tag:econsultancy.com,2008:/topics/seo Latest SEO content from Econsultancy 2017-11-13T03:55:09+00:00 tag:econsultancy.com,2008:TrainingDate/3367 2017-11-13T03:55:09+00:00 2017-11-13T03:55:09+00:00 Search Engine Optimization (SEO) Marketing - Singapore <p>This intensive 2-day course enables you to plan and build an organic search engine optimisation (SEO) strategy. The right SEO strategy brings the right kind of visitors to your website, boosts online conversions and helps you stand out in the fiercely competitive online space. The course also gives you the latest updates on the increasingly tricky nature of SEO as search engine continuously innovates and online competition heats up.</p> <p>This is a complete SEO training course set at a beginner to intermediate level. The course uses a mix of presentation, live case studies, practice techniques, class discussions and real projects to facilitate the learning.</p> <p><strong><em>Note: Participants are required to bring laptop for hands on exercises</em></strong></p> tag:econsultancy.com,2008:Report/3008 2017-10-31T11:33:00+00:00 2017-10-31T11:33:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69528 2017-10-31T10:40:23+00:00 2017-10-31T10:40:23+00:00 UK Black Friday landing pages: The good, the bad & the ugly Ben Davis <p>But that doesn't mean Black Friday doesn't matter, of course. In an effort to see who is prepared for Friday 24th November, I've been having a look at landing pages of 11 top UK retailers.</p> <p>Now, I know there's lots more for retailers to consider than a simple landing page (such as site stability, retail strategy, contact strategy, media spend etc. etc.) but these pages offer us at least some insight into how prepared brands are from an SEO and strategy perspective.</p> <p>What are we looking for? It's fairly simple – landing pages should be up early, preferably all year round to maintain search status (see our <a href="https://econsultancy.com/blog/67061-seo-black-friday-how-are-brands-preparing-their-landing-pages">SEO analysis from 2015</a>). These pages should be adapted as the year goes by, and they should have some useful content and email signup functionality.</p> <p><strong>Spoiler alert:</strong> Game is probably the best prepared, with Argos and Selfridges two retailers who don't seem to have got their pages in order.</p> <h3>The good - Dyson, Game &amp; AO.com</h3> <h4>Dyson</h4> <p><a href="https://www.dyson.co.uk/black-friday.html">Dyson's page</a> is simple but effective, and that's the main thing you're looking for a month out from the day. An interesting feature of the data capture on this page (see second image below) is a checkbox system which allows the consumer to tell Dyson which product they're interested in (corded vacuums, cordless vacuums, or fans and heaters).</p> <p>This is a smart way to make email marketing more effective in the lead up to, and on, Black Friday.</p> <p>There's no keyword-packed copy about Black Friday, and that's a good thing in my eyes. Much better simply to highlight free next-day delivery, Dyson's price promise, product guarantees and a monthly payment option.</p> <p><img src="https://assets.econsultancy.com/images/0008/9886/Screen_Shot_2017-10-24_at_14.39.07.png" alt="dyson black friday landing page" width="615" height="252"></p> <p><img src="https://assets.econsultancy.com/images/0008/9887/Screen_Shot_2017-10-24_at_14.39.14.png" alt="black friday dyson page" width="615" height="354"></p> <p>However, Dyson's page is pretty generic. It doesn't contain any reference to the year, 2017 (see SERPs below). That's not ideal but nor is it too much of a problem. It's better than having the previous year in the title tag or description and means Dyson doesn't have to update its page every 12 months.</p> <p>There's obviously a slight downside. The consumer can't see from the landing page what date the sale lands on (24th November). But, at least Dyson's strong brand and narrow product range means it unlikely to lose out from an SEO point of view.</p> <p><img src="https://assets.econsultancy.com/images/0008/9911/Screen_Shot_2017-10-24_at_17.23.52.png" alt="dyson serps black friday" width="500"></p> <h4>Game</h4> <p>Unlike Dyson, Game provides plenty of info in its title and description tags. As you can see, the search listing tells me to 'check back on 23rd November 2017', which is the day before Black Friday. That's a nice bit of copy to make sure consumers are prepared and visit when Game releases its early deals.</p> <p><img src="https://assets.econsultancy.com/images/0008/9903/Screen_Shot_2017-10-24_at_14.50.11.png" alt="game black friday search" width="500"> </p> <p>When it comes to the <a href="https://www.game.co.uk/webapp/wcs/stores/servlet/HubArticleView?hubId=268754&amp;articleId=268755&amp;catalogId=10201&amp;langId=44&amp;storeId=10151">Game landing page</a>, the retailer goes one better than Dyson. There's a clear form to register your interest and Game asks for extra details such as postcode and date of birth to help with its targeting. No point in advertising an 18 certificate game to someone underage, or in-store London events and offers to someone on the Isle of Mull.</p> <p>Even better, Game asks the user to say whether they are a 'dedicated gamer', 'generous gifter' or 'gamer who gifts'. These are three very clever categories which should give a rough guide as to how much money the customer may have to spend and how much knowledge they have of the product range. Those who are gifters (and not gamers) will need different content to the dedicated gamers.</p> <p>A note that there's also a cheeky pre-ticked checkbox for the Game newsletter – that will have to change once the <a href="https://econsultancy.com/hello/gdpr-for-marketers/">GDPR</a> comes in next year.</p> <p><img src="https://assets.econsultancy.com/images/0008/9906/game1.jpg" alt="game black friday page" width="615" height="345"></p> <p>Further down the landing page, Game provides deals that consumers can check out in the meantime, with compelling calls to action for console and game offers. Right at the bottom of the page there's some detail on Game rewards, trade-in, next-day delivery and the Game app.</p> <p>Black Friday landing pages are great places to assert just why it is that consumers should choose your retail experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/9907/game2.jpg" alt="game black friday page" width="615" height="344"></p> <h4>AO.com</h4> <p>AO.com gets the same criticism that Dyson does, namely a generic search listing thanks to no mention of 2017 in the title or description tags. Yes, that means minimum upkeep but it doesn't grab the customer like the Game example above.</p> <p><img src="https://assets.econsultancy.com/images/0008/9894/Screen_Shot_2017-10-24_at_14.40.35.png" alt="ao black friday search" width="500" height="93"></p> <p>However, the <a href="http://ao.com/black-friday">AO.com landing page</a> might just be my favourite because it doesn't muck about. One big and clear call to action asking consumers to sign up now for 2017 deal alerts and another big call to action asking me 'why wait?' and directing me to great deals with free shipping.