It has been estimated that more than 99 per cent of all life on earth that has ever existed is now extinct. From the dinosaurs and the woolly mammoth to the sabre-toothed tiger and the dodo bird, evolution and extinction are a natural part of our very existence. The same holds true within the digital world.
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We are all aware of the current state of affairs thanks to the global health situation. As COVID-19 continues to take its toll, it seems as if the notion “business as usual” has been put on hold for the indefinite future. However, we also need to highlight the simple fact that the world will turn. The sun will continue to rise, and eventually, this health crisis may even be relegated to the annals of history. This is why businesses which are able to embrace a more proactive approach in the coming months should perform quite well when the viral tide finally begins to recede.
“Lean” is perhaps one of the more forgiving words which can be used to describe the global state of affairs in 2020. As the world continues to founder through this current pandemic, countless businesses have been disrupted. Some have even been forced to curtail their operations until a future date. To further highlight this stark reality, a recent study has found that a full 80 per cent of all SMEs are experiencing declines in their revenue when compared to 2019 figures. Those which have continued moving forward have done so with an air of trepidation; a completely understandable perspective when dealing with massive declines in profit margins.
Anyone who is even vaguely familiar with the concept of search engine optimisation is well aware of the importance associated with online rankings. Being featured at or close to the beginning of a SERP (search engine results page) can often make the difference between a failed marketing campaign and one bound for success. One of the most powerful strategies to consider involves the use of what are known as featured snippets. Ironically, the benefits of this concept are not entirely clear to many business owners. Let's take a closer look at the principles associated with featured snippets, their advantages, and how they can be implemented within a current marketing campaign.
Pillar pages are long-form content pages that cover all aspects of a broad topic. They are broad, including information on all aspects and subtopics, but they do not tend to be deep. Tutorials, reviews, and other in-depth guides make up cluster pages that support and are supported by the pillar pages.