by threshold | Feb 10, 2025 | All, Culture, Digital Marketing, General, Marketing, Tech/Web
Ava Page-Arnold
You can create the most valuable, engaging content in your industry, but if no one can find it, does it really matter? That’s where SEO (Search Engine Optimization) comes in. A strong SEO strategy ensures your content reaches the right audience at the right time, increasing visibility, engagement, and conversions.
Many businesses treat SEO and content marketing as separate strategies when, in reality, they should work together. SEO helps content get discovered, while great content improves SEO rankings. In 2025, search engines continue to prioritize high-quality, user-focused content. That means a well-rounded SEO approach is no longer optional—it’s essential for long-term digital marketing success.
SEO helps your content get discovered.
One of the biggest challenges businesses face is producing content that never gains traction. Without SEO, even the most insightful blog post can get buried in search results, making it nearly impossible for potential customers to find. Search engines rely on factors like keyword relevance, content structure, and internal linking to determine rankings. If your content isn’t optimized, it simply won’t reach its intended audience.
To improve discoverability, businesses should invest in keyword research before creating content. Tools like Google Keyword Planner, SEMrush, and Ahrefs can help identify the terms and phrases potential customers are searching for. Incorporating these keywords naturally into titles, headings, and body copy increases the chances of ranking higher on search engine results pages (SERPs). Additionally, structuring content with clear headings, meta descriptions, and internal links can improve visibility and enhance user experience.
For example, instead of writing a broad blog post titled “How to Improve Your Website,” optimizing it for a high-intent search term like “10 Ways to Improve Website Performance in 2025” will attract a more targeted audience actively looking for solutions.
SEO enhances user experience and engagement.
Ranking high in search results is only part of the equation. Once users land on your website, their experience determines whether they stay, engage, and convert – or bounce immediately. Google factors user experience (UX) into its ranking algorithm, meaning slow, cluttered, or confusing websites are less likely to perform well in search results.
To keep visitors engaged, content should be formatted for easy readability. Short paragraphs, clear subheadings, and bullet points make information digestible, especially for mobile users. Since over 58% of global web traffic now comes from mobile devices, ensuring mobile-friendly design is crucial. A fast-loading site is equally important—pages should load in under two seconds to minimize bounce rates and improve rankings.
Beyond technical optimizations, content should also align with user intent. If someone searches for “Best SEO Strategies for Small Businesses,” they expect clear, actionable insights—not a sales pitch. Providing valuable, informative content that answers real questions builds trust and encourages visitors to explore your website further.
SEO and content build long-term authority.
Establishing authority in your industry takes time, but content marketing combined with SEO can accelerate the process. Google prioritizes high-quality, in-depth content that provides real value to users. That means businesses that consistently publish well-researched, informative content are more likely to rank higher than those pushing out low-quality or promotional material.
One of the best ways to build authority is through long-form content. Studies show that articles exceeding 2,000 words tend to rank higher because they provide comprehensive information on a topic. However, length alone isn’t enough—content must be well-structured, engaging, and supplemented with credible sources.
Another key factor in establishing authority is backlinking. When reputable websites link to your content, it signals to search engines that your site is a trusted source of information. Businesses can improve their backlink strategy by guest posting on industry blogs, producing original research, or creating shareable content like infographics and case studies.
Updating old content is another often-overlooked tactic. Google favors fresh content, so revisiting older blog posts and refreshing them with new statistics, updated insights, and additional internal links can improve rankings and maintain relevance.
SEO helps convert traffic into leads.
Driving traffic to your website is important, but without a clear conversion strategy, those visitors won’t turn into leads or customers. SEO isn’t just about bringing people to your site—it’s about guiding them toward a specific action, whether it’s signing up for a newsletter, downloading a resource, or making a purchase.
A well-optimized content strategy includes strong Calls-to-Action (CTAs) that encourage visitors to take the next step. For example, a blog titled “Best Marketing Strategies for 2025” could include a CTA offering a free downloadable marketing checklist in exchange for an email address. This approach not only provides value to the reader but also helps businesses generate leads.
