9 Testimonial Page Examples You’ll Want to Copy in 2017

When potential customers are researching you online, they’re getting to know you by way of the content of your website. Understandably, many of them might be skeptical or hesitant to trust you right away.

To prove the value of what you have to offer, why not let your happy customers do the talking?

Your testimonial page serves as a platform to show off how others have benefited from your product or service, making it a powerful tool for establishing trust and encouraging potential buyers to take action. Plus, having a testimonial page serves as yet another indexed page on your website containing content covering product features, pain points, and keywords you’re trying to rank for.

Read on for a closer look at what makes a great testimonial.

What Is a Testimonial?

First, let’s have a little vocabulary lesson. Google’s dictionary definition of testimonial is “a formal statement testifying to someone’s character and qualifications.” In the realm of marketing, that usually comes from clients, colleagues, or peers who have benefitted from or experienced success as a result of the work you did for them.

But effective testimonials go beyond a simple quote that proclaims your greatness. They need to resonate with your targeted audience, and the people who could also potentially benefit from the work you do in the future. That’s why great testimonials also tell a story — one that inspires and motivates the people reading it.

What does that look like in practice? Check out the examples below to find your own inspiration, to help you start building a great testimonial page today.

9 Examples of Awesome Testimonial Pages

1) Codecademy

Codecademy has nailed down the testimonials section of their website, which they call “Codecademy Stories.” They’ve even included a few customer quotes (along with pictures, names, and locations) right on their homepage above a link to the testimonial page.

We love the approachable format and the fact that they chose to feature customers that users can really relate to. When you click into any story, you can read the whole case study in a Q&A format. 

2) BlueBeam

Many companies struggle to grab people’s attention using their testimonial pages, but BlueBeam does a great job of catching your eye as soon as you arrive on the page. While it’s technically called a Case Studies page, the first thing you see is a set of project examples in the form of large, bold images that rotate on a carousel. Scroll down and you can also click on video case studies, as well as view customer panels.

3) ChowNow

ChowNow does a lot right on its testimonial page, but the bread and butter is its collection of production-quality “client stories” videos. There’s a handful of these awesome, 2–3-minute videos that cover everything from the clients’ life before and after ChowNow, to how easy the platform is to use. The videos feature some great footage of the clients, their offices, and their food.

4) Decadent Cakes

There are times when you’re leaving an online review and, for whatever reason, just don’t want to include photos with it — like when it’s for something kind of personal, like your son’s birthday party.

Decadent Cakes knew that and wanted to respect its customers’ privacy, while also highlighting their positive feedback. To solve for that, the bakery showcases its customer testimonials on a whimsically designed webpage along with names, locations, and sometimes pictures of the cakes made for those people. We love that that customers are referred to as “friends,” too.

decadent-cakes-testimonials-page.png

5) mHelpDesk

Visit mHelpDesk’s testimonial page, and the first thing you’ll see is powerful header text set over a large, faded graphic showing where in the world its customers are located — a great way to show it’s a global brand. Below the header text and call-to-action for a trial, they offer videos and text testimonials equipped with pictures.

The testimonial videos aren’t production quality, but they get the message across and cover useful and relevant information — which goes to show you don’t need to invest thousands in production to get some testimonial videos up. Finally, in the theme of earning trust, we love that mHelpDesk closes out its testimonial page with awards and badges of recognition.

6) Clear Slide

One of the first things we noticed about Clear Slide’s testimonial page is how creatively it’s named — “What They’re Saying.” It includes a smattering of quotes from customers, topped with client logos from big names like The Economist and Starwood. If you have users that are celebrities or influencers within their community, be sure to include and even highlight their testimonials on your page.

7) FreeAgent

The folks at FreeAgent did a great job formatting its testimonial page with emphasized text quotations along with pictures, names, and companies to add credibility. But what we really love about it is the “Twitter love” banner on the right-hand side of the page.

Social media is a great source of real-time proof of customer satisfaction — after all, that’s why it’s called “social proof” — and many customers turn to places like Twitter and Facebook to informally review businesses they buy from. Be sure to monitor your social media presence regularly to find tweets, Facebook posts, Instagram posts, and so on that positively reflect your brand, and see where you can embed them on your website.

8) Focus Lab

Focus Lab took a unique and very cool-looking design approach to its testimonial page — which is fitting, seeing as its trade is in creating visual branding systems. Again, it’s technically a visual catalog of both previous projects and works-in-progress, but instead of just listing out client quotes, the page opts for a card-like design with interactive, rectangular elements you can click on to see the full case study — with quotes occasionally appearing in-between.

What’s even cooler is what’s included in each individual case study. Not only does FocusLab cover the challenges faced by clients and how FocusLab helped solve them, but the case studies also include some of the steps in the design process between conception and final product. In some instances, they included the evolution of the logo during the design process.

Finally, we love the aforementioned view of works in progress section below the case studies. These cards aren’t clickable, but they give viewers a glimpse into the firm’s current projects.

9) 99designs

99designs takes a bit of an unconventional approach to its testimonial page. Using a star-rating system not usually seen in the B2B sector (read: Yelp and TripAdvisor), the page is headlined with an eye-catching video, with customer reviews below it. Plus, it gives users the ability to sort through customer reviews by category so they can read the ones most relevant to them.

Spread the Love

Once you’ve created a testimonial page, don’t forget to promote it. Send it to the customer(s) you featured, your sales staff, and even to your other customers if you think they’d be interested. And don’t forget to add a link to your testimonial page on your homepage, in your “About Us” page, or as part of your overall navigation.

How to Automate Your Client KPI Reporting Process: The 11 Step Guide

Picture this: it’s the end of the month, and some poor soul at your agency needs to put together the monthly marketing report for each client.

He or she embarks on this mind-numbing journey by logging into every digital marketing service you use, copying the key data points, and entering them into your clunky marketing KPI spreadsheet.

For other metrics that are too complicated to duplicate in a spreadsheet, they cut and paste graphs from different software into powerpoint, and try to craft a cohesive story even though each graph’s format is different. Finally, it gets pdf’d and sent over to the account manager who forwards it along to the client or presents it live.

What a pain in the keister.

But your client needs to know what you’re doing with their money. All those grueling hours are necessary … right?

Most agencies see this type of manual reporting as a necessity, but, unforunately, the process is usually a negative experience for everyone involved:

  • The account manager probably spent 4-5 hours creating the client’s presentation.
  • As a result, your agency wasted hundreds of dollars making a report that’s hard to analyze.
  • The client has a hard time understanding how your services contributed to their business.

As you can see, a monthly metrics spreadsheet and powerpoint presentation is more hassle than it’s worth. It’s not a viable solution.

You need to stop the madness!

If you’re still cutting and pasting data and graphs into spreadsheets and presentation decks, there’s a better way. It’s called client KPI reporting automation.

To step up your analytics and reporting game, you need to automate the busy work. Leveraging a process that can gather data for you will allow more time for analysis and less time on data collection.

