tag:econsultancy.com,2008:/topics/seo Latest SEO content from Econsultancy 2017-01-12T11:22:00+00:00 tag:econsultancy.com,2008:BlogPost/68679 2017-01-12T11:22:00+00:00 2017-01-12T11:22:00+00:00 Seven ways Google helps you unlock the secrets to creating killer content Marcus Tober <p>But Google has spent close to 20 years learning how to serve up the best, most relevant content in its search results – now averaging over 3.5bn search queries a day.</p> <p>If content marketers could tap into some of that vast knowledge, wouldn’t that provide some important clues on how to create killer content? </p> <p>Below I’ve listed six areas in which insights from Google can help you develop better, more relevant content that chimes with your target audience.  If you’re a content marketer or content creator, you can get a sense of some of these insights by simply running searches on topics that you’re interested in - and studying what Google throws up in its results. </p> <p>However your SEO or search marketing teams are very likely using specialist tools to track and manage their programmes that can provide more detailed data and insights:</p> <h4><strong>1. What sub-topics should your content include?</strong></h4> <p>Correlation studies suggest content that ranks highly on Google tends to be holistic and comprehensive and generally has a bigger word count - because it covers topics in greater depth.</p> <p>These studies also indicate that the main topic is usually paired with certain other topics. For the overall topic that’s being covered there are usually a number of mentions of some important ‘proof terms’ (which are very closely connected to the main topic) and ‘relevant terms’ (slightly more distant but still relevant). </p> <p>If, for example, you were to analyse the top articles on the topic “Mexico Holidays”, you might see that proof terms such as “Mexico hotels” or “Mexico flights” are common, as well as relevant terms such as “Riviera Maya” or “Cancun sights”. </p> <p>So analysing Google searches can tell you that if you are going to write about A, you should also cover B and C, because those are the things your audience will be interested in. </p> <h4><strong>2. Who is your real competition when it comes to content? </strong></h4> <p>The people and businesses you are competing with when it comes to content marketing, may not be those you compete with directly for sales. When you’re writing about specific topics, Google searches can highlight competitors with similar content that can give you inspiration. </p> <p>For example a UK search for “buying a car” surfaces results (on the first two pages) from the AA breakdown service (providing useful advice on the pitfalls to avoid and a wide range of buying tips), a Gov.co.uk web page (with advice and links to help you avoid buying a stolen vehicle), a couple of banks (including articles that discuss car loans, financing, saving for a car and running costs) as well as pages from the Citizens Advice Bureau, the consumer section of the BBC website, money saving advice sites and several car buying magazine sites which include listings of new and used cars for sale.   </p> <p>Studying high ranking competitive content – even if it’s not from your direct competitors - can provide ideas and also help you spot gaps about areas that are not being covered adequately or can be developed further.</p> <p>Some search tools analyse the content on your website and give you a list of your top content competitors on Google – giving you a sense of who’s writing content similar to yours.  </p> <h4><strong>3. How should content be presented on your site?</strong></h4> <p>Google tracks user signals, such as bounce rates and time on site and uses this data to evaluate the relevance of your content to the search query.</p> <p>These metrics also allow the search engine to get a measure of the user experience of individual pages and websites. </p> <p>An important aspect of this is how information is presented - which means reviewing high ranking content that covers similar topics to you can provide important clues in areas such as the number and quality of images on a page, the presence of video, the readability of text and the use of bullet points, numbers, charts and tables to organise information.  </p> <h4><strong>4. When should you launch fresh content and promote it?</strong></h4> <p>The volume of searches and questions people ask Google and when they do it, can help you plan when to create fresh content pieces and when you should put effort and promotional budget into distributing it (i.e. what time of year, month).</p> <p>Google provides free tools such as the AdWords <a href="https://support.google.com/adwords/answer/6325025?hl=en">keyword planner</a> and <a href="https://www.google.co.uk/trends/">Google Trends</a> which can provide some guidance in this area.</p> <p>However your SEO and search marketing teams may be using other, more sophisticated search tools that provide in-depth analysis of how search volumes on specific topics vary over time.  </p> <h4> <strong>5. What format or media should you choose for your content in the search results?</strong>  </h4> <p>The most appropriate content on a specific topic – or for a specific intention - isn’t always text on a standard web page.</p> <p>Over the years Google has embraced this and is now integrating more and more box-outs (such as video, apps, shopping, direct answers, knowledge graphs etc.) within its organic search results. </p> <p>Analysing these universal and extended search integrations can give you insights about the different media and formats your content strategy should incorporate to address your target's individual requirements. </p> <p>So a UK Google search on “tying a bow tie” throws up a Direct Answer box at the top of the page with numbered instructions. Underneath this are some video integrations followed by a variety of instructional diagrams that appear in image box-outs.</p> <p><img src="https://assets.econsultancy.com/images/0008/3004/tying.png" alt="" width="800" height="524"></p> <p>Obviously you can get an idea of the integrations/box-outs Google selects by simply performing keyword searches related to the topics you want to cover.</p> <p>If you can manage to get your content appearing in these, then you can potentially boost your traffic. And there are search tools available to help you track the appearance of Google’s universal and extended search integrations for your site to see how your content is performing.