</p> <p>It doesn't take much to do this, other retailers (coming up in the next section) should take note.</p> <p>It's perhaps worth adding here that in previous years AO.com has gone further and <a href="https://assets.econsultancy.com/images/0007/9368/ao.png">used a prize draw on this page</a> (to win a television) as an incentive to get people to sign up. Not so this year, perhaps the holiday is well-established enough that the retailer doesn't need to bother.</p> <p><img src="https://assets.econsultancy.com/images/0008/9893/ao_bf.jpg" alt="ao black friday page" width="615" height="300"></p> <h3>The bad – Argos, Very, O2, Tesco, Currys PC World &amp; John Lewis</h3> <h4>Argos</h4> <p>I'm a bit disappointed in Argos. It is usually such a well-prepared retailer and demonstrates best practice across ecommerce UX and media spend. But its Black Friday search listing and landing page leave a lot to be desired.</p> <p>The search listing is just a little lazy – while the title tag looks right, 2016 is still listed in the page description.</p> <p><img src="https://assets.econsultancy.com/images/0008/9896/argos_search.jpg" alt="argos black friday search" width="500"></p> <p>Then when we get to the landing page it's a mess of plain text with no imagery and an email call to action that's very difficult to spot. This is one of the most unappealing pages I've seen – look at the second image below and how the white boxes with white text appear. Doesn't exactly appeal to the consumer.</p> <p>Compare this 2017 landing page with that from 2015 (<a href="https://assets.econsultancy.com/images/0006/9016/Black_Friday_Deals___Go_Argos.png">view it here</a>). There's no contest, Argos seems to have taken its eye off the ball.</p> <p><a href="http://www.argos.co.uk/events/black-friday.html"><img src="https://assets.econsultancy.com/images/0008/9888/argos_bf.jpg" alt="argos black friday page" width="615" height="355"></a></p> <p><img src="https://assets.econsultancy.com/images/0008/9889/argos_page_2.jpg" alt="argos black friday page" width="615" height="311"></p> <h4>Very</h4> <p>Very is just as frustrating as Argos. There's more plain text, with the page appearing as though it was thrown together pretty quickly. Though there is a clear email signup button, which changes colour on rollover, the uninspiring imagery and low-res social icons don't really set the pulse racing.</p> <p>What's more, it seems this page is a template shared by other retailers in the Shop Direct Group (<a href="https://www.littlewoods.com/black-friday.page;jsessionid=7DhPK5oY-UEJ9C7lgywlKPRWoAF7wZkyp2rUfeVjM79751YQbxXk!-1214909302">here it is on the Littlewoods website</a>). Neither page actually tells me what date Black Friday falls on.</p> <p><a href="http://www.very.co.uk/black-friday.page"><img src="https://assets.econsultancy.com/images/0008/9900/very_home.jpg" alt="very black friday page" width="615" height="428"></a></p> <p>In search, there's evidence of more ill-preparedness. There's a second Black Friday landing page, titled 'Black Friday Week'. Click through to it (see further below) and you'll see it's a blank page.</p> <p><img src="https://assets.econsultancy.com/images/0008/9902/VERY_SEARCH.jpg" alt="black friday very search" width="450"></p> <p><img src="https://assets.econsultancy.com/images/0008/9901/Screen_Shot_2017-10-24_at_15.15.01.png" alt="very black friday page" width="615" height="309"></p> <h4>O2</h4> <p>O2 appears not to have touched its <a href="https://www.o2.co.uk/black-friday-cyber-monday">Black Friday landing page</a> since last November. Here you can see the title tag referring to 2016 and a description more suited to last Christmas, telling consumers Black Friday has ended but other bargains are available.</p> <p><img src="https://assets.econsultancy.com/images/0008/9908/02search.jpg" alt="o2 black friday in search" width="500" height="263"></p> <p>The page itself is doing nothing to capture early interest, no email signup, no flagging of the date or teasers of what might be on sale come the 24th. An opportunity missed.</p> <p><img src="https://assets.econsultancy.com/images/0008/9910/o2home.jpg" alt="o2 black friday landing" width="615" height="315"></p> <h4>Tesco </h4> <p>Tesco is another transgressor in the search listings, with its landing page still having a 2016 title tag and description. At this stage, one really would expect this to be updated.</p> <p><img src="https://assets.econsultancy.com/images/0008/9885/Screen_Shot_2017-10-24_at_14.38.54.png" alt="tesco black friday serps" width="500"></p> <p>The landing page itself does seem to have had at least a little bit of TLC, with the correct date and year appearing. Not bad, but must try harder in search, particularly given that the page below indicates Tesco will be running sales over the entire weekend.</p> <p><img src="https://assets.econsultancy.com/images/0008/9939/Screen_Shot_2017-10-25_at_13.57.55.png" alt="tesco black friday" width="615" height="337"></p> <h4>Currys PC World</h4> <p>Currys isn't that bad, but I've included it with the other guilty parties because with a little more effort and focus, the page would surely be more effective.</p> <p>The first problem is a fairly skinny, measly call to action to 'register your interest'. This should be bigger and bolder, like the AO.com example.</p> <p><a href="https://www.currys.co.uk/gbuk/black-friday-785-commercial.html"><img src="https://assets.econsultancy.com/images/0008/9890/currys_page_1.jpg" alt="currys black friday page" width="615" height="307"></a></p> <p>Further down the page I quite like the little pictures showing what items are likely to be discounted, which should get bargain hunters interested.</p> <p><img src="https://assets.econsultancy.com/images/0008/9891/currys_page_2.jpg" alt="currys black friday page" width="615" height="349"></p> <p>But at the bottom of the page, I'm really not a fan of this keyword rich content that looks like its there simply for search benefit. That's not what search is about nowadays – the key messages should be picked out and properly conveyed to the user in a more friendly format.</p> <p><img src="https://assets.econsultancy.com/images/0008/9892/currys_page_3.jpg" alt="currys black friday page" width="615" height="311"></p> <p>When it comes to the SERPS, Currys does fine, with 2017 in its title tag, even if the description doesn't do much for me.</p> <p>However, there is a slightly odd PPC ad from Currys Ireland – not sure how the targeting went wrong there, seeing as the ad itself shows that it knows I'm in Manchester. Perhaps a little finesse needed as part of the <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> targeting here.</p> <p><img src="https://assets.econsultancy.com/images/0008/9895/currys_search.jpg" alt="currys black friday search" width="450"></p> <h4>John Lewis</h4> <p>Next up is John Lewis, another retailer with a search listing that hasn't been updated.</p> <p><img src="https://assets.econsultancy.com/images/0008/9897/jlsearch.jpg" alt="john lewis black friday search" width="500"></p> <p>The landing page has been updated with the correct date at least, there are links to current offers, and I like the fact that there's an explanation of how 'never knowingly undersold' works, even on Black Friday.