This can include writing blog posts, creating podcasts, and sharing video and audio content. Amplified content can be used to improve the session times on your website and reduce bounce rates. These include earned media (referrals and product reviews), customer segmentation, and the ability to tailor SMM campaigns for specific target audiences. For example, the keywords “wedding cake ideas” show a very different intent than “buy wedding cake in Boston,” which has a much higher commercial intent. Your content should include keywords that people are searching for to find your product or service. It also helps you create a strategy that aligns with your business goals, such as increasing brand affinity or building credibility. Search Engine Optimization, or SEO for short, is an essential marketing tactic that can deliver an amplified return on your investment. For many businesses, this is a major benefit and can be crucial in getting quick sales and ROI for their business. To help you rank for these keywords, it is best to structure your site’s URL slugs around your focus keyword. Google uses a number of ranking factors, including site speed, to decide how it ranks sites in search results. The biggest advantage of PPC is that it can get your brand in front of new customers almost instantly.