</p> <h4><strong>6. How effectively does your content meet the needs of your audience</strong></h4> <p>We’ve already said that Google’s experience of successfully serving up relevant content day in day out, means it has a wealth of experience. </p> <p>So one way of assessing if you’re online content is working, is to track and measure how it performs in search. After all, if Google positions your content highly in searches – then it’s likely doing a good job of answering searchers’ questions.</p> <p>You could even put a monetary value on the ‘power’ of each piece of content by getting your SEO or search marketing team to help you estimate how much you’d have to pay in AdWords advertising to generate the same level of search visibility.</p> <h4><strong>7. When should you repurpose, consolidate or even delete content?</strong></h4> <p>If your content is simply not performing in Google searches (i.e. not ranking well, not getting much traffic with visitors bouncing away quickly when they land on the page), and your SEO team has told you that all the technical and user experience aspects of your page/site (site speed, file size, page structure etc) are fine, it could mean your content is just not right.</p> <p>You may need to rework it completely or consolidate several content pieces into one (maybe it doesn’t cover all the aspects of the topic that people want to learn about) or even delete it. </p> <p>At least: do something. Because if Google doesn’t think it should perform well in searches, maybe it won’t chime with people either.</p> <p>Content marketing and SEO have been coming closer together for many years, and in 2017 we’ll see them getting closer still. </p> <p>Because much of the data and insights that SEOs have been using to optimise web pages for Google can support the creation of better, more compelling content.</p> <p><em>For more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing</em></a></li> <li><a href="https://econsultancy.com/reports/implementing-content-strategy-digital-best-practice/"><em>Implementing Content Strategy: Digital Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy"><em>Content Marketing training courses</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/seo"><em>SEO training courses</em></a></li> </ul> tag:econsultancy.com,2008:RoundtableEvent/844 2017-01-11T17:14:16+00:00 2017-01-11T17:14:16+00:00 SEO <p>What are some of the new search considerations for 2017? This discussion will invite delegates to consider:</p> <ul type="disc"> <li>The continuing impact of mobile on SEO</li> <li>New interfaces/channels and their effect on search (chatbots, intelligent assistants, voice, instant apps)</li> <li>Performance considerations and site speed, including AMP</li> <li>Current challenges in SEO, both technical and organisational</li> </ul> tag:econsultancy.com,2008:BlogPost/68642 2016-12-16T15:00:00+00:00 2016-12-16T15:00:00+00:00 How machine learning has made Google search results more relevant Nikki Gilliland <p>According to a <a href="http://www.searchmetrics.com/knowledge-base/ranking-factors/" target="_blank">new study by Searchmetrics</a>, the move has paid off.</p> <p>Here’s a bit more info on RankBrain and what’s happened since it was introduced.</p> <h3>What is RankBrain?</h3> <p>RankBrain is an artificial intelligence system that uses <a href="https://econsultancy.com/blog/64743-predictive-analytics-machine-learning-and-the-future-of-personalization/">machine learning</a> to better understand exactly what people are looking for when they type a search query into Google.</p> <p>If RankBrain sees a word or phrase it doesn’t understand, it can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly. It can also update itself over time, applying its conclusions about how and why people search to future results.</p> <p>In other words, it is designed to decipher complicated, vague, or poorly worded long-tail queries to deliver exactly what the user is looking for.</p> <p><img src="https://assets.econsultancy.com/images/0008/2454/rankbrain.jpg" alt="" width="500" height="476"></p> <h3>How has it impacted search results?</h3> <p><a href="http://www.searchmetrics.com/knowledge-base/ranking-factors/">Searchmetrics recently analysed the results</a> of 10,000 keyword searches on Google.com to better understand what high ranking pages have in common.</p> <p>Overall, the results show that search results are now more relevant than ever before. But even more interesting, it also concluded that the techniques marketers use to artificially boost their search rankings are becoming less effective.</p> <h3>Five things that prove Google is more relevant</h3> <h4><strong>1. Search results show greater semantic understanding</strong></h4> <p>According to Searchmetrics, higher ranking search results are significantly more relevant to the search query than those lower down, however, this is not simply based on an analysis of matching keywords.</p> <p>Now, search results show a greater understanding of the semantic relationship between the words in search queries and the content shown in results.</p> <p>While positions one and two tend to be reserved for top brand websites, those in three to six are said to be the most relevant.</p> <p>My own Google search confirms this, with the third result giving me exactly the answer I was looking for. </p> <p><img src="https://assets.econsultancy.com/images/0008/2455/Google_Search.JPG" alt="" width="600" height="674"></p> <p>Interestingly, the second result (which also answered my question) is from a lesser-known publication, confirming that relevance does indeed appear to trump even more recognisable sources.</p> <h4><strong>2. Word count is increasing on higher-ranking pages</strong></h4> <p>Searchmetrics found that while word count is increasing (due to results being more detailed and more holistic) - the amount of keywords is not.</p> <p>Again, this is because Google is trying to interpret the search intention, not simply match keywords. </p> <h4><strong>3. Bounce rates are rising for top ranking results</strong></h4> <p>Bounce rates are usually considered in a negative light, but when it comes to search results, a higher bounce rate indicates that Google is doing its job.</p> <p>In its analysis, Searchmetics found bounce rates have risen for all positions in the top 20 search results and for position 1 have gone from 37% in 2014 to 48%.</p> <p>This suggests that users are being directed to the right result, meaning there is no need to look or search elsewhere.</p> <h4><strong>4. Backlinks becoming less important for ranking</strong></h4> <p>As content relevance grows in importance, other factors like backlinks are becoming less so.</p> <p>This is also because of the rise of mobile search queries, with pages viewed on mobile devices often being ‘liked’ or shared but rarely linked to.