Fortunately, there are now a number of automated reporting tools in the market. And regardless of the one you choose and the digital services you provide, your rollout strategy will still be similar.

Read on to learn the 11 steps for automating your client’s KPI reporting.

Step 1) Identify your clients’ most important marketing tools.

Make a list of digital marketing services across all client accounts. Then, decide which services and software hold the most crucial data for your agency’s and clients’ success.

For example, if you offer inbound marketing services, you’ll probably need to track data from HubSpot Marketing, HubSpot CRM, Google Analytics, Facebook Ads, and Adwords.

Since most agencies use a wide variety of tools, you probably won’t find an automated reporting software that pulls data from all your services in every single clients’ marketing stack. But you should be able to find one that covers about 80% of their tools.

Marketing Stack.png

Step 2) Choose a client reporting tool that integrates deeply with your key services.

After talking to hundreds of digital agencies about reporting tools, we’ve found there’s no perfect solution. The biggest issues? Being able to report the key metrics your clients need.

With the boom in marketing and sales software, no single dashboard can pull all the data from every known system. But you should look for a tool that allows you to pull a variety of metrics from the services you use.

For example, if you use HubSpot, there’s a big difference between a reporting tool that pulls 145+ metrics from HubSpot versus one that pulls just 11.

You need to be really careful here.

If a business intelligence software vendor doesn’t offer a full-feature trial that showcases its reporting capabilities, stay away.

A free trial can also help you gauge the software’s user experience. Some of these tools can be really hard to setup and use.

There are even tools that require developers, data analysts, and marketing wizards for it to work. That’d be a tall order for anyone to fill, especially if you work at a small agency.

Here’s a list of important criteria to look for in a reporting automation tool:

  • Do they automatically import data from your marketing software or do you have to figure out how to upload your data?
  • Do they offer standard reporting templates for the tools you use?
  • How easily can you build custom reports?
  • How often do they refresh the data? Hourly? Daily?
  • Do they offer special pricing for agencies?
  • Can you brand the reports with your or your clients’ colors and logos? Can you change the domain name where your reports will be hosted?
  • Do you need the tool to spit out a monthly report or offer real-time reporting, or both?
  • Can you add your interpretations and recommendations next to the data?
  • Do you want to view the data on your desktop, a TV in your offices, and your mobile phone? How will your clients prefer to view the data?
  • Can you create separate accounts for each client?
  • How long does it take to fully set up a new client account?

I also recommend using B2B software review sites like AlternativeTo, Capterra, and G2 Crowd to add on to your list of criteria.

Step 3) Make sure you and your client agree upon the most important KPIs.

If you haven’t had an in-depth conversation with your clients on the KPIs that drive their business, now is the time. You do not want to build out a series of reports that get ignored.

We recommend starting with their revenue goals and working backwards.

This conversation should be an interview with the client. Start it by saying, “We’re revamping our reporting processes to be more focused on what’s really important.” This is a good time to show that you’re putting in the extra effort to drive their business forward.

And by pursuing top-line revenue goals first, your clients will always look forward to seeing your reporting results.

Step 4) Make sure your reporting tool pulls the metrics you need.

This can’t be stressed enough.

Imagine you want to increase your client’s leads from organic traffic. Think about all the metrics you need to track to support this goal. That list might include metrics from a Google Analytics segment for organic traffic, combined with contacts generated from search, which is measured by a smart list or a lifecycle stage from HubSpot.

To really show your client progress, you should also report search data from MOZ, SEMRush, or Google Search Console.

Now, think about if your chosen reporting tool can pull all these metrics?

Your client may not be an expert in digital marketing terminology, so it depends on you to determine the metrics you pull.

You should list out all the client’s KPIs, and form a hypothesis around the specific metrics you need from each service. This does not need to be presented to the client, but it will help you create a set of reporting templates that you can reuse with different clients.

AutomateClientReportingIntegrations.png

Step 5) Create standardized reports you can use for multiple clients.

Be careful of creating customized reports for each of your clients. Creating templates that are reusable across a group of clients is a lot more efficient. You only have to build one and then you can reuse it as many times as you want.

Every time you create a new template, ask yourself, “What other clients could benefit from looking at their data this way?”

You can keep this process simple by grouping your clients based on their reporting needs and serving a customized template to each group.

Usually, agencies show their clients top-of-the-funnel results first, then drill down further. If your client just needs reporting, though, stick to a high-level overview. If they need a deeper dive, go more in-depth.

AutomateClientReportingGroups.png

Step 6) Design metric-specific visualizations for each dashboard.

Most reporting tools offer a selection of data visualizations like a number block, a line chart, a gauge chart, or a table. It’s crucial to choose the best way to visualize your data.

For example, marketers should use a funnel or pipeline visualization to analyze a marketing and sales funnel.

You should also think about how to categorize specific data. For example, you might want to group a line chart of keywords Google’s Top 3 from SEMrush, organic search traffic from Google Analytics, and leads from search from HubSpot onto one dashboard.

Or you could display follower and comment counts from different social services like Facebook, Twitter, LinkedIn, and Youtube in another dashboard.

This is the beauty of reporting tools: you can batch data from multiple services and compare them to each other. However, as an agency it’s your job, to formulate your reports in a clear way. Be careful not to overload your client with complex metrics.

With automated reporting, weekly, monthly, and annual numbers are always available and you’ll be able to introduce all kinds of metrics that might confuse your clients.

Remember, if the client can’t understand your data, you must present it in a simpler way.

Step 7) Roll out your reports internally.

Before you roll out your marketing reports to clients, show them to your account managers and service team. Some agencies make their account managers build reports. However, we’ve found agencies are much more successful when one of their team members builds out reports and then sends them to the account managers for review.

Even though you should standardize your reports as much as possible, each client report requires some customization. Your account managers will most likely know what your client wants to see, so letting them approve the reports is crucial.

Step 8) Position automated reporting as a benefit for your clients.

Automated reporting saves you time, which might be the primary reason why you’re implementing it. Your clients also benefit from your ability to reallocate saved time towards analyzing and improving their numbers.

You shouldn’t position its value proposition this way, though. Position it in a way that will help them understand how automate reporting directly benefits their business, rather than describing how benefiting yourself will benefit them too.

A way you can do this is by positioning to clients as “real time reporting. Why is this effective? Being able to instantly access their campaign’s performance data is a benefit to them. And by transitioning to real-time reporting, they can:

  • Monitor their results more closely.
  • Ensure you’re achieving daily progress towards goals.
  • Adapt your plan more frequently based on what’s working.
  • Catch any issues (like getting zero clicks from a PPC campaign you just set up) before they affect the sales funnel.

For more advanced clients who have larger traffic and lead volume, you can also position your new reporting process as a launching pad for more in-depth analysis of their marketing and sales funnels.

Since you can analyze new data more consistently, you can teach all your employees (and clients) how to identify new opportunities for improvement from the data you already have or by using new tools.

