Most people engaging in digital marketing will already be aware of the importance that keywords play in their search engine optimisation. The idea is that we tailor our content to target short-tail and long-tail keywords since these appear in search queries when people are looking for something online. When people use the words or phrases… Read more »
Historically, a significant part of Google’s search ranking algorithms relied on links as a way of determining the trust level of a website. However, after many years of dubious link schemes’ continued evolutions to try and outsmart Google and Bing, links are no longer necessarily trusted. This led to Google’s PageRank tool being retired from… Read more »
Return on Investment (ROI) is an important aspect in measuring the effectiveness of your blog. It’s important to understand that how it’s measured depends a lot on what your campaign objectives are. What are the results you are looking for? Is it conversions you are after? Is increasing revenue is your primary objective? Or maybe… Read more »
Google has been the driving force in the evolution of search towards mobile computing. That’s because mobile devices now dominate all search traffic and almost everyone has an internet-connected device. Google’s last update emphasised the importance of responsive design and soon a new update will take it a stage further. In short, you need to… Read more »
The tremendous growth of mobile devices has brought with it significant changes in how we use the internet. It’s also meant huge changes in the way we develop and serve content online. Most of us are now aware of the importance of using a mobile-first strategy to produce responsive content. The combination of newer hardware… Read more »
Metrics will be familiar for most business owners. In the same way, that there are metrics for finances e.g. return on investment, liquidity ratio etc., there are also metrics that are extremely useful for digital marketing purposes. But if you’re not a marketing expert you might be stuck on knowing which metrics are most important… Read more »
Anyone new to Search Engine Optimization learns very quickly how technical it can be. That’s why many enterprises hire consultants to help them get their SEO right. But, with a little guidance it’s not too difficult for small websites owners to do their own optimisation. Let’s first look at understanding some of important technical SEO… Read more »
The key to any successful marketing campaign is engagement. Regardless of whether your objective is sales, sign ups, or just raising awareness, getting your message across is essential. In order to achieve this, we usually emphasise factors such as developing relevant, quality content, providing a great user experience (especially on mobile devices), and optimising content… Read more »
Understanding your audience, sticking to a plan and using a mix of paid and organic reach is integral when it comes to running an effective social media campaign, writes Luke Chaffey. If you’ve been following my guides your small enterprise will likely already understand the importance of having a presence on social networks. However, to… Read more »
Understanding Search Engine Optimisation (SEO) requires understanding what search engines are trying to do for us. From an end-user point of view, their primary objective is to match user intent with high quality, relevant content. In order to deliver accurate results, search engines use complex algorithms to index and classify all of the content they… Read more »
Over the years the search ranking algorithms employed by companies like Google have changed a lot. The most recent iteration employs natural language learning and artificial intelligence with a strong emphasis on mobile search. Although algorithms are closed-guarded proprietary secrets, search engines provide free resources and guidelines on how to optimise content. Despite this, many… Read more »
At some point in the future most businesses will find that they outgrow their existing website and decide to build a new one. It could be part of an expansion strategy, a change of ownership, rebranding, or simply to breathe new life into your online presence. Whatever the reason, it is not something to be… Read more »
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