</p> <p><img src="https://assets.econsultancy.com/images/0008/2456/Mobile_search.JPG" alt="" width="450" height="460">  </p> <h4><strong>5. Google is prioritising relevance over optimisation</strong></h4> <p>Finally, Searchmetrics found that the URLs for pages that feature in the top 20 search results are around 15% longer on average than in 2015. </p> <p>This shows that Google is better able to identify and display the pages that answer the search intention rather than merely displaying highly-optimised pages, with longer URLs more likely to be buried deeper within websites.</p> <h3>In conclusion...</h3> <p>With the introduction of RankBrain, there's no doubt that Google is taking AI and machine learning more seriously.</p> <p>According to CEO, Sundar Pichai, it is just the start. He recently commented that "be it search, ads, YouTube, or Play, you will see us — in a systematic way — apply machine learning in all these areas.”</p> <p>Undoubtedly, it could shape more than just search in 2017.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><em><strong><a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/" target="_blank">15 examples of artificial intelligence in marketing</a></strong></em></li> <li><em><strong><a href="https://econsultancy.com/blog/68496-10-examples-of-ai-powered-marketing-software/" target="_blank">10 examples of AI-powered marketing software</a></strong></em></li> <li><em><strong><a href="https://econsultancy.com/blog/67384-how-machine-learning-is-changing-online-retail-for-good/" target="_blank">How machine learning is changing online retail for good</a></strong></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68629 2016-12-12T14:26:00+00:00 2016-12-12T14:26:00+00:00 Ikea renames products for new SEO-focused Retail Therapy campaign Patricio Robles <p>Developed by Åkestam Holst, a Swedish agency, the website takes a clever SEO-focused approach to promoting some of Ikea's wares.</p> <p><iframe src="https://player.vimeo.com/video/194489560" width="640" height="360"></iframe></p> <p>As AdWeek's Angela Natividad <a href="http://www.adweek.com/adfreak/ikea-renamed-products-after-frequently-googled-problems-those-products-solve-175005">explained</a>, the agency looked at common Google search queries in Sweden related to relationship problems. It then selected products that can "solve" them, renamed them with those search queries in mind, and added them to the Retail Therapy site.</p> <p>For instance:</p> <ul> <li>A daybed bearing the name, <em>My Partner Snores</em>.</li> <li>A frying pan called <em>How to Stay Married</em>.</li> <li>A dishwasher that has been named <em>My Girlfriend Won't Do the Dishes</em>.</li> <li>Champange flutes sold as <em>When Children Leave Home</em>.</li> </ul> <p>All told, there are more than 100 products that have catchy, SEO-friendly names featured on the Retail Therapy website, which has the same look and feel as the Ikea website, and links to the Ikea website, where users can purchase the featured products.</p> <p><img src="https://assets.econsultancy.com/images/0008/2331/ikea.png" alt="" width="767" height="451"></p> <p>While slightly gimmicky, there just might be something to the concept: Already, some of the pages on the Retail Therapy appear to have reasonably good Google rankings.</p> <p>For instance, <em>My Partner Snores</em> is on the first page for the search query, you guessed it, "my partner snores." As is <em>She Doesn't Want to Cuddle</em>, a mattress wedge, for the "she doesn't want to cuddle" query.</p> <p>Will the Retail Therapy website actually drive sales? That remains to be seen, but the campaign is a good reminder to other retailers that in a world where so much product discovery now occurs through search engines, incorporating an SEO perspective into product naming might not be such a crazy idea.</p> <p>Many retailers, of course, do pay attention to product names, as well as descriptions, but Ikea's campaign highlights that there may be interesting opportunities for retailers to think about the problems their products solve when developing product names instead of simply describing the product itself, or the solution the product offers.</p> tag:econsultancy.com,2008:BlogPost/68593 2016-12-09T11:03:00+00:00 2016-12-09T11:03:00+00:00 It’s the little things: Google advancements in 2016 Tom Bailey <p>You may or may not have noticed them but they’ve changed how marketers, brands and ultimately users interact with the search giant.</p> <p>For example, earlier this year Google veered course from how it has historically served desktop ads. <a href="https://econsultancy.com/blog/67695-new-data-reveals-impact-of-google-s-right-hand-ad-changes/">Right-hand ads were removed</a> and a fourth ad slot was added above the organic search results.</p> <p>This change aligned mobile and desktop search results, and was widely touted as Google’s acknowledgement that mobile search — not desktop — is the key to the company’s continued growth and success. In fact, 2016 was the first time we noticed mobile ad spend through our platform outstrip that on desktop.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0008/2019/rhs_ads-blog-flyer.jpg" alt="" width="470" height="311"></p> <p>By analysing our Marin Global Online Advertising Index, which tracks over $8bn of global ad spend, we saw little change in competition for positions one to three, as cost per clicks (CPCs) on these top positions declined marginally for the period.</p> <p>The slight dip in CPCs could be attributed to the increase in the likelihood that someone will click on these top positions without the distraction of ads on the right rail. Meanwhile, click-through rates (CTRs) for positions one and two were largely flat, while the CTR for three and four increased by a huge 10% and 13%, respectively.</p> <p>While the removal of the right-hand ad has prompted a noticeable shift in the way consumers interact with adverts, especially those with a strong product-market fit, the shift in the colour of ad text from yellow to a more muted green slipped under most people’s radar.</p> <p>At the time, Google said the change of colour did not alter CTRs, however an experiment over the summer by Mark Irvine, a senior data scientist at WordStream, proved that ads with the new green text were experiencing a much better click through rate.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/2020/green_urls-blog-flyer.jpg" alt="" width="470" height="117"></p> <p>The green ads are more subtle; part of Google’s on-going efforts to make the search-to-click journey as smooth as possible. Probably its most successful attempt at this in 2016 has been <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages</a>.</p> <p>There are now 600m AMP on 700,000 domains and a whole roster of media publications and retailers – from the Washington Post to eBay - have seen an increase in the number of people visiting their sites via mobile devices.