If you’re going to position it this way, make sure you can follow through on your promise. Consider proactively rolling out a new report to every client each month — like a “report of the month” update.

Lastly, you can position your new reporting system as a better way to visualize data. Often times, agencies use a mix of KPI spreadsheets and cut-and-paste graphs from multiple tools, so each graph has its own color scheme, x and y-axis, terminology, and formatting.

Scanning a deck with 30 unique graphs is cognitively draining for your client. Consistent visualization makes it easy for your clients to understand and draw conclusions from your reports.

By using a centralized tool to view all your data, you can also synchronize data from different services to different time periods, as you can see below.

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Step 9) Determine a plan to regularly share results.

Your reporting strategy should aim to update your clients, not overwhelm them with every little thing that happens over the month.

If your client is pretty new to online marketing and doesn’t have a lot of marketing assets, anything more than a monthly review would inundate them. But if your clients have a large amount of traffic, leads, or ad budget, a daily review might be the right call.

Most tools allow you to set up different reporting timeframes:

  • Real-time or Daily: In addition to reviewing your data on your desktop or wall-mounted TVs, if your reporting tool has a mobile app, email or Slack notifications, you can send automated updates more frequently to internal team members and/or clients.
  • Weekly: Weekly updates can also be mobile or email-based. Use this to make sure you’re not falling too far behind any monthly goals you’ve set.
  • Monthly: This is your full monthly report. Use it for analysis, making recommendations, and interpreting your data.
  • Quarterly: Use this report to propose new, big initiatives. Recap the progress from the last 3 months (or longer) and show your client how you can deliver even more value if they invest more in your agency.

Step 10) Figure out which devices each client uses to view their reports.

Some of your clients will be more excited about automated reporting than others. If they’re very data-driven, you can display their reports on an office TV. Or, you can allow clients to view reports on their smartphones. This allows them to constantly monitor their data wherever they go.

We actually know of one agency who purchases a TV for their clients and actually hangs it up on their CEO’s wall.

Other clients might want you to do all the analysis and prefer only monthly updates. In that case, just send them a URL to their report, tell them to bookmark it, and continue your monthly meeting cadence.

Step 11) Set concrete goals with your clients.

We’ve spoken with many agencies that set goals in the sales process but don’t revisit them with the client until contract renewal time.

As a result, month six rolls around and neither the client nor the agency remembers what goal they set or why they set it. Don’t risk losing a client because you either found out you never actually hit the goal or the original goal became unimportant to them.

Set goals inside your visualization tool, so that it plots your current performance against your goals.

By entering your goals into your reporting software, it becomes significantly easier to review your progress during monthly meetings and adapt the goal or monthly plan with clear agreement between you and your client.

Goals superimposed over performance data provides a monthly reference point. If you’re consistently hitting goals, you’re much more likely to upsell clients on new services or more of your current work. But, if your outstanding overachievement isn’t clear and obvious, it’s a lot harder to retain business.

You can also use goals to hold your client’s sales team accountable too. You could be generating a ton of demand for your client, but without concrete goals, a dip in sales will likely get you the axe first and not their sales team.

Closing Thoughts

With the crap-work eliminated, your agency can spend more time combing through your client’s data for growth opportunities, impress them with careful analysis and data-driven recommendations, and become the trusted partners you aim to be.

Ultimately, automated reporting will help your agency retain clients, upsell them, and boost employee satisfaction.

How to Make Your Google AdWords Ads More Impactful Without Spending More

A simple question: would you rather have a bigger AdWords ad or a smaller AdWords ad for the same cost?

Of course the answer is obvious — when it comes to advertising bigger is always better. So how can you go about making your Google AdWords ads bigger for the same (or maybe even a lower) cost?

This is where ad extensions come in. In this article, we’ll review why these extensions are important, and how you can start incorporating them into your Google AdWords strategy.

What is a Google AdWords Ad Extension?

A Google AdWords ad extension is piece of additional content that expands your ads with additional information. There are many different types of extensions and they each offer different relevant information for potential customers to choose your business.

While most extensions require a little bit of setup, the additional work is worth it because in general you will see an improvement in the ads’ performance with respect to clicks, cost per click (CPC), page position, and ad rank.

Why You Should Use Ad Extensions

Ad extensions expand your existing ads by offering the reader more ways to interact with your company. They are appended to your ad and can offer additional pages on your site where the reader can find more or different information. They can highlight additional benefits to working with your company, e.g.: Free Shipping, 90 day return policy, Sale now in process. They can provide a phone number to call or a location site to visit. They can even point directly to a place to download your app.

In addition, using extensions can increase the click-through rate of your ads and even your conversion rate.

And using extensions will usually raise the ad rank of your ad which can result in a higher position on the page and a lower cost per click and higher likelihood of your ad being shown. As Google says “ad extensions typically improve click-through rate and overall campaign performance because they make ads more useful.”

What kinds of ad extensions are available?

There are many types of extensions available to you in Google AdWords:

  • Sitelink extensions
  • Call extensions
  • Location extensions
  • Callout extensions
  • Message extensions
  • Structured snippet extensions
  • Price extensions
  • Review extensions
  • App extensions

To help you find the best type for your company’s ad strategy, we’ll explore a few of the most useful extensions below. 

Callout Extensions

To make your ads larger and provide useful information to your potential customers, consider the simple but powerful callout extension. Callout extensions add an additional line of text to your ad directly beneath the headline:

 

The text in a callout is limited to 25 characters, so you should try to keep the text short, specific, and compelling. You can set up callout extensions at the account, campaign, or ad group level. And you can schedule when you want the specific callouts to appear. You need to create at least two callouts for any of them to show up — so try to create at least four callouts. 

 

Sitelink Extensions

Sitelinks allow you to direct users to additional pages on your site, beyond just the page they would land on by clicking on the ad itself. You can provide up to six additional links that direct people to relevant information about your company — such as details about a new product, your business hours, a video, a webinar, or even an offer.

The links appear under your ad headline, and can be accompanied by an added description — which I would highly recommend. Why is an added description better? Size truly matters! Each description you add makes your ad that much bigger for the same cost.

nike ad w sitelinks.png

Each link you include can be accompanied by an 80 character description, as seen in the above screenshot. In this description you can include keywords and micro-copy to encourage clicks — but more importantly, your ad becomes bigger and more relevant!

 

Call Extensions

Regardless of the size of your business — big or small — you likely want to encourage people to call your business to ask questions, get more info, place orders, and just to make yourself available to solve their problems — after all, that’s why you’re in business!

A call extension will encourage people to call your company by adding a phone number or call button to your ads. The phone number can be assigned by Google and is separately trackable. 

 

Location Extensions

Location extensions are a great move for businesses focusing their targeting efforts in a particular area. If your business is looking to attract local attention, consider using this type of extension in your next campaign to highlight your convenient proximity to potential customers. 

