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Emma shares how to cater to user behavior shifts during times of economic turbulence using thorough research and user journey mapping.

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Posted by stewartfussell Generation Z's behaviors differ from the cohorts that came before it, creating a new challenge for businesses marketing to consumers within it. Gen Z's presence is also growing in the marketing industry itself and, as such, learning how to work with and appeal to these young people is a critical step to take sooner rather than later.  Who is Generation Z? Social media stars might be the first people who come to mind when you think of Gen Z (also affectionately called Zoomers), but this age group is more than just TikTokers and YouTubers. Although the purported birth years of this generation vary across different sources, Pew Research refers to them as individuals born from 1997 and onward . With that in mind, it may come as a surprise that these Americans now make up about 28.7% of the total population . For context, Baby Boomers now account for a smaller proportion of just 21.8%, and Millennials around 22%. Even more shocking than these statistics...
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Posted by Cyrus-Shepard Why a new guide? Often in SEO, we get so preoccupied with technical SEO (pagination, site speed, the latest Python course, etc.) that we forget the basis of winning SEO begins and ends with keywords. Not choosing keywords before you start with SEO means shooting in the dark — a likely losing gamble if your content will succeed or not. Choosing the wrong keywords means wasting your time and budget on content that will never gain visibility in search results. Conversely, choosing smart, targeted keywords can help carve out and dominate a traffic niche that raises you above the competition. No doubt, the difference between good SEOs and mediocre SEOs is often their keyword research strategy. Here at Moz, a question we often hear after people finish reading the famous Beginner's Guide to SEO is: What do I read next? To give people a practical place to start, we wanted to provide you with concrete keyword research workflows . It's as if you'...
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As SEOs, our goal when we're creating content is to provide equitable access, which means that content isn’t just available to search engines, but also to people of all abilities. In the second installment of his three-part accessibility series, Cooper shows you how to ensure that your amazing content is accessible by bots AND people. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to the latest edition of Whiteboard Friday. I'm Cooper Hollmaier. I started doing SEO in 2016, and today I worked at a large outdoor specialty retailer helping make our strategies for technical SEO come alive. Thank you for attending this Session 2 of 3 of our SEO and accessibility series.  It all starts with accessibility If you've taken the intro to SEO course here at Moz, you're probably familiar with the concept called Mozlow's hierarchy of SEO needs. If you're not, the basic idea is that we ...
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