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Why are Headings Important for SEO?
Headings come in a number of HTML forms. The highest of which is H1, with H2, H3 and H4 headings providing ample support. But why are they important to SEO?
A web page is just like any newspaper article, essay or press release in so far as it requires a certain structure. This structure is, or at least it should be, a single heading (H1 heading) followed by the primary body copy which is interspersed with sub-headings (H2, H3 and so forth). This guides the reader through the content and highlights the key points.
Any page, whether it be on the Internet or not, which has rolling copy without any visible breaking is unappealing to a reader. It doesn’t afford them the opportunity to skim through and take away the information that they require, thus leaving them with two distinct options; 1) read every word, or 2) leave, from these many will choose the latter.
In terms of SEO, the role of the header tag has come under a great deal of scrutiny. Whilst many deride its significance as an integral method of enhancing your credentials in the eyes of the search engines, few would recommend that you ignore them entirely.
The H1 heading is still the focal point of a page. It is your headline that announces to the visitor, whether human or a search engine, exactly what the content below is all about. As we all know, a strong headline can make all the difference when it comes to persuading us to invest our time in reading on.
There should only be one H1 heading on any page. You wouldn’t expect a newspaper report to include two or more, so why should a web page? It could in fact be detrimental, because by having two headlines you are effectively splitting the power between them, confusing both the search engine and the reader.
H1 headings are still regarded as an important factor in alerting search engine crawlers to what your page is all about. It anchors the page, provides a perfect opportunity to include your keywords and boost your relevance for those all important search terms. The H1 is your most important heading, so it is vital that any key terms are included and that it reads well to the human eye.
Beyond the H1 we find a plethora of smaller headings, all of which have descending numbers and importance in the eyes of the search engines. Your H2 heading, therefore, is the next in line. This is the perfect tag for those all-important sub-headings that will break up the visual monotony of your body copy. It will guide the readers eye down and give them a quick overview without having to spend too long sifting through the rest of the page.
H3, H4, H5 and so on are ranked even lower. These may be used where you wish to highlight a quote or just as a stylistic option. They have a similar weighting to the main text, unlike the aforementioned H1, and are just another means of breaking up the copy for the readers benefit – not necessarily SEO.
So headings are simply important for SEO, they’re useful for your visitors too
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.