Need additional help with extensions? Schedule a free session with me or one of my colleagues at HubSpot’s Center for Inbound Advertising.

Businesses with multiple locations can even use location extensions to display the location nearest to the user, as seen in the Starbucks ad above.

 

Ad Extension Best Practices

Adding extensions to your ads will make them more targeted, relevant, and clickable — not to mention, much more noticable at the top of the search results page. 

The good news is that these extensions are free to add. Yes, you will pay the same price per click that you would pay if someone just clicked on your ad — but think about it — you are communicating much more information about your business for no increease in price.

Google will only show the extensions if Google believes that they will improve your ads performance, so be sure to keep the information hyper-relevant to potential customers.

Don’t stuff in information just for the sake of making your ads bigger — make sure the information actually improves the search experiece and helps customers pick your business.

Extensions can be created at any level of your AdWords account — they can be shown at the account level, campaign level, or at the ad group level.

Keep Conversions In Mind

Remember to create specific landing pages for each of the site links that you create. That way, instead of just passing customers to an ordinary page on your website, you can send them to a targeted page where they can easily become a lead. 

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SEO for everyone

Our mission is ‘SEO for everyone’. We keep that in mind, in everything we do. But what do we mean by it? And why is it our mission? In this post, I’d like to explain Yoast’s mission.

A little bit of history

To understand why we pursue this mission, we’ll have to go back in history. Let’s start in 2006: Joost de Valk was building SEO plugins because he strongly believed that everyone could benefit from the SEO knowledge he had collected in his work for large agencies. As a WordPress fanboy, he could quickly translate his technical SEO skills into a useful plugin for WordPress. 

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The WordPress SEO plugin, which was rebranded to Yoast SEO later on, got an enormous amount of users. What’s more, Joost received an overwhelming number of support requests and was unable to handle those, as he was still working for an agency as well. At that point, Joost decided to start his own company. Selling premium plugins and doing a little bit of consultancy enabled him to further invest time and resources into the free Yoast SEO plugin as well. This allowed us to improve the quality and features of our products, and also resulted in a growing company. Moreover, it meant we could further define our mission.

WordPress’ mission and Yoast’s mission

The mission of WordPress is to democratize publishing with open-source GPL (General Public License) software. Yoast’s mission builds on WordPress’ mission, just as Yoast’s software is an extension of the software of WordPress. Everybody can create a website using WordPress. However, not everyone is able to rank in the search engines. In some niches, the search results are dominated by large companies with even larger marketing budgets. The Yoast SEO plugin, combined with the SEO knowledge Yoast shares, enable small entrepreneurs to compete with these large companies.

A ‘fair’ chance in the search results

We believe the web will benefit from all people having an equal chance in the search results. We would love for great new ideas and inventions to spread over the world. And great ideas don’t always come from large agencies but are created everywhere around the world. That’s why we believe that every idea should have a fair chance in the search results. WordPress and Yoast SEO cover most of the technical SEO challenges of a website. But to seriously compete with the big boys, every website owner still faces content SEO challenges. In our blog posts, we explain to our audience how to write awesome and SEO-friendly content and how to set up a decent site structure. Using the Yoast SEO plugin and reading our posts should help everyone to have a fair chance in the search results. That’s what ‘SEO for everyone’ is all about.

Making money and maintaining the mission

Pursuing our mission doesn’t mean we’re not making any money while doing so. On the contrary: the company Yoast is thriving. The money we make enables us to keep on pursuing our mission. We continue to tweak and improve our plugins and we write more and more articles about SEO. Making money makes pursuing ‘SEO for everyone’ easier. We can have a bigger impact. And, it allows us to contribute more and more to WordPress core.

The premium version of Yoast SEO has some practical features, which will make SEO a lot easier. However, all essential features you need to have that fair chance in the search engines, are available and will remain in our free plugin. Our online courses are powerful to quickly learn about (one or multiple aspects) of SEO. But all the SEO information you need is also available in our many blog posts. It’s important to us that everyone – even if you haven’t got much money to spend – can benefit from our SEO products.

Read more: ‘Victory of the Commons’ »

22 Companies With Really Catchy Slogans & Brand Taglines

Keep it simple, stupid.

We don’t mean to offend you — this is just an example of a great slogan that also bears the truth of the power of succinctness in advertising.

It’s incredibly difficult to be succinct, and it’s especially difficult to express a complex emotional concept in just a couple of words — which is exactly what a slogan does.

That’s why we have a lot of respect for the brands that have done it right. The ones that have figured out how to convey their value proposition to their buyer persona in just one, short sentence — and a quippy one, at that.

So if you’re looking to get a little slogan inspiration of your own, take a look at some of our favorite company slogans from both past and present. But before we get into specific examples, let’s quickly go over what a slogan is and what makes one stand out.

What Is a Slogan?

In business, a slogan or tagline is “a catchphrase or small group of words that are combined in a special way to identify a product or company,” according to Entrepreneur.com’s small business encyclopedia.

In many ways, they’re like mini-mission statements.

Companies have slogans for the same reason they have logos: advertising. While logos are visual representations of a brand, slogans are audible representations of a brand. Both formats grab consumers’ attention more readily than the name a company or product might. Plus, they’re simpler to understand and remember.

The goal? To leave a key brand message in consumers’ minds so that, if they remember nothing else from an advertisement, they’ll remember the slogan.

What Makes a Great Slogan?

According to HowStuffWorks, a great slogan has most or all of the following characteristics:

It’s memorable.

Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief, catchy few words can go a long way in advertisements, videos, posters, business cards, swag, and other places. 

It includes a key benefit.

Ever heard the marketing advice, “Sell the sizzle, not the steak”? It means sell the benefits, not the features — which applies perfectly to slogans. A great slogan makes a company or product’s benefits clear to the audience.

It differentiates the brand.

Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors? (Check out our essential branding guide here.)

It imparts positive feelings about the brand.

The best taglines use words that are positive and upbeat. For example, Reese’s Peanut Butter Cups’ slogan, “Two great tastes that taste great together,” gives the audience good feelings about Reese’s, whereas a slogan like Lea & Perrins’, “Steak sauce only a cow could hate,” uses negative words. The former leaves a better impression on the audience.

Now that we’ve covered what a slogan is and what makes one great, here are examples of some of the best brand slogans of all time. (Note: We’ve updated this post with several ideas folks previously shared with us in the comments.)

22 Companies With Really Catchy Slogans & Taglines

1) Nike: “Just Do It”

It didn’t take long for Nike’s message to resonate. The brand became more than just athletic apparel — it began to embody a state of mind. It encourages you to think that you don’t have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That’s all it takes.

