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If you are looking to boost your website’s ranking, it is important to remember that ‘Content is King’. Having a good deal of unique, helpful content on your website will help push you up the search engine rankings, whilst keeping your visitors happy.
Sometimes content is overlooked by marketers or executives in the mistaken belief that it’s better to have light copy and more images to attract visitors; but, barring an overkill of epic proportions or some over zealous black hat tomfoolery, the truth is language is the one thing that satisfies both the visitors and the search engines.
Having a Frequently Asked Questions (FAQ’s) section on your website is a great opportunity to create keyword-rich copy to increase rankings whilst still providing visitors with useful information. Some examples of what to include in your FAQ section;
FAQ pages also allow companies to promote multiple topics and optimise for multiple keywords on a smaller scale.
Local search is something that bigger companies often neglect, despite the fact that a large percentage of people actually still much prefer to look for businesses within their surrounding area. Determining the best locations to create content for can be done using tools such as Google Insights. This has been developed to provide an insight into the terms people search for in Google by creating a visual representation of regional interest on a map. Typing in a keyword will bring up the top regions that have an interest in that keyword topic – allowing you to focus special efforts on reaching that demographic.
This is undoubtedly a growing field and one that SEO agencies are beginning to push more and more due to the commercial benefits. While it might not help someone that is searching for services on the other side of the globe, in terms of getting the most focussed target audience, there aren’t many practices better than local search.
The strength of a site is often determined by the number and, more importantly, the quality of inbound links. Whilst there are hundreds of ways to get a link, through directories, articles and press releases; to really boost a website’s ranking why not try something more adventurous?
Link baiting is by no means a guaranteed way of building your inbound link portfolio, but it is one of the most creative and potentially advantageous. If you’re a creative company, show off your creativity. Develop and distribute a unique game, provide a free software sample, write a provocative blog post [see: What Makes the Perfect Blog Post], just get your message out there and see if people are interested. Whilst the short-term traffic may be nice, it’s the long-term authority generated by the link structure that will ultimately pay dividends.
Whilst SEO as a discipline is highly focused, to really maximise a sites potential you need to be covering all the bases. So that means that link building, local search and SEO copywriting all need to be addressed. Of course you can get good results with either one of these areas; however, by combining and optimising each of them, you stand a far greater chance to really boost your web rankings.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.