Digital Marketing – Kaweb https://www.kaweb.co.uk Mon, 11 Oct 2021 13:29:56 +0000 en-GB hourly 1 https://wordpress.org/?v=5.8.2 https://www.kaweb.co.uk/wp-content/uploads/2020/10/kaweb-favicon-150x150.png Digital Marketing – Kaweb https://www.kaweb.co.uk 32 32 How To Do Mobile Optimisation For Better Conversions https://www.kaweb.co.uk/blog/mobile-optimisation/ Fri, 09 Apr 2021 12:52:22 +0000 https://www.kaweb.co.uk/?p=8234 Why is mobile optimisation important? Because it’s your online shop window. Imagine if you walked into a real life shop. And then imagine any of these happening: all of the products were splayed out in a mess across the shelves and floor no or incorrect shop signs or accessibility to different floors, so you couldn’t […]

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Why is mobile optimisation important?

Because it’s your online shop window.

Imagine if you walked into a real life shop.

And then imagine any of these happening:

  • all of the products were splayed out in a mess across the shelves and floor
  • no or incorrect shop signs or accessibility to different floors, so you couldn’t navigate your way around easily, or at all
  • the queue was really long
  • there was a problem with the payment method at the till

That’s a pretty terrible shopping experience.

And it’s no different online. If your site isn’t optimised for the basic mobile experience, you could be seriously losing business, just like a shop.

Let’s look at where to start with mobile optimisation.

 

What is mobile optimisation?

Mobile optimisation is the process of adapting your website to make sure that anyone who lands on it using a mobile device has an online experience that’s designed for their device.

To state the obvious, mobiles have smaller screens that a desktop or tablet.

But that means you have to check:

  • Are any Call To Action buttons in the right place?
  • Do they jump around as the page loads?
  • Are they easy enough to click or are they too small?
  • Are they sized appropriately for mobile?
  • Is your text an appropriate size to read or do people have to pinch the screen and zoom in?

Why is mobile optimisation important?

Mobile optimisation is vital for giving real people an easy, smooth shopping experience, just like the example at the beginning.

With over 50% of all website traffic being mobile, not desktop, or tablet, we can’t emphasise the importance of a site functioning on mobile enough.

The statistics speak for themselves, but more and more people are not only spending time on their mobiles, but they’re actively using them to buy stuff.

So, it’s all well and good getting your pages to rank on page 1.

But if people click your website on a mobile device and buttons adjust slightly when they go to click it, or they have to wait over 3 seconds for the page to load, they’ll be unhappy – and they’re much more likely to bounce back to the Google listings.

Don’t believe us? Well, Google themselves report that when a page’s load time takes from 1 second to 5 seconds, the bounce rate increases by 90%. And that finding was from 2017, so it’s undoubtedly more so today.

Check out these stats from Google:

 

How do you check to see if your site is optimised for mobile?

Step 1: Put your domain, or any of your specific pages into Google’s mobile friendly testing tool. It looks like this:

googles mobile friendly tool

Step 2: Check your results. If you get this, your site should be running smoothly according to Google for mobile performance.

successful mobile friendly test from google

But if you see any of these, for example, it’s worth checking and investigating.

failed mobile friendly test from google

 

There are other red flags that Google might raise, but that is where you need to look to check for the issues. Google does provide lots of information around what the problems are, what may be causing them, and suggestions to fix them. But it can get quite technical. So, our SEO specialist has worked with our developer to break it all down for you.

CLS

Cumulative Layout Shift, or CLS, refers to where there are elements on a page that move about due to other elements loading.

So you go to tap a button but it shifts down just as you are about to tap because an image above it has just loaded and pushed the button down the page. So you end up tapping the wrong element.

That’s annoying for people using your site!

Responsive layouts

Even in 2021, we still find that there are sites that have not been built to be viewed on a mobile screen. That then means endless pinching and scrolling to view the content.

So that’s not good, when people want quick, easy and effortless navigation.

AMP

Websites with news sections and blogs can really benefit from AMP, or Accelerated Mobile Pages.

When Google released the concept of AMP HTML, Search Engine Watch alerted us to the news. Google says that a page with the AMP HTML can be up to 85% faster loading than a non-AMP version of that page.

If you use AMP, you can even get the recognition mark if you appear in the SERPs, which looks like this under your meta title.

AMP in serps

Reduce demanding scripts

Mobile phones do not have processors that are as quick as their desktop counterparts. That means javascript will take longer to process.

 

What about mobile optimisation that affects site speed?

Image optimisation

  • Compress them
  • Make sure they’re responsive
  • Use modern formats like SVG (Scalable Vector Graphic)

Fast responding server

Make sure your website is delivered to a mobile device in a timely manner, so your user doesn’t start wondering if it’s a wifi/4g/5g issue! Use progressive ideally so something basic appears on screen quickly then the detail is filled in shortly after.

Use a Content Delivery Network

A Content Delivery Network, or a CDN, is a group of servers that mean pages can load with a reduced time because the actual distance between server and user is shortened.

Gzip transport

This is used by servers and is a way of compressing content as it gets transmitted on the internet. It’s used by code and text files, and it can help to reduce the size of JS, CSS and HTML files, by up to 90%.

Cache headers for assets

The best way to get your head around caching is to imagine you’re in a restaurant.

And each time you want to order some food, the person serving you has to make a trip to where you are and send the order back to the kitchen.

It’s the same for a site. When you ‘request’ something, like clicking on a button or a different page, the browser has to make a trip from where you are, to the server and back again.

Caching is the web’s way of remembering your order.

So, it stores a log so that next time you click something and make a request, the browser can access its own log, instead of waiting around for the server.

That means the page loads faster for people.

Extra top tips for mobile optimisation

  • Avoid chunky long paragraphs – use snappy, digestible bullets
  • Optimise your videos for mobile search
  • Ensure images are shrunk to fit on mobile, but stay crisp quality

mobile optimisation for better sales

 

That should get you started on the basics of mobile optimisation

Remember that your mobile optimisation checklist is just one part of ensuring you’re optimised for organic search. You can’t just make sure your mobile text appears correctly, and not give keywords a second thought.

There are lots of other ranking factors you need to implement if you want all of the cogs in the wheel to work properly.

Here are some useful guides from our digital marketing blog to help you understand and optimise for the important ranking factors in SEO.

Don’t forget to follow us on social media too – we’re posting exciting industry updates and always let you know when there’s new content out!

We’re on Facebook, Twitter, LinkedIn and Instagram.

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How To Choose Keywords in SEO https://www.kaweb.co.uk/blog/how-to-choose-keywords-in-seo/ Tue, 30 Mar 2021 07:30:01 +0000 https://www.kaweb.co.uk/?p=8212 You’ve probably heard that keywords are super important if you want to succeed in SEO. If you rank for a keyword (and it gets clickthroughs), you’ll get organic website traffic. So how do you know how to choose keywords in SEO? We’ll take things back to basics, so you can understand what’s involved in choosing […]

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You’ve probably heard that keywords are super important if you want to succeed in SEO.

If you rank for a keyword (and it gets clickthroughs), you’ll get organic website traffic.

So how do you know how to choose keywords in SEO?

We’ll take things back to basics, so you can understand what’s involved in choosing keywords because there’s a lot to it.

  1. Begin with keyword research
  2. Identify the search intent
  3. See which stage of the buyer journey the person is at
  4. Look at your online competition
  5. Ask yourself which form of content is best
  6. Write a keyword map

 

Begin with keyword research

What is a keyword? A keyword is a term that’s been searched by a number of people.

It’s measured on an average and monthly basis.

For example, “women’s running trainers” has an average of 40,500 searches a month.

You can see similar searches in the below example using Google Keyword Planner.

example of finding keywords and search volume in google keyword planner

Why is keyword research important?

Keyword research allows you to understand exactly what people are looking for when they search a term.

It’s crucial that you understand this if you are to create a page or optimise a page to target your keyword.

