Link building and its impact on off-page SEO

From a professional point of view, there are two strategies that SEO professionals use to improve the ranking of websites;  On-Page SEO and Off-Page SEO. Off-Page SEO is all that is checked outside of a site and affects the site's ranking in search engines.  One of the most important elements affecting off-page SEO is "link building". In this article,  we will look at link building and its advantages and disadvantages.

Improving off-page SEO with backlinks

Any link that is given to your site from other sites is a "backlink". Those links are valid and useful and explicit users to the site (DirectLine, 2021).  It can be said that receiving backlinks is one of the most important factors in increasing the site ranking.

Do not forget that if the content of the website and hosting is not high quality, receiving backlinks will not have an effect; So when buying a host, pay attention to its quality.

"Backlinks" are one of the most important elements in improving search results. 

This element is one of the most important factors to be seen in SERPS. 

Getting backlinks from powerful websites is more difficult; Because the traffic on these sites is too optimal and you may not be able to get backlinks by paying more!

Backlinks are links or photos that by clicking on them, the user will be transferred to another site. 

The most important feature of these elements is the ability to click on them.

What are the benefits of backlinks on the site?

If you want to know what the most important benefits of backlinks are, you should say that the most important benefits can be summarized in the following three cases:

• Improve site ranking

• More site credibility

• Show the site to more users

(Niel Patel, N.D).

Types of backlinks to improve off-page SEO

One of the most important elements of off-page SEO is backlink building. There are different backlinks and there are different ways to create them. 

Types of backlinks are:

Built Links

These links are created by accessing your website. To build these links for your website, you will need to contact webmasters or authors (WordStream, 2018). Or you need to participate in an advertising campaign to build valuable links. To grow your business, you can use these links and see the results after a few months.

Natural links

A simple link that can be obtained without your effort is called a "natural link” (WordStream, 2018).  This is possible when you have very valuable content or products.  The audience uses your source or introduces your product.  You can easily produce good articles and do natural backlink building.

Created links

A backlink created is very dangerous for your off-page SEO!  These links are created by you and your team, But you did not make a good connection to build them.  For example, links that you post to blogs, newsletters, or forums fall into this category.

Try to use natural or built links to improve your SEO site regularly and without any mistakes.

The effect of backlinks on SEO

As mentioned, when a website points to another website (along with a link to that website) as a part of its content, this is called a backlink. This link should be clickable so the search engines can identify them as backlinks (Niel Patel, N.D).

Backlinks are one of the most important elements of SEO principles. When a website links to a page of our site, it says to search engines, "This content is valuable, credible, and useful” (WordStream, N.D). Google and other major search engines consider backlinks to be a "positive point" for our website.  In general, pages with more backlinks rank higher in search engines.

SEO experts believe that high-quality backlinks are the determining factors for SEO that will help you improve your website ranking in search engine results.  In addition, backlinks should be on sites with relevant content.  These sites must be reputable, popular, and have a high ranking. The higher the quality of backlinks, the higher your website ranking.

Common Mistakes in Buying Backlinks

With a simple Google search, you will find many sites which are selling backlinks with attractive and effective titles! If you do not have experience in buying backlinks and do not know their destructive effects, you may easily be deceived by these sites and destroy your SEO forever.

One of the new techniques in the Internet space is negative SEO, which is done to lose the ranking of competitors (DirectLine, 2021). While many buy unrealistic backlinks to improve their site ranking; By buying backlinks, they practically do negative SEO on their site.

Backlink Building

If you still insist on buying backlinks and do not like principled and better ways such as content production, consider the following points before spending any money and accepting the risk to minimize the possibility of penalties for your site:

• Contact the site owner directly and do not cooperate with advertising intermediaries.

• Buy backlinks at regular intervals. 

Offers such as "Advertising on 10 sites with page rank 2 and 3" are not good choices.

• Only buy links from sites related to your field of work.

• Do not cooperate with sites that sell links and accept ads widely and publicly.

• Instead of buying backlinks on all pages of a site, advertise on one or more specific pages.

• Try to give backlinks to your website landing pages; 

This will increase your actual customers and sales.

• Instead of text ads in the sidebar or footer of sites, use content ads and dedicated content.

• The ratio of purchased links to the total inbound links of the site is less than 10%.