</p> <p>Just two weeks after AMP's anniversary, Google has announced its plans to go further and actually start to index search results for mobile separately from desktop, making the mobile experience super fast for users.</p> <p>It makes absolute sense to show mobile users tailored results and if it speeds load time up again as well then all the better for brands; recent research reveals 53% of consumers will choose to never visit an ecommerce page again if the page loads slowly the first time on their mobile device.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/2021/acp-blog-flyer.jpg" alt="" width="470" height="235"> </p> <p>And the future is mobile-first too. Google plans to soon introduce an extension which will allow consumers to text brands through ads in search results pages. This could be a real win-win for both consumers and brands.</p> <p>The option to text is bound to be popular with people who increasingly prefer to auto-communicate with companies to book hotel rooms, dentist appointments and even flights.</p> <p>While it does open up another channel through which brands will need to manage communication, it also means more consumers are likely to notice and click on the ads the function is attached to. Apparently Auto General has already been trialling the function and seen a huge 80% increase in conversions.</p> <p>Finally, 2016 was the first year we saw ad spend on mobile outstrip that on desktop. It was a great moment because it demonstrated that brands were starting to mirror their spend to how consumer’s are actually behaving.</p> <p>Couple this shift in priority with the innovations in the mobile space by Google and the rocky terrain of the customer journey starts to look a bit more traversable. </p> <p><em>For more on this topic, check out these posts:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68592-what-were-the-biggest-seo-trends-of-2016/"><em>What were the biggest SEO trends of 2016?</em></a></li> <li><a href="https://econsultancy.com/blog/68594-seo-trends-in-2017-what-do-the-experts-predict/"><em>SEO trends in 2017: What do the experts predict?</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68594 2016-12-07T14:00:00+00:00 2016-12-07T14:00:00+00:00 SEO trends in 2017: What do the experts predict? Ben Davis <p>Thanks to everyone who contributed to this article. In no particular order, they are:</p> <ul> <li>Andrew Girdwood, head of media technology, Signal.</li> <li>Max Holloway, senior search manager, Pi Datametrics.</li> <li>Glynn Davies, head of search strategy, Pi Datametrics.</li> <li>Will Critchlow, founder &amp; CEO, Distilled.</li> <li>Ruth Attwood, SEO consultant, 4Ps Marketing.</li> <li>Felice Ayling, SEO and Social Director, Jellyfish.</li> </ul> <p>And for more on this topic check out these resources from Econsultancy:</p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/search-marketing/">Search Marketing Training Courses</a></li> <li><a href="https://econsultancy.com/reports/search-engine-marketing-seo-digital-marketing-template-files/">SEO – Digital Marketing Template Files</a></li> </ul> <p>Now, on with the trends.</p> <h3>New search considerations </h3> <p style="font-weight: normal;"><strong>Andrew Girdwood, Signal:</strong></p> <p style="font-weight: normal;">Remember trying to pin down the Year of Mobile? I can’t but help wondering whether 2017 will be a candidate for the Year of Everything Else. </p> <p style="font-weight: normal;">What do I mean by that? This year I’ve encouraged clients to think about how <a href="https://econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots/">chatbots</a> work, when they suggest search results and how to optimise for those search terms.  I think we’ll see more of that in 2017.</p> <p style="font-weight: normal;">I’ve helped brands think about how their <a href="https://econsultancy.com/blog/68499-the-problem-with-voice-user-interfaces-like-amazon-alexa/">Alexa</a> recipes might be found. That’s another form of search engine optimization; just as <a href="https://econsultancy.com/blog/65980-app-store-optimisation-aso-for-google-play-and-apple-app-store/">App Store optimisation</a> is for mobile apps.</p> <p style="font-weight: normal;">All these new ‘search’ considerations, landscapes and audiences will be things to think about in 2017. We might get fed up of people talking about Voice.</p> <p style="font-weight: normal;"><img src="https://3.bp.blogspot.com/-ROYrLax6ggg/Vzx3fKq_mjI/AAAAAAAASUo/M5hptuwxzqYuhcyB1jcYcbwSA0nHiiN0wCLcB/s640/3-Gbot_animation_v4-GIF_abbrev%2B%25281%2529.gif" alt="google assistant" width="300"> </p> <h3>Mobile growth and semantic strings</h3> <p><strong>Max Holloway, Pi Datametrics:</strong></p> <p>Mobile will continue to gain dominance across the search market and I think will consistently have higher search volume than desktop next year.</p> <p>In SEO we will see a bigger push towards <a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web/">mobile-first design</a> and copy aimed at targeting semantic strings.</p> <p>We conducted an experiment earlier this year of 2.8m search results which showed that only 35% of pages had a traditional keyword ranking i.e. "London tailors" and its semantic cousin "Where can I find a tailor in London" within 20 positions of each other.</p> <p>This shows us that there is still a lot of work for both search engines to improve their understanding of user input and search marketers to optimise their content for semantic strings to ensure that the correct and best content is being shown to users.</p> <p><img src="https://assets.econsultancy.com/images/0008/2072/Screen_Shot_2016-12-05_at_11.05.37.png" alt="local search" width="600" height="363"></p> <h3>Artificial intelligence (&amp; voice)</h3> <p><strong>Will Critchlow, Distilled:</strong></p> <p>I think that machine learning will continue to have a massive impact - in ways both visible and invisible.</p> <p>The rate of progress with tasks previously only humans could do (like image recognition) and even those that humans aren't great at (like lip-reading) is astonishing.</p> <p>I definitely buy into the thesis that some of the cutting back of the crazier Google projects is because Sundar is doubling down on artificial intelligence / machine learning as the future and culling projects that don't fit that model and vision.</p> <p>We've been experimenting with doing our own little bit to combat machine learning with machine learning, and I'd be excited to see more intelligence built into the tools that marketers have available.