There was a time when marketing could be divided into fairly neat categories. A company had a website, someone. But times and tools (and customers) have changed a lot in the past few years. A segmented approach is much less effective now.

Websites should be treated as ongoing business infrastructure rather than five-year redesign projects. They need to evolve as products change, customer questions change, search behavior changes, and sales priorities change.

Schema markup is structured information added to your website’s code that helps search engines understand what they’re looking at. Google can read the words on your page, of course. Schema gives those words a little extra context.

Google itself recommends closely matching landing pages to the ads and keywords that send people there. Landing-page experience and ad relevance are also among the factors Google uses to evaluate search ad quality. That's where dedicated landing pages can make a significant difference.

If you want more people to find your website without paying for every single visit, there are a few things you should be doing consistently. And most of them involve doing more, not less.

The point of good content isn’t to satisfy a checklist. It’s to make someone stop, pay attention, learn something useful, and maybe even enjoy the experience. That’s a much higher bar than simply getting words onto a page.