But it’s unlikely Kennedy + Weiden, the agency behind this tagline, knew from the start that Nike would brand itself in this way. In fact, Nike’s product used to cater almost exclusively to marathon runners, which are among the most hardcore athletes out there. The “Just Do It” campaign widened the funnel, and it’s proof positive that some brands need to take their time coming up with a slogan that reflects their message and resonates with their target audience

nike-just-do-it-2.jpg

Source: brandchannel

2) Apple: “Think Different”

This slogan was first released in the Apple commercial called “Here’s to the Crazy Ones, Think Different” — a tribute to all the time-honored visionaries who challenged the status quo and changed the world. The phrase itself is a bold nod to IBM’s campaign “Think IBM,” which was used at the time to advertise its ThinkPad.

Soon after, the slogan “Think Different” accompanied Apple advertisements all over the place, even though Apple hadn’t released any significant new products at the time. All of a sudden, people began to realize that Apple wasn’t just any old computer; it was so powerful and so simple to use that it made the average computer user feel innovative and tech-savvy.

According to Forbes, Apple’s stock price tripled within a year of the commercial’s release. Although the slogan has been since retired, many Apple users still feel a sense of entitlement for being among those who “think different.”

apple-slogan.jpg

Source: Blue Fin Group

3) Dollar Shave Club: “Shave Time. Shave Money.”

The folks at Dollar Shave Club have made their way onto quite a few of our lists here on the blog, and it’s safe to say that when it comes to marketing and advertising, this brand’s team knows what it’s doing. And its slogan — “Shave Time. Shave Money.” — is an excellent reflection of their expertise.

This little quip cleverly incorporates two of the service’s benefits: cost and convenience. It’s punny, to the point, and it perfectly represents the overall tone of the brand.

Dollar-Shave-Club-Slogan.jpg

Source: TheStephenHarvey.com

4) L’Oréal: “Because You’re Worth It”

Who doesn’t want to feel like they’re worth it? The folks at L’Oréal worked with the theory that women wear makeup in order to make themselves appear “beautiful” so they feel desirable, wanted, and worth it. The tagline isn’t about the product — it’s about the image the product can get you. This message allowed L’Oréal to push its brand further than just utility so as to give the entire concept of makeup a much more powerful message.

loreal-slogan.jpg

Source: Farah Khan

5) California Milk Processor Board: “Got Milk?”

While most people are familiar with the “Got Milk?” campaign, not everyone remembers that it was launched by the California Milk Processor Board (CMPB). What’s interesting about this campaign is that it was initially launched to combat the rapid increase in fast food and soft beverages: The CMPB wanted people to revert to milk as their drink of choice in order to sustain a healthier life. The campaign was meant to bring some life to a “boring” product, ad executives told TIME Magazine.

The simple words “Got Milk?” scribbled above celebrities, animals, and children with milk mustaches, which ran from 2003 until 2014 — making this campaign one of the longest-lasting ever. The CMPB wasn’t determined to make its brand known with this one — it was determined to infiltrate the idea of drinking milk across the nation. And these two simple words sure as heck did.

got-milk-slogan.jpg

Source: Broward Palm Beach News Times

6) MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”

MasterCard’s two-sentence slogan was created in 1997 as a part of an award-winning advertising campaign that ran in 98 countries and in 46 languages. The very first iteration of the campaign was a TV commercial that aired in 1997: “A dad takes his son to a baseball game and pays for a hot dog and a drink, but the conversation between the two is priceless,” writes Avi Dan for Forbes. “In a sense, ‘Priceless’ became a viral, social campaign years before there was a social media.”

One key to this campaign’s success? Each commercial elicits an emotional response from the audience. That first TV commercial might remind you of sports games you went to with your dad, for example. Each advertisement attempted to trigger a different memory or feeling. “You have to create a cultural phenomenon and then constantly nurture it to keep it fresh,” MasterCard CMO Raja Rajamannar told Dan. And nostalgia marketing like that can be a powerful tool.

7) BMW: “Designed for Driving Pleasure”

BMW sells cars all over the world, but in North America, it was known for a long time by its slogan: “The Ultimate Driving Machine.” This slogan was created in the 1970s by a relatively unknown ad agency named Ammirati & Puris and was, according to BMW’s blog, directed at Baby Boomers who were “out of college, making money and ready to spend their hard earned dollars. What better way to reflect your success than on a premium automobile?”

The newer slogan, “Designed for Driving Pleasure,” is intended to reinforce the message that its cars’ biggest selling point is that they are performance vehicles that are thrilling to drive. That message is an emotional one, and one that consumers can buy into to pay the high price point.

bmw-designed-for-driving-pleasure-2.jpg

Source: Brandingmag

8) Tesco: “Every Little Helps”

“Every little helps” is the kind of catchy tagline that can make sense in many different contexts — and it’s flexible enough to fit in with any one of Tesco’s messages. It can refer to value, quality, service, and even environmental responsibility — which the company practices by addressing the impacts of their operations and supply chain.

It’s also, as Naresh Ramchandani wrote for The Guardian, “perhaps the most ingeniously modest slogan ever written.” Tesco markets itself as a brand for the people, and a flexible, modest far-reaching slogan like this one reflects that beautifully.

tesco-slogan.jpg

Source: The Drum

9) M&M: “Melts in Your Mouth, Not in Your Hands”

Here’s one brand that didn’t need much time before realizing its core value proposition. At the end of the day, chocolate is chocolate. How can one piece of chocolate truly stand out from another? By bringing in the convenience factor, of course. This particular example highlights the importance of finding something that makes your brand different from the others — in this case, the hard shell that keeps chocolate from melting all over you.

10) Bounty: “The Quicker Picker Upper”

Bounty paper towels, made by Procter & Gamble, has used its catchy slogan “The Quicker Picker Upper” for almost 50 years now. If it sounds like one of those sing-songy play on words you learned as a kid, that’s because it is one: The slogan uses what’s called consonance — a poetic device characterized by the repetition of the same consonant two or more times in short succession (think: “pitter patter”).

Over the years, Bounty has moved away from this slogan in full, replacing “Quicker” with other adjectives, depending on the brand’s current marketing campaign — like “The Quilted Picker Upper” and “The Clean Picker Upper.” At the same time, the brand’s main web address went from quickerpickerupper.com to bountytowels.com. But although the brand is branching out into other campaigns, they’ve kept the theme of their original, catchy slogan.

Bounty_Paper_Towels_Slogan.png

Source: Bounty

11) De Beers: “A Diamond is Forever”

Diamonds aren’t worth much inherently. In fact, a diamond is worth at least 50% less than you paid for it the moment you left the jewelry store. So how did they become the symbol of wealth, power, and romance they are in America today? It was all because of a brilliant, multifaceted marketing strategy designed and executed by ad agency N.W. Ayer in the early 1900s for their client, De Beers.

The four, iconic words “A Diamond is Forever” have appeared in every single De Beers advertisement since 1948, and AdAge named it the best slogan of the century in 1999. It perfectly captures the sentiment De Beers was going for: that a diamond, like your relationship, is eternal. It also helped discourage people from ever reselling their diamonds. (Mass re-selling would disrupt the market and reveal the alarmingly low intrinsic value of the stones themselves.) Brilliant.

de-beers-slogan.jpg

de-beers-slogan-old.jpg

Source: Sydney Merritt

12) Lay’s: “Betcha Can’t Eat Just One”

Seriously, who here has ever had just one chip? While this tagline might stand true for other snack companies, Lay’s was clever to pick up on it straight away. The company tapped into our truly human incapability to ignore crispy, salty goodness when it’s staring us in the face. Carbs, what a tangled web you weave.