You can learn more about what keyword research is in our blog in much more detail.

And find out what keyword cannibalisation is, why it’s bad for SEO and how to fix it.

But for the here and now, we’ll touch on how to identify search intent and ensure you create the right type of content to target your audience.

Identify the search intent

There are typically three different types of search intent.

We’ve covered the ins and outs of this in our guide to keyword research.

But the types are:

  1. Transactional
  2. Informational
  3. Navigational
Search intent What are they looking for? Keyword example
Transactional They are ready to buy Women’s shoes for sale
Informational They want information, they’re not at buying stage yet Best women’s shoes 2020
Navigational They’re looking for something in particular, like a local store Where can I buy women’s shoes

When you’re doing your keyword research, keep this thought at the centre of the process.

Whatever keyword research you’re doing, the page you’re working on will always have a specific purpose, or intent.

Here is a list of the different types of pages that will all need effective keyword research for.

  • product
  • category/sub category
  • FAQ
  • home
  • landing for PPC/SEO campaigns, eBook downloads
  • creative blog content

See which stage of the buyer journey the person is at

What’s the buyer journey? It’s another way of referring to the digital marketing funnel.

We’ve explained what it is, and how businesses can, and should, use the digital marketing funnel to drive more leads or sales.

But in case you’re tight on time, here’s a summary.

Summary of the buyer journey

The buyer journey typically falls into 5 different phases, like this:

  • Awareness – when someone realises they have a problem and need a solution
  • Discovery/Research – when someone starts to dig around for the best, most effective solution
  • Consideration – when someone is interested in a purchase and is seriously weighing up becoming a customer
  • Conversion – when someone takes the leap and buys from you
  • Post-conversion loyalty – when someone becomes a brand ambassador by giving positive reviews, and maybe buying from you again

When you’re doing keyword research, you’ll likely find that there are hundreds of keyword opportunities to find, choose from and narrow down.

You need to get the keyword intent right, and then match the keyword to the respective funnel stage for that piece of content.

So, how do you action this when you’re looking at all of the hundreds of keywords?

Here’s an example to help you start to see how it all matches up, with some keyword research from Keyword Planner.

matching keywords to marketing funnel stages

Look at your online competition

Never assume you already know who your competition is.

Often your offline competition can be different to what’s really happening in the SERPs.

Use a SERP analysis tool, or manually search for the keyword you have in mind.

Here are some pointers to look out for to decide how competitive that keyword is.

Look at the domain authority (DA) of your page 1 competitors.

You can do this using an SEO analysis tool.

Then, if you spot straight away that all of the top listings have a DA of 90+ and yours is significantly lower than that, it’s worth parking that idea for now.

Or, you might find that the reality is some of the page 1 listings don’t have many backlinks, and it could be an opportunity to target.

Look at the type of websites that rank.

Is it heavily widely recognised brands, or a mix of lesser known sites too?

If it’s the former, your efforts might be best placed elsewhere.

Look at the actual content in the SERPs.

Can you create meta data that’s even more engaging and targets the user’s search intent even more effectively?

Could you add schema or create a click-bait title to outrank one of those listings?

Look at what your ranking competitor ranks for, for that page.

Drop that URL into a keyword tool to find out what other keywords it ranks for.

You might find that it’s a) recently updated (which is why Google likes it) and means you could re-vamp your content into even more valuable copy and aim to outrank them.

Or, b) it has maintained the top position for months and is too competitive.

Once you’ve got your big set of keywords, and you then work through your online competitors, you should start to really narrow down on which keywords are genuinely realistic, but good opportunities with reasonable search volume.

Here is an example, for the keyword ‘bedroom curtain’.

examples of SERP listings

Ask yourself which form of content is best

Now you need to think right back to that keyword intent. It won’t work to just pick one of those keywords and ‘do a blog on it’.

Why, we hear you ask? Because people would much rather digest something visually pleasing, than huge blocks of boring text. In fact, research says in 15 minutes, two thirds of people prefer to “read something beautifully designed than something plain”.

In fact, with 43% of people admitting they skim read blogs, you’re seriously missing a trick if you’re stuck with ‘inside the box’ thinking.

How do you get outside the box then? You give your reader what they’re looking for. Ask yourself:

  • Who will be searching that term?
  • What information do they want?
  • So, which form is going to be the easiest to digest it in?

For example, let’s say your ideal customer is a middle aged manager, who’s in a rush and needs solutions to take to his team and his own manager.

Here are some recommendations to make his life easier, and give him what he wants as quickly as possible.

  • Easily shareable, demonstrative product video on a product page
  • Quickly downloadable information-packed eBook
  • Visual infographic on the benefits of using the product

Write a keyword map

The last job, before actually writing for SEO and optimising your content, is to create a keyword map.

Make a list of all of your pages you want to optimise.

We recommend doing this in a clean Excel document. Assign your newly decided keyword to each of the pages, and note down the search volume next to it.

We also recommend going one step further, and marking each keyword’s level of relevance.

This way, you’ll clearly pinpoint which is your most important primary keyword, and then which others (secondary and tertiary) are more of supporting indicators to Google.

If you do this for creative content as well as optimising the rest of your website, you could create a whole content calendar.

This is a good idea if you can consistently produce regular, quality content to your website. Google likes frequent uploads of valuable copy, and can rank you better for it.

You’re ready to optimise and create content.

If you’ve like some help, we’ve got plenty of resources available, including:

Follow on Instagram, Twitter, Facebook and LinkedIn while you’re here, to stay updated on all the latest content.

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Keyword Cannibalisation https://www.kaweb.co.uk/blog/keyword-cannibalisation/ Fri, 26 Mar 2021 08:23:35 +0000 https://www.kaweb.co.uk/?p=8064 What is keyword cannibalisation? Keyword cannibalisation means you have different blogs or pages on your website that are actually ranking for the same keywords on Google. This happens when the content is overly similar, or when you’ve optimised them for the same keyword. How do you spot cannibalised keywords? You can use a website auditing […]

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What is keyword cannibalisation?

Keyword cannibalisation means you have different blogs or pages on your website that are actually ranking for the same keywords on Google.

This happens when the content is overly similar, or when you’ve optimised them for the same keyword.

How do you spot cannibalised keywords?

You can use a website auditing tool to pull your rankings and manually check for duplicated keywords in that list.

You can also ask yourself:

  • Why does this page keep dropping in and out of Google’s page 1?
  • Why has my page lost traffic for this specific search term?
  • Why is Google ranking the wrong page, page A, for this term when it should rank my preferred page?

Of course, there could be other answers to these questions that aren’t necessarily because of keyword cannibalisation in SEO.

But it’s a good place to start.

Why is keyword cannibalisation bad for SEO?

Keyword cannibalisation can be frustrating, because it can happen without you knowing.

But the best thing to do is to understand why it’s bad for organic search, and how to fix it, if it’s happening.

So let’s get into the reasons.

1. It confuses Google

If you’ve got at least two pages that are really similar in topic, you’re likely confusing Google as to which page you actually want to rank highest.

This might happen if you’ve got 2 or more similar blog posts, or if you’ve got a blog post and a product page where the copy and intent has gone wrong.

You might have a really old blog ‘A’ from 2005 that seems to rank for a particular keyword.

But let’s say, you’ve since published a new blog ‘B’ with better, more insightful, updated information on that topic that’s valuable for your audience.

You’re naturally going to want blog ‘B’ to rank.

But if you keyword cannibalise, you could end up with ‘A’ ranking higher, and ‘B’ lower, or not at all.

example of keyword cannibalisation in blogs

2. Your external links can thinned out

If companies start finding your old blog ‘A’ and link to that instead of ‘B’, you could be losing out on potential backlinks to the page you really want to be linked to instead.

3. It could cost you website traffic, which means potential sales

Let’s say you’ve keyword cannibalised and, as explained above, both or all of the cannibalised pages now rank at the bottom of page 1, on page 2 or even lower.