Another important aspect of conversion-driven SEO is optimizing content for featured snippets. These are the answer boxes that appear at the top of Google search results, often displaying concise responses to user queries. Structuring content with clear headings, numbered lists, and concise answers increases the chances of earning a featured snippet, which can significantly boost click-through rates.
the role of local SEO in content strategy.
For businesses with physical locations or those serving specific geographic areas, local SEO plays a crucial role in content visibility. Nearly 46% of all Google searches are local, meaning businesses that fail to optimize for location-based searches miss out on potential customers.
Optimizing a Google Business Profile is one of the most effective ways to improve local search visibility. Keeping business hours, contact information, and customer reviews up to date increases credibility and helps businesses appear in Google’s Local Pack.
Location-based content is another valuable strategy. Blog posts that target region-specific keywords – such as “Best Mortgage Lenders in Austin” instead of “Best Mortgage Lenders” – help businesses rank higher for relevant local searches. Publishing content tailored to specific communities or industries can also attract a more engaged audience.
AI and voice search optimization are changing SEO.
The rise of AI-powered search and voice assistants like Siri, Alexa, and Google Assistant is changing how people find content. By 2025, nearly 50% of searches are expected to be voice-based, meaning businesses must optimize their content for conversational queries.
Traditional keyword strategies often focus on short, static phrases, but voice search queries tend to be longer and more natural. Instead of optimizing for “SEO tips,” businesses should target “What are the best SEO tips for beginners?” to better align with how people speak.
Structured data markup is another way to optimize for AI search. This coding technique helps search engines better understand website content, increasing the chances of appearing in rich results like knowledge panels and featured snippets.
to wrap things up.
SEO and content marketing aren’t separate strategies—they are two sides of the same coin. Without SEO, content remains undiscovered. Without high-quality content, SEO efforts fall flat. Integrating SEO best practices into your content strategy ensures that your website not only ranks higher but also provides meaningful, valuable experiences for users.
By prioritizing keyword research, optimizing for user experience, and creating authoritative content, businesses can attract the right audience, build long-term credibility, and drive real business results.
Want to ensure your content strategy is SEO-optimized for 2025? Let Threshold help you create a roadmap for success – schedule a consultation to craft a strategy tailored to your business today.
by threshold | Feb 1, 2025 | All, Culture, Digital Marketing, General, Marketing
Ava Page-Arnold
avoid these common content pitfalls & build a strategy that works.
Content marketing is one of the most powerful tools in digital strategy, but simply creating content isn’t enough – it needs to be strategic, consistent, and optimized for results. Many businesses invest in content marketing yet fail to see real returns because they unknowingly fall into common content strategy traps.
If your content isn’t driving traffic, engagement, or conversions, don’t worry – you’re not alone. Here are the top five content strategy mistakes businesses make (and how to fix them in 2025).
inconsistent messaging across platforms.
Your website says one thing, your social media posts say another, and your emails sound completely different. This inconsistency confuses your audience and weakens your brand identity.
the fix
- Develop brand voice guidelines to ensure a consistent tone, style, and messaging across all platforms.
- Align your website, blogs, emails, and social content to tell a cohesive story about your brand.
- Ensure visual consistency by using the same logos, fonts, and color schemes throughout your content.
Example: A brand with a fun and casual tone shouldn’t have dry, corporate-sounding website copy. Keep your brand voice uniform, whether you’re posting on LinkedIn or sending a promotional email.
ignoring keyword research & SEO.
Many businesses write content without considering SEO, which means they’re not targeting the right audience or ranking in search engines. Without keyword research, your content may never reach the people searching for it.
the fix
- Use SEO tools like Google Keyword Planner, SEMrush, or Ahrefs to identify high-ranking, relevant keywords.
- Focus on long-tail keywords that match user intent (e.g., “best social media strategy for small businesses” instead of just “social media strategy”).
- Naturally incorporate keywords into titles, meta descriptions, headers, and body content to improve search visibility.
Example: If you’re a marketing agency, writing about “content marketing strategies” is too broad. Instead, target “content marketing strategies for real estate” to capture a more specific audience.
creating content without a clear goal.
Many businesses produce blogs, social media posts, and videos just for the sake of posting without a clear goal. Without purpose, your content lacks direction and measurable success.
the fix
- Set a clear objective for every piece of content: Is it meant to educate, generate leads, or convert?