But seriously, notice how the emphasis isn’t on the taste of the product. There are plenty of other delicious chips out there. But what Lay’s was able to bring forth with its tagline is that totally human, uncontrollable nature of snacking until the cows come home.

lays-slogan.jpg

Source: Amazon

13) Audi: “Vorsprung durch technik” (“Advancement Through Technology”)

“Vorsprung durch technik” has been Audi’s main slogan everywhere in the world since 1971 (except for the United States, where the slogan is “Truth in Engineering”). While the phrase has been translated in several ways, the online dictionary LEO translates “Vorsprung” as “advance” or “lead” as in “distance, amount by which someone is ahead in a competition.” Audi roughly translates it as: “Advancement through technology.”

The first-generation Audio 80 (B1 series) was launched a year after the slogan in 1972, and the new car was a brilliant reflection of that slogan with many impressive new technical features. It was throughout the 1970s that the Audi brand established itself as an innovative car manufacturer, such as with the five-cylinder engine (1976), turbocharging (1979), and the quattro four-wheel drive (1980). This is still reflective of the Audi brand today.

audi-slogan.jpg

Source: Cars and Coffee Chat

14) Dunkin’ Donuts: “America Runs on Dunkin”

In April 2006, Dunkin’ Donuts launched the most significant repositioning effort in the company’s history by unveiling a brand new, multi-million dollar advertising campaign under the slogan “America Runs on Dunkin.” The campaign revolves around Dunkin’ Donuts coffee keeping busy Americans fueled while they are on the go.

“The new campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between — accompanied every step of the way by Dunkin’ Donuts,” read the official press release from the campaign’s official launch.

Ten years later, what the folks at Dunkin Donuts’ realized they were missing was their celebration of and honoring their actual customers. That’s why, in 2016, they launched the “Keep On” campaign, which they call their modern interpretation of the ten-year slogan.

“It’s the idea that we’re your partner in crime, or we’re like your wingman, your buddy in your daily struggle and we give you the positive energy through both food and beverage but also emotionally, we believe in you and we believe in the consumer,” said Chris D’Amico, SVP and Group Creative Director at Hill Holiday.

dunkin-donuts-slogan.gif

Source: Lane Printing & Advertising

(Fun fact: Dunkin’ Donuts is testing out rebranding — and renaming itself. One store in Pasadena, California will be called, simply, Dunkin’.)

15) Meow Mix: “Tastes So Good, Cats Ask for It by Name”

Meow meow meow meow … who remembers this catchy tune sung by cats, for cats, in Meow Mix’s television commercials? The brand released a simple but telling tagline: “Tastes So Good, Cats Ask For It By Name.”

This slogan plays off the fact that every time a cat meows, s/he is actually asking for Meow Mix. It was not only clever, but it also successfully planted Meow Mix as a standout brand in a cluttered market.

meow-mix-slogan.jpg

Source: Walgreens

16) McDonald’s: “I’m Lovin’ It”

The “I’m Lovin’ It” campaign was launched way back in 2003 and still stands strong today. This is a great example of a slogan that resonates with the brand’s target audience. McDonald’s food might not be your healthiest choice, but being healthy isn’t the benefit McDonald’s is promising — it’s that you’ll love the taste and the convenience.

(Fun fact: The jingle’s infamous hook — “ba da ba ba ba” — was originally sung by Justin Timberlake.)

mcdonalds-slogan.gif

Source: McDonald’s

17) The New York Times: “All the News That’s Fit to Print”

This one is my personal favorite. The tagline was created in the late 1890s as a movement of opposition against other news publications printing lurid journalism. The New York Times didn’t stand for sensationalism. Instead, it focused on important facts and stories that would educate its audience. It literally deemed its content all the real “news fit to print.”

This helped the paper become more than just a news outlet, but a company that paved the way for credible news. The company didn’t force a tagline upon people when it first was founded, but rather, it created one in a time where it was needed most.

new-york-times-slogan.jpg

Source: 4th St8 Blog

18) General Electric: “Imagination at Work”

You may remember General Electric’s former slogan, “We Bring Good Things to Life,” which was initiated in 1979. Although this tagline was well-known and well-received, the new slogan — “Imagination at Work” — shows how a company’s internal culture can revolutionize how they see their own brand.

“‘Imagination at Work’ began as an internal theme at GE,” recalled Tim McCleary, GE’s manager of corporate identity. When Jeff Immelt became CEO of GE in 2001, he announced that his goal was to reconnect with GE’s roots as a company defined by innovation.

This culture and theme resulted in a rebranding with the new tagline “Imagination at Work,” which embodies the idea that imagination inspires the human initiative to thrive at what we do.

19) Verizon: “Can You Hear Me Now? Good.”

Here’s another brand that took its time coming up with something that truly resonated with its audience. This tagline was created in 2002 under the umbrella of, “We never stop working for you.”

While Verizon was founded in 1983, it continued to battle against various phone companies like AT&T and T-Mobile, still two of its strongest competitors. But what makes Verizon stand out? No matter where you are, you have service. You may not have the greatest texting options, or the best cellphone options, but you will always have service.

(Fun fact: The actor behind this campaign — Paul Marcarelli — now appears in competing advertisements for Sprint.)

verizon-slogan.jpg

Source: MS Lumia Blog

20) State Farm: “Like a Good Neighbor, State Farm is There”

The insurance company State Farm has a number of slogans, including “Get to a better State” and “No one serves you better than State Farm.” But its most famous one is the jingle “Like a good neighbor, State Farm is there,” which you’re likely familiar with if you live in the United States and watch television.

These words emphasize State Farm’s “community-first” value proposition — which sets it apart from the huge, bureaucratic feel of most insurance companies. And it quickly establishes a close relationship with the consumer.

Often, customers need insurance when they least expect it — and in those situations, State Farm is responding in friendly, neighborly language.

StateFarm_Logo.png

Source: StateFarm

21) Maybelline: “Maybe she’s born with it. Maybe it’s Maybelline.”

Can you sing this jingle in your head? Maybelline’s former slogan, created in the 1990s, is one of the most famous in the world. It makes you think of glossy magazine pages featuring strong, beautiful women with long lashes staring straight down the lens. It’s that confidence that Maybelline’s makeup brand is all about — specifically, the transformation into a confident woman through makeup.

Maybelline changed its slogan to “Make IT Happen” in February 2016, inspiring women to “express their beauty in their own way.” Despite this change, the former slogan remains powerful and ubiquitous, especially among the many generations that grew up with it.

maybelline-slogan.jpg

Source: FunnyJunk

22) The U.S. Marine Corps: “The Few. The Proud. The Marines.”