</p> <p>But, there's no data capture. Though this page has been redesigned slightly (<a href="https://assets.econsultancy.com/images/0007/9367/jl.png">here it is in 2015</a>), John Lewis needs to put more thought into revamping this page, rather than simply changing the date and the text, it needs to allow for some customer interaction.</p> <p><img src="https://assets.econsultancy.com/images/0008/9940/Screen_Shot_2017-10-25_at_14.19.39.png" alt="john lewis black friday" width="615" height="345"></p> <p><img src="https://assets.econsultancy.com/images/0008/9941/Screen_Shot_2017-10-25_at_14.19.43.png" alt="john lewis black friday" width="615" height="346"></p> <h3>The ugly – Selfridges &amp; Richer Sounds</h3> <p>So, now to the retailers who don't seem to have any Black Friday landing page at all. <a href="https://econsultancy.com/blog/67061-seo-black-friday-how-are-brands-preparing-their-landing-pages">As we've shown previously</a>, this is a key part of maintaining a good search ranking.</p> <h4>Selfridges</h4> <p>A sale and reductions page is the top result for Selfridges. No mention of Black Friday.</p> <p><img src="https://assets.econsultancy.com/images/0008/9909/selfsearch.jpg" alt="selfridges black friday search" width="500"></p> <p>When I click through to the page, I get a page full of products and a faceted navigation. There is zero information for the user.</p> <p>Selfridges did take part in Black Friday in 2016 (as you can see in the Telegraph link in the SERPs above), and even if participation this year is limited to some 20%-off and 10%-off ranges, there should still be an effort to let customers know about it ahead of time. Data capture should also be considered.</p> <p><img src="https://assets.econsultancy.com/images/0008/9905/selfpage.jpg" alt="selfridges black friday landing" width="615" height="340"></p> <h4>Richer Sounds</h4> <p>Another retailer that took part last year and is set to do so again this year, but has no information on its website. My search query simply serves up the Richer Sounds homepage.</p> <p>I tried using site search and a 'site:' modifier on Google, but could find no pages related to the planned 24th November sale.</p> <p><img src="https://assets.econsultancy.com/images/0008/9899/Screen_Shot_2017-10-24_at_14.47.05.jpg" alt="richer sounds black friday search" width="400"></p> <p>That's the end of this niche roundup. Have you seen a retailer with a stellar Black Friday strategy? Let us know about it below.</p> <p><em><strong>Want some more in-depth analysis? Read our <a href="https://econsultancy.com/blog/69534-ask-the-experts-black-friday-ecommerce-strategy/">Black Friday: Ask the Experts</a> post.</strong></em></p> tag:econsultancy.com,2008:TrainingDate/3347 2017-10-30T11:04:54+00:00 2017-10-30T11:04:54+00:00 SEO Marketing <p>Search Engine Optimisation (SEO) is becoming increasingly tricky - continuous innovations between the rival search engines, coupled with increased activity from your competitors, means that you have to identify the right strategy for your business to rank well.</p> <p>This SEO training course will enable you to build an organic search marketing strategy that will mean more of the right kind of visitors to your website, boost online conversions and stand out in today’s fiercely competitive online marketplace, ensuring the best possible return on investment.</p> tag:econsultancy.com,2008:TrainingDate/3346 2017-10-30T11:04:53+00:00 2017-10-30T11:04:53+00:00 SEO Marketing <p>Search Engine Optimisation (SEO) is becoming increasingly tricky - continuous innovations between the rival search engines, coupled with increased activity from your competitors, means that you have to identify the right strategy for your business to rank well.</p> <p>This SEO training course will enable you to build an organic search marketing strategy that will mean more of the right kind of visitors to your website, boost online conversions and stand out in today’s fiercely competitive online marketplace, ensuring the best possible return on investment.</p> tag:econsultancy.com,2008:TrainingDate/3330 2017-10-26T18:19:06+01:00 2017-10-26T18:19:06+01:00 SEO Marketing <p>Search Engine Optimisation (SEO) is becoming increasingly tricky - continuous innovations between the rival search engines, coupled with increased activity from your competitors, means that you have to identify the right strategy for your business to rank well.</p> <p>This SEO training course will enable you to build an organic search marketing strategy that will mean more of the right kind of visitors to your website, boost online conversions and stand out in today’s fiercely competitive online marketplace, ensuring the best possible return on investment.</p> tag:econsultancy.com,2008:TrainingDate/3327 2017-10-26T18:12:35+01:00 2017-10-26T18:12:35+01:00 SEO Marketing - Advanced <p>SEO is a complex subject and for those wishing to move their knowledge beyond the basics, this course has been designed for the intermediate to advanced learner. There is lots to consider when optimising for maximum visibility through search. From key phrase research and query audits, to content strategy, page mark-up and site architecture. Getting all these things right is key to grabbing customers who know what they want, but not where to get it from.</p><p>Providing you with a structured process to improve your results from SEO, an industry expert will lead this one-day workshop, reviewing attendees' existing optimisation approaches, analytics and tools against their top-performing competitors and best practice.</p> tag:econsultancy.com,2008:BlogPost/69385 2017-09-18T10:00:00+01:00 2017-09-18T10:00:00+01:00 Ask the experts: Mobile SEO trends, challenges & strategy Ben Davis <ol> <li> <a href="#First%20of%20all,%20is%20it%20worth%20making%20the%20distinction%20between%20mobile%20and%20desktop?">First of all, is it worth making the distinction between mobile and desktop?</a> </li> <li><a href="#What%20are%20the%20biggest%20mistakes%20when%20it%20comes%20to%20mobile%20SEO?">What are the biggest mistakes when it comes to mobile SEO?</a></li> <li><a href="#With%20a%20mobile%20first%20index%20on%20the%20horizon,%20what%20sort%20of%20content/UX%20features%20should%20we%20prioritise?">With a mobile first index on the horizon, what sort of content/UX features should we prioritise?</a></li> <li><a href="#Much%20has%20been%20written%20about%20optimising%20for%20voice%20-%20is%20this%20hype%20or%20reality?">Much has been written about optimising for voice - is this hype or reality?</a></li> <li><a href="#Is%20there%20a%20consensus%20on%20Google%20AMP%20or%20progressive%20web%20apps%20yet?">Is there a consensus on Google AMP or progressive web apps yet?</a></li> <li><a href="#If%20you%20had%20to%20sum%20up%20a%20good%20mobile%20SEO%20strategy%20in%20one%20short%20sentence?">If you had to sum up a good mobile SEO strategy in one short sentence?</a></li> </ol> <p>Further guidance can be found in our <a href="https://econsultancy.com/reports/seo-best-practice-guide">SEO Best Practice Guide</a>, and if you have any topics you would like us to cover in these 'ask the experts' articles, let us know in the comments below.