Content is king for many reasons but principally because content helps satisfy your visitors’ information needs, driving conversion, and it enables search engines to include your webpages in SERPs for relevant keywords and phrases.
So why do many web owners fail to keep their websites fresh and leave old content hanging around waiting to be put out to pasture? The common theme I’ve picked up on is that web teams struggle to know what content to produce and how to prove that the time invested has an ROI, so it becomes their bete-noire.
This blog tackles the first dilemma and sets out simple rules that will help structure the creation of relevant content.
Web analytics is still a missing art in many businesses, not just retail. Analytics is the last station on the investment train ride and is often compromised to pump more money into direct revenue generating digital marketing like PPC.
But why would any sane person put more money into something they don't fully understand and for which KPIs may not be optimised? It seems a strange decision.
My gut feeling is that there are too few optimisation specialists Client-side who really get web analytics 2.0. Dashboards are created and reports circulated to tick the analysis box yet limited insight is provided.
If conversion for referral traffic has dropped off the cliff, is that good or bad? I don't know. Even your data doesn't know but hidden within are nuggets of insight, you just need the focus and perseverance to find them.
This blog looks at a few examples of how data can be turned into insight to drive commercial decisions.
essential to understand what influences website visibility in search engine
results. Algorithms update frequently and strive to provide the
best customer experience, so the demands on website owners to match this
aspiration has increased accordingly.
optimisation is more than pure SEO: it is a blend of technical, marketing and
customer service skills that aim to satisfy the demands of search engines and
A CMS is just
about content so it doesn’t need much attention, right? Wrong. In an e-commerce
environment CMS means so much more than being able to edit and publish content.
E-commerce pages have dynamic content served by code and this content can change
depending on the visitor session; given such variation, how can you weave
static content into dynamic pages without screwing the display?
sophistication of consumers and online technology has risen, so have the
demands on e-commerce managers to understand which tools are the best-fit for
the business. Having worked on many CMS implementations and seen the pitfalls,
I thought I’d share some advice on what questions you need to be asking.
Producing relevant content is important for site optimisation, both for pure SEO benefit and to improve the user experience and drive conversion.
This post looks at how you can make the most of four types of web content (information pages, images, videos and blogs) and move away from a flat view where content is isolated in one place.
Much of this is common sense but I know many web teams who don’t fully appreciate the value of their content.
Copy, copy, copy. Not a Labour Party election slogan but an ode to the all important words that help elevate your website above the masses and improve on-page engagement and conversion.
Website copy plays a crucial role in informing your visitors, presenting your values and directing people to take actions, not to mention giving a boost to your SEO efforts.
But what is good copy? Is it copy that raises your search engine visibility? Or words that extol your virtues as the next laureate?
In my latest attempt to open myself to professional and personal slaughter, this blog explores the qualities of good web copy, linking to useful articles written by respected copywriters. I don't claim it to be definitive but the intention is to open a discussion about what good copy really is.
I believe in encouraging people to do things for themselves. SEO is a vital part of evolving a website yet many businesses struggle to understand what SEO means and how they can get to grips with it.
SEO is not a dark art, it is an incredibly intuitive process that encompasses many disciplines, from research to writing content and building social media presence. Nobody is a master of all of them but you can take control of key components of your SEO strategy, helping you focus spend on areas where you need the greatest help.
That's not to say that investing in the services of a dedicated SEO partner (freelance or agency) isn't a good thing - if you don't have the resource or inclination to do this properly, then paying a specialist can be a commercially sound decision. SEO is a long-term commitment, you can't treat it like a toy to be played with for a few months, then thrown to the back of the cupboard.
This post outlines the top six things that you can do in-house to improve your website optimisation with links to free online tools to help you on your journey.
Augmented Reality (AR) is the next keyword wet dream for the
online industry buzz word bingo enthusiasts. As social media becomes more
ingrained in commercial planning and the excitement fades into practical
solutions, it’s inevitable that the new kid on the block will start to make
I think AR is an exciting development. However, behind the pomp that surrounds another buzz
word, is there a commercial model that could make AR a practical tool in the
I’m going to stick my neck on the line and say yes....
There are still a lot of sceptics out there who consider Twitter overblown with hype and offering no tangible commercial value. I can understand that point of view but it often comes from a lack of vision regarding the role social media can play in customer communication and engagement.
This week I came across a truly innovative way that Twitter is being used in the US to generate demand and tap into a social vibe. Food trucks are cruising the streets of the US, using social media channels like Twitter to reach their audience and drive local street level activity.
The net result is queues of hungry punters lining up to savour their delicacy of choice, coverage in mass media and a whole lot of love and money. Who says Twitter is hot air?
Having spent the last 6 years Client side as Head of eCommerce and agency side managing digital marketing teams, one constant has been confusion in new platform builds over what a “search engine friendly” website actually is.
eCommerce solution providers advertise optimised platforms and Clients demand search engine friendly sites; do both mean the same thing? Rarely. Client side eCommerce managers can confuse technical and content optimisation, leading to miss-matches between expectation and delivery. A technically optimised web platform does not necessarily mean that keyword planning and meta content optimisation have been carried out.
This blog provides a tick list of the core elements that you should specify in any RFP or ITT when scoping a new eCommerce platform. They act as a starting point for SEO dialogue, enabling you to push vendors on specific areas of optimisation expertise. Please note the list is not in any order of priority.