</p> <p>As a result of the machine learning explosion, voice search in particular is going to continue to improve, and I think we'll be seeing a lot more of that through 2017. <a href="https://moz.com/blog/how-to-rank-on-google-home">Dr. Pete's post</a> is a must-read on that subject.</p> <p><img src="https://assets.econsultancy.com/images/0008/2074/listening.png" alt="voice search" width="400"></p> <h3>Accelerated Mobile Pages (AMP)</h3> <p><strong>Ruth Attwood, 4Ps Marketing:</strong></p> <p>For 2017 the only thing I’m reasonably confident of is that <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">AMP</a> is going to get bigger before it goes away.</p> <p>Google is pushing it immensely hard and it seems to be only a matter of time before it extends to full capability deployment in new verticals like ecommerce.</p> <p>This will be particularly interesting as and when the mobile-first organic index gets rolled out, as despite Google’s claims that they’re aiming for a “low delta” I suspect that non-responsive sites are going to see some big shifts in visibility if they don’t get their content and markup synced up.</p> <p><strong>Andrew Girdwood, Signal:</strong></p> <p>AMP (and <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know/">Instant Articles</a>) are interesting. I wonder if Google will continue to tweak how it copes when a brand has both an indexable app and AMP content; it seems likely, especially as app builders get better about considering SEO factors.</p> <p><img src="https://assets.econsultancy.com/images/0007/2290/IMG_2621.PNG" alt="amp" width="300"></p> <h3>A change in SEO procurement</h3> <p><strong>Andrew Girdwood, Signal:</strong></p> <p>I predict there will be a glut of experienced SEOs who get to say, ‘Look, I think my track record proves I, and my agency, can keep up with algorithm changes.’</p> <p>This means some of the procurement focus might shift towards areas like delivery techniques, creative ability, transparent costs and access to technology when it comes to SEO pitches.</p> <h3>Mistrust in advertising leads to organic focus </h3> <p><strong>Glynn Davies, Pi Datametrics:</strong></p> <p>In 2017, growing concern for paid channels’ performance (due to click fraud, misreporting, ad blocking, etc.) may lead to more emphasis on organic in digital strategy.</p> <p><img src="https://assets.econsultancy.com/images/0006/8322/Screen_Shot_2015-10-23_at_12.04.40.png" alt="ad blocker" width="500"></p> <h3>SEO closer aligned to business strategy</h3> <p><strong>Felice Ayling, Jellyfish:</strong></p> <p>Moving into 2017, traditional SEO performance will become almost inseparable from the overarching business strategy. SEO is no longer a channel that can be isolated in its implementation.</p> <p>Areas such as your customer service record, competitive position, price points and service offerings will continue having a greater impact on the overall performance of your digital assets.</p> <p>With this in mind, the role of content within SEO will once again grow and rich media such as video, interactive assets and graphics will continue to contribute to search campaigns in capturing the interest and interaction of users.</p> <p>Successful campaigns will be the ones that blend brand awareness, creativity and innovative marketing with technical excellence to give users a high quality, relevant and increasingly personalized experience. </p> <h3>Progressive web apps (PWAs) </h3> <p><strong>Glynn Davies, Pi Datametrics:</strong></p> <p>Growth in <a href="https://econsultancy.com/blog/68601-what-are-progressive-web-apps-pwas/">PWAs</a> may bring content out of the mobile app ecosystem and back to the web, providing both new opportunities and challenges for SEO.</p> <h3>Growth in experiential marketing (and VR?)</h3> <p><strong>Felice Ayling, Jellyfish:</strong></p> <p>If content was king in 2015/16 then experience will rule in 2017, meaning that it’s no longer just about serving the right content at the right time on the right channel, but also delivering the best possible experience to your customers.</p> <p>Whether it’s in-app uses of <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers/">VR</a> to bring together a variety of content assets, or immersive video that the user controls, the role of SEO and improved organic performance will rely on its ability to utilise new technologies.</p> <p>Combined with the increased power of 5G next year, the mobile experience will potentially change the way we interact with brands, share content, shop or travel.</p> <p>VR provides the biggest opportunities to brands that can connect physical assets with the online experience – virtual stores you can walk around, test driving a new car, walk around a hotel room before you book, the possibilities are endless.</p> tag:econsultancy.com,2008:BlogPost/68592 2016-12-05T10:30:00+00:00 2016-12-05T10:30:00+00:00 What were the biggest SEO trends of 2016? Ben Davis <p>Here's what happened in 2016, and for more on this topic check out these resources from Econsultancy:</p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/search-marketing/">Search Marketing Training Courses</a></li> <li><a href="https://econsultancy.com/reports/search-engine-marketing-seo-digital-marketing-template-files/">SEO – Digital Marketing Template Files</a></li> </ul> <h3>Site performance &amp; AMP</h3> <h4 style="font-weight: normal;"><strong>Felice Ayling, SEO and social director, Jellyfish:</strong></h4> <p style="font-weight: normal;">The biggest buzz of 2016 was of course caused by the roll out of <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Google AMP</a>, which promised to deliver faster page load speeds on mobile sites that were heavy on content.</p> <p style="font-weight: normal;">While we’ve seen relatively slow adoption due to early issues around compatibility, those that have implemented AMP have seen improvements in their mobile performance including lower bounce rates, increased organic visibility and improved user experience.</p> <p style="font-weight: normal;">AMP will no doubt continue to be a core theme for 2017 while more brands look to utilise this technology to improve their mobile experience.</p> <h4 style="font-weight: normal;"> <strong>Ruth Attwood, </strong><strong>SEO consultant, 4Ps Marketing:</strong> </h4> <p style="font-weight: normal;">One thing I’ve noticed with quite a few clients this year is the (very welcome!) development of marketing teams starting to take a real interest in their site’s performance in terms of UX.</p> <p style="font-weight: normal;"><a href="https://econsultancy.com/blog/68441-site-speed-for-seo-why-it-s-about-more-than-just-loading-times/">Site speed</a>, especially, has far too often in the past been written off as “a problem for the IT/web guys” so I’m glad to start finally seeing some decline in this siloed thinking.