The Media Minute 9.28.22

When it comes to digital marketing, a landing page is different from your company’s home page. In fact, it’s different from your website in general. A landing page is a curated single web page with a form. A website has multiple goals, including lead nurturing and upselling products or services, but a landing page is mainly used for lead generation and conversion optimization. Its goal is to convert a high-quality website visitor into a lead by offering a gated promotional or informational offer… In its simplest terms, the goal of your website, even the home page, is to gain visitor traffic. The goal of your landing pages is to convert that traffic into leads and eventually customers.

SEO is vital for audience acquisition and paywalls help generate revenue. However, paywalls can also impact SEO. New report offers tips on how publishers can minimize the impact of paywalls on SEO. There is a lingering concern as more and more publishers put up paywalls for subscription revenues – will blocking content have a negative impact on SEO? There are no straightforward answers… The report, Paywalls & SEO: How to limit the impact of a wall on SEO, authored by Maxime Moné, Co-founder, Poool, addresses this issue. It looks into how publishers can minimize risks to SEO whether they are launching or are already working with paywalls.

As publishers continue to deal with the demise — or at least diminishment — of the third-party cookie, they are feeling compelled to adopt virtually every identity technology seeking to replace the cookie, but they are increasingly concerned about how overloading their sites with IDs will impact page-load speeds and search rankings, according to publishing executives who attended the Digiday Publishing Summit in Key Biscayne, Fla. “[Site] performance issues is death by a thousand paper cuts. Every single one of those adds up,” said a publishing executive during one of DPS’s closed-door sessions, in which publishers were granted anonymity in exchange for candor.

The CRM failure rate has been measured to be anywhere between 18% and 69% over the years. Even if you look past the bewildering gulf between those numbers, you have a technology that carries endless promise for all, yet still somehow fails one out of every five attempts. (And that’s the conservative, nice number!) So when there is a failure, should blame be put on the system? The users? Those who thrust it upon the users? The answer to those questions may not be simple, but the solutions to overcome the larger contributing issues are entirely too easy.

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