search engine optimisation

SEO for PRs: a basic guide for greater client success

Forward-thinking PR agencies are quickly learning that by adding comprehensive search engine optimisation (SEO) to their range of services they can differentiate themselves from their competition and deliver significant additional value to their clients.

SEO & Black Friday: How are brands preparing their landing pages?

We’ve been looking at some analysis of search performance in the lead up to Black Friday.

Electrical retailer Currys has had its strategy licked for some time, whereas Amazon has the odd improvement it could make to its usually omnipresent site.

Both sites show a consistent (and year-round) landing page is important for brands capitalising on annual events.

How insurance companies use search marketing: Aviva

With so much competition from online aggregators, search engine results pages (SERPs) are a difficult terrain to conquer for companies that are ironically often featured on those very comparison sites.

However with a successful paid search campaign along with a strong focus on SEO techniques, it is still possible to rank highly on the SERPs.

Does PPC have any effect on SEO? The expert view

I’ve recently been making a point of plunging myself deeper and deeper into the murky depths of SEO. 

It’s a fascinating place that can be filled with deeply satisfying victories, bafflingly contradictory advice, black and white hat gunslingers and requires dogged determination, nerves of steel and a strong sense of routine discipline.

While writing various beginner’s guides to SEO and paid search over the last year, I realised that I still had many more questions to ask, in particular how these two disciplines relate to each other.

And what’s the best way to seek enlightenment? Ask a bunch of experts that know way more than you, and pass off their advice as your own!

How to approach SEO research and planning

SEO is one of those marketing disciplines that requires foresight, plenty of planning, a methodical approach and maybe just a bit of marketing intuition.

I’ve plundered the excellent Econsultancy SEO Best Practice Guide for some tips on how to approach SEO planning and research.

Check out the big guide for more than 400 pages of detailed and actionable insight.

Here we go..

Q&A: Mags Sikora on the current SEO landscape

With so much change and ambiguity currently prevalent in the world of SEO it’s difficult to know what even constitutes best practice anymore.

Lately I’ve been trying to navigate the murky world of black hat and white SEO and I although I think I grasped the basics, I thought now would be the perfect time to discuss current issues with an industry expert.

Mags Sikora is an SEO Consultant based in London. Over the last seven years she has led a number of SEO projects for brands such as Expedia.co.uk, TripAdvisor, Avis, Mpora.com and currently New Look. 

The majority of those projects have consisted of large-scale audits, development, strategy creation and implementation, including all aspects of technical SEO and link building. She also helps smaller websites and startups to set up their own in-house SEO teams.

Navigating the murky world of black hat and white hat SEO

I’ve been making a point in my journey as a writer for Econsultancy to investigate the many and varied terms in digital that I don’t understand.

As I am a relative newcomer to the digital marketing world, this is like a trial-by-fire. 

In my first few weeks, terms like CRM, CRO, iBeacons, retargeting and PPC all felt like an alien language. 

None more so than the phrases ‘black hat’ and ‘white hat’ in relation to search engine optimisation (SEO).

In this article I’ll be investigating what is meant by each of these terms by asking: What are the basic principles of each ‘hat’? What is considered best practice? and what should be avoided?

“Boy, have we got a vacation for you”

Why Econsultancy has implemented nofollow for guest blogging

There has been a lot of noise recently about guest blogging, and whether or not it is something that Google will crack down on.

Well, the guest blogging Armageddon is upon us, and we have decided to take a safety first approach. 

That means adding nofollow to links in the bios of guest bloggers, something that we implemented yesterday. 

I’ll explain our thinking in a bit more detail. First, some facts…

Seriously helpful SEO tips for WordPress

Whether a brand new blogger or a seasoned writer, WordPress is one of the most popular and versatile content management systems (CMS) available.

You can set up a quick, good-looking, fully-hosted blog using one of its many templates, or you can get into the world of self-hosting and coding to build your own professional site from scratch.