In addition, you can increase the quality of your products.  It should be noted that using free and unrealistic backlinks will destroy your website SEO!

References:

https://directlinedev.com/blog/what-is-off-page-seo/

https://neilpatel.com/blog/everything-you-need-to-know-about-off-page-seo/

https://www.wordstream.com/blog/ws/2018/06/13/off-page-seo

Web Analytics and SEO Case Study: Gym Shark

 

Gym Shark is well known by athletic individuals today. Their target audience is anyone willing to get their blood pumping by working out. Gym Shark began making fitness apparel in 2012. Francis, the 19-year-old who started Gym Shark, decided to show off his products by wearing them to a prime fitness trade show in Birmingham called Body power; just the next year the brand skyrocketed to 500,000 in sales. By 2017, they brought in $52 Million in revenue (Lavendaire, N.D). 

Influencer Marketing

Gym Shark had 5.13 million visitors in August 2021. Part of this is accredited to their aggressive strategy to give their products to influencers on all social media platforms. 34.81% percent of their traffic is from direct links, that the customers click from these influencers' pages. This causes people who are already interested in their product to search for Gym Sharks website or click a direct link to their website. On top of that, these people are being told to check out Gym Shark from their favorite influencers. How aggressive they are with this approach is why Gym Shark is as popular as they are today. Gym Shark uses website analytics they collect. Gym Shark simply looked at their awesome bounce rate of 38.62, an impressive amount of people clicking direct links to their website, and kept up with this approach. They use these analytics to know exactly what over a third of their customers want. They monitor the customer's wants because they know who they are. 

 On-Page SEO 

It appears that Gym Shark did well on, on-page SEO since 55.01% of their traffic was through search. There are keywords within their site. Some of their top SEO keywords include “gymshark”, “gym shark”, “gym shark Canda”. All these keywords are working well and are ranked well, with their top keyword for August 2021 being “gymshark”. Although, at this point, copious amounts of people know about their product as well. So, customers simply search for the brand online as well. This is because of their aggressive marketing strategy of advertising their product through influencers. On-page SEO then becomes not as important for Gym Shark because potential customers or customers already have them in mind when their fingers touch their keyboard to search. Gym Sharks knows of their awesome search traffic percentage, so they do not have to focus as much on keyword research and other on-page SEO methods. This is how they use their web analytics to adjust their approach to their customers. 

Data Collection 

Gyms Sharks on-page SEO are unclear in some ways. It can be inferred that much of their traffic is through search because of their brand awareness. Again, people search for their product once they see their favorite influencer wearing Gym Shark apparel. However, obviously, on-page SEO is included in their awesome traffic search percentage. So, on-page SEO can be hard to do when you do not know exactly how well your SEO keywords or other on-page SEO techniques are doing. Sure, there is a promising idea but on-page, SEO is not set up to facilize better data collection. 

What Gym Shark could be doing is surveying traffic. Once a potential customer is on their page a one-question quick survey should pop up. It should say something like “how did you hear about us”. This survey should prompt every user that ever clicks on their website forever. This would open doors leading to more sales and better data collection. If they knew more specific information about how potential customers got to their page, they could focus more of their efforts on what needs improvement. Things such as keyword density, keywords, publishing high-quality content, etc. How well the customer knows the brand is important and that is unclear too without proper clear data collection. Does the customer know about the brand because your keywords were excellent or do, they already plan to buy clothing because their favorite influencer is wearing Gym Shark apparel? This is important as well because knowing how much to educate or convince your customer to buy your apparel could be the difference between a sale or no sale. Also, data collection is not top tier. 

Website Design 

Gym Shark's website design is incredibly attractive. It is easy to navigate and has moving pictures as you scroll. There is not much to say about Gym Sharks web design except for a few things. Gym Shark is making a mistake with the pictures they show on their website. Gym Shark tends to focus on showing off their apparel to only “fit” people. What a mistake this is because they are losing sales. “Fit people” or “skinny people are not the only people working out. This is due to Gym Shark not knowing the weight of their potential and already paying customers completely."  This is a data collection method they should improve on to further sales. 