Now, let’s say, if you had one combined page, instead of thinning out the content, you’d have all of your ranking and backlink strength on that page.

That could then be the difference to ranking further up page 1.

That means keyword cannibalisation is potentially cutting your website traffic.

How to fix keyword cannibalisation?

1. De-optimise effectively

Remove some mentions of your target keyword from the older blog ‘A’.

Google doesn’t solely use the number of keyword mentions on a page to rank it, so if you do this gently, this should work.

Research how many mentions the top listings include in their copy as a guide too.

Edit any internal links going to the lesser favoured ‘A’ and swap them to point to ‘B’.

Don’t forget to ensure the anchor text is optimised appropriately too.

You might also wish to request any backlinks from external websites (going to ‘A’) to be swapped for ‘B’ too, but this can be tricky if you don’t get replies from those companies.

2.Combine the two or more pages

Put all the content from your cannibalised pages onto one in a digestible, comprehensible layout, and set a 301 to the other pages so you don’t lose any link juice.

Now, everything is pointing to one page, and you could rank higher for your target keyword.

Make a note in Google Analytics so you can see the impact.

If you don’t want to create a brand new other page, just optimise the URL and content on the one, add a redirect from A to B and change your internal links that go to A.

keyword cannibalisation

3.Delete the page

The only reason you should do this is if your low quality page is cannibalised and doesn’t have any value as a purposeful, informative page for your user. If it’s hogging the traffic that your better page could be getting, this is worth considering.

Don’t forget to check if this given page has any backlinks though.

If it does, it’s worth adding a 301 redirect so people can still access the page and land on your website.

If it doesn’t, you can just delete it.

4.Add a noindex tag

If you don’t want page ‘A’ to rank because it causes cannibalisation, and you don’t want people landing on the page, you could add a noindex tag.

This way, Google won’t index it and it won’t appear in the SERPs, giving your other page a better chance to rank for that target keyword.

5.Canonicalise

Canonical tags are a handy way of telling Google: “hey, page ‘A’ and ‘B’ are really similar, but we want ‘B’ to rank because it’s much better for the user”.

So you could add a canonical tag to point to page ‘B’.

In the below instance, you can see a canonical tag for content on two different country’s pages for the audience in the respective locations.

where to find canonicals in code

How do you know which keywords should be mapped to which page?

Keyword mapping and keyword research can be complex, time-consuming processes.

But when done correctly, it should result in very little or zero cases of keyword cannibalisation.

You can check out our guide to understanding what keyword research is in SEO.

We’ve explained what keyword intent is, so you can make sure you’re giving people the pages they’re looking for, and how to go about keyword research.

Essentially, you need to make sure each page has a particular purpose, and that’s not already been done on another page on your site.

Keep your intent in mind for that page so ensure your content matches the user intent of the search term entered.

Here are two quick examples:

  • transactional keywords = category and product pages
  • informational keywords = blog content, ‘how to’ guides

Those are the basics of keyword cannibalisation in SEO.

If you’d like more information on writing for SEO, read our guide today.

You’ll find lots of useful SEO knowledge in our digital marketing blog.

Don’t forget to follow Kaweb on LinkedIn, Facebook, Instagram and Twitter for our latest updates and to stay in the loop on new content like this.

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How The Digital Marketing Funnel Works For Your Business https://www.kaweb.co.uk/blog/how-the-digital-marketing-funnel-works-for-your-business/ Mon, 22 Mar 2021 15:44:49 +0000 https://www.kaweb.co.uk/?p=8131 You’ve heard of the digital marketing funnel. But how can you use it effectively to make digital marketing strategies grow your business further. What is the digital marketing funnel? Why should you care? An example of an effective funnel Stage 1: Awareness Stage 2: Discovery/Research Stage 3: Consideration Stage 4: Conversion Stage 5: Post-conversion loyalty […]

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You’ve heard of the digital marketing funnel.

But how can you use it effectively to make digital marketing strategies grow your business further.

 

What is the digital marketing funnel?

The digital marketing funnel has been around for years.

It’s changed over time, but it’s now developed to include 5 stages.

The important point to note here is that it’s very much a fluid process, rather than a rigid structure, and it can take time and investment to see this come to fruition.

  • awareness – they see a brand or company
  • discovery/research – they start digging around, understand the benefits and grow an interest
  • consideration – they think about buying something
  • conversion – they buy something
  • post-conversion loyalty – they become a brand ambassador, and might drive you more business

This funnel was once only defined as having 3 stages, being ‘awareness’, ‘consideration’, and ‘decision’. And you might say these is just the typical stages of someone buying something.

But that’s exactly why it matters. You can use this, now developed concept, to create a strong digital marketing campaign across your website and social media platforms.

digital marketing funnel

Why should you care? An example of an effective funnel

 

Let’s put the digital marketing funnel into action so you can see how it subtly pushes someone who doesn’t know the name of your business to eventually become a customer.

For example, imagine your business is a sports shoe shop, and ‘Sally’ signs up for another half marathon.

 

What happens? Funnel Phase
Sally remembers how tatty and worn out her running trainers are, so texts her running friend asking what trainers she wears and her friend recommends a few of her favourite brands, including yours Awareness
Sally Googles 3 of those brands, including yours, and sees your Google Ad Awareness
Sally wonders how much money she’ll have to fork out and Googles “how much do running trainers cost” and reads an article by your brand walking her through financial advice for quality trainers. She decides it’s worth the money because it’s a personal investment Consideration
Sally scrolls through Facebook, sees your Ad, clicks it and sees positive reviews and comments on your company page Consideration
Sally gets excited about crossing the finish line and Googles “best running trainers for me”, and finds an infographic that explains how to choose trainers depending on your running style, frequency, and type of terrain Discovery/Research
Sally shares the link with her friend, and a week later, she Googles “running trainers for women”, sees your organic listing and clicks through Discovery/Research
Sally reads that these trainers are specifically designed for longer distance runners, then finds the guide that shows her how to check they’re a good fit and sees they have a reasonable returns policy. Discovery/Research
Sally easily finds the section on delivery times, and decides it’s quick enough Discovery/Research
She finds her size and clicks ‘add to cart’, but then exits for now Discovery/Research
She receives an ‘abandoned cart’ email, and re-opens the site. She sees a ‘10% off ends today’ pop up, and hits ‘complete transaction’ Conversion

What is involved in the stages?

Stage 1: Awareness

At this stage, people who don’t know about your company yet first become aware of your brand. This is where your new potential customer finds a problem, like Sally realising she’s signed up for a half marathon and her trainers are too old and worn out.

Or someone’s boiler breaking, or a couple having moved in and they realise they want to decorate first but don’t have the time to do it themselves, and it’s that first moment they hear of your company name. Whether that’s through a conversation with a friend, a social media post, an organic listing, or a PPC ad like the below.

example of ppc ads

Stage 2: Discovery/Research

This is where that someone starts seeing more of your brand name, in PPC advertisements, in organic listings, a local 3 pack like the one below. It might be on your actual website, or on social media, the list goes on. But they’re starting to develop an interest in how your company can solve their problem. Whether they’re looking for affordable, reliable half marathon trainers, or a trust-worthy boiler replacement or a local decorator they feel comfortable with.

local 3 pack

This part can take time because it’s about building up trust in you as a company. If they buy from you, is their new purchase going to break easily, turn up late or just not be what it’s hyped up to be?

This can take longer especially if it’s a higher cost buy. This potential customer wants to be 100% sure before they convert.

Stage 3: Consideration

This is where your potential customer has a significant interest in your brand, and they do want to buy from you. But something is holding them back. Maybe they’re not sure on the price, or they want to see that other customers are happy.

Stage 4: Conversion

This is where your potential customer makes the end purchase. They’ve grown aware of your brand and are convinced enough that you can help solve their problem.

They trust that the running trainers will be comfortable and practical enough for their half marathon. They trust that you’re the right experienced expert to replace your boiler.

They trust that your decorator is on the same page as you and you’ll have a beautiful, but affordable new flat in next to no time.