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/8623/app-blog-flyer.jpg" alt="mobile" width="470" height="329"></p> <h3>1. <a name="First%20of%20all,%20is%20it%20worth%20making%20the%20distinction%20between%20mobile%20and%20desktop?"></a>Is it worth making the distinction between mobile and desktop?</h3> <h4> <a href="https://www.linkedin.com/in/andrewgirdwood/">Andrew Girdwood</a>, Head of Media Technology, Signal: </h4> <p>Yes! If you’re not making the distinction you clearly have SEO in a silo and are not coordinating with the likes of PPC or UX. SEO should not just be about getting traffic to the site - it should be about qualified traffic and what the customer does and so having a strategy which excels across devices is essential. </p> <h4> <a href="https://www.linkedin.com/in/nicholastott/">Nichola Stott</a>, MD, The Media Flow:</h4> <p>Absolutely, as there are differences in what you need to achieve to drive optimal improvements per device. To split out how you focus your efforts and emphasis it can be worth setting routine activities as well as strategic quarterly pieces (such as mobile performance audits, or app indexing maintenance) with a mobile only focus.</p> <p>That said, there are many performance areas that are device agnostic to some extent. For example <a href="https://econsultancy.com/blog/68441-site-speed-for-seo-why-it-s-about-more-than-just-loading-times/">improving site speed</a> will benefit any user regardless of device though we know that poor performance here hurts mobile users most.</p> <h4> <a href="https://www.linkedin.com/in/josecapelo/">Jose Capelo</a>, Sr Account Manager, Caliberi:</h4> <p>For any successful SEO strategy in 2017 and beyond, the most vital element to consider is search intent. By making the distinction between mobile and desktop, brands acknowledge that search intent is different across different devices and they are ready to understand the opportunities and threats affecting them. </p> <p>From a SEO point of view, while there are some common characteristics to both when it comes to building authority and relevancy, such as content, a relevant backlink footprint, and schema mark-up, there are areas that are more relevant to mobile, for example voice search, local listings and <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">AMP pages</a>. </p> <h4> <a href="https://twitter.com/Adoubleagent">Adam Gent</a>, Sr SEO Strategist, Branded3:</h4> <p>Absolutely! It is now critical that businesses make the distinction between mobile and desktop devices. At the time of writing these mobile searches make up over 60% of all searches globally in Google. This worldwide change in how people use mobile devices to search has caused Google to rethink how they rank websites in Google Search.</p> <p>At the moment all mobile search results are based on desktop content, which is obviously not great if websites have a poor mobile site. To align search results with user expectations the engineers at Google announced at the end of 2016 that they will be <a href="https://econsultancy.com/blog/68425-google-to-create-separate-mobile-index-what-you-need-to-know/">switching to a mobile-first index</a> which will cause ranking signals to move from desktop content to mobile content.</p> <p>If a business does not have a mobile-friendly website then this will impact on their SEO performance on Google when the mobile-first index rolls out.</p> <p><img src="https://assets.econsultancy.com/images/0007/2290/IMG_2621.PNG" alt="google amp" width="250"></p> <p><em>Google AMP</em></p> <h3>2. <a name="What%20are%20the%20biggest%20mistakes%20when%20it%20comes%20to%20mobile%20SEO?"></a>What are the biggest mistakes when it comes to mobile SEO?</h3> <h4>Nichola Stott:</h4> <p>One of the worst mistakes is to have a separate URL intended for mobile device users (such as m.domain.com) and neglect to use any form of device detection or URL canonisation. I’ve seen some really significant brands make this mistake which leads to URL duplication in the SERPS, splitting users, performance data, equity and polluting the site potential in so many ways.</p> <p>The second biggest mistake that we can all make, is never using your phone at work. Most of our working toolkit is desktop-optimised and for most projects it is quickest and easiest to work on at least two desktop screens as opposed to a mobile phone. So this often means that we’re relying purely on quantitative data to “work” on mobile performance. There’s so many insights to be gained by working (or trying to) work on your phone. I don’t mean toggling the device in Chrome Developer Tools, but using multiple phones models to replicate checks and create user-centric observations.  </p> <h4>Andrew Girdwood:</h4> <p>Most SEOs know that speed is important and they know enough to use Google’s various speed-tester tools. Too often, though, those tester tool results lead to <a href="https://econsultancy.com/blog/68738-what-is-technical-seo-and-why-is-it-important/">technical SEO</a> recommendations that will cost brands a truck load of money in development costs but not actually provide a speed boost.</p> <p>While the best design and build agencies are thinking mobile first too many SEOs are still in the desktop frame of mind when it comes to linkbait. If your linkbait strategy involves whisking up a groundswell of interest in some content then you need to think mobile first.</p> <h4>Jose Capelo:</h4> <p>One of the biggest oversights by brands is to treat mobile as an extension of desktop. </p> <p>The biggest mistakes are generally not related to the technical side of SEO (except for page speed), but more often down to the design and the visualisation of content. These mistakes - such as illegible fonts, not enough spacing, popup ads and slow page speed - have a detrimental impact on user experience directly impacting rankings and organic growth.</p> <p><img src="https://assets.econsultancy.com/images/0008/8740/Screen_Shot_2017-09-05_at_12.13.17.png" alt="mobile friendly test" width="615" height="301"></p> <p><em>Google's Mobile Friendly Test</em></p> <h3>3. <a name="With%20a%20mobile%20first%20index%20on%20the%20horizon,%20what%20sort%20of%20content/UX%20features%20should%20we%20prioritise?"></a>With a mobile first index on the horizon, what sort of content/UX features should we prioritise?</h3> <h4>Andrew Girdwood:</h4> <p>Good UX teams are generally well placed to crack the navigation challenge. Don’t get me wrong – navigation and architecture for mobile can be awkward but based on my experience few UX experts are at a loss of ideas what to do about it.</p> <p>I think brands will be well advised to think again about their content strategy. How many versions of their content do they want? One for desktop, mobile, AMP and other devices? Or is that too much? Is now the time to thinking about a headless CMS or is it too soon for the company? I certainly encourage brands to think about content as a layer.