Moving on, Gym Sharks United Kingdom website and the United States website is the same with a few exceptions. This is because of a lack of complete data collection. People in the United States and the United Kingdom have different cultures. Perfecting the website completely when considering the culture will increase sales and lead to a better understanding of the customer. This allows Gym Shark to monitor traffic better. Customers want to feel good and understood. They want to see familiarity as well. Things like variation in style or again more images of a variety of body types wearing their apparel. 

Conclusion

It is incredibly clever how gym Shark grasped social media to their benefit. Gym Shark prioritized brand awareness and what better way to build brand awareness than to reach hundreds of thousands of people to millions through one person! Gym Shark knew the world lived online and will now enjoy the benefits of having that knowledge. Although, Gym Shark can improve on clear data collection, culture awareness, and clear website analytics. Overall, Gym is a tremendous success. How they use web analytics and SEO to monitor visitor traffic or customers is by knowing who their customer is. Although again, they do not know exactly how all the customers look only in a general sense and that is their biggest issue! 

References:
Lavendaire. How Gymshark Grew by 200%+ Year On Year and Hit £41M in Sales (Updated 2021). Retrieved from: https://beeketing.com/blog/gymshark-growth-story/

SEMRUSH: Introduction and Setting Up Projects

 Introducing SEMRush

Semrush is an all-in-one tool suite for improving online visibility and discovering marketing insights (SEMRush, N.D). This powerful insight and reporting tool can be leveraged by marketers to work in the following services: SEO, PPC, SMM, Keyword Research, Competitive Research, PR, Content Marketing, Marketing Insights, and Campaign Management (SEMRush, N.D). 

Setting Up a Project:

SEMRush is the ability to set up projects, to provide smart recommendations on how you can improve your online visibility, and help you track your progress over time (SEMRush, N.D). 

 This can help you measure any website, and there are a variety of aspects you can set up, ranging from a site audit, on page SEO checker and more.

Here’s what you’ll find inside a project:

• 11 unique tools to manage SEO, PPC, social media, and content marketing activities related to the website of your choice.
• Competitor Comparison
• Information from your Google Analytics and Search Console 
• Information from your social networks
• Live SERP data
• And more 

Project Tools Explained:

Site Audit 

Semrush's Site Audit is a powerful website crawler tool that allows you to analyze the health of your website. This tool gives you a list of areas that could be improved on your site  (SEMRush, N.D). 

Position Tracking 

This feature lets you track a website’s daily rankings for a custom set of target keywords, and comes with tons of features like tagging, sorting, filtering and exporting reports that make it easy for  you to find exactly what you’re looking for in your website’s SEO or PPC performance (SEMRush, N.D). 

Organic Traffic Insights

This tool is a single dashboard that you can use to monitor a website’s organic search performance (SEMRush, N.D). 

On Page SEO Checker

This feature offers a complete and structured list of things you could do to improve the ranks of pages on your website, and provides with on-page SEO ideas,  to include on your pages, target content length and readability, and backlink prospects (SEMRush, N.D). 

Backlink Audit Tool

This tool looks at your domain’s backlink profile in order to help you avoid Google penalties related to toxic backlinks (SEMRush, N.D). 

Link Building Tool

This tool collects a list of link building opportunities for your domain and provides you with a management interface to run an outreach campaign in order to potentially acquire links (SEMRush, N.D). 

Social Media Tracker

This feature lets you track the social media accounts of your closest competitors and compare their social engagement to yours social networks (SEMRush, N.D). 

Social Media Poster

This tool offers you  an easy way to draft, schedule, and post content on Facebook (Business pages), LinkedIn, Instagram, Google My Business, Pinterest and Twitter without leaving the Semrush interface (SEMRush, N.D). 

Brand Monitoring

brand monitoring tracking is the online mentions of any word or phrase you wish to track (SEMRush, N.D). 

Content Analyzer

This tool measures social shares, backlinks, keyword rankings, and even Google Analytics data like sessions and bounce rate (SEMRush, N.D). 

PPC Keyword Tool

With this tool, you can organize keywords at the campaign and ad group level, quickly set negative keywords and export the campaign plan to seamlessly import into Google Ads Editor (SEMRush, N.D). 

Explored Tools

I began setting up a test project for Breakout EDU. Currently, I’ve only set up three tools within the project, but they’ve been really insightful already!

