One of the key objectives of any search engine optimisation strategy is to increase the amount of traffic you get from search engines from non-branded keywords/search terms to increase brand awareness. Another objective is to then convert that traffic growth into leads (sample requests, registrations, enquiries, call backs etc) but lets focus on traffic growth for the time being.
Non-branded search phrases are queries which users enter into search engines without using your company name or product names/brands. If you want to know more about non-brand search optimisation then please do check out this MDiTV video.
For many who follow this blog you will be aware that we love working with data, especially Google Analytics data. Using Google Analytics to assess the performance of tactics, channels and content effectiveness over periods of time help marketers do better with their online marketing.
Some marketers will use Google Analytics quite a bit and some won’t so I’ve tried to include questions everybody can ask their agencies, designers or in-house web teams today.Read More
Over the last 12 – 18 months or so Google has introduced a number of major updates/rollouts to its algorithm all of which are to bring better quality results to its users. By doing so it has to down rank, sometimes eliminate, some sites from its index which are deemed as spammy, contain low quality content or just simply sites which contain content available elsewhere (duplicated content). One of the biggest updates caused sites to be penalised because of unnatural link profiles – if you have been caught with an unnatural link profile then your webmaster (who ever looks after your website) should have received a notification from Google regarding this and that action is required.Read More
Having presented many times on the subject of SEO and articulated lots of ways of describing what search engine optimisation is and how it can benefit building product manufacturers, I stumbled upon this video which I thought was fantastic. A great visual analogy and methodology of how SEO works.
Most marketers would consider the launch of a new website the end of a successful project and off they move onto the next project or job on the list. For us at Pauley Creative and our clients it’s only the start. This is where the action begins.
After launching a new site it’s perfectly normal to allow for a few weeks to monitor the change over from old site to new site from a visitor level and from Google perspective. Visitors who were regular visitors to the old site are now having to adjust to the new site. New visitors will have never seen the old site so it will be the first time they navigate through your website. Where will they start and where will they end? This is the period where lots of information can be collected on how users behave on the new website.Read More
In an industry where word of mouth (and golf courses) play a huge part in how business gets done it’s interesting to see what happens AFTER the word of mouth interaction occurs. Even if you are on a golf course or at a networking event and someone recommends you, it’s important to understand what the next step is in that process or journey especially as we all have the internet right at our finger tips.
Do you know how many people Google you as a result of someone recommending you? You may or may not. Do you know how many phone calls you have had as a result of someone recommending you? You may or may not.
Here’s an example of a ‘what happens next’ once some one recommends a company on Twitter and then researches the company via Google. Read More
I’m always stuck between a rock and a hard place when it comes to trying to get links included in our client online PR strategies. Trying to keep the SEO guys happy and not irritate the web editors is a juggling act – one that I’m sure many PR’s within the construction industry are struggling with at the moment too.
Essentially, all I’m after is a unique URL within a news item or feature where readers can find out more information about the story. Sometimes it’s a more in-depth blog post, or a bank of case study images; sometimes it’s a video, or even a microsite/forum hosting an industry debate. We always make certain that we create valuable content, so it’s not like we’re chasing links to homepages or sales enquiry forms. Think of it as a half-way house as the journey towards the social media news releases picks up speed.
It’s beneficial to measurement for our clients, and ultimately to the website running the coverage. For example, if we see that lots of their readers have clicked our link and watched the video or read the blog post, we will undoubtedly value the publication higher and push more editorial content their way. At the end of the day if we can measure the success of our coverage in this precise, accurate way, we’re going to prefer using these outlets in the future.Read More
When it comes to designing websites you have to understand and make note of how people interact and travel through your website (The user journey). Not all of your website visitors will enter via your homepage and therefore the messages on homepage such as what you do, your positioning statement. your most popular products etc have been completely missed. The page a visitor lands on first is therefore the landing page. A well optimised website will encourage visitors to land on pages which are relevant to their search terms and avoid the need to have to enter via the homepage and then make the visitor work hard to find the relevant content.
If you think about, this means every page on your website is essentially a landing page. But are you treating it as one?Read More
Last week I attended BrightonSEO (biggest SEO conference in Europe) for the very first time, usually I just follow it on Twitter, but this year decided that I had to be there as so much has developed in the SEO and Analytics industry over the past 12 months. Search engine updates, coding enhancements through to how users have changed their behaviour online. Fascinating stuff. This for me was an opportunity to hear and speak to experts in the industry and get their perspective on how search is changing and is expected to change over the next few years.
The biggest point I took away from the conference was this, even if you decide to not read the rest of this post then the least you, as a marketer, can do is take this thought away with you:
“Don’t chase after Google’s algorithm, chase after your best interpretation of what users want because that is what Google’s chasing after” Matt Cutts – Feb 2011
I know of many marketers who spend a lot of effort, time and money trying to get their websites to rank high within search engines for head terms, high volume keywords such as bricks, rainwater harvesting, loft insulation, wall ties, LED lights, cladding, aluminum cladding, roof tiles, silver taps and so on. Whilst these types of keywords are attractive because they come with high volumes of traffic it’s not really what you should be focusing ALL of your time, effort or money on. I haven’t come across many marketers who spend time looking at or focusing on the ‘long tail’, you know, the one’s who are about to send you an enquiry. Let’s just remind ourselves of what the long tail actually means:Read More