</p> <h4>Nichola Stott:</h4> <p>I recently spoke about at The Inbounder on the audit areas we’re working through with clients in anticipation of the mobile first index change, and the presentation is <a href="https://www.slideshare.net/WeAreMarketing/nine-things-were-checking-for-a-mobile-first-index-by-nichola-stott-in-the-inbounder-london">available on Slideshare</a>. But to summarise, the key focus should be: speed, UX, (navigation as well as answering the primary visit motive “above-the-fold”), Schema or similar structured data mark-up and optimal data collection without increasing latency.</p> <h4>Adam Gent:</h4> <p>...the biggest changes a webmaster should be prioritising are to make navigating around the website and scrolling through content as easy as possible on mobile devices. Both Gary Illyes and John Mueller have both <a href="https://www.seroundtable.com/google-content-tabs-hidden-change-22950.html">confirmed</a> that hidden content will be fully weighted for ranking purposes, so webmasters should begin to think about testing hidden content on mobile devices and review the mobile user engagement metrics to see if it improves the user's site experience.</p> <h4>Jose Capelo:</h4> <p>In a world of mobile first indexing, your priority needs to be mobile optimised design, user experience, and content.</p> <p>...[As regards usability] there are a variety of techniques that come into play, such as using sticky navigation to help users with visual clues of the journey, optimising design layouts for touch screens, or the use of HTML 5 (stay away from flash!).</p> <p><img src="https://assets.econsultancy.com/images/0008/8739/n_stott.jpg" alt="" width="615" height="333"></p> <p><em>A slide from Nichola Stott's Inbounder presentation on preparing for a mobile-first index</em></p> <h3>4. <a name="Much%20has%20been%20written%20about%20optimising%20for%20voice%20-%20is%20this%20hype%20or%20reality?"></a>Much has been written about optimising for voice - is this hype or reality?</h3> <h4>Nichola Stott:</h4> <p>Reality for sure. We’re working with brands that have huge year-on-year growth in term composition of “near me” and “show me” keywords in the mix. Interesting too that one of our clients has a large appeal to toddlers and they’ve seen the biggest growth so anecdotally, too, we’d say that the emerging device using generations use this search tactic intuitively.</p> <p>Much as today’s 10-year-olds would ‘swipe’ the TV when they started toddling I think we’ve got a generation of little ones that will stare at us accusingly if the car fails to start with a voice prompt.</p> <p>Structured data and a less is more approach to page-by-page content is key to success in voice. So not so much a reduction in the number of pages on your site, but a reduction in the points addressed per page. Making pages more specific and punchier. Get to the point above-the-fold or in a single swipe down.</p> <h4>Andrew Girdwood:</h4> <p>Both. Can I say both? I’m going to say both. The reality is we are rushing into a multi-device and multi-interaction era. I’m surprised at how often I use my Alexa and her voice controls. Brands with content there, for me, are stealing a march on competitors.</p> <p>It’s also hype, though, as we don’t yet know exactly what the future will look like. It might be that we do not see much growth in smartphone voice searches in the next few years. It may be smart-TVs that get their first.</p> <p>One of the reasons I encourage brands to think about their content as a layer is that it helps build the basis of portable content. If you’re doing that right then it gets easier to swiftly pivot your plans in the direction of reality.</p> <h4>Jose Capelo:</h4> <p>Mobile, local search and voice are inextricably linked and as the trend grows towards more specific local searches voice search will grow exponentially over the next few years. </p> <p>Something that digital marketers have to realise is that when the user activates voice search, the only answer is the one that search engines consider the best answer. Therefore, the winner takes all and there is no share of the cake for everyone else!</p> <h4> <a href="https://www.linkedin.com/in/jonathan-verrall-62787230/">Jonathan Verrall</a>, Associate SEO Director, Jellyfish:</h4> <p>As of May 2016, over 20% of searches on the Google app were from voice. Voice assistants for phones, homes, watches and cars will become more prevalent and a more natural experience for people. If anything, it’s the bigger step towards Hyper-Reality.</p> <h4>Mike Jeffs, Commercial Director, Branded3:</h4> <p>Both! The reality is that there are things you can do now to optimise your site for voice searches. However, voice optimisation is probably more hype than mainstream currently (I’m no exception to adding to the noise of voice search). I think it will [become commonplace] – others disagree.</p> <p>The deciding thing for me will be device/technology adoption. 20% of searches are voice searches according to Google. Word error rate in voice searches has halved in the last year to around 4%. Perhaps most importantly voice devices are growing at the same rate as the first iPhone. Brands should be thinking; “is my site/content accessible via voice devices?” in the same way that historically they’ve been asking “is my site accessible to search engines? Is it accessible to mobile devices?” As with all new tech, early adopters will steal a march on competitors.</p> <p><img src="https://assets.econsultancy.com/images/0008/2430/Mobile_marketing.JPG" alt="voice search" width="615"></p> <h3>5. <a name="Is%20there%20a%20consensus%20on%20Google%20AMP%20or%20progressive%20web%20apps%20yet?"></a>Is there a consensus on Google AMP or progressive web apps yet?</h3> <h4>Adam Gent:</h4> <p>Whether you like them or not <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages (AMP)</a> are becoming widely used across the digital landscape. In the news media industry, it is imperative for webmasters to use AMP to keep up with competition on mobile devices, as the AMP carousel jumps ahead of all organic results in Google mobile search.</p> <p>A lot of businesses are beginning to test AMP to bypass difficulties in implementing site speed changes to their technical stack and are beginning to see positive results. However, make no mistake, AMP is very much a framework for Google to deliver ads to its audience quicker. It’s up to business owners whether they want to invest in improving their own website’s speed to improve their overall mobile experience or invest in building pages which provide speed improvements just for Google’s mobile search results.</p> <p><a href="https://www.econsultancy.com/blog/68601-what-are-progressive-web-apps-pwas">Progressive Web Apps</a> (PWAs) will change the way we interact with the web on our mobile phone. With the ability for users to use a PWA offline and the fact that they load super-fast means that these hybrid apps can provide a way for webmasters and business owners to create a frictionless mobile experience. Even when customers are on the go.</p> <p>Some great examples of PWAs in action are Twitter’s mobile website and Washington Posts PWA. Progressive Web Apps (PWAs) are a technology which all business owners should be thinking about and explore.</p> <h4>Andrew Girdwood:</h4> <p>I think there’s consensus. There are some verticals where AMP is an absolute boon. That’s not mutually exclusive with progressive web apps, though. You can have both.