The U.S. Marine Corps has had a handful of top-notch recruiting slogans over the decades, from “First to fight” starting in World War I, to “We’re looking for a few good men” from the 1980s. However, we’d argue that “The Few. The Proud. The Marines.” is among the best organization slogans out there.

This slogan “underscores the high caliber of those who join and serve their country as Marines,” said Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command. In 2007, it even earned a spot on Madison Avenue’s Advertising Walk of Fame.

US_Marine_Corps_Slogan.png

Source: Marines.com

 

Editor’s Note: This post was originally published in August 2012 and has been updated for freshness, accuracy, and comprehensiveness.

Search Has Changed. Here’s How Your Content Needs to Evolve.

When inbound marketing was on the rise in 2006, search engines were the primary way readers discovered new content. In 2017, this still holds true.

Social, video, and messaging apps now occupy a fair share of the content landscape — but with over 3.5 billion searches per day on Google alone, search is a channel marketers still can’t afford to ignore.

Over the last ten years or so, it feels like we’ve figured out a pretty standard content formula: publish a large volume of content to target long-tail keywords, and convert that organic traffic into leads via gated content offers. 

But this way of thinking about content has hit a wall. Search has changed, and it’s time content did too. 

How Search Has Evolved

There are two big ways search has changed in recent years:

  1. Our search behavior has shifted.
  2. The technology search engines use to interpret and serve results has improved.

Let’s dive into each.

How Our Search Behavior Has Changed

Back in 2006, search behavior was relatively simplistic. We typed at search engines with queries like, “Restaurants Boston,” rather than talking to them conversationally.

Today, the average search query goes something like, “Where is the best place to eat near me right now?”.

In fact, in May 2016 Google CEO, Sundar Pichai announced that 20% of queries on mobile and Android are voice searches.

Regardless of whether you type or use voice search, longer, more-conversational queries have become standard.

In a study conducted by Ahrefs of search volume by keyword length, they found 64% of searches are four words or more. And the rise of conversational search is only making this search pattern more prevalent.

keyword-length-distribution.pngSource: Ahrefs long-tail keyword study

This isn’t because we’ve suddenly become comfortable talking to robots. It’s largely because the quality of results that search engines serve has substantially improved, along with the quantity of content.

We’ve learned the playbook and have published so much content, some marketers say we’ve hit “content shock,” and that producing content at this rate is no longer sustainable.

"While the quantity of content has dramatically increased, quality has not."

While the quantity of content has dramatically increased, quality has not. Sure, there are individual publishers and sites that create amazing content you probably consume regularly. But for the most part, a lot of content published today doesn’t contribute much to the conversation.

In addition to our search behavior, the general way we use the internet to interact with sites has changed. We’ve shifted from desktop-based PCs, to mobile laptops, to smartphones as mini-computers in the palm of our hands.

Readers are skimming content and searching for quick answers. The emergence of messaging also means visitors are less likely to fill out a lengthy form. This has natural consequences on how we think about our content to build an audience, brand, and ultimately generate leads.

The Impact of Search Engine Updates

We’re going to focus on Google-specific updates here, since between their core search, image search, and YouTube, they collectively control 90% of the search market.

When Google first popped up on the scene, the way they returned results was to essentially deconstruct queries into their fundamental pieces — meaning individual keywords that appeared — and serve results based on exact matches. At that time, marketers who stuffed matching keywords into content would naturally rank for the query, until Google started adjusting their algorithm.

If we go back just a few years, we can see a rich history that leads us to the search experience we have today, and we can uncover lessons that apply to our own content strategies.

Let’s walk through three of the most important Google search updates and how they impact your strategy.

Penguin Algorithm Update — Rolled out April 24, 2012.

This algorithm update was designed to penalize “webspam” and sites that were over-optimized using black-hat SEO techniques. Webspam –such as keyword stuffing and link schemes — was penalized in this update, with 3.1% of English search queries impacted.

In the official Penguin announcement, Google described a blog post that was written about fitness and had relevant content. But within the post, there were also completely irrelevant links to payday loans and other sites. This form of random keyword stuffing is a perfect example of an SEO tactic that was likely impacted by Penguin.

The takeaway: Include relevant links and keywords in your content, but don’t overdo it. While there’s no magical number that’s right or wrong, look at your content through the lens of a reader and make a judgment call if it’s too much.

Hummingbird Algorithm Update — Announced on August 20, 2013.

Based on what we know, this was a core algorithm update that focused on improving semantic search. As search becomes more conversational, Hummingbird is now the core algorithm interpreting these queries and translating them into meaningful results.

For example, if you search for “what’s the best place to buy an iPhone 7 near my home?” a traditional algorithm before Hummingbird would have taken each individual keyword and looked for matches. With Hummingbird, Google began to look at the meaning behind these words and translate them into a better result. 

Digging into that example query above, “place” means you’re looking for a store you can physically go to, instead of a website you can buy from. Hummingbird looks at the entire query and attempts to understand the meaning behind the words used to return relevant results.

The takeaway: We now search the way we talk. Focusing only on keywords means you’re likely missing out on traffic from conversational search. Start thinking about clustering your content into topics, and adjusting the way you create content with pillar pages.

RankBrain Algorithm Update — Announced on October 26, 2015.

In October 2015, Google announced that machine learning, via RankBrain, had been a part of their algorithm for months and is now the third most influential ranking factor.

It’s important to understand that there are over 200 ranking signals when Google evaluates a page. When RankBrain was announced, it immediately became the third most-important factor Google uses to determine rank. 

So, what does RankBrain do? At a basic level, this algorithm helps interpret searches to find pages that might not have the exact words searched for. For example, if you search for “sneakers,” Google understands that you might have meant “running shoes” and incorporates that factor into results.

Although Google begun to understand synonyms between words prior to this update, RankBrain propelled that understanding forward and truly brought a focus on topic-based content to the forefront.

The takeaway: Searchers are likely discovering your content even though they don’t use exact keywords. When you combine this update with Hummingbird, the evidence is clear that we need to shift how we think about, plan, and create content.

Based on our search behavior, and the search technology updates, the playbook for content needs to change. The same formula we used for the past ten years might still generate moderate results, but it will not help us adjust to the way potential buyers are searching for our content today, or the way search works.

Wait, does this mean keywords are irrelevant?

No — keywords are still very relevant today. Yet many marketers solely rely on keywords to inform their content strategy. With the search behavior and technology changes we’ve discussed, your future playbook must be based on the overall topics that match the intent of a searcher, and the specific keywords they use.

For example, if you want help companies redesign websites, then you would naturally want to appear on a search engine results page for the keyword “website redesign.” In this case, “website redesign” is the overall topic. But some users might be really be searching for “redesign existing website”, which is essentially the same query with different keywords. 

With this shift in search technology, search behavior, and how we interact with content, the way we make content to attract users has to change.

