While the value of optimizing the SEO structure for your “regular”, desktop version of the website is a maxim that everyone in any business niche knows and (most often) follows, the mobile pages are still neglected. Talking about lost business opportunities, this is just revolting! Also, it is a bit nonsensical, because according to most recent researches up to 37% of ALL web traffic in the US came from either a smartphone or a small-screen tablet (7 inches and less).

Inbound marketing — if Hubspot didn’t coin “inbound marketing,” they have certainly spent a lot of time and money branding it as their own invention. Here’s how they define it: “Inbound marketing focuses on creating great content that can attract people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.” This is a decent definition, if somewhat oversimplified.

The term “inbound” is actually quite nouvelle. It took Vital a while to accept the term “inbound” to describe what we were doing with our clients. At the very start we referred to it as “SEO” and “content marketing,” and although while not exactly a Hubspot partner agency, we were reading their content. We knew a term was needed for the paradigm shift we were seeing in online marketing, because SEO had fundamentally changed and digital marketing was becoming increasingly more disparate from traditional marketing. Digital distribution made analysis highly measurable and results-oriented, showing that inbound marketing was X times more successful than outbound marketing, when done properly.