First, I played with the Site Audit tool. There wasn’t immersive insight, however, I was able to see depth insight of information, with a few recommendations of possible site changes that could be made. Next, I played with on-page SEO Checker, which gave recommendations on making pages improvement, such as giving recommendations of keywords I could use, Meta descriptions that could be added, and more. Lastly I played with Position Tracking, which gave insight into rise and fall of website rankings, and possible adjustments that could be made. Lastly I did check out the reporting tool, as SEMRush allows you to make full PDF reports, where you can compile website auditeds and competitive analysis all together, so you can compile it and make a strategy for how to make improvements on your page. 

Social Media Participation: Generating Buzz for Your Brand

Social media platforms are powerful channels for marketing. According to 80% of businesses in a study say that social media is the most important factor in their digital marketing success (Welch, N.D). However, 85% of marketers I this same study reported not being sure what tools are the best to use to increase engagement on social media (Welch, N.D).

What is Social Media Marketing?

Social media marketing involves creating and sharing content on social media networks to achieve your marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and and other content that drives audience engagement, as well as paid social media advertising. 

How to Begin Social Media Marketing 

Before you begin creating social media marketing campaigns, consider your business’s goals. 

Starting a social media marketing campaign without a social strategy directly aligned to business goals makes your full campaign integrated to your business, and inline for growth. 

In this plan, it’s important to ask question such as:

• How will this campaign / plan align with my business goals directly?
• What is my target audience?
• Is my target audience reachable via this social media platform?
• How can I reach my target audience in this social media platform?
• What message do you want to send to my audience with social media marketing?

Selecting The Right Social Media Platforms

Once your audience and messaging is identified, it’s important to prioritize a social media platform based on your business type, business goals and audience. For example, a b2b business might prioritize social media channels for with a wider business audience such as LinkedIn or Facebook, while a B2C brand such as a clothing company may prioritize social media channels such as Instagram and Pinterest instead. Knowing where your best chances to reach your target audience allows a brand to create an effective social media strategy. 

Leveraging your brand’s existing analytics, or utilize analytic tools to gain more insight into your ideal demographic and buyer habits may also be worthwhile to do when trying to select the right platforms to market on, as well as what type of content should be posted for effective communication when building out your social strategy. 

Already have social media platforms? “Read reports that deliver information about every ad, event, and other collateral you post that together leads to a more targeted strategy.”(Jenkins, 2018). Using preexisting data from your previous social media efforts serves as valuable data when trying to restrategize! Consider performances of previous content and consider moving away from content your audience is not engaging with, or sticking to topics, and efforts that your audience tends to engage more with. 

Creating Content for Conversations 

According to the Content Marketing Institute:

“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” (Skey, 2014).

While many marketers may think content must not necessarily convert, I believe content and conversion go hand in hand. Ian Lurie, author of Conversation Marketing: Common Sense Internet Strategies points out that Conversation Marketing works as a counter-balance for Accumulation Marketing which targets large numbers in the hopes that some stay and are interested in making a purchase (Lurie, N.D). When curating content, it’s important marketers maintain in mind that the content is both engaging, but also driving towards conversion. Conversation may not necessarily be just a sale, there is various types of conversion types, especially on social media platforms.

Here are some examples of conversions types for businesses to consider when creating content:

1. Purchase
2. Visit Site
3. Submit Form
4. Sign Up
5. Create an Account
6. Share
7. Download
8. Call Now
9. Message Us

Establishing a conversion goal for each content piece allows businesses to ensure content is both engaging, and converting. 

Conclusion

Businesses large or small, B2B or B2C can benefit from executing a social media strategy. It’s important for businesses to leverage business goals, and any analytical tools that can provide consumer behavior, and demographics to determine optimal social media platforms, as well as high-performing social media content. Establishing conversion goals for each content post also helps businesses ensure content is both engaging and conversion content. Businesses may also leverage social media analytics to track conversion rates on content, to pivot their Call to Actions and Conversion messaging. For example, possibly changing from “Purchase” to “Contact Us” or “Visit Site” to “Buy Now”. 

Real Time Business Example

Starbucks is a highly followed brand across multiple social media platforms, having 10.9 million followers on Twitter and 17.8 million on Instagram. Starbucks provides many organic posts which invite customers to check out their coffee and cafe food, and also have many paid advertisements with conversion content, for example, an aggressive campaign Starbucks currently has is inviting customers to their Loyalty program, which was updated in 2020. Since this update, they have aggressively campaigned conversions for consumers to join their new updated loyalty program (Starbucks, 2020). 

