content marketing Tag

Conversion rate optimisation (CRO) is the data-driven process of optimising your website in order to create more conversions, such as sales or leads. Tools such as Google Analytics make it possible to track the paths that users are taking to reach your site, otherwise known as ‘funnel tracking’. Funnel tracking shows which sections of your site – and which actions – most commonly lead to conversion. It also gives a clear view of where users are typically dropping out. Asking your visitors directly using on-site surveys is another good way of getting insights into what they like and any bugbears they have with your site. Once you have this information, there are a number of actions you can take in order to improve conversion. For example, you can better optimise your website’s navigation structure, or test which layouts and content elements work best to encourage conversions. We’ll delve further into the sophisticated world...

The beginning of spring has echoed themes of change and progress throughout the digital sphere. From search engine updates to GDPR preparations, here are some of April’s biggest headlines from SEO, content marketing and digital PR. Google rolls out updated search algorithm Mutters of a Google algorithm update have been heard throughout the search and marketing industry this month, and on April 16th we finally got the news we’d been waiting for. Announcing the news via Twitter, Google identified the change as a ‘broad core algorithm update’, the likes of which systematically take place at several points throughout the year. Even so, businesses across the globe have been eager to discover exactly what the update means for them. The general consensus from Google is that these updates are an integral part of their work. While some users are expected to experience slight drops or gains in visibility during this time, the search engine...

Let’s cut to the chase – high-quality content is crucial to the success of your SEO strategy. If you fail to create engaging content, you risk spending a lot of time and money on a strategy that fails to deliver the rates of engagement and conversion you’re pushing for. Worse than that, you may even risk alienating your target audience. It’s pretty crucial stuff, so we’ve decided to lift the lid on why high-quality content is so important, with some examples of who’s doing it right. Read on to discover how to align content with your SEO strategy, before gaining some top tips on how to create quality content that resonates with your target audience. The SEO landscape, then and now The SEO landscape has changed dramatically over the years. Practices that were deemed effective in the early 2000s are now avoided like the plague by SEO experts. Flashback to the early days...

Semantic trends have played an increasingly central role in search for some time. Algorithms now have the ability to take whole queries into account, rather than simply focusing on specific keywords. By doing so, search engines are able to delve deeper into the intent behind each query, delivering tailored, highly intelligent results. 2013’s Google Hummingbird update marked a significant turning point for semantic search. For the first time, the technology required to understand the meaning behind specific searches was rolled out on a large scale. Rather than honing in on one or two keywords, the new algorithm was able to read and configure the meaning behind each query, denoting which results would be most relevant to the needs of the user. Appetite for intent-driven, conversational search has only grown in the years following Hummingbird. In 2018, an understanding of the latest semantic trends is a vital component of any successful SEO strategy....

‘Make a great product, and they will come’ has never been less true than in today’s crowded marketplace. For e-commerce businesses, having a watertight marketing strategy is essential in getting your brand noticed and converting visitors into returning customers. A marketing strategy is something that evolves over time, incorporating the latest techniques and channels. As such, this guide isn’t just for new e-commerce businesses or products. If you feel like your marketing strategy could be working harder, many of the elements below can easily be moulded to suit your business. With that in mind, here are the eight most important areas that you should include in your e-commerce marketing strategy, as well as ways to measure and refine your processes. 1. Develop a mission statement A mission statement defines who you are as a business. It’s the first thing that customers will see on your ‘About Us’ page and will define your brand story....

We’re already a quarter of the way through 2018, and search engine and social media giants are pushing boundaries in the name of improving user experience. From shoppable social media posts to drastically condensed search results, here’s the biggest marketing news from digital and SEO in March. Facebook’s Mark Zuckerberg announces security changes in light of Cambridge Analytica scandal Facebook’s association with data mining company Cambridge Analytica has made global headlines this month, as it’s been suggested that data gathered through the platform may have been used to influence elections. The news has once again thrown into question just how secure our online data really is. In light of the scandal, Facebook founder Mark Zuckerberg this month announced plans to strengthen security and reduce the likelihood of third-party apps being able to access personal data. Key changes include a thorough investigation of both new and existing apps that use the platform, as well...

There’s no denying that Artificial Intelligence (AI) is changing the way in which we use technology. In October 2015, Google announced the roll-out of an AI algorithm called RankBrain that generates responses to search queries. Since then, this machine-learning system has continued to impact the digital marketing landscape and the way sites are optimised for search. In fact, RankBrain is the third most important ranking signal after quality content and natural links, and is sure to play an even bigger role in the future of marketing. Here’s a closer look at what RankBrain is, how it came about and what you need to do to make sure your site is optimised for AI in 2018. What is RankBrain? RankBrain is a machine-learning algorithm that uses AI to filter and sort search queries in Google. It also works to assist Google to better understand search queries, particularly uncommon words and terms. RankBrain is...

Creating an e-book is a significant undertaking for any business. From idea development to writing, design and promotion, e-books can be a drain on time and resources. Done well however, they have the potential to generate quality, high-value leads that result in a considerable ROI. E-books can be a hugely valuable asset for both B2B and B2C companies, yet ensuring that your efforts are going towards something that generates real, valuable returns can be challenging. With that in mind, here are our top tips for creating e-books that attract warm leads that count. Answer specific questions posed by your audience One of the main aims of any e-book is to promote your brand as an industry specialist, or at the very least a knowledgeable voice within its niche. This begins with understanding not just who your audience is, but what kind of questions they’re asking. A little bit of audience research comes in handy...

Thanks to its association with all things romance, brands and businesses have been competing to encourage feelings of love from their users in February – often with mixed results. With some Google updates thrown in for good measure, here’s a run down of February’s biggest headlines in marketing, content and SEO. Google launches Mobile Scorecard and Impact Calculator Back in January Google announced plans to make mobile page speed a key ranking factor from July, preparation for which stepped up a gear this month. The search engine recently unveiled two new tools that promise to give brands a better view of their mobile performance. The first is aptly named the Mobile Scorecard. Here, users are able to gain an insight into their site’s mobile speed, as well as that of their competitors. According to Google, the tool extracts data from the Chrome User Experience Report to provide information on mobile speed for thousands...

As popularity in voice-operated devices grows, so too does the use of voice search. Google Assistant, Amazon Alexa, Siri and Microsoft Cortana are all paving the way for new voice-centric strategies within the world of marketing. In this blog, we look at what voice search could mean to SEO specialists and content marketers, before exploring ways to prepare for the potential impacts of voice search. What do we know about voice search so far? Well, we know that popularity in voice-activated devices is growing at a rapid rate. In a report from Technavio via Skyword, it is estimated that “by 2019, the voice recognition market will be a $601 million industry”. According to Google Trends via Search Engine Watch, "Google voice search queries in 2016 were up 35 times over 2008”. And in 2016 alone, eMarketer recorded a sizeable increase in voice search of 128.9%. Research and estimates concerning this area largely point to the...