer and social listening

, 152

publications and governing bodies

, 153

qualitative trend articles

, 151

social and economic change

, 152

technology change

, 151–152

Think with Google

, 150–151

30-minute pay-per-click actions

, 120–129

30-minute search engine optimisation actions

, 75–80, 86

content actions

, 80

location optimisation

, 77–79

technical SEO updates

, 79–80

title tags and metadescriptions updating

, 76–77

30-minute social media marketing actions

, 59–68, 70

creative and fun

, 65

direct messaging audience

, 67

fully completing and optimising profiles and business pages

, 64

growing brand advocates and evangelists

, 67

participating in user-generated content (UGC)

, 67–68

promoting highest performing content

, 65–66

putting in place an SMM strategy

, 62

repurposing existing content for SMM

, 66

running competitions

, 62–63

setting up scheduling of posts

, 61–62

sharing best of breed non-competing content

, 65

social analytics, digesting and usage

, 65

social media

accounts creation

, 59–60

calendars building

, 63–64

listening completion

, 60–61

30 minutes, strategic thinking in

, 155, 156, 165–166

aligning objectives

, 159–162

website planning

, 157–159

30-minute website management actions

, 145–150

brand and identity management

, 150

collaborative team inclusion

, 149

digital asset simplification

, 148

health/performance checklist

, 146–148

top task priorities

, 148–149

website governance

, 149

website maintenance

, 146

Time to first byte (TTFB)

, 137, 141

Time to purchase (GA)

, 141

Top-performing non-commercial website content

, 14

Traceable omni-channel website marketing

, 8–13

TTFB. See Time to first byte (TTFB)

UGC. See User-generated content (UGC)

Unique selling points (USPs)

, 48

URL

, 80

User flow

, 35–36

User-generated content (UGC)

, 67–68, 85, 87, 93

User interaction, all-device

, 19

USPs. See Unique selling points (USPs)

UTM tracking codes

, 154

Voice-enabled technology

, 40

Voice search, impact and opportunity of

, 38–43

Voice search optimisation (VSO)

, 38, 41, 49

effort and impact matrix

, 42

‘VSO Effort and Impact Matrix’

, 42–43

Web-ready technology

, 19, 35

Website, as entity

, 52

Website checklist, 30-minute content marketing

, 95–98

Website content types

, 84–85

Website ecosystem

, 16

‘Website Fundamentals Mind-map’

, 20

Website marketing

, 1

Website marketing ecosystem

, 2, 3

characteristics

, 2

defined

, 2

demystifying

, 2–4

Website personalisation

, 137

Website roadmap template

, 159

Website roles

, 37

Website success measurement

, 30–31

WiFi

, 45

YouTube

, 26