From the earliest stages of your SEO campaign, you’ll be aware of keywords. These are single words or phrases which you want search engines to associate with your website, so that when those keywords are entered in search by a user, your site is visible. These phrases should be central to your business, and highly relevant to the service and information provided by your website.
User reviews are an extremely powerful aspect of SEO and digital marketing. Not only is Google more likely to reward websites with positive user reviews with better rankings, but reviews can also act as a powerful promotional tool. 92% of consumers will read a review before they buy a product or service.
A conversion occurs on a website when a user performs an action which takes them further along the buying cycle. For example, a conversion could be requesting a quote, or simply buying your product outright. A business’s website should always be built with a view to having a good conversion rate.
A crucial part of any SEO campaign, link building is the process of obtaining links from an external source which points to your own website. These links, or hyperlinks’ provide clear pathways across the rambling maze of the world wide web, enabling both search engines and users to visit your website and get it on the search results map.
Spam refers to a broad range of unwanted pop-ups, links, data and emails that we face in our daily interactions on the web. Spam’s namesake is, (now unpopular) luncheon meat that was often unwanted but ever present. Spam can be simply unwanted, but it can also be harmful, misleading and problematic for your website in a number of ways.
A branded keyword, or a branded search, is any query via a search engine that includes the name of your company, business or brand. Whether you’re a new company or a big fish, you’ll want to rank number one for your branded search. But it isn’t always easy to be the top listing, even for your own brand.
Perhaps the single most important factor in SEO is content. Good SEO agencies optimise content by producing information that both Google and users love. This process, known as content optimisation, will help make your site more visible in search.
Whether your site needs to be moved to another server or your company is rebranding and renaming itself, your onsite content needs to be precisely redirected to its new home. If your redirects are not properly completed, your new site will be riddled with 404 File Not Found errors, which can diminish user experience, leading to an increased bounce rate and therefore a decreased page ranking.
Social media optimisation is sometimes referenced alongside search engine optimisation, suggesting that there are strong parallels between the two services. In reality, any good social media campaign is by nature a form of optimisation as it entails developing and implementing a media strategy that ensures maximum reach and visibility.
Google Analytics is a free web service that provides comprehensive statistics and analytical tools for SEO and marketing purposes. Analytics monitors traffic to a website and collects data on how visitors interact with the site. Data available through this service includes user demographics, behaviour and interaction, such as pageviews, bounce rate and average time spent on site.
Retargeting or remarketing refers to any advertising approach that advertises to potential customers after they have had a first encounter with a business’ website. Retargeting is made possible by introducing a tracking device called a “cookie” that assigns a unique ID to a visitor. This allows subsequent ads to be selected based on the visitor’s history.
Event tracking, or action tracking, usually refers to the monitoring of interactions on a website beyond a simple web page load. Event tracking provides data on how visitors are engaging (or not engaging) with a website. Conversion tracking is a form of event tracking that refers specifically to an action representing either a transaction or a significant step towards one.