Here are core tenets of the new playbook to help you adjust:

The New Content Playbook

The new content playbook is comprised of three parts: overall topics that you want to be known for organized into clusters, pillar content, and subtopic content. This model can helps you establish areas of influence into overall topics, and a solid information architecture at the same time.

Topic Clusters

As Matt Barby, Global Head of Growth and SEO at HubSpot, explains:

 

“The basic premise behind building a content program in topic clusters is to enable a deeper coverage across a range of core topic areas, whilst creating an efficient information architecture in the process.”

Instead of thinking about every variation of exact keywords, think about the topics you want to be known for, and the content you create will deeply cover that topic. Then, within this topic-based content, include relevant keywords. To explain this further, let’s break down topic vs. keyword in the table below.

Keyword-and-Topics.png

An overall topic cluster is represented with a comprehensive piece of content at the center (called pillar content) and then surrounded by subtopic content. Visually it looks like this:

Cluster model.png

A topic cluster should be specific to the topic you want to be known for and should be short — ideally between two and four words.

For example, at HubSpot “inbound marketing” is a topic cluster, and we have pillar content dedicated to describing the methodology. You can have numerous topic clusters across your site for as many topics as are relevant to your company. 

Pillar Content

Pillar content is central to this new strategy. It is typically comprised of a single page — such as a website or landing page — that offers a comprehensive view of the topic. 

If you have a lot of content, this page might already exist on your site. If not, or you want to expand into a new topic, check-out this decision tree to help decide when to create a new piece of pillar content.

final2-pillar-cluster-flowchart.jpg

There are a three key aspects of pillar content that you should consider:

  • Ungated – Pillar content should be ungated. That is, all of the content should be available for search engines to crawl and visitors to read without having to fill out a form. You can have a form on the page, but just don’t hide content behind the form. 
  • Comprehensive – Pillar content should be comprehensive, which also generally means long-form. Consider all of the questions your sales, services, and support teams regularly receive concerning a specific topic and build in answers within the page content.
  • Related terms – Remember when we talked about the algorithm updates above? Be sure to mention your core topic a number of times on the page, but also include synonyms as well. That way, no matter how someone searches for that topic, they’ll hopefully land on your page.

Subtopic Content

Subtopic content should be related to your pillar content. It centers around the same overall topic, but should answer longer, more niche questions. These can take the form of blog posts or site pages, and should contain a text link that points back to the pillar content. 

This hyperlink helps signal to search engines that all of this content is related. With all of your subtopic content pointing towards the pillar, it builds authority within your site.

Here’s an example of what this could look like for your website:

New structure.png

This new approach helps you attract more traffic from broad topics, and still captures long-tail keyword based traffic as well. It’s a solution that is better for your visitors, and allows you to provide answers they expect to find without encountering technology hurdles. 

The best content will be remarkable, comprehensive, and organized in this structure to not only help search crawlers discover their content, but naturally provide answers to topic-based queries. Content creation has evolved over the past few years, and is now hitting an inflection point where another major evolution is happening right before our eyes. 

As marketers, it’s up to us to create valuable content people actually want. Content that is helpful, human, and easily found.

Ultimately you want to achieve your goals — whether that’s increasing traffic, leads, or MQLs — but it all begins with content that matches the way people search, and the way search engines work today.

Intro to Lead Gen

A blog on an eCommerce site

Why do so many eCommerce sites have a blog? Is that because online shop owners love to write posts? Or perhaps they have a lot of spare time on their hands? Probably not. Although blogging is lots of fun, it also is a great marketing and SEO strategy. And because of that, eCommerce site owners start a blog. Here, I’ll explain why blogging is such a great marketing and SEO strategy. On top of that, I’ll give some practical tips on how to set up blog on a eCommerce site. 

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Why blog on an eCommerce site?

Inform your audience about you and your products

Blogging is a great way to inform your audience about your product. In a blog post, you can show how to use a product and why people should buy it. You can also tell your audience about yourself and your company. And you’ll be able to tell the story of your products from your perspective. If you’re, for instance, selling baby clothes on your site, a blog about children and children’s fashion is a great idea.

Stay top of mind

If you blog on a regular basis and post your blog posts on social media, you’ll stay top of mind of your audience. You want your audience to remember you, even when they’re not going to buy anything just now. If a visitor encounters one of your posts on how to dress children on a hot day, for instance, this visitor may not immediately want to buy new clothes for his or her children. But, they got to know you and your eCommerce site through your post. That way, you increase the chance people think about you when they DO need new clothes for their children.

Blogging is a great SEO strategy

Maintaining a blog contributes to SEO as well. Every time you write a new blogpost, you’re adding fresh content, which Google likes. In addition to that, maintaining a blog will allow you to start writing content related to those keywords you would like to rank for.

Practical tips for your blog on an eCommerce site

What to blog about?

You can write about all kinds of things on your blog, but make sure to do proper keyword research first. You need to know what search terms you want to be found for. These keywords should be leading when you choose what to blog about. A keyword, however, is not a topic yet. You need an angle, a story around such a keyword.

A great way to come up with ideas for blog posts is by referring and writing about current events. Keep an eye on different news sites, and write posts in which you incorporate your views on the news in your niche. Another way to get ideas is to invite your audience to leave comments on your blog. It may take a while to get them, but you could receive some questions or feedback that are excellent starters for your next post.

Read more: ‘6 tips for coming up with blog ideas’ »

Blog in the menu

The menu or top navigation of your site helps visitors understand what your website is about and what you’re offering. It should reflect the structure of your website. If you add a blog to your eCommerce site, you should make sure it also appears in your menu. A blog should be in your main menu.

I would advise you to set it apart from the categories of your eCommerce site. Put it all the way left (next to home), or all the way right in your menu, for instance. You should be able to click through to your blog from your homepage. After all, you want visitors to find your blog easily. And linking to your blog from your homepage will indicate to Google that your blog is important, which can increase the ranking of your blog. Also, make sure your blog is on the same domain as your eCommerce site, this way both your eCommerce site and your blog will profit from each other’s rankings.

Use of tags

If you have a blog on your eCommerce site, you’d probably write a lot on topics related to your products. Maybe about events where you use them, or what to use them for, how to use them best, comparisons between different products etc. Therefore, it makes sense that your tags will partly overlap with the product categories and subcategories of your shop. This is OK. Because in the end, you’d like to rank with those posts to draw people to the products you sell. And, if you group products, whether that’s in categories or tags, it’s easier to make them rank.

Social media and newsletters

If you start a blog on your eCommerce site, make sure to share these posts on social media as well. In addition to that, you should definitely send out a newsletter promoting your latest blog posts to your audience. People need a reminder of the existence of you and your blog once in a while.

Conclusion

A blog is a great marketing and SEO tool for eCommerce sites. In your posts, you can tell readers about your brand and products, and perhaps also about yourself. No excuses here, just start blogging!

Keep reading: ‘How to start a blog’ »