So they make the purchase.

Stage 5: Post-Conversion Loyalty

If your converted customer has a positive experience from your brand, they become a brand ambassador for you.

People talk about positive experiences, which means if you give good business, your new customers will naturally help grow your brand awareness.

They might leave a glowing review on your website or on your social media.

They might follow your company page on social platforms, and even share, like or comment with positive responses.

They might tell their friends and family about your company and why they liked you.

This might have a ripple effect where the good news spreads, and a family member might search for your brand first the next time they’re in need of what you sell.

Or, if what you sell can be bought over and over, your new customer is more likely to return for a repeat purchase.

 

The content & marketing you need for each stage

 

Stage 1: Awareness

Did you know people in the UK spent just under 2 hours a day on social media in the third quarter of 2020? And over 6 hours a day solely using the internet on any device?

That means get in front of your potential customer.

  • Get mobile optimised using Google’s tool
  • Be active on social media
  • Post regular industry updates
  • Publish information that’s genuinely helpful for your audience
  • Don’t post random information
  • Check your priority pages are optimised for organic search, so they show up and get the traffic they deserve
  • Make sure your website runs smoothly and doesn’t break easily when it gets a higher amount of traffic, use Core Web Vitals in Search Consolemobile friendly tool and core web vitals

Stage 2: Discovery/Research

In 2017, a study showed that 74% of consumers use search engines to find out more information, during this phase. This will undoubtedly have grown since then. In fact, 70% of people who buy something online use Google at the very least 2-3x to hunt for more info.

So, write for SEO. Create helpful creative content for those people to access, see and read.

That could include ‘how to’ posts, or ‘best X for me’, or ‘how much does X cost’. This is where you need to create content on your website and any other platforms you use that answers peoples’ questions.

Give them the information they want in the most digestible form.

For example:

  • Blog content that’s optimised and appears as a featured snippet (higher CTR) – how much does it cost to decorate my flat? See an example of ‘people also ask’ opportunities below
  • Ebook that’s got an optimised landing page on your website and a link in your social bio – guide to plan decorating your new flat
  • Infographic that’s accessible on your social media platforms & website – top 5 benefits of choosing the right decorator
  • Google My Business listing that shows up for ‘local decorators’ – you’d need to set this up as part of a local SEO strategy
  • Quick practical videos that put your product or service into action
  • Informative product and category pages mentioning USPs
  • Whitepapers with updated research and industry information

examples of research and discovery phase in seo

Stage 3: Consideration

Your potential customer is growing interested. But they need to be really convinced you’ve got the solution to their problem.

  • Display positive GDPR compliant customer testimonials on your website, from real people
  • Put your offers and discounts on your website and make it stand out
  • Include demonstrative videos about what you sell
  • Use your USPs to play on your audience’s pain points

Stage 4: Conversion

They’re hooked, but they’re not ready to buy yet. Consider the following:

  • Set up ‘abandon cart’ emails
  • Add successful case studies to your website
  • Add clear, quality, relevant images to your website
  • Include a FAQ for your customers on your website

Stage 5: Post-Conversion Loyalty

This phase is just as important, even if your customer has now converted.

If you nourish that new relationship, they’re more likely to see that you truly care and value them as a customer.

They may become that brand ambassador, which leads to more potential business.

  • Give some ‘free’ information or giveaways
  • Provide loyalty offers
  • Have a strong customer service team in some form
  • Good post-purchase communication
  • Exclusive newsletters

How to measure the success
You’ve got all of the above in place. So how do you know it works? How can you go about checking this to track how successful each part is, so you know what you need to improve going forwards, if there is?

Here are some pointers to ask.

You’ll need to get set up in Google Analytics to ensure tracking is properly working.

You can measure page by page performance by any given time period.

measuring success of digital marketing funnel

  • Does your conversion rate and revenue go up?
  • Does your bounce/exit rate go down?
  • Have you seen an increase in any of your traffic, including Social, Paid, Organic or Referral?
  • Have you seen an increase in organic keyword rankings?
  • Have you seen a higher length of time in your Session Duration?
  • Have you seen more content downloads for your e-book?
  • Have you seen more engagement and followers on your social media?
  • Have you seen a better CTR on your marketing emails?

Now you should feel more confident in how to maximise the digital marketing funnel for your campaigns to grow.

You might also be interested in these from our digital marketing blog:

While you’re here, catch us on Facebook, Twitter, Instagram and LinkedIn too with the latest information.

The post How The Digital Marketing Funnel Works For Your Business appeared first on Kaweb.

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SEO Glossary https://www.kaweb.co.uk/blog/seo-glossary/ Mon, 15 Mar 2021 09:42:25 +0000 https://www.kaweb.co.uk/?p=8044 Stumped by all the jargon in organic search? We know there’s a lot. That’s why we’ve put together an SEO glossary. Start building a basic understanding of what these terms mean. Algorithm: A type of software Google has that it uses when it ranks pages for different keywords. There are multiple different ranking signals Google […]

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Stumped by all the jargon in organic search?

We know there’s a lot.

That’s why we’ve put together an SEO glossary.

Start building a basic understanding of what these terms mean.

Algorithm: A type of software Google has that it uses when it ranks pages for different keywords.

There are multiple different ranking signals Google checks for. These algorithm changes can happen throughout the year. Find out more about Google core updates.

Alt text: the words that act as the label to describe an image.

Best practice is to have an alt text that describes what’s in the image. Then, optimise it by including your target keyword for that page. We’ve grabbed an example so you can see what it looks like in the code of your page.

where to find image alt texts in code

Anchor text: the words that are clickable on a piece of copy that has a link, either internal or external.

This anchor text should include words that tell Google and your user what the linked page is about, and ideally include the keyword for that linked page.

Backlink: When one page from an external domain (a domain that’s not yours) links to your page/domain.

Blog: Content that’s outside of the realm of the home page, product pages or category pages.

They are informative, helpful pages that your audience should enjoy reading and gain relevant knowledge from.

Bounce rate: The rate at which your users tend to exit a given page, and leave the website completely.

This is calculated by how many sessions each page gets and how many of those sessions then end by that session user exiting the website. You’d want to aim for a less than 55% bounce rate, roughly. Otherwise, depending on the page, this should cause alarm bells.

where to find bounce rate on google analytics

Cannibalisation: When different pages are ranking for the same keyword.

This can be unintentional but it can damage your SEO performance because it confuses Google.

If you have similar forms of content across your website that ranks for the same keyword, Google won’t know which one you really want it to rank as the most effective and important listing for that keyword.

Canonical: When you have more than one URL with seemingly the same content on, you can add a canonical tag to both of the pages that tells Google which one is the canonical.

The canonicalised one is the page you want to rank. You might add a canonical to location specific URLs, so people in different countries can access the right translated versions. It looks like this:

where to find canonicals in the code for country variations

CMS: Content management system, like WordPress or Joomla.

This is where all of the changes are made to a website.

Click-through rate: The number of people who search for a keyword and see your listing, compared to the number of people who see it and actually open the link to your website.

It’s also known as CTR.

Conversion: When a user takes the action at the bottom of the funnel, such as making a purchase or sending an enquiry.

You can see this per page and per goal in Google Analytics, where a goal might be a form fill submission, or reaching a ‘thank you’ page after buying a product. It looks like this:

where to find conversion rate in analytics

Crawl: When Google finds and accesses your site, it needs to ‘read’ everything on it.

That means the sitemap, the pages, all links and so on. This process is called crawling, and it does this before it indexes your site, so it can rank your pages.

Crawl budget: Google has a set crawl budget. This is the number of pages that it can crawl to be indexed each time it does so.

This is why it’s important to use your robots.txt file effectively, so to not waste Google’s crawl budget. You might set irrelevant or unimportant pages to be noindexed, so that only the pages you want to show up the listings get indexed.

Disavow: A ‘disavow’ is processed when you don’t want a link to be associated with your domain, if it’s of poor quality or from a low domain authority for example.

