The Daily Carnage

A Keyword Universe is a big pool that surfaces the most important keywords at the top and lives in a spreadsheet or database. SEOs continuously launch new keywords here for writers to draw from.

Here’s how to build a keyword universe:

1. Mine. Build a long list of keywords using third-party rank trackers, customer conversations, Google Suggest, and competitor ranks to get ideas.
2. Align. It’s crucial to create filters and sorting mechanisms to prioritize keywords beyond just search volume before targeting. Try using weighted signals to sum and score keyword priority, such as:
   • MSV (monthly search volume)
   • KD (keyword difficulty) / competitiveness
   • (MSV * KD) / CPC
   • Traffic potential
   • Conversions from paid search or other channels
   • Keyword is mentioned in customer conversation
   • Keyword is part of a topic that converts well
   • Growing or shrinking MSV
   • Query modifier indicates users are ready to take action like “buy” or “download”
3. Refine. Adjust signal weighting based on your results. If it’s working, conversions should increase as your build new content or update existing content.

Dig in to this tactic at Search Engine Journal.

There are 4 key challenges that marketers will navigate in the next year:

#1: Proving ROI is Complicated
Attributing conversions to specific marketing strategies can be challenging, especially in multi-channel marketing. In fact, 40% of marketers say proving the ROI of their marketing activities is their biggest challenge and only 3 in 5 marketers believe their strategy is effective, which leaves much to be desired in terms of returns and overall impact.

#2: Audiences Are More Distracted Than Ever
Since the early 2000s, our collective attention span has been dwindling, and information overload is reaching record highs. We’re currently sitting at a 47-second
attention span – which is down from 2.5 minutes.

#3: Lack of Resources for Media Production
According to recent surveys, a staggering 43% of marketers express that the lack of in-house resources, including filming and editing, poses a hurdle in leveraging video marketing. On top of that, 40% identify a lack of budget dedicated to video creation as their primary barrier.

#4: AI is Forcing Marketers to Redefine Authenticity
As organizations gear up to increase their use of AI across various activities, including a 318% increase in customer support and a 260% surge in image editing in 2024, it becomes evident that AI has become an indispensable tool for businesses.

Despite the enthusiasm from marketers, a Hootsuite Social Media Consumer 2024 Survey reveals that 62% of consumers are less likely to engage with and trust content if they know it was created by an AI application. So, what to do?

Download the 2024 Marketing Trends Report by Carney and Quill to find case studies, stats, and key insights from industry experts on how to meet the marketing moment.