This report provides best practice guidance on how to technically optimise a website in terms of its architecture and performance for the search engines. It includes detailed sections on URL management, sitemaps, side speed, HTML code and other specialist technical considerations.
This report looks at the critical components of on-page optimisation, the practice of improving site rankings by focusing content and ensuring signals sent to search engines are as clear as possible.
This report outlines the key updates to Google’s algorithm that website owners should know about in order to optimise their webpages. It includes the most recent broad core updates as well general algorithmic shifts that aim to deliver a better experience for the user.
This report looks at the importance of landing pages for SEO and explains how businesses can employ conversion optimisation techniques to enable excellent user journeys and meet business objectives.
This report outlines the key changes in search that have occurred since 2020, detailing notable interface updates, changes within the SEO industry and the growth of AI in search processing.
A report introducing the key concepts and terminology of SEO, examining the makeup of a search results page and providing a foundation in the discipline of optimising pages for the search engines.
A comprehensive series of reports covering everything marketers need to know about SEO in order to develop an effective and future-proof SEO strategy that works in markets around the world.
This report looks at how to benchmark and audit internal and competitor websites, explaining the different types of processes involved, why they are important and how to apply the insights gained from them in order to improve web performance.
With changes to the Google algorithm rendering many link building tactics less effective or even harmful to businesses, SEO practitioners have had to significantly change how they work. This report explores these changes and examines the crossover between SEO practice and social and digital PR.
This report explores how businesses can succeed at understanding who they are targeting and how they can optimise their keyphrase selections based on what those audiences are typing into search engines.
This guide helps website owners identify what SEO practices to avoid in order to comply with search engine guidelines. It explains the difference between a true penalty and algorithmic suppression and offers tips for avoiding penalties applied by Google and Bing.
A webinar drawing on latest updates to Econsultancy’s SEO Best Practice Guide, covering topics including Google’s recent changes to ranking factors, the growth in search functionality through AI and updates to fraggles, from passages in search results to Google’s new ability to understand the content of video.
This report is part of Econsultancy’s SEO Best Practice Guide, with this section explaining some of the most important areas marketers will need to consider to successfully launch into a new market, from how to set up a website to devising and running an international SEO campaign.
This report is part of Econsultancy’s SEO Best Practice Guide, with this section explaining how to develop an effective link building strategy that encourages organic traffic and how to avoid the potentially damaging penalties handed down by search engines.
This report is part of Econsultancy’s SEO Best Practice Guide, with this section covering covers the essentials of measuring and reporting, from setting goals to KPIs.
What search marketing is and how paid and organic search aid visibility.
Key good practice insights for external link building and management.
Discover which factors and on-site capabilities determine where you rank.
What PPC is, how it works, the different ad formats and the importance of optimisation.
How to approach keyword analysis and the impact of different types of keywords on CPC.
Learn how shoppers are using voice and what this means to marketers.
Learn some of the key ways to track and measure PPC performance.
Learn some of the key ways to track and measure SEO performance aligned with business goals.
An introduction to SEO: why it’s important and how it works. Learn about the key principles of SEO and be introduced to on-page and off-page activity, along with keyword research and how to apply it.
Gain an understanding of Paid Search and PPC, how it works, and how it differs from SEO. Learn about the auction model and how this affects costs, along with keywords, key phrases and targeting options.
Björn Darko, VP of product at Searchmetrics, explains the power of search data, which some brands are exploring, and how it can be added to your market research armoury to support insight and decision making
Big updates from Google have always had a major impact on the world of search marketing, and 2021 feels like it’s been a big year for Google updates and announcements. 2021 was slated to bring the arrival of Google’s Page Experience ranking signal (originally due to roll out in May, the update finally arrived in […]
We turned to Econsultancy’s storied roster of search experts to ask: what do MUM and multimodal search mean for our relationship to search and SEO? How could they change the game for marketers? And what potential opportunities and challenges do they present?
To cater for rising public interest in Covid-19, Johns Hopkins Medicine quickly developed a search and content strategy early in 2020, changing the way it worked with experts across the organisation to make the most of its content architecture.
Google has confirmed that its Page Experience ranking update, which uses Core Web Vitals along with a number of other metrics to assess user experience quality, has begun “slowly” rolling out. What can marketers do to prepare for this change?
At the beginning of 2020, no business could have been prepared for the challenges and uncertainty that the coronavirus pandemic has brought. The idea of closing down your business for a few days would have been unfathomable to most, never mind for several months at a time. Fast forward to June 2021 and that is […]
For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, […]
2020 has been an eventful year for SEO practitioners, PPC specialists and anyone working in the field of search marketing.
In a new report written by Econsultancy in partnership with DeepCrawl, we explore the value of SEO and organic search in striving for top digital performance. In particular, we explore the strategies to effectively align investments to marketing goals, challenges frequently experienced and approaches to overcoming barriers.
From fixed URL structure to international setup and performance optimisation – Vervaunt MD Paul Rogers and NOVOS Founder Sam Hurley go through 10 technical Shopify SEO considerations.
With a gradual lifting of restrictions on travel, consumers are beginning to cautiously consider venturing abroad. How can travel and hospitality brands capitalise on increasing search interest in travel and inspire confidence in the sector?
The meta description that accompanies your website or webpage in search results can determine whether or not a searcher clicks through to your site. Here are some tips on how to write a good one and why meta descriptions are important, along with 33 best practice examples from around the web.
A range of factors determine a good link from a bad or inconsequential one. In this article we look at seven ways to evaluate an inbound link. This is an excerpt from Econsultancy’s SEO Best Practice: Link Strategy and Tactics Guide.
Google has announced a new signal dubbed Page Experience that it plans to incorporate into a ranking change sometime next year. Here’s what you need to know about it.
Separating fact from fiction in SEO can be really difficult.
The search community is constantly awash with rumours about how search is changing. It’s sometimes difficult to know what to believe, so in this post I review five popular rumours that are currently doing the rounds. How valid are they? And what is the real impact they are likely to have? Rumour 1: Mobile is […]
Today, optimizing for search is optimizing your customer’s experience. As people query a search engine on their laptop, ask a voice assistant for help, or use their mobile device to find nearby solutions to their needs, brands must be positioned to appear in these critical decision-making moments.
In 2020, Instagram is a major force in social media. With more than one billion active users every month, it is increasingly the place to be for many businesses who want to promote themselves – and since the introduction of Instagram Checkout in early 2019, a place for businesses to sell their products directly.
Search Engine Optimisation (SEO) is becoming increasingly tricky. This training course will enable you to build an organic search marketing strategy that will attract more of the right visitors to your website, boost online conversions and stand out in today’s fiercely competitive online marketplace.
1-day course | various dates | London