</p> <p>I doubt there’s a one-size fits all approach yet. Brands building media technology today (you know; sites, apps and other digital assets) should be thinking about this long and hard before a line of code is written.</p> <h4>Jose Capelo:</h4> <p>The consensus lies in that if your website gets more traffic from mobile devices or you have an HTTPS website, you can never do away with AMP and PWA. If your website is mainly content based then AMP will be perfect for you, but an ecommerce website can never ignore PWA.</p> <p>The general agreement is towards using them in conjunction to deliver fast initial loading and reliable second-visit performance, as well as advanced features like offline reading and richer UI treatment.</p> <h4>Jonathan Verrall:</h4> <p>There are various case studies demonstrating AMP’s improvement to click-through rates, conversion rates and revenue.</p> <p>Progressive web apps are worth exploring if you have the resource to; this will likely continue to grow into firstly being used as an alternative or gateway to downloading native mobile apps.</p> <p>PWAs and Google AMP serve two different purposes. Progressive web apps add greater interactivity to your website and prompt further engagement through the use of service workers which allow businesses to serve push notifications to users who have downloaded your app. </p> <p>Additionally, PWAs allow sections of your website to be used offline too. The major benefit of PWAs is that they do not restrict functionality, which is a fundamental drawback with AMPs.</p> <p>Use PWAs if:</p> <ul> <li>your website is dependent on custom JavaScript frameworks to operate.</li> <li>your website incorporates complex design elements that you wish to retain.</li> <li>your website’s content is constantly being updated and adds value to the user at every update.</li> <li>there is functionality within the application that can be used even though the user may be offline. </li> </ul> <p>Use AMP if:</p> <ul> <li>you are a news publisher that can greatly benefit from being positioned within Google’s news carousel.</li> <li>you are struggling to reduce page load speeds through speed optimisation.</li> <li>you are using static landing pages to promote a service or product.</li> </ul> <p>For those who want the best of both worlds, some webmasters have been toying with the idea of using both AMPs and PWAs in unison to create a user-friendly journey throughout the website that’s then geared for retention.</p> <p><img src="https://assets.econsultancy.com/images/0008/2090/pwa.png" alt="pwa" width="250"></p> <p><em>PWA, Air Berlin</em></p> <h3>6. <a name="If%20you%20had%20to%20sum%20up%20a%20good%20mobile%20SEO%20strategy%20in%20one%20short%20sentence?"></a>If you had to sum up a good mobile SEO strategy in one short sentence?</h3> <p><strong>Nichola Stott:</strong> Speed is money.</p> <p><strong>Andrew Girdwood:</strong> Good mobile SEO begins when you first start to write your user stories and then it never finishes.</p> <p><strong>Jose Capelo:</strong> Make your content easy to digest, quick to load, and delightful to read, watch or listen to.</p> <p><strong>Adam Gent:</strong> Get ready for the mobile-first index and think about the needs of your mobile users...</p> <p><strong>Jonathan Verrall:</strong> Build upwards using ‘mobile first’ methodology and assess how users engage with your content...</p> tag:econsultancy.com,2008:BlogPost/69396 2017-09-11T02:00:00+01:00 2017-09-11T02:00:00+01:00 Three ways B2B marketers can drive more traffic to their sites Jeff Rajeck <p>All of these suggestions, though, are of little use if the B2B marketer suffers from low traffic volume to their site.</p> <p>To help out, B2B marketing specialist Anol Bhattacharya spoke about three ways in which B2B marketers could drive more traffic to their site at a recent Econsultancy Digital Intelligence Briefing in Singapore.</p> <p>His tips are summarized below, but first we'd like to invite all B2B marketers in the APAC region to attend <strong>Econsultancy's Masterclass in Lead Generation</strong>, led by Bhattacharya, on the <strong>19th and 20th of October in Singapore</strong>. You can find out more information and <a href="https://econsultancy.com/training/courses/masterclass-in-lead-generation-singapore/dates/3132/">book your spot here</a>.</p> <h3>1. Stop trying to figure out Google's algorithm</h3> <p>There is little doubt that organic search, especially from Google, is one of the best ways for B2B marketers to drive traffic to their site. To make this happen, though, marketers need to get their site to the top of the search engine result page as that is where most clicks occur.</p> <p><img src="https://assets.econsultancy.com/images/0008/8861/google.png" alt="" width="884" height="500"></p> <p>Because appearing high in the search rank is so important, though, marketers have long been scheming about how to 'game' Google's algorithm. Google, naturally, is aware of this and understands that if any old site can trick its search engine then Google users will have a bad experience and search elsewhere.</p> <p>As a result, Google does not offer much information about how to appear high in its results apart from the <a href="https://support.google.com/webmasters/answer/40349?hl=en">vague statement</a> "provide high-quality content on your pages, especially your homepage."</p> <p>Additionally, <strong>the search experience is now different for each user</strong>, so even if a marketer figured out how to appear the top of their own SERP, the search result may be different for the person sitting next to them.</p> <p><img src="https://assets.econsultancy.com/images/0008/8865/ec.jpg" alt="" width="800" height="533"></p> <p>So, Bhattacharya said that instead of trying to reverse engineer Google and find some sort of 'trick',<strong> B2B marketers should use a much more straightforward tactic - focus on finding keywords and key phrases</strong> which are: </p> <ol> <li>relevant to their business,</li> <li>have a reasonably sized search volume, and </li> <li>are in the 'long tail' of search queries. </li> </ol> <p>Then, once marketers have identified a few key terms, they should deliberately include these terms on the homepage and in other relevant content and endeavour to provide the best user experience for someone searching on the term.</p> <p>The difficult part of this tactic, though, is to find search terms which are used often enough to be useful and not too competitive. With some effort and practice, though, brands can rank at the top for organic search results which are relevant to the products and services they offer.</p> <p><img src="https://assets.econsultancy.com/images/0008/8862/b2b.png" alt="" width="800" height="462"></p> <h3>2. Pay attention to six key factors when executing an email campaign</h3> <p>Bhattacharya told attendees that email is another great way for B2B marketers to drive traffic, but that there are six key things that they should be keeping an eye on. </p> <p><strong>First,</strong> <strong>marketers need to maintain email database hygiene</strong>. What this means is that your email list should be regularly reviewed to ensure that you are sending emails to people who still care about your service. If one subscriber hasn't opened your email in a year, then get rid of them as they obviously are not interested in what you are sending.