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An Introductory Guide to Internal Linking

Internal links are links that point from one page on your domain to another. They come in all shapes and sizes, but the two most common types of internal links are navigational (your menu, for example) and contextual (links within the content of your website). Sounds simple, right? Go through your site, hyperlink a few [] The post An Introductory Guide to Internal Linking appeared first on Portent.

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Study: How Often Google Ignores Our Meta Descriptions

Since search engines started using meta descriptions in their search result snippets, they‘ve always had the challenge of deciding what to display when the meta description won‘t work or isn‘t relevant. Usually, a search engine will take an excerpt from the page when a meta description tag isn‘t viable. To prevent search engines from taking [] The post Study: How Often Google Ignores Our Meta Descriptions appeared first on

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What Are Google Discovery Ads, and Do They Work?

Paid SEM advertisers have often resorted to Google‘s Display Network for awareness campaigns designed to grow the top of the funnel. The problem many advertisers run into when doing this is that the quality of traffic can be questionable at best and dismal at worst. Some of this is to be expected when expanding advertising [] The post What Are Google Discovery Ads, and Do They Work? appeared first on Portent.

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Portent‘s Title Generator Tool Got an Upgrade!

Have you ever been tasked with creating a piece of content, but you can‘t seem to get started? Has the topic you‘re writing about been covered a thousand times before, so you are looking for a unique angle or perspective? Have you been staring at your screen for the last hour trying to come up [] The post Portent‘s Title Generator Tool Got an Upgrade! appeared first on Portent.

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How to Write Meta Descriptions and Why They Matter

Once an author finishes a novel, the book is done, right? Wrong. Even though the bulk of the copy is complete, there are still a few additional touches before the book is finalized. In a previous post, we talked about how a title tag is similar to the cover of a book, and how it [] The post How to Write Meta Descriptions and Why They Matter appeared first on Portent.

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Building Great Brand-Agency Relationships

Brand-agency relationships thrive when both parties are ready to push each other towards a mutually agreed-upon outcome. When built well, these relationships can flourish into truly meaningful work that both the brand and the agency are proud of. Easy in principle. Hard to do in practice. If you‘ve been on the agency or brand side [] The post Building Great Brand-Agency Relationships appeared first on Portent.

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How to Set and Maintain Meaningful Marketing Goals

If you‘re signing on with an agency, you‘re hopefully entering the engagement with some kind of goal already in mind. More traffic, more revenue, and lower cost are common places where our discovery calls begin. That‘s not a bad start. But setting a meaningful goal or set of goals for an engagement is essential for [] The post How to Set and Maintain Meaningful Marketing Goals appeared first on Portent.

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Building Successful PPC: The Best Google Ad Extensions to Implement

Updated 8/27/20 to include new information and insights. Google Ads offers several types of ad extensions that can be used to provide useful information to customers. This includes phone numbers, directions, additional products/services, and more. Ad Extensions are simple to set up and do not cost anything extra. Expect a click-through rate boost when using [] The post Building Successful PPC: The Best Google Ad Extensions to Implement appeared f

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How to Pick the Right Bidding Strategy for Your LinkedIn Campaigns

LinkedIn bidding can be tricky if you‘ve never advertised on the platform before or are not familiar with how Linkedin charges for campaigns. Sometimes the default is to use Automated Bidding, as it claims to deliver more results for your campaign initiative. However, that‘s not always the case. In this blog, we will look at [] The post How to Pick the Right Bidding Strategy for Your LinkedIn Campaigns appeared first on Portent.

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CCPA, GDPR, and The Real Online Privacy Problem

Several states are considering online privacy legislation with attractive optics for consumers. Using catchphrases like right to be forgotten, these bills garner public support easily. But the harsh reality is: Legislation like CCPA GDPR passes the privacy buck downstream to individual businesses instead of addressing the real privacy concessions most consumers are making in [] The post CCPA, GDPR, and The Real Online Privacy Problem appeared fi

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How to Configure Goals in Google Analytics

Configuring goals in Google Analytics is the easiest way to get the most out of your reports, due to the automatic integration of conversion metrics throughout the rest of the platform. Once you‘ve configured goals, you enable most of the reports under Goals and gain visibility into attribution under the Multi-Channel Funnels reports. You‘re also [] The post How to Configure Goals in Google Analytics appeared first on Portent.

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