You can send a request via Google Search Console for Google to remove the association between the link you want to be disavowed. You do this by going to Google’s disavow tool, selecting your Property (you’ll need to set this up in Google Search Console), and uploading a list of domains you want to disavow.

how to disavow using Googles tool

 

Domain authority: The strength of a site which has been decided over time.

Big time SEO players Moz created a ‘domain authority score’ that’s set between 0 and 100, and Google does take this into account before it ranks a page. Find out more about domain authority in SEO.

Duplicate content: When there are instances of the exact same copy on one or more different URLs on a site.

Best practice is to aim for unique content. Read more information on duplicate content in SEO.

Featured Snippet: A featured snippet is a short type of text that can appear at the top of the Google listings.

It gives the reader a quick answer with information they’re directly looking for, and is known to have an exceptionally higher CTR, of 23% (according to 2020 data). There are different ways information can be displayed, like a step by step set of instructions, a bulleted listicle or a short paragraph.

But here is an example of a keyword with a search volume of 880 that shows a featured snippet result. So, 880 (SV) x 23% (CTR) = 205 click throughs.

what a featured snippet looks like

H tags: Headings that are designed to break up and structure content. They’re also one of Google’s high value parts of the page it checks when it indexes, so it’s best practice to optimise these.

HTTP: A URL that is not secure

HTTPS:  A URL that is secure.

This protocol is best practice to have, to show Google your website is secure and safe for users to land on.

Hreflang: A code that is used to tell Google it’s the same content, but it’s written in a way that’s targeted for different languages or locations. It goes in the sitemap, can be a HTML tag or in the HTTP header, and it looks like this:

 

where hreflang is in website code

Indexing: When Google has accessed and read a page, and then stores it, so to speak, so that it can rank it.

Infographic: A visual piece of content in the form of imagery rather than copy only

Internal link: A hyperlink from one page on your domain to another page on that same domain. Find out more about internal linking in SEO.

Keyword: A word or phrase that has at least one word in that a user has searched into Google.

Keyword density: This means how many times the keyword appears on that page.

Keyword difficulty: How hard it is estimated to rank for that given keyword, based on competition and search volume.

Keyword research: The process of looking for and finding a set of keywords you want to optimise any given page for. Find out what keyword research for SEO is.

Keyword stuffing: When a keyword is mentioned too many times on the page, making the copy potentially read unnaturally. This can not only put people off reading your content, and also cause a drop in rankings if Google notices this.

Link building: The process of growing your link profile, which is the number and quality of your external links.

Gaining natural backlinks can take time and resource and isn’t always successful. It is best practice to create super high quality content that companies will want to link to. You can check out our guide on writing for SEO, or read the top 10 link building myths in SEO.

Local queries: Search terms that have a geographical inclusion.

For example the keyword might be “shoe shops near me” or “bars in Birmingham”, but here is an example result.

example of local keyword search

Long tail keyword: A keyword that has 3 or more words as part of the search term.

These can often be prefixed with: what, why, how, when, who.

Meta data: The collective phrase that refers to the meta title and description together.

See the example below of where the meta title and description can be found. The red arrow points to the meta title, and the green arrow points to the meta description.

how to find the meta data in a search listing

Meta description: The copy that sits underneath the meta title

Meta title: This is the blue title text that’s the first part of the listing

Mobile first: This refers to when Google started taking notice of how websites perform on mobile, as well as desktop (and tablet), as of 2018.

Nofollow: The link juice, or strength, isn’t being passed from the one link to the other.

However, if you receive a nofollow link, you will still receive referral traffic from any website users who click that link, which Google will recognise.

Orphan page: A page on a domain that has no internal links anywhere else on that domain.

Best practice is to avoid these at all times if that page is to rank, otherwise Google won’t understand how that page connects to other pages on the website.

Pagination: when a website owner uses a tag like rel=”prev” and rel=”next”, for example on an ecommerce page of product listings. It indicates to Google how these pages relate to each other, and Google acknowledges that the user should really be sent to the first page in that sequence.

Redirect: when a page gets moved to another location, it gets ‘redirected’ so that the user can find that page automatically, and doesn’t land on a broken page. There are permanent redirects and temporary redirects.

Robots.txt: a crawl directive, or a way of telling Google which pages you do and don’t want to be crawled indexed. Find out more about how robots.txt work in SEO.

Search volume: The amount of times that keyword has been entered into Google on average that month. Use the below example to see where to find search volume if you use Google Keyword Planner.

where to find search volume in google keyword planner

SEO: SEO stands for search engine optimisation and refers to the entire concept of making on page, off page and off site changes to boost your organic visibility, causing an increase in website traffic and conversions. Find about what SEO is.

Sitemap: A list of every single URL that sits on your domain, usually can be found by accessing the following: www.yourdomainname/sitemap.xml

Site speed: How fast your site or a given page on your domain loads and functions for the user. This can affect your ability to rank. Find out why site speed matters in SEO and how to improve.

Structured data:  A way of labelling your content so that Google understands what the page is for. For example, you can label it as a ‘recipe’ or ‘product’. You can do this using Schema.

Thin content: When a page has such a low amount of copy on, it can be classed as ‘thin content’. Google can then struggle to know where to rank this page, if it’s set to be indexed.

Transactional queries: A search term that suggests the user is much further down the marketing funnel.

They are ready to purchase from you, rather than only looking for more topic information. For example, “buy trainers sale” is transactional which is why it shows more ecommerce results focused on online shopping. But “which are the best trainers” is likely to be an information search, which is why it shows a helpful guide and a People Also Ask feature. See below the difference in the SERPs.

examples of transactional vs informational queries

Bonus jargon! What do these codes mean?

404: An error page, a broken page

301: This page has been permanently redirected.

302: This page has been temporarily moved.

5xx: Error code that is related to a server problem.

2xx: The page was accessed and loaded successfully.

 

We hope our SEO glossary helps clear things up, but if you’re still a little confused or have any questions, you can get in touch.

Or head to our digital marketing blog, where we have an abundance of information, all things SEO.

We’re talking about the latest updates on Facebook, Instagram, Twitter and LinkedIn too.

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How To Choose The Right SEO Agency https://www.kaweb.co.uk/blog/how-to-choose-the-right-seo-agency/ Fri, 05 Mar 2021 11:00:55 +0000 https://www.kaweb.co.uk/?p=7984 If you’ve decided your business is ready to take the leap and choose an SEO agency, it can get a bit overwhelming. It’s important to choose the right SEO company who’s on board with your requirements as well as a company of people you have a good working relationship with. Here is some advice to […]

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If you’ve decided your business is ready to take the leap and choose an SEO agency, it can get a bit overwhelming.

It’s important to choose the right SEO company who’s on board with your requirements as well as a company of people you have a good working relationship with.

Here is some advice to keep in mind so you’re a little more clued up on what to look for.

And we’ve added some suggestions for how a positive client-agency working relationship can really make the difference if the marketing is to be successful.

Here is some food for thought if you don’t know how to choose the right SEO company

Think about what your outcome is for your website before you do anything.

  • A) Have your copywriters been creating content but it’s just not getting traffic?
  • B) Have you got a super active blog section with super detailed, fantastic content, but you’ve noticed your main product pages don’t rank?
  • C) Are you held back on your domain authority (DA) because you have hardly any external links?

Sound familiar? This could be why:

  • A) If your pages haven’t been assigned the right keywords and then fully optimised in the best practice way to target this, that could be why your pages don’t rank. You might be targeting keywords that are just really competitive. Also, there might be something more technical going on like major indexing problems in your sitemap, and fixing this would be your resolution. So you need an SEO agency to help you with keyword research and technical investigation.
  • B) Having an active blog is a great thing. But if you focus your efforts too much on your blog because you know “it’s good to drive traffic through long tail keywords”, your main service or product pages might suffer. You need to make sure the pages that end up in a sale are optimised for organic search. And then use the blog to support those pages. So you need an SEO agency to optimise your priority pages for on & off page SEO.
  • C) Links! If your pages are well optimised for your target keywords, have you checked your competitor’s DA? If they have a better link profile because they have more or better quality links, that could be why they’re ahead. So you need an SEO agency to help you build more quality links.