- Use analytics to track key performance indicators (KPIs) like traffic, engagement, and conversions.
- Align your content strategy with the buyer’s journey, ensuring you have content for awareness, consideration, and decision-making stages.
Example: A blog post should be optimized for SEO and drive organic traffic, while an email campaign should nurture leads toward a purchase.
not repurposing & maximizing content.
Many businesses publish content once and forget about it instead of repurposing it across multiple platforms for maximum reach.
the fix
Turn a single blog post into:
- A LinkedIn article
- A Twitter thread
- A short-form video for Instagram Reels or TikTok
- A lead magnet in an email campaign
- Refresh and update older content with new data, keywords, and insights instead of creating everything from scratch.
Example: If you publish a blog about “Top Marketing Trends for 2025,” create an infographic summarizing key takeaways and share it across LinkedIn, Instagram, and Pinterest.
forgetting to optimize for user experience (UX).
A great piece of content won’t perform well if it’s hard to read, poorly structured, or slow to load.
the fix
- Use short paragraphs, headers, bullet points, and bold text to improve readability.
- Optimize images and compress files to improve site speed (Google prioritizes fast-loading pages).
- Ensure content is mobile-friendly, as over 58% of web traffic comes from mobile users.
Example: If your blog is a wall of text, visitors will bounce quickly. Break up content with engaging subheadings, graphics, and clear CTAs (Calls-to-Action).
to wrap things up.
Content marketing isn’t just about producing content – it’s about producing the right content with a clear strategy.
By fixing these five common mistakes, you can create consistent, engaging, and SEO-friendly content that drives real business results.
by threshold | Jan 8, 2025 | All, Culture, Digital Marketing, General, Marketing, Tech/Web
Ava Page-Arnold
start the year strong with a website health check.
Your website is the heart of your digital strategy. It’s your virtual handshake, storefront, and lead generator all rolled into one. But if it’s slow, hard to navigate, or packed with outdated content, it could be costing you conversions, search rankings, and customer trust.
With 2025 in full swing, it’s the perfect time for a website audit. Don’t worry – it’s easier than you think. A little effort now can go a long way in making your website a high-performing powerhouse all year long.
test your page load times.
Studies show that 40% of visitors will abandon a site if it takes more than 3 seconds to load. Slow pages hurt your user experience, search rankings, and bottom line.
Use tools like Google PageSpeed Insights or GTmetrix to measure load times and identify problem areas. Common culprits include:
- Oversized image files
- Too many plugins or widgets
- Outdated hosting
Pro Tip: Compress images and upgrade your hosting plan if needed to handle increased traffic.
check for mobile-friendliness.
With 58.43% of global web traffic coming from mobile devices, a mobile-friendly design is non-negotiable. Google also prioritizes mobile-first indexing, meaning mobile usability affects your search rankings.
Use Google’s Mobile-Friendly Test to see how your site performs on different devices.
Focus on:
- Ensuring buttons and links are easy to tap.
- Optimizing font sizes for smaller screens.
- Avoiding intrusive pop-ups that block content.
update your content.
Content that’s outdated or irrelevant can damage your credibility and hurt SEO rankings. Fresh content keeps visitors engaged and helps you rank for current keywords.
One way to start the healing process is to conduct a content audit. Look for:
- Blog posts or pages with outdated statistics or references.
- Broken links or missing images.
- Opportunities to optimize older content for new keywords.
Pro Tip: Revamped blog posts can increase traffic by up to 30% without creating entirely new content.
test navigation for usability.
Visitors should be able to find what they need in three clicks or fewer. Clunky menus or confusing layouts will have them hitting the back button fast.
Use heatmaps and analytics tools to see how visitors interact with your navigation. Simplify menus, add breadcrumbs, and ensure CTAs are visible and clear.
example: If your navigation includes redundant or overly detailed submenus, consolidate them into broader categories.
secure your site.
Security breaches can cost you more than just trust. They can also lead to fines, downtime, and lost business. Plus, Google flags sites without HTTPS as “not secure,” which can deter visitors.
what you can do:
- Verify your SSL certificate is active.
- Update plugins and CMS software regularly.
- Implement strong password policies for admin accounts.
ready to optimize?
