Brands should spend their “downtime” designing long-term initiatives for the coming year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 05, 2019, 2:11 AM UTC

Analysing competitor’s content pages can let them evaluate the need to create similar pages.

This article shares tips on how brands could use their “downtime” to prepare their website going into 2020. Noting that website owners are generally less active during the holidays, this time should be spent structuring long-term initiatives that are likely to generate profit down the road.

Brands could start with analysing their competitor’s content. Tools such as Ahrefs and SEMrush allows for an easy compilation of a list of the top pages on competitor’s website. Review these to understand whether the brand needs to create similar pages or not.

Businesses must invest time resolving technical issues such as broken images and links and eliminating duplicate content. A site audit can help identify such issues. Ultimately, this can also improve overall search performance.

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