So you now know what you want from your SEO company, great news. But what should you look for?

Here are 10 pointers to consider when you’re looking for an SEO agency

  1. See how they outline their process

There is an art behind best practice, and SEO is no different. Are all of the cogs that make up the SEO wheel included, like the below? Remember, there’s a lot involved in organic search, so an agency needs to follow the right techniques with day to day SEO.

seo services process

2. Be sure you and your agency have the same goal

You know your business better than anyone.

So it’s key for all parties to be on the same page, whether that’s ecommerce growth or a lead generation project.

If you can get a positive feel for an agency you can see as an extension of your own team, not a separate agency, the relationship will work well.

3. Have a look at the track record

When you’re making an investment, you want to know you’re putting your money in the best people to bring you results. Getting results in organic search is a long term game, we’ve said it before and we’ll say it again.

But it takes time, effort and a lot of research. So check out their portfolio of clients.

This will help to give you an idea of the size and type of brands they’re previously worked with, it tells you they have experience in what they do, and how well the task in hand went.

4. Check out some real life customer testimonials if they have them

There’s nothing better than real people shouting about the great things a hard working team of specialists has done for a business to bring it more business.

So check out if the agency has any client testimonials for you to see.

5. Check if they keep up to date with the industry they’re in

If a company doesn’t know the latest trends and changes in their own industry, there’s a real question lingering.

But because there are constantly new snippets of news and updates in the world of SEO, it’s vital to choose an SEO agency who is aware of that movement.

So check out their blog and take a look at their Facebook, Twitter, LinkedIn and Instagram and see if they’re in the know.

For example, if you’re interested in any of the below, you can access all of our latest content over on our links page.links page with new content

6. Look for a positive company culture

It’s a well known concept to like the people you work with, if you can.

So get a feel for what they’re about, what vibe they give you and see if you could picture working with them over time to bring you great results.

7. Try to gauge a good feeling when you visit them

A phone call is a good start.

But it’s even better to kick things off in person, where possible.

In 2021, that can be a challenge, so organise a virtual meeting as soon as possible with all the right people who need to be in the know and see if your creativity meets theirs.

Try to see if you’re all on the same page before going further.

8. Find out if the agency is upfront about budget

Again, this is an investment for your business, so you will naturally want to make the right one.

That means ask questions about how the agency’s costs work.

We might have mentioned before that SEO can be a slow burner… So you need to work out if your budget works with the agency over a given time period.

9. Learn how they do things

If you’re wondering how to choose an SEO agency, bear in mind that different agencies have different ways of working. For example, they may stick to a more structured approach each month, or they may do more research to find new, innovative opportunities outside that ‘best practice box’. Have a think about which approach you’d like to see.

10. Don’t be afraid to ask, and be asked, questions

When you’re choosing an SEO agency, have a good chat with them.

This will help you get a feel for the type of people you might be working with.

  • Are you looking for a company to get on with the task in hand and then report regularly on the progress?
  • Or, do you prefer to have more open, frequent communication to work together as a team?

Decide what you’d like from an SEO company.

Be sure to ask potential agencies questions, whether that’s SEO knowledge, reporting queries or how they work as a team.

What will help you build confidence in each other?

As you chat to each other to learn if it has potential for a positive, smooth client-agency relationship, they may ask you questions too. They’re going to be working with you or your marketing team to get more people to your website and get more sales through it.

So they need to understand the ins and outs of your business, brand, how you work as a team, and your priorities.

How a client-agency relationship can work best

  • good communication between all – regular, clear contact can really help all parties to learn from one another and keep aligned
  • building trust over time – an increase in trust can not only mean a more effective, successful professional relationship, but also allows more time to focus on the task in hand, to drive more results
  • expectations managed on both parts – it’s important to outline and agree what is planned and expected from everyone involved to ensure all parties are happy with the plan and the contracted schedule can stay focused and effective from the start
  • establishing the most effective way of working/file sharing – having a quick, easy way of sharing documents and project plans not only saves time and means everyone gets hassle-free access to schedules and key documents, it also allows the submission of brand, content guidelines & product/service information to ensure everything is factually correct

That’s a wrap! You might also like:

Discover more useful SEO tips on our digital marketing blog and why not follow us on social media? The links are just below for you.

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Why SEO matters in 2021 & why you think it doesn’t https://www.kaweb.co.uk/blog/why-seo-matters/ Fri, 19 Feb 2021 14:11:55 +0000 https://www.kaweb.co.uk/?p=7954 We’ve been asking some big questions, like is SEO worth it? and how does Google rank websites? but this addresses another huge query. These are reasons why SEO matters. We’ll look at some big reasons as to why search engine optimisation shouldn’t be cast aside. Why SEO matters? It shows you real data, not hunches […]

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We’ve been asking some big questions, like is SEO worth it? and how does Google rank websites? but this addresses another huge query. These are reasons why SEO matters.

customer journey through organic search seo

We’ll look at some big reasons as to why search engine optimisation shouldn’t be cast aside.

Why SEO matters?

  1. It shows you real data, not hunches
  2. It gets you more conversions
  3. It builds a long term audience
  4. It’s the most cost effective form of marketing
  5. It helps you show up in Google’s rankings
  6. It’s natural advertising, not pushy
  7. It helps businesses that don’t even have a website yet
  8. It affects your audience buyer’s journey
  9. SEO enhances your brand’s credibility
  10. Organic traffic is one of the biggest sources of traffic

Let’s dig in.

1. It shows you real data, not hunches

A logical search engine optimisation campaign will use Google Analytics to track everything. That means the SEO strategy is then fuelled using the tracking the real behaviours of people who land on a website. From the most commonly used pages to the bounce rates and conversion rates, data is reliable. It’s not based on a guesstimate, a rough take, an idea or a hunch. If you’re using SEO, you can pinpoint exactly where your natural sessions are coming from, and how many are converting. Only then can you logically decide where your focus should be to get more traffic.

2. It gets you more conversions

If your current traffic is converting (even if the conversion rate is low), using search engine optimisation to get more traffic will naturally mean you get more conversions. If your traffic isn’t converting, it’s worth looking at why – this is where conversion rate optimisation can help.

Did you know that, as of 2019, according to Smart Bug Media

“SEO leads have a 14.6% conversion rate, while outbound leads (such as direct mail or print advertising) have a 1.7% conversion rate”?

3. It builds a long term audience

You might already know that PPC is much more likely to get you quicker results. It’s successful in that sense, don’t get us wrong. But a huge benefit as to why organic search matters, is that optimising your website isn’t just about appearing for keywords. SEO takes time, and that makes it an investment, that pays off when it’s done right.

Over the time you’re working on your SEO, Google will notice you fixing technical problems, and making content changes. When you fix things, Google theoretically rewards this. So, not only will you start to successfully rank for your target keywords, but your brand name starts appearing, and keeps appearing, to your audience.

In other words, SEO helps boost your brand awareness. If people keep seeing your brand name in the listings, they might outright search for your brand name and click your URL, select one of your organic listings, or type in your website domain into Google. The result? All your site traffic.

4. It’s the most cost effective form of marketing

Other forms of marketing can mean you’re paying to appear, drive traffic and generate leads. But with SEO, the cost is paying for the time invested by experienced specialists in the industry, the resource and data they have and the tools they’ll utilise effectively and regularly. That’s what will really make an SEO campaign work successfully.

That’s why in the long run, it’s more cost effective than having to pay every day to have your brand or website domain appear in an advertising or pay per click spaces.

5. It helps you show up in Google’s rankings

When SEO is done correctly, you can start being listed by Google in the SERPs. And when you appear as a listing, you’ll get what’s called a ‘click through rate’ (CTR). This means the number of people who see your listing, compared to how many of those actually click your link. If you rank on page 1, the CTR shifts up to be more noticeable than page 2.

