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Conversion rate optimization (CRO) can dovetail effectively with most marketing channels.
However, it is rarely systematically included within search engine optimization (SEO) campaigns, and that is often a mistake.
While SEO and CRO have clearly defined roles to play (which we will explore next), they can also provide substantial cumulative gains, outweighing the value of each when used in isolation.
In this post, I share three of the most impactful reasons for businesses to reconsider a more integrated approach to deploying SEO with CRO.
The Role of SEO
Fundamentally, SEO is positioned to drive awareness and deliver relevant people to your website, ideally on the page(s) most suitable to their search intention and query used.
As an expansive form of earned media, SEO delivers a breadth of coverage, brand, and topical exposure to audiences throughout the information seeking and buying process.
It is the understanding of the user’s desired outcomes
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Marriott International has inked a partnership with Southeast Asian mobile app operator, Grab, to integrate the latter’s platform across its service portfolio, including food delivery, payments, transport, and advertising. The deal will give the hotel group access to Grab’s “sizeable” customer base through its services, namely, GrabFood, GrabPay, and GrabAds.
Touted as its “most comprehensive agreement” with a hospitality group, Grab said in a joint statement Thursday the alliance would see both organisations meld their service offerings together to enrich user experience for consumers across Southeast Asia. It also marks Marriott’s first “extensive integration” with a mobile app platform in the region, the partners said, enabling the global hotel group to tap a customer base that was increasingly transacting online.
Under the agreement, GrabFood would showcase 600 restaurants and bars under Marriott’s network across six Southeast Asian markets. Customers would also be able to pay for their dining transactions through