Your website deserves to be your greatest asset, not your biggest stressor. A quick audit now will set you up for success all year long.
Let us do the heavy lifting with a free consultation.
by threshold | Aug 18, 2024 | Culture, Digital Marketing, General, Marketing
Ava Page
Let’s talk about something that keeps marketers up at night: understanding consumer behavior. You’ve got a killer product or service, but how do you get people to actually buy it?
Spoiler alert: It’s all about getting inside their heads—and no, we’re not talking about mind control (though that would be cool).
why consumer behavior matters.
Imagine throwing a party and not knowing if your guests prefer pizza or sushi. Awkward, right? The same goes for marketing. If you don’t know what your consumers like, need, or how they make decisions, you’re basically serving anchovies to a crowd of pepperoni lovers. Understanding consumer behavior means knowing what makes your target audience tick—so you can deliver exactly what they want when they want it.
the psychology behind buying.
Ever wondered why some people splurge on the latest iPhone while others stick with their trusty old flip phone? It all boils down to psychology. Factors like social influence, personal preferences, and even mood can sway buying decisions. Marketers who tap into these psychological triggers can craft campaigns that resonate on a deeper level, making consumers feel like, “Wow, this was made just for me!”
the power of data.
Gone are the days of guessing games. Today, data is your best friend. From browsing history to social media interactions, consumers are leaving digital breadcrumbs everywhere. By analyzing this data, you can uncover patterns, predict future behavior, and tailor your marketing strategies to meet consumers where they are. It’s like having a crystal ball—only better.
segmenting your audience.
Not all consumers are created equal – and that’s okay. Segmenting your audience based on behavior, demographics, and interests allows you to create more personalized marketing messages. Think of it like a choose-your-own-adventure book. By tailoring your approach to different segments, you can guide consumers down the path that leads straight to your product.
the role of emotion.
Consumers may think they’re making rational decisions, but emotions often have the final say. Whether it’s the joy of finding a great deal or the fear of missing out (FOMO), emotions play a huge role in driving behavior. Successful marketers know how to tap into these emotions, creating campaigns that not only capture attention but also tug at the heartstrings.
adapting to change.
Consumer behavior isn’t static—it evolves. What worked last year might not work today. Staying ahead of the curve means constantly analyzing trends, experimenting with new strategies, and being willing to pivot when necessary. Flexibility is key in the ever-changing world of marketing.
to wrap things up.
Understanding consumer behavior is like having a secret weapon in your marketing arsenal. It’s not just about knowing what your audience likes—it’s about knowing why they like it and how you can deliver it better than anyone else. By tapping into psychology, leveraging data, and staying adaptable, you can create marketing strategies that not only reach your target audience but also inspire them to take action.
Ready to unlock the full potential of your marketing efforts? Dive into consumer behavior, and watch as your campaigns go from good to great. After all, when you understand your audience, the sky’s the limit.
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold social channels, blog content, and SEO maintenance. She also aids in digital marketing strategies as a part of the activation team, focusing on setups and optimizations of campaigns ranging from social to display, and all the fun bits in between.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her two dogs, Miska and Noodle, & two cats, T’Challa and Ada.
by threshold | Jun 24, 2024 | Culture, Digital Marketing, General, Marketing, Thought Leadership
Alfred Perez
The short-term rental market has experienced significant transformations over the past few years, driven by technological advancements, changing travel behaviors, and evolving consumer preferences. As we delve into 2024, several trends are shaping this dynamic industry, offering insights into what hosts, property managers, and travelers can expect.
the rise of digital nomadism.
One of the most significant shifts in the short-term rental market is the rise of digital nomadism. The COVID-19 pandemic accelerated remote work trends, allowing professionals to work from virtually anywhere. This flexibility has led many to adopt a nomadic lifestyle, moving between cities and countries while maintaining their jobs. Consequently, there is an increased demand for rentals that cater to longer stays and provide amenities conducive to remote work, such as high-speed internet, dedicated workspaces, and quiet environments.
growth of suburban and rural rentals.
While urban centers have traditionally dominated the short-term rental market, there’s been a noticeable shift towards suburban and rural areas. Travelers are increasingly seeking escapes from crowded cities, opting for the tranquility and space offered by less densely populated regions. This trend has been fueled by a desire for more outdoor activities, privacy, and unique experiences that are often less accessible in urban settings.
increased use of technology.