</p> <p style="font-weight: normal;"><em>Google AMP</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/2290/IMG_2621.PNG" alt="google amp" width="280"></p> <h3>Personal assistants &amp; always-on search </h3> <h4 style="font-weight: normal;"><strong>Ruth Attwood, 4Ps:</strong></h4> <p style="font-weight: normal;">The mainstream launches of the “home PA” systems like <a href="https://econsultancy.com/blog/68499-the-problem-with-voice-user-interfaces-like-amazon-alexa/">Amazon Alexa</a> and Google home are going to get very interesting.</p> <p style="font-weight: normal;">This idea of bringing search into an always-on state is a natural evolution of device proliferation but I’ll be watching very curiously to see how it starts to shake up user interaction with digital, especially buying patterns.</p> <p style="font-weight: normal;">I’m waiting for Microsoft to show their hand in this arena too – thanks to Bing’s integration with Windows they’ve been moving more assertively into the “put the search capability where the users are already” methodology for longer, so that could get interesting.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/resized/0008/1265/echo-blog-flyer.jpg" alt="alexa" width="470" height="180"></p> <h3>Google 'cards' &amp; expansion of Schema</h3> <h4><strong>Andrew Girdwood, head of media technology, Signal:</strong></h4> <p>The continued advancement of cards in search result pages was of great interest to me this year.</p> <p>This is more than ‘just Knowledge Graph’ and includes the return of real-time Twitter cards, experimental Google+ and Local updates. This is an important trend as cards lead on to Google Now and Google Now becomes Google Home.</p> <p><em>(Ed: Note that Google has recently started showing cards to compare products in search results, as the search engine gets better at understanding user queries.)</em></p> <p>A related point is the expansion of <a href="https://econsultancy.com/blog/64778-what-is-schema-markup-and-why-should-you-be-using-it/">Schema</a> and its ability to influence search.</p> <p>I spent more time this year helping plan website build projects that would produce as many SEO assets for a brand as possible and getting the Schema right was a reoccurring part of that.</p> <p><strong>Felice Ayling, Jellyfish:</strong></p> <p>While changes in paid ads have brought new challenges for brands, so the changes in organic results have brought greater opportunities.</p> <p>Improvements to Google’s Knowledge Graph, increased visibility in search results pages through Schema markup and increased social indexation have all offered brands the opportunity to make their organic listings stand out and own the search landscape for brand terms.</p> <p><em>Product comparison with Google cards. Screenshot <a href="http://venturebeat.com/2016/11/29/google-now-shows-a-card-to-compare-products-in-search-results/">via Venturebeat</a></em></p> <p><img src="https://assets.econsultancy.com/images/0008/2032/vb_google.png" alt="google cards" width="615"></p> <h3>Algorithmic changes &amp; mobile-first indexing</h3> <h4><strong>Andrew Girdwood, Signal:</strong></h4> <p>I think Bing and Google both made nice algorithmic improvements this year. I’m generally happy with the quality of the search results.</p> <p>Don’t get me wrong; as an SEO I can point to some howlers out there and there was a time when international English language results started to creep into Google.co.uk.</p> <p>As a whole, though, I think Google’s direction towards mobile and other devices is the right thing to do. </p> <h4> <strong>Max Holloway</strong><strong>, senior search manager, Pi Datametrics:</strong> </h4> <p>We've seen a couple of major algorithm updates this year with Possum and <a href="https://econsultancy.com/blog/68337-the-10-things-you-need-to-know-about-google-penguin-4-0/">Penguin</a> becoming part of the main algorithm (instead of a filter applied periodically).</p> <p>Possum also indicates to us that the face of page one of Google is rapidly and continuously changing.</p> <p>#1 on Google (when talking about traditional rankings) doesn't mean the same thing now that it used to and we're having to adapt our SEO strategies and ranking software to reflect that.</p> <h4><strong>Glynn Davies, head of search strategy, Pi Datametrics:</strong></h4> <p>The move towards mobile-first indexing in Google presents potential technical challenges for sites with substantially different mobile and desktop configurations. </p> <p><img src="https://assets.econsultancy.com/images/0007/9642/penguin.jpg" alt="penguin" width="450"></p> <h3>Paid ad changes affect SEO </h3> <h4><strong>Felice Ayling, Jellyfish:</strong></h4> <p>Changes to the paid search landscape have impacted SEO this year.</p> <p>Fewer sponsored links have led to greater competition for the available paid spots, leading to higher costs. As a result, we’ve seen an increased focus by brands on the top organic listings.</p> <p>We’ve noticed a real shift in the type of work our clients are focusing on with a move away from keyword-focused optimisation towards a content and engagement strategy that delivers longer-term benefits.</p> <h4><strong>Glynn Davies, Head of Search Strategy</strong></h4> <p>AdWords has restricted availability of keyword data for non-advertisers. Will there be further restrictions on availability of data, and how will this impact planning and measurement for SEO?</p> <h3>SEO becomes big business</h3> <h4><strong>Max Holloway, Pi Datametrics:</strong></h4> <p>SEO is continuing to gain credence among the broader business communities; in industries which have previously been very slow to adapt and adopt such as law, finance and logistics.</p> <p>Huge companies are opening up their budgets to digital marketing in all forms and I genuinely think the SEO industry has never been in such a dominant position.</p> <p>Along with the above, there are a number of companies (many which should know better) that are still taking huge risks with their websites.</p> <p>Specifically in website migrations, we've seen far too many companies this year get a migration wrong and lose all of their visibility.</p> <p>Large high street banks who would know the risks involved in, say, a database migration, and would pay upwards of £1,000,000 just for a consultation on that move, do not have the same caution and planning for a website migration.</p> <p>Looking forward to next year I think we will have our work cut out as these hulking companies start to take SEO more seriously, in educating them and helping them in achieving brilliance online.