By staying aligned to their business goals, and establishing a social media strategy, Starbucks is a thriving brand which has tactfully leveraged social media marketing and participation from consumers.

 “Having a connection with our customers, whether in our stores or digitally, allows us to anticipate their needs and deliver the products and experiences they are looking for. Our customers have shared with us that they would like more options to pay and earn Stars in the app as a Starbucks Rewards member, in addition to the Starbucks Card,” said Brady Brewer, Starbucks chief marketing officer. “We expect the expansion of payment options will appeal to an even wider customer audience and deepen engagement with our members.” (Starbucks, 2020). 

References:

Lurie, I. (No Date). CONVERSATION MARKETING

An Internet Marketing Strategy That Works. Retrieved from: https://www.portent.com/cmonline/

Starbucks. (2020). https://stories.starbucks.com/press/2020/starbucks-to-update-loyalty-program-and-app-this-fall-to-offer-more-ways-to-pay-and-earn-stars/

Skey, A. (2014). How To Turn Your Inbox Nightmare Into A Content Marketing Machine.Retrieved from:  https://www.getspokal.com/how-to-turn-your-inbox-nightmare-into-a-content-marketing-machine/

Welch, Karina. (No Date). Social Media Strategy: How To Create The Right Approach For Your Business On Social. Retrieved from: https://www.bluefountainmedia.com/blog/social-media-strategy-how-to-create-the-right-approach-for-your-business-on-social

Metric Categories 101: Visit Characterization

Visit Characterization is a valuable web metric that allows businesses to identify the actions completed by website visitors, as well as insight into how they came into their websites, and how they left. There are several metrics included within Visit Characterization, all with unique insights which can be leveraged by businesses. Let's review them below!

Entry Page
Entry page data shares the first page in which a consumer visited to reach your website; Entry pages are presented as a list of URLs, ranging from the most commonly entered-through page to the least (ClickInsight, N.D). 
ThinkMetrics explains, "Entry Pages are important because they are the primary point at which visitors check their Tolerance Threshold." (ThinkMetrics, N.D). Knowing which pages are what visitors are first exposed to, allows businesses to optimize these pages to give clear business awareness, and the information which they would wish visitors to see upon first being exposed to their site. Additionally, businesses may also leverage this information, to consider utilizing these pages in marketing efforts, such as further driving traffic to these pages during paid advertising efforts. 

Landing Page
Landing pages are pages that provide information content, calls to actors and serve as a touchpoint for visitors (ClickInsight, N.D). Landing pages can serve a variety of functions, but the overarching theme is all landing pages relay important business information to visitors, that will either influence or directly lead to conversions. Knowing landing page metrics gives businesses the insight they need to know if their messaging choices are indeed effective or ineffective in properly educating, nurturing, and/or converting consumers as needed. 

Exit Page
Exit Pages is the last page on a site accessed during a visit, being the last thing a visitor sees before leaving (ClickInsight, N.D). Exit page data can be extremely insightful to businesses, in understanding the buyer journey. Ideally, exit pages are pages where customers complete a conversion action. If exit pages are landing pages where consumers are not completing actions - it allows businesses to reanalyze these pages and possibly make correctional changes that improve visitor experiences, and conversion funnels (Akhtar, 2020).

Visit Duration
Visit duration gives insight into how long a visitor stays on your website. Visit duration gives insight into user engagement - average session duration contributes to understanding engagement by illustrating how long they stay on your site, considering your business (Spinutech, 2015). By maintaining notice of visit duration, businesses can strategize how engaging their website content is, and make adjustments accordingly to improve engagement. 

Click-through and Click-through rate
Click-through refers to the number of times a link was clicked by a visitor, the conversion rate of this can be calculated by dividing by the number of times that link was clicked over the times it was viewed (ClickInsight, N.D). Much like visit duration, clickthroughs helps gain insight into user engagement of content. Click-throughs can be on backlinks, and call to action buttons on which you wish visitors to take action. Be it to learn more, and engage in the content through backlinks - or through an add to cart button, or to get to important landing pages on your navigation bar - one can gain more focus on what content or actions are low performing or high performing based on average click-through rates.