Here are the average CTRs for page 1 listings, as of 2020:

Rank CTR
1 34.20%
2 17.10%
3 11.40%
4 8.10%
5 7.40%
6 5.10%
7 4.10%
8 3.30%
9 2.90%
10 2.60%

If your keyword has a monthly search volume of, let’s say, 8000. Then, let’s say, before you start any SEO work, you rank way down past the third or fourth pages of Google’s listings. You carry out the right optimisation, and reach position 4. This gives you a total monthly number of organic sessions of 648 (if the search volume and position stays the same). Depending on what your conversion rate is, those are extra natural  conversions your business wouldn’t have had without SEO.

6. It’s natural advertising, not pushy

The Drum talks about a study from 2020 that asked 8k people across the UK, China and US their opinions about marketing. A whopping 70% of people in the UK answered that they “don’t trust” information on social platforms from brands. This tells us it’s quite clear people don’t like pushy advertising. That is exactly why SEO helps, because it’s not shoving a pamphlet in someone’s face in the street. It’s naturally appearing in a list of answers – for something that someone is already looking for.

7. It helps business that don’t even have a website yet

A lot of people think of SEO that only works if you’ve got a website. But the concept goes a step further. Search engines have a clever piece of magic means that they can pull data to show up for different businesses. So, if  you don’t have a domain, Google can still show your Google My Business profile (if you have one) to users who search for you.

That means you might benefit from the search (because someone will see your business contact details and Google Maps will show your location), without you having a website. On top of that, if you have reviews on other websites, Google might pull these up too.

That’s just how advanced Google is. So, imagine if you had a tip-top website on top of that.. Imagine the potential to be found then.

8. It affects your audience’s buyer journey

You’re probably already familiar with the marketing journey, or marketing funnel*. Well, SEO has the potential to cover all parts of the marketing funnel. Here is how organic search specialists use SEO at each stage of the consumer journey:

  • TOFU (Top of Funnel) = awareness, so create social media posts, videos and helpful blog posts
  • MOFU (Middle of Funnel) = consideration, so produce educational demos, case studies and ‘how to’ pieces
  • BOFU (Bottom of Funnel) = conversion, so build a portfolio of persuasive pieces like testimonials and reviews

Having a website is one thing. But without best practice organic search, you won’t be able to create any of the content above that’s successfully optimised, ranks and gets seen, to feed into the user’s journey. Only then will you get sales, which is why SEO is important to get potential customers.

*If not – the marketing funnel is a 3 stage process with the third part being where your user converts into a customer by enquiring or buying a product

marketing funnel in 3 stages

9. SEO enhances your brand’s credibility

It’s one thing to have a well optimised website in the sense of appearing for the right keywords. But if your website is difficult to use, not very user friendly, really slow, and generally looks poor, this affects your brand too. And if people start not liking something about your website, they’re less likely to click your organic listing.

Just like when you create a new product, you want it to function as it needs to, but also look good and feel good. Ask yourself:

  • Does it look well put together?
  • Do you think it would catch your users’ attention?
  • Is it visual enough to then keep it?
  • Is it quick and easy to physically use?
  • Does it break?

Of course, there are other more technical parts that Google will judge and make a decision as to where to rank your website as a brand, like domain authority in SEO, your robots.txt file setup, your internal linking and much more. But to get real people on your side, make sure your website ticks those boxes.

10. Natural traffic is one of the biggest sources of traffic

No, really. In 2019, Search Engine Land reported that “organic search is responsible for 53% of all site traffic”. That’s over half of your website traffic coming from natural traffic, you could be missing if you’ve not got an SEO strategy in place.

So what about conversions? Well, they went on to tell us that over 44% of the revenue comes from organic research.

That’s a wrap on why SEO is important

We’ve established some well-grounded reasons into why you should use SEO as part of your digital marketing. So, let’s explore some of the reasons an SEO strategy can go wrong. It sounds controversial, but there are really important factors to keep in mind if you’re ‘doing SEO’, if you want it to work and get you more sales.

Here are some hard truths involving situations where SEO doesn’t work, and our solution.

  1. Pulling the plug too soon

SEO is a long term game. It can take months to see a return on investment. It also depends on the state of a website when the work starts as to how fast those results happen. For example, if there are lots of indexing problems and other technical issues for example with broken pages, then these would need to be addressed. Equally, if your industry is highly competitive, this means you might need even more time to assess the SERPs and optimise the pages.

There are so many factors that affect a website’s ability to rank, and it can’t be done overnight. So, don’t expect results at the click of a finger. The hard work will pay off, in time, so don’t throw the towel in if you’ve not seen more money coming in after a week, or even a month! If you want fast results, PPC might be a better option.

2. There’s no demand

SEO services work when there is search volume. That’s one of the most commonly thrown around piece of jargon, but it’s so important. It refers to the number of people on average every month that are entering a given keyword into Google. That means if you’ve done extensively thorough keyword research, and there is no search volume for a particular product or service, no one is looking for it directly.

That means you won’t get organic traffic. So don’t waste your time, and consider a different form of digital marketing.

keyword research shows no search volume

3. IT problems

IT staff can be absolute life savers day in day out. But SEO won’t work if it can’t work with the IT infrastructure. If the technical issues on a website cannot be addressed or even accessed for one reason or another, stop. Off page SEO like indexing problems are just as important as on page SEO, like content and keywords. But if you know you can’t address those indexing problems, it’s pointless trying to get your keywords on the page because there is unfixable problem with the IT.

Instead, work out if you can actually fix the issue with the infrastructure and support team. This might take time, but only when you have a solid IT setup, then you can think about SEO.

4. User experience problems

The purpose of SEO is to get you more organic traffic, that converts. So you can increase your organic sessions every month if you’re really clever, but if your user journey is too poor, you won’t get any conversions. This then can look like your SEO has failed. But if you’re getting site traffic, it’s your user experience that needs evaluating.

Consider conversion rate optimisation to get your conversions up. It could be that the colour of a button or the placement of some content is super distracting and making your visitors leave. Improve this, and you’ll see better traffic and conversions.

For example, we worked with a cosmetic surgery client to increase their conversion rate on the home page. Our SEO specialist changed the colour of the Call To Action to ‘Contact’ the company, as well as moving the ‘Pricing’ and ‘Contact’ buttons to a more obvious place. Here are the results from that change.

conversions increased by seo

5. Lack of resources

We’ve said that SEO is a longer term game, and we also know that it needs regular love. That means running new checks throughout the month where you can, finding new opportunities and optimising the site for off and on page SEO. But time is money, and if you only have a very limited number of hours every month to play with, your SEO performance will take a lot longer to see the results, than if you invest a few more days.

Now we’ve thoroughly explained the reasons why search engines love SEO, and why you should too, here is some more useful content you might be interested in.

Don’t forget to stay up to date on our digital marketing blog for more insightful knowledge, and follow us on Instagram, Facebook, Twitter and LinkedIn.

Frequently asked questions

Why SEO matters?

SEO matters because it enables you to rank for search terms that your target audience are looking for. You take up more space in the search results which leads to more website traffic.

Does SEO still work 2020?

Yes. Organic search has changed over time but it still works effectively to increase your website traffic. Lots of business owners choose to use marketing strategies like search engine optimisation.

Will SEO exist in 5 years?

It’s more probable that SEO will bloom in the next 5 years because of how Google and its algorithm is constantly updating. This goes for PPC and social media too, with millions of users every day.

Does Google use keywords for SEO?

Yes. When Google crawls and indexes your page, it will look at what keywords you’ve used in key places, including your H1 and meta data. This indicates to the search engine what you want to rank for.

How do I improve my Google SEO ranking?

Upload engaging, relevant and authoritative content often. Build a fast website that is worth linking to so you can get good, natural links. Make sure you use follow best practice SEO.

Is SEO dead?