</p> <h3>Tag Manager and Analytics improvements</h3> <h4><strong>Andrew Girdwood, Signal:</strong></h4> <p>I think Google Tag Manager and <a href="https://econsultancy.com/training/courses/google-analytics/">Analytics</a> have come on in leaps and bounds. It’s easier for SEOs to integrate their analytics with other marketing efforts and report across channels.</p> <p>Tag Manager, in particular, matured significantly and is now much better at coping with multiple users.</p> <h3>SEO split testing</h3> <h4><strong>Will Critchlow, founder and CEO, Distilled:</strong></h4> <p>For me, the highlight of anything we weren't involved in was probably seeing more public announcements of <a href="https://codeascraft.com/2016/10/25/seo-title-tag-optimization/">agile tech companies split testing for SEO</a>.</p> <p>I believe that this kind of capability is the future of on-site SEO and it's pretty exciting to see that validated in the marketplace by the bigger tech companies building the ability to test in this way into their own tech stacks.</p> <p>We're putting our money right where our mouths are on this trend - we launched <a href="https://www.distilledodn.com/">our platform</a> to paying customers this year (we <a href="https://www.distilled.net/resources/announcing-our-optimization-delivery-network/">announced it</a> right at the back end of 2015) and it'll end the year by passing 1bn requests served per month.</p> tag:econsultancy.com,2008:TrainingDate/3112 2016-12-02T05:34:05+00:00 2016-12-02T05:34:05+00:00 Search Engine Optimization (SEO) Marketing - Singapore <p><strong style="color: #000000;">Learn the Best Practices of SEO Marketing From UK's Top Digital Marketing Research &amp; Training Company!</strong></p> <p>This intensive 2-day course enables you to plan and build an organic search engine optimization (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> tag:econsultancy.com,2008:Report/3008 2016-11-23T09:45:00+00:00 2016-11-23T09:45:00+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 (in addition to a B2B report) 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> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online 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, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where 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/68441 2016-10-27T11:46:54+01:00 2016-10-27T11:46:54+01:00 Site speed for SEO: Why it's about more than just loading times Chris Smith <p>Being new to SEO, I had many questions, but as this was one of the first things I was told, I thought it would be best to take a keen interest in it, and try to understand exactly how your site speed effects performance.</p> <p>Cue my head exploding.</p> <p>Yes, site speed can be a difficult thing for a newbie to get to grips with, especially when you consider every possible factor – images, style-sheets, flash, scripts – the list goes on and on.</p> <p>As my knowledge of site speed grew, I began to understand that it’s more than just how fast your pages load.</p> <p>We know that <a href="https://econsultancy.com/reports/usability-and-user-experience-digital-marketing-template-files">user experience</a> is a ranking factor. How fast (and well) a page loads will come under this, but I think we need to stretch site speed a little further than this.</p> <p>I realised that yes, there are a number of practices you can follow to make sure your site loads as quickly as possible for the user, but how they interact with your site once the page has loaded is just as important – perhaps even more significant.</p> <p><img src="https://assets.econsultancy.com/images/0008/0803/Pagespeed_insights.jpg" alt="" width="640" height="480"></p> <p>On site content, another <a href="http://searchengineland.com/now-know-googles-top-three-search-ranking-factors-245882">confirmed ranking factor</a>, is the best example of this.</p> <p>Yes, you can have a page that loads in less than a second, and checks off all of the boxes in Google’s <a href="https://developers.google.com/speed/pagespeed/">PageSpeed Tools</a>, and is technically the best damn page out there, but if you’re presenting the wrong content, then what’s the point?</p> <p>If you’re ranking for a query along the lines of ‘Who is the all-time top goal scorer in the MLS?’, and your returned page is a three-hour read on the history of soccer (or football, as we call it here in the UK) with one sentence on who the top goal scorer is near then end, then you’re not really providing great user experience, which we’ve already established as an important ranking factor.</p> <p>It’s California’s own Landon Donovan, by the way.</p> <p>Now, if the above scenario really is happening (or something similar) then it’s not going to be long before search engines take notice.</p> <p>Your bounce rates will increase, users time spent on your page will be very low, and people won’t interact or share your page – it’s bad news.</p> <p>Whilst search engines might not use data straight from analytics, they’re smart enough to recognise a poor page when they see one.</p> <p>If your page isn’t useful to the users, then it’s not useful to search engines.</p> <p>Technological advancements have not only changed how we access the internet, but also how we interact with it. The more options we have for finding online content, the less time we spend looking at it, seemingly.</p> <p><img src="https://assets.econsultancy.com/images/0008/0804/computer_screen.jpg" alt="" width="640" height="480"></p> <p>Generation Z spend up to 25% less time on your online content, and <a href="http://www.cmo.com/features/articles/2015/6/11/15-mind-blowing-stats-about-generation-z.html">according to CMO.com</a>, by 2020 this generation will make up 40% of your market. That’s a drop in market-share that you shouldn’t ignore.</p> <p>People are becoming quicker, so to speak. They’re always in a rush, they’ve always got something to do.</p> <p>They don’t have time for the aforementioned three-hour read on the history of soccer, especially when what they were looking for could have been presented in less than a paragraph.</p> <p>This fickle generation needs instantaneous assurance that they’ve come to the right place.</p> <p>So, what can you do? What are the biggest ways of improving your site’s speed, and your visitors’ recognition of it being exactly what they are looking for?</p> <p>Below is a selection of both technical actions and content advice that can help you on your endeavours.</p> <h3>Using the right images</h3> <p>Now, this might seem very obvious and some might reply “yeah, we always use our own images” or “we always credit our image sources correctly.”</p> <p>This is great, but there’s a little more that you need to think about.