</p> <p><strong>Secondly, marketers also need to pay close attention to subject line</strong>. A well-crafted subject line will result in many more opens than a generic one. Research also indicates that using personalisation will improve open rates for most industries</p> <p><strong>Third,</strong> what you include in your email headings is also an important factor for improving open rates as most email clients include the first line of the email along with the subject line. Avoid out-of-context notices (e.g. "Click to view this email in your web browser") and <strong>try to give people an additional reason to open your email in the first few words.</strong></p> <p><strong>Fourth,</strong> timing of emails often is the difference between a successful campaign and one with low opens and clicks. <strong>Avoid sending email out-of-hours</strong> as mobile email clients allow for people to archive all commercial emails with a single click.  </p> <p>Also Bhattacharya suggested that marketers should avoid sending emails at the beginning, middle (lunch), and end of the day as well as on Monday and Friday.</p> <p><strong>Fifth</strong>, Bhattacharya also discussed a few best practices for body copy. <strong>One of the main mistakes marketers make is to try to include multiple subjects in one email.</strong>  Unless the email is intended to be a broad overview, say a company newsletter, keep to one, easily-digestible subject in the body.</p> <p><strong>Finally,</strong> B2B marketers should decide what they would like the email recipient to do and <strong>have a clear call-to-action (CTA).</strong> Along with having one subject in the body copy, marketers should aim to have a single CTA in the email. That way, your subscriber will not have to prioritise the actions and end up doing nothing at all.</p> <p><img src="https://assets.econsultancy.com/images/0008/8863/email.png" alt="" width="800" height="408"></p> <h3>3. Concentrate your display efforts on retargeting</h3> <p>To complete his overview of how B2B marketers should drive traffic, Bhattacharya asked a simple question: Who has clicked on a banner ad recently?</p> <p>Those who did put their hands up agreed that all of their clicks had one thing in common - <strong>the banners people had clicked on were part of a retargeting campaign.</strong></p> <p>For those unfamiliar with the term, retargeting simply means that the ad you see is very closely related to another activity you performed online recently. You may have searched for something, viewed a particular web page, or put an item in a virtual shopping cart and then didn't purchase it and then, as if by magic, you see the item again as you surf the web.</p> <p><img src="https://assets.econsultancy.com/images/0008/8864/retargeting.png" alt="" width="800" height="452"></p> <p>Bhattacharya told delegates that <strong>B2B marketers should use retargeting ads as they perform far better than other ads.</strong> The reason is that you will be able to advertise a specific product or aspect of a service which the viewer has already shown an interest in.  </p> <p>This can reduce your target market to a 'market of one' which allows you to give them a compelling reason to return to your site.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank <a href="https://www.linkedin.com/in/anolbhattacharya/?ppe=1">Anol Bhattacharya</a>, CEO at GetIT Comms and B2B marketing specialist, for his presentation as well as the delegates who took time out of their busy schedules to attend.</p> <p>We hope to see you all at future Singapore Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0008/8472/4.jpg" alt=""></p> tag:econsultancy.com,2008:BlogPost/69384 2017-09-01T10:00:00+01:00 2017-09-01T10:00:00+01:00 SEO David vs. Goliath: How travel sector minnows can overcome their big brand competitors Richard Marriott <p>Perhaps the reason it intrigues me so much is the huge opportunity to grab traffic from the typical head terms, right through to capturing the long tail search queries at the awareness stage in the buying journey. Alongside this is the challenge smaller brands face competing with the giants in the market and having to get smart with leveraging search. </p> <p>During this post, I want to take you through an example overview of part of the travel market and give an understanding on how smaller brands are capturing search traffic against the bigger brands in the industry. </p> <h3><strong>The Goliath Challenge</strong></h3> <p>So, Google has a patent in place in regard to brand weighting and how it is calculated. However, it’s <a href="http://www.seobythesea.com/2015/05/google-site-quality-scores/%20">pretty difficult to understand</a>.<br></p> <p><em>'The system determines a site quality score for the particular site, and might be determined by computing a ratio of a numerator and a denominator, where the numerator is based on the count of unique queries that are categorized as ones that refer to the particular site, and where the denominator is based on the count of unique queries that are just associated with the particular site, just don’t refer to it in the same kind of way.'</em></p> <p>Perhaps something easier to digest is <a href="https://moz.com/blog/rankings-correlation-study-domain-authority-vs-branded-search-volume">this piece</a> by Tom Capper over on Moz, around a ranking correlations study which compares domain authority against branded search volume. Basically, bigger brands seem to rank better and have an uplift due to their authority in the market which is certainly a challenge in the travel industry with giants such as Virgin, Thomas Cook and Thomson.</p> <p>Now I could list at least 20 brands here, but for the purpose of this example I have selected a few that have appeared in a particular SERP that I’m going to be talking about later, with a mixture of big brands, specialists and aggregators.</p> <p>The scale of this can be seen from a simple bit of keyword research along with monthly volumes:</p> <ul> <li>Thomas Cook: 1,400,000</li> <li>Thomson: 992,000</li> <li>Virgin Holidays: 224,000</li> <li>Travel Supermarket: 139,000</li> <li>Lastminute: 75,000</li> <li>Kuoni: 43,000</li> </ul> <h3><strong>Market Landscape</strong></h3> <p>I’m sure you all know how to see where you are in comparison to your competitors, with tools such as Sistrix, SEMrush and Searchmetrics allowing you to see your visibility vs. competitors. We prefer to export all of the keywords that each of the brand ranks for, and then categorise, strip out branded terms and then drop it into a graph to give you a visual.</p> <p>So, for this example we’ve taken a sample set of just over 3,000 keywords, which would equate to just over half a million visits if you were fortunate enough to rank first for them all with conservative CTR assumption.</p> <p>We then pulled just a few of the brands with visibility for these terms, and below you can see the output:</p> <p><img src="https://assets.econsultancy.com/images/0008/8639/Competitive-Landscape-Image-1.png" alt="" width="650" height="249"></p> <p>To summarise this, the higher you are the better your average rank across these terms, and the further to the right means the site ranks for a higher number of terms.