Mom used to say, “it’s not what you say, but how you say it.” When it comes to effective keyword strategy, it’s both. Keywords have long been the building blocks of any solid SEO foundation, but the tactics that reliably drive organic traffic have changed considerably.

Imagine you’re invited to a networking event. When you get there, you discover that it consists of various businesses shouting over one another. If you’ve ever attempted to increase your Facebook visibility organically, you know the feeling.

We’ve come a long way since the days when one false stroke of the typewriter key would render a document unusable. Now we can access entire presentations from any device, translate them into a completely different language, and see the changes in real-time, all without ever worrying about hitting the save button.

Social media users are a judgmental bunch. In the literal blink of an eye, they’ll subconsciously size you up based largely on your bio. How quickly are we talking? About a tenth of a second. And these first impressions can be hard to shake.

PPC could easily be rebranded to PTP – pay to play. That’s where online advertising is and has been heading for the past few years. But succeeding in this digital playing field is more than a roll of the dice. This is a game of strategy.