Technology continues to revolutionize the short-term rental industry. Property management software, smart home devices, and advanced booking platforms enhance the guest experience and streamline operations for hosts. Keyless entry systems, automated check-in/check-out processes, and AI-powered customer service are becoming standard features. Additionally, data analytics tools help hosts optimize pricing and occupancy rates, improving profitability.
personalization and unique experiences.
Travelers are increasingly seeking personalized and unique experiences. Hosts are differentiating their properties by offering tailored services and local experiences, such as guided tours, cooking classes, and adventure activities. Themed rentals, boutique accommodations, and properties with distinctive architectural or historical significance are particularly popular. Personalization extends to communication as well, with hosts using automated messaging systems to provide guests with customized recommendations and local insights.
diverse accommodation options.
The diversity of accommodation options within the short-term rental market is expanding. Beyond traditional homes and apartments, travelers are exploring stays in tiny houses, treehouses, yurts, and houseboats. This variety caters to different tastes and preferences, offering unique and memorable experiences. The trend towards alternative accommodations reflects a broader desire for novelty and adventure in travel experiences.
to wrap things up.
The short-term rental market is evolving rapidly, driven by changes in traveler behavior, technological advancements, and broader societal trends. Hosts and property managers who stay ahead of these trends can capitalize on new opportunities and meet the evolving demands of modern travelers. Whether it’s catering to digital nomads, embracing sustainability, or leveraging technology, the future of short-term rentals promises to be dynamic and full of potential.
by threshold | May 16, 2024 | Culture, Digital Marketing, Financial Marketing, General, Marketing
Ava Page
Hey there, marketing enthusiasts! 🌟 Ready to boost your email marketing game? At Threshold, we believe in the power of a great email strategy to connect with your audience and drive results. With our new Marketing-as-a-Service (MaaS) offering, including top-tier email marketing, we’re here to help you shine.
know your audience.
First things first, you’ve got to know who you’re talking to. Your emails should feel like a conversation with a friend – someone who gets you and knows what you need. Start by segmenting your email list based on demographics, interests, and behavior. This allows you to send personalized content that resonates with your readers. Threshold’s MaaS helps you dive deep into audience insights, ensuring your emails always hit the mark.
craft compelling subject lines.
Your subject line is the first impression your email makes. It needs to be irresistible! Keep it short, sweet, and to the point. Use action words, ask intriguing questions, or create a sense of urgency to entice your readers to open your email. With Threshold’s expert copywriters on your side, your subject lines will consistently capture attention.
create engaging content.
Once your readers have opened your email, the next step is to keep them engaged. Your content should be valuable, relevant, and easy to read. Break up text with bullet points, images, and headers to make it visually appealing. And don’t forget to include a clear call-to-action (CTA). Threshold’s MaaS ensures your emails are packed with engaging, high-quality content that drives action.
optimize for mobile.
With more people checking emails on their phones, it’s crucial to ensure your emails look great on all devices. Use a responsive design that adapts to different screen sizes, and keep your text and images balanced so they’re easy to view on smaller screens. Our MaaS includes design optimization to make sure your emails are always mobile-friendly and visually stunning.
test, analyze, and improve.
A/B testing is your best friend when it comes to email marketing. Experiment with different subject lines, content formats, send times, and CTAs to see what works best for your audience. Track your email performance with analytics to understand what’s working and what’s not. Threshold’s MaaS provides comprehensive testing and analytics, helping you continuously refine your strategy for maximum impact.
to sum things up.
With these five strategies (and Threshold’s Marketing-as-a-Service, if you choose) at your fingertips, you’re set to maximize open rates and conversions like never before. Our team is dedicated to crafting email campaigns that not only stand out but also drive results.
Ready to transform your email marketing? Let’s get those emails opened and those conversions rolling in! 🚀
Interested in taking this conversation further with a marketing expert? Reach out to our THeam today for all the answers you’re looking for.
Stay tuned for more tips and tricks from the Threshold THeam, and happy emailing! 📧✨
before you go.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the SEO & Paid Media Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in internal and client-facing digital marketing strategies.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