</p> <p>However, looking at a whole market is perhaps a bit too broad, especially with so many locations and resorts, so if you’ve categorised your keywords well you’ll also be able to run graphs for individual categories. Below is an example for Thailand which contains 480 keywords, which again would equate to 69,000 visits, so still a significant amount of traffic:</p> <p><img src="https://assets.econsultancy.com/images/0008/8640/Competitive-Landscape-Thailand.png" alt="" width="650" height="249"></p> <p>We can see that Virgin is out in front with a brand presence of more than five times that of the smallest in the list, Kuoni. So how does Kuoni start to compete or even take market share away from all the other brands with pretty much double the awareness?</p> <p>Let’s take a look...</p> <h3><strong>Links</strong></h3> <p>Like everyone else with any SEO knowledge, I know that it’s not just about number of links. However they are still a very important ranking signal.</p> <p>Below I’ve simply the taken number of referring domains and domain trust from Majestic and charted this in... you’ve got it, another graph:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Travel-Domain-Trust-and-Linking-Domanins.png" alt="" width="938" height="385"></p> <p>When you correlate the size of brand vs. the volume and quality of links then it’s not representative at all, with Kuoni appearing to do well at earning links and having a higher volume at the same quality as Virgin Holidays. This starts to show that if we took the brand weighting out and relied on authority and links, the market landscape would certainly look different.</p> <p>Next, I’ve looked at links into the key destination landing pages. Interestingly this is a slightly different picture: Virgin Holidays only has nine referring domains and a lower quality of links into its Thailand holiday page and Kuoni has three times the volume of links and significantly more domain trust from those domains.  </p> <p>So more links into the whole domain, individual location directories and a better quality from the smaller brand which is competing against these giants:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Giants-Domain-Trust-and-Linking-Domains.png" alt="" width="939" height="390"></p> <h3><strong>Engagement</strong></h3> <p>After looking at links I wanted to understand engagement metrics, and for this I used time on site and bounce rate taken from Alexa.  <img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Time-on-Site-and-Bounce-Rate.png" alt="" width="938" height="263"></p> <p>Here’s where some of the bigger brands start to excel and should really be a focus for Kuoni. Interestingly, as they are very bespoke holidays, it links off to a subdomain page potentially making bounce rate inflate and time on site decrease, so would benefit from being all on the same subdomain.</p> <h3><strong>Pages indexed</strong></h3> <p>Next I wanted to understand content depth for pages indexed relevant to Thailand on each of the sites.</p> <p>Here’s how it stacks up (to get the volume simply type site:<em>{url here}</em> inurl:<em>{location}</em></p> <ul> <li>Thomas Cook: 18</li> <li>Thomson: 579</li> <li>Virgin: 136</li> <li>Travel Supermarket: 49</li> <li>Last Minute: 4,440</li> <li>Kuoni: 349</li> </ul> <p><em>**slight caveat alert: lastminute.com has the most amount of pages indexed for /Thailand/ simply due to its broad hotel offering.</em></p> <p>As we saw earlier Kuoni is significantly smaller in terms of overall branded search volume. However, it has the second highest volume of pages ranking for the Thailand keyword set. This shows the brand is making content work hard in order to drive visibility into the keyword set that’s been sampled, and I’m sure if we were to broaden the number of terms then Kuoni would in fact rank for more terms than a lot of the larger brands.</p> <p>A good example to look at is perhaps its multi-centre holidays. This has a reasonable monthly search volume of 590 searches per month. For this term, it outperforms the competitors looked at in this post, and when you look at the pages in comparison to each other you can see why...</p> <ul> <li><a href="http://www.kuoni.co.uk/thailand/multi-centres">http://www.kuoni.co.uk/thailand/multi-centres</a></li> <li> <a href="https://www.virginholidays.co.uk/destinations/asia-and-far-east/thailand/multi-destination">https://www.virginholidays.co.uk/destinations/asia-and-far-east/thailand/multi-destination</a> </li> <li> <a href="http://www.thomson.co.uk/holidays/multi-centre">http://www.thomson.co.uk/holidays/multi-centre</a> </li> <li> <a href="https://www.travelsupermarket.com/en-gb/holidays/thailand/pattaya/">https://www.travelsupermarket.com/en-gb/holidays/thailand/pattaya/</a> </li> <li> <a href="https://www.thomascook.com/holidays/signature/multi-centre/">https://www.thomascook.com/holidays/signature/multi-centre/</a> </li> </ul> <p>Not only has Kuoni written more content on the main landing page, it has also created lots of other landing pages surrounding this term for each location <em>(Koh Samui/Chiang Mai/Bangkok etc)</em> <em>+ multi centre</em> and along with an internal linking strategy to this content.</p> <h3><strong>Summary...</strong></h3> <p>If you are running the digital strategy for a large brand then you have the ability of exploiting the power of the patent that’s in place for brand weighting in your favour, but don’t rest on your laurels of simply having “the brand” as being enough. </p> <p>As we have seen, despite this patent, smaller brands still have a huge opportunity to capture traffic through building and creating relevant landing pages and driving authority into deeper pages of the site.</p> <p>Below I’ve summarised the findings in a simple table. As we have seen Kuoni is managing to compete with the ‘giants’ of the industry when it comes to visibility of specific locations. While we can see that it is only really competing in the ‘site specifics’ on overall domain authority, Kuoni is focusing on driving deeper authority and creating more location specific content on the site to drive location specific visibility.</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2017/08/Screen-Shot-2017-08-29-at-11.52.09.png" alt="" width="894" height="152"></p> <p>Despite this relatively small sample keyword set and list of brands analysed, it's clear to me that between them they all could be driving further awareness visibility through content output. While a lot of them are ranking for ‘I want to know’ micro-moments they are all appearing much further down the SERP for these types of terms.  </p> <p>For example, ‘things to do in Phuket’ delivers an average of 3,600 searches per month giving the Davids of this world an opportunity to capture lots of this traffic, right at the top of the purchase funnel.</p> <p><em>For more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/seo-best-practice-guide"><em>Search Engine Optimization (SEO) Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/seo"><em>SEO training courses</em></a></li> </ul>