</p> <p><img src="https://assets.econsultancy.com/images/0008/0805/images.jpg" alt="" width="640" height="480"></p> <p>Both image size and image formats can make a difference to your page load times.</p> <p>If you’re using a picture that can only be viewed at a maximum of 500x500 pixels, then don’t upload the picture as a 1000x1000 pixel image. That’s just giving your page more to think about, when it really doesn’t have to.</p> <p>Additionally, look at the type of picture you’re uploading. Is it a bright, vibrant and colourful picture? If it is, use a JPEG.</p> <p>If it’s more saturated, black and white, or even transparent, use a PNG.</p> <p>Image formats are better suited to <a href="http://1stwebdesigner.com/image-file-types/">specific picture types</a>, and this can again make a small but noticeable difference.</p> <h3>Redundant scripts and code</h3> <p>If you’re an internet user, there’s a fair chance that you’ve visited The Oatmeal’s website.</p> <p>There’s also a fair chance that you’re aware of the pterodactyl that lives in the site's <a>source code</a>. Pretty cool, huh?</p> <p>Well, as cool as it is, this will be slowing down the page load time.</p> <p><img src="https://assets.econsultancy.com/images/0008/0806/code.jpg" alt="" width="640" height="480"></p> <p>Okay, it’s not a lot of code, so it won’t be slowing down the loading time by much, but it acts as an example of the point I’m trying to make.</p> <p>If your site doesn’t need it to function, then it shouldn't be there. It’s as simple as that.</p> <p>Style and layout sheets also fall in the same category. These need to process before the page can be rendered. If you’ve got redundant sheets on your page, then this will also be slowing down your load time.</p> <p>You can <a href="https://developers.google.com/speed/pagespeed/service/InlineSmallResources">inline small resources</a>, if applicable of course, and this can shave off some time. But, the important thing to remember here is that if something can be minimized or cut down, then do it!</p> <h3>Understand your audience</h3> <p>Now, you’ve looked at the technical aspects of your site speed, what’s actually presented on the pages should be your priority.</p> <p>You can have a page that loads super-fast, but if it isn’t useful to the user, then they’re going straight back out of there.</p> <p><img src="https://assets.econsultancy.com/images/0008/0807/Users.jpg" alt="" width="640" height="480"></p> <p>A mistake that a lot of content creators make, is that they write content that they think is going to do well in the rankings. This isn’t necessarily good practice.</p> <p>People are writing content that they think the search engines want to see, when what they should be doing is writing for their audience. Knowing your audience inside out will help you do this effectively.</p> <p>Web psychologist Nathalie Nahai is a staunch supporter of this, and has much to say on the case.</p> <p><a href="http://cmxhub.com/web-psychologist-nathalie-nahai-shares-the-secrets-of-online-persuasion/">Nahai states</a> that “to succeed online you have to understand and leverage the hidden psychology of your users.”</p> <p>While this might sound obvious, it’s a really good point to make as if you don’t truly understand your users, then they’re not going to be interested in what you have to say.</p> <p>If you do have a proper understanding, then you won’t have to worry about trying to write for your audience.</p> <p>It will just come out naturally, and that is exactly what search engines want.</p> <h3>Present the right information</h3> <p>As previously mentioned, users are becoming less engaged with online content, hence they’re spending less time looking at it.</p> <p>This is usually caused by poor content targeting.</p> <p><img src="https://assets.econsultancy.com/images/0008/0808/user_2.jpg" alt="" width="640" height="480"></p> <p>While we can say that users are more ‘fast paced’ than ever before, this doesn’t mean that your content needs to be fast as well.</p> <p>It’s the quickness of the user recognising its usefulness that is essential.</p> <p>While we have talked about not presenting a three-hour read for certain queries, that’s not to say you should avoid in-depth content.</p> <p>If the subject calls for a three-hour read, then definitely do that. But, if it calls for something snappier that is easy to digest, then create the appropriate content.</p> <p>Can you present your information in a user-friendly table instead? Would a user benefit from a list of bullet points?</p> <p>It’s about presenting the content in a way that the user needs it, not what you think looks best.</p> <h3>Putting it all together</h3> <p>Everything discussed above can find its way into all aspects of SEO.</p> <p>The ‘fast content’ idea is definitely taking off in mobile with the introduction of <a href="http://www.eqtr.com/blog/2016/04/how-will-accelerated-mobile-pages-affect-your-business/">Accelerated Mobile Pages</a> project, for example.</p> <p>Even Facebook has introduced its <a href="https://instantarticles.fb.com/">Instant Articles</a> to compete. The social network recognised that this would be a great way to present content to their users, and acted on it accordingly.</p> <p>The axiom rings true - Fast content for fast users.</p> <p>Site speed can definitely make a difference to your revenue too. A few years ago, <a href="http://www.globaldots.com/how-website-speed-affects-conversion-rates/">Walmart</a> found that for every one second that its load time improved, it registered a 2% increase in conversions.</p> <p>Those numbers might not seem that impressive, but <a href="http://fortune.com/2016/05/20/the-silver-lining-in-walmarts-slowing-e-commerce-growth/">Walmart made $13.5bn in global online sales in 2015</a>, so a 2% increase in conversions equates to a lot of money.</p> <p>You might not see improvements on a scale that large, but you will see a difference. And your users will also notice it too.</p> <p>The above might seem straight-forward, and even rudimentary to many of you.</p> <p>However, something that I’ve found in my time in SEO is that quite often, we can forget the basics. There’s a desire out there to excite.</p> <p>Many feel that impressing and standing out from the crowd with something flashy and out-there is the most effective approach.</p> <p>You’ll get no argument from me that this isn’t a good attitude to have, but don’t forget the basics, and above all don’t forget the users.</p> <p><em>For more on this topic, check out these resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/search-engine-marketing-seo-digital-marketing-template-files/"><em>SEO – Digital Marketing Template Files</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/search-marketing/"><em>Search Marketing Training</em></a></li> </ul>