2015 Year End Review, Part 2 with Chris and Charles #304

According to this episode, small businesses with limited content can hire an entry-level person internally for basic social and posting tasks. Larger businesses with e-commerce or complex campaigns should use an agency, which brings a strategy, a system, and multiple experts working simultaneously, often at a comparable or lower true cost when overhead and benefits are factored in.

The episode recommends taking the ad text from a well-converting AdWords campaign and reusing it as the meta description for the corresponding landing page. Since that text has already proven it converts paid traffic, applying it organically can produce similar click-through and conversion results.

The episode advises creating a dedicated landing page for every event, loading it with maps, directions, vendor listings, and a registration button, then promoting that single URL everywhere. For recurring events, keep the same URL each year and simply update the content so the page retains its accumulated traffic and ranking authority.

Put the main target keyword first, place the location at the end, and keep the total character count between 50 and 55. The episode highlights unoptimized page titles as one of the most common and repeated errors seen on new websites.