The conversion rate formula is straightforward: divide the number of conversions by the total number of visitors (or sessions), then multiply by 100 to get a percentage. If 500 people visit a landing page and 25 complete the desired action, your conversion rate is 5%. That calculation takes about three seconds. The harder question is…
SEO taxonomy is the deliberate classification and organisation of a website’s content into a logical hierarchy that both search engines and users can follow. Done well, it determines which pages rank, which keywords cluster naturally, and whether your site signals topical authority or scattered noise. Most sites don’t have a taxonomy problem. They have a…
SEO taxonomy is the way you categorise, label, and organise content across your website so that both search engines and users can understand what your site is about and how its parts relate to each other. Get it right and you create a structure that compounds over time, building topical authority across entire subject areas…
Social media is not one thing. The term covers platforms with fundamentally different mechanics, audiences, and commercial purposes, and treating them as interchangeable is one of the more expensive habits in modern marketing. There are broadly six types of social media, each built around a different human behaviour: networking, content sharing, messaging, community, visual discovery,…
Social media platforms are not interchangeable. Each type serves a different function, attracts a different audience, and rewards a different kind of content. Understanding those distinctions is more useful than knowing the platforms by name. There are roughly six categories of social media, each with a distinct commercial logic: social networks, content communities, messaging platforms,…
Inward marketing is the practice of growing a business by working more deeply with what you already have: existing customers, existing relationships, existing data, and existing product capability. It is not a rejection of outbound or acquisition marketing. It is a recognition that most businesses have more growth potential inside their current base than they…
Inward marketing is the practice of growing a business by improving what happens inside it, before spending more on external promotion. It means fixing the product, the customer experience, the retention, and the referral loops before asking marketing to do more heavy lifting. Most companies treat it as a nice-to-have. The ones that get it…
Impressions click-through rate measures the percentage of ad or content impressions that result in a click. The formula is straightforward: clicks divided by impressions, multiplied by 100. What is less straightforward is what that number means for your specific campaign, in your specific market, at your specific stage of growth. CTR is one of the…
Impressions click-through rate measures the percentage of ad or content impressions that result in a click. Divide clicks by impressions, multiply by 100, and you have your CTR. Simple arithmetic. The harder question is what that number is actually telling you, and whether you’re asking it in the right context. CTR is one of the…
The four basic market segmentation strategies are demographic, geographic, psychographic, and behavioural. Each one divides a broad market into smaller groups based on a different set of characteristics, giving you a cleaner target to aim at and a more relevant message to deliver. Most businesses use a combination of two or three, though which combination…
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