Visit Characterization for Business Decisions
Depending on objectives, businesses can utilize specific Visit Characterizations to measure the effectiveness of specific tactics, content, pages, and campaigns on their site, or even for their overall business. However, by monitoring all Visit Characterizations steadily, businesses can paint a larger picture of their online presence performance and business conversions through online sales by having a wide picture of visitor engagement. Businesses can also strategize how to improve, remove, or shift content, communications, and partnerships through these insightful metrics. 

References:

ClickInsight. (No Date). Web Analytics Definitions. Retrieved from: https://www.clickinsight.ca/res/web-analytics-definitions-3#visit-referrer

Akhtar, A. (May 28, 2020). What is an exit page? and how to view it in google analytics. Retrieved from:https://www.monsterinsights.com/what-is-an-exit-page-and-how-to-view-it-in-google-analytics/

Spinutech. (2015). 7 website analytics that matter most. Retrieved from: https://www.spinutech.com/digital-marketing/analytics/analysis/7-website-analytics-that-matter-most/

Metric Categories 101: Visitor Characterization

Visitor Characterization is a valuable web metric that allows businesses to identify the 'category' of visitors that visit their website. There are five unique types of Visitor Characterization, which include the following:

1. New Visitors 
2. Returning Visitors 
3. Repeat Visitors 
4. Visit Referrer / Initial Referrer 
5. Referee

Let's review which each of these characterizations entails! 

New Visitors 

New visitors are those users who show as a first-time-ever visit to a site during a reporting period (ClickInsight, N.D). 

Returning Visitors

Returning visitors are those users who have visited a site at least once during a reporting period, but also at least once prior to a reporting period (ClickInsight, N.D).

Repeat Visitors

Repeat Visitors are users who have visited a site multiple times during a reporting period, and possibly multiple times prior to a reporting period (ClickInsight, N.D).

Visit Referrer

Visit Referrers are the first referrer in a visit (ClickInsight, N.D).

Visit Referee

These users are ones who come to a site, through a visit referrer. 

Leveraging Visitor Characterization for Marketing 

Visitor Characterization insights allow businesses to serve personalized communications and messages to consumers, based on their categories! A great way to leverage this is through personalized offers when shopping online. Here are some success stories of how local businesses use Visitor Characterization for marketing:

The Donut Pub is a New York City-based company, uses Visitor Characterization to identify new visitors and communicate them to fulfill multiple objectives. This is done, through a pop-up that welcomes new users, and invites them to sign up for email marketing and be able to try their newest donuts for free. This marketing tactic allows The Donut Pub to, 1. Provide a personalized welcome message to never-before-seen users. 2. Quickly attempt to add these new leads into their marketing funnel 3. Delight and strengthen the brand awareness cycle by offering new consumers free tasting. 

This tactic can also be utilized for returning and repeat visitors. A successful business leveraging such a strategy is Office Depot. Office Depot often displays pop-up coupons on their site or delivered consumer emails, to returning and repeat website visitors as an incentive! This is a great way to show appreciation to visitors deeper in the buying cycle with Home Depot, and are ready to make purchases. Additionally, it boosts the consumer's feelings of being recognized by Office Depot and is receiving personalized messaging unique to their buying stage needs. 

Leveraging Visitor Characterization for Business Insights

Many businesses have objectives of growing both incoming new visitors and returning and repeat visitors. This way, they can measure how well their lead generation and consumer retention are going. "One of the hardest parts of running a successful marketing campaign is finding the right balance between generating leads and retaining loyal customers. After all, both are important components that make any business successful, and neither should be neglected." (White, 2021). 

Businesses should monitor steady growth, and address any drops in either visitor category, as engaging both new and usual visitors is necessary. Businesses can quickly create nurturing campaigns that address any significant losses in new visitors, or returning visitors - or, measure the success of their actions, on running efforts to generate leads or nurture knowledgeable consumers based on visitor characterization metrics. 

References:

ClickInsight. (No Date). Web Analytics Definitions. Retrieved from: https://www.clickinsight.ca/res/web-analytics-definitions-3#visit-referrer

White, M. (2021). Inbound Strategies: Lead Generation or Customer Retention? Retrieved from: https://www.thecreativemomentum.com/blog/inbound-strategies-lead-generation-or-customer-retention