SEO isn’t dead and businesses can use search engine optimisation marketing to make more money and see a return on investment. If there is an internet, SEO is still alive.

How many keywords is too many?

There isn’t a set number of how many is too many. But if your content reads unnatural, there’s too many. It can depend on copy length, but 20 keywords in a page is more than likely too many for any page.

The post Why SEO matters in 2021 & why you think it doesn’t appeared first on Kaweb.

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Writing For SEO – Ultimate Guide in 2021 https://www.kaweb.co.uk/blog/writing-for-seo/ Fri, 12 Feb 2021 16:15:29 +0000 https://www.kaweb.co.uk/?p=7978 So you want to rank? Well, writing for SEO is a tricky business, especially if you’re new to organic search. But there are some clever best practices and techniques we know from our experience that we can let you in on. We’ll go through how to start writing for SEO and what to keep in […]

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So you want to rank?

Well, writing for SEO is a tricky business, especially if you’re new to organic search.

But there are some clever best practices and techniques we know from our experience that we can let you in on.

We’ll go through how to start writing for SEO and what to keep in mind.

That way, you can start creating SEO-friendly content and rank for your target keywords.

What do ranking keywords bring? Traffic!

So before we get into the nitty gritty ‘how to’s for SEO writing, let’s go through some quick fire top tips that get missed so often.

And then we’ll break some of the different types of content down into 4 parts.

10 Top tips if you’re writing for SEO

  1. Write for your audience

If your content is genuinely super valuable, it won’t be full of jargon, difficult to read or over the top.

You’re writing so that you can be found, so make your copy reflect that.

Remember that every article doesn’t need to be a pushy sales one.

Be informative, relevant and interesting, and build yourself up as an authority figure that your audience wants to get helpful information from.

2. Keep it all to yourself

That means keep everything linked to your website.

That way, you can track all of your website traffic, including any referral traffic.

Always try to link back to your website as best practice.

3. Write good headlines

Avoid boring your audience.

Make titles punchy, add some brand personality if it feels right, and remember to get your target keyword in if you can.

Just remember that your title is the deciding factor for people wondering whether to click on to your website.

Don’t put them off, reel them in!

4. Use your keywords

Google wants to know what you’re writing about, so it can rank you for it.

But it won’t just guess if you don’t include any.

So naturally optimise for keywords you want to appear for, and don’t keyword stuff.

Find out how to do keyword research for SEO.

5. Structure it right

We’ve seen so many blog articles that ramble on and on and then just, end.

Don’t do that. Instead, add a title, a number of sections with sub sections and paragraphs appropriately.

Then, summarise and include a call to action, that takes your user to the next step.

For example, link them from a new article to another relevant one, or a relevant category page.

Make it purposeful and enjoyable to read. Your audience will want to come back, and want to take action.

6. Add some pictures

Make them relevant to the copy it sits next to, don’t just throw in any old image.

Add an ‘alt text’ which describes the image to Google, and include your target keyword, if it’s natural.

For some originality, try to avoid stock images because they can look generic, and instead create your own branded photos.

7. Use social media to gain traction

Post a link to your new content on your social media platforms.

Write an engaging social post, get people interested and add a link to it.

If people click your link and land on the page, even if they read it and then leave, Google will still notice this as traffic (you’ll see this under ‘social’ traffic). Don’t forget to get Google Analytics set up for this one though.

8. Role model natural link building

If you add a link to your own website on your new article and your article then gets picked up by an external website who share it, you’ll get any referral traffic too.

Make it easy for people to access your website and make things shareable.

9. Track your content

Don’t make the mistake of not using Google Analytics. You can watch how it performs.

See if people bounce or spend time reading, and then how many people take an action afterwards.

You’ll learn what works and what doesn’t when you’re writing for SEO, so you can keep people on the site and eventually convert them into a customer.

10. Change it up

Variety is the spice of life, they say. And that goes when you’re SEO writing too.

So many companies write a blog for the sake of a blog, and then more blogs.

But a bit of research time might show you that people are looking for something more visual, like an infographic, that they can quickly share on social media

Or, if it’s more detailed content, produce a downloadable e-book, so that people can save it, and use it themselves.

Extra top tip in SEO writing!

11. Add links

When you add an internal link to your anchor text, you give easy access to more insightful pages to your user.

You’re also providing Google with an indicator as to what the linked page is about.

Just don’t forget to make sure your anchor text includes the target keyword for the page you’re linking to

You can find out more about internal linking in SEO.

Those are some of the top tips when it comes to writing content for SEO. But there are lots of types of content that you might write when you’re maintaining your website. So let’s look at how to write for SEO in different forms.

Part 1 of 4: Writing product descriptions for SEO

This might depend on the type of product you’re trying to sell.

If your product is a simple, well-known consumer item like a t-shirt, you’ll need to provide your user with some basic information.

But you might need to display other product info if it’s a more complex product. So, here is some advice for writing product descriptions for SEO.

  • Identify your target audience – before you do anything, you need to pinpoint exactly who you are trying to engage with
  • Tell users what the product does – mention the benefits
  • Add your target keyword to the page – where you can, and where it’s natural – there’s evidence that including your target keyword when you’re writing product descriptions for SEO can increase rankings
  • Use visual content displays – bullet points can work well
  • Provide basic information – colour/prices/stock/delivery levels if applicable
  • Be selling, but don’t go overboard – if a user is on a product page, they’re like to be interested, but they might have hesitations, so do highlight your strengths as a trustworthy brand, but don’t claim to be a market leading expert if you’re not
  • Include a drop down where applicable –  add ‘more product info’ that details technical specifications if they need to be added
  • Touch on your user’s persona – if they’re after comfort, practicality or affordability, describe your product to match their needs. As you do this, put yourself in your user’s shoes, and ask yourself “so what?”.. if you’re not persuaded or at least interested, you need to tailor the copy more to your persona
  • Inject some of your brand personality – people connect with real brands, so if you’re fun and familiar, eccentric or more formal, add your stamp to the page
  • Insert some images – your users are going to want to see what they buy, before they buy it (and add your optimised alt text!)
  • Use simple language that’s easy to comprehend – your user might be at the very end of their buyer’s journey about to purchase, so avoid long, difficult words and use snappy, short and sweet text to push them through quickly
  • Display your content in a user-friendly way – did you know that people tend to scan in a F-shape, starting from the left?
  • Drop in some urgency and emotion-fuelled words – like the below example

Which would YOU purchase?

“Buy this dress” 

OR

“NEW! Introducing our gorgeous and feminine number. Shop online now.”

We know which one we’d choose as well.

Part 2 of 4: Blog writing tips for SEO

If you think you can just type out an article that’s slightly related to your industry, throw any keyword mention in, and appear on page one the next day, you’d be wrong.

First thing’s first, keep in mind the top 11 tips at the start of this page.

And then use the following steps as a guideline for article writing for SEO.

1. Do your homework

Once you’ve got a keyword, look at the SERPs to establish what the keyword intent is behind that term, so you know what type of content you need to produce.

It might be a ‘how to’ article, a product page, a demonstrative video, a landing page for an e-book.. the list goes on, but for the purpose of our article, we’ll talk about blog writing tips for SEO.

2. Get a structure going

Map out all of your sections, and keep in mind the purpose of your content.

3. Break your blog down

No-one wants to see one huge paragraph on the page.

Use headings, paragraphs, bullet points, visual arrows, images and so on.

4. Take your user on a journey with the right words

Don’t just jump from one point to the next and don’t confuse your reader.

Try to make sure your reader knows what’s coming up next, so that the copy flows.

That way, you should have a happier reader at the end of the article, and you never know, they might click to another resource page if they feel informed or entertained, instead of just leaving.

5. Use industry-known keywords and phrases

Steer clear of unnecessary jargon.

People will digest the content easier, and quicker, and Google will like this better too.

Don’t keyword stuff. In fact, there are tools you can use to check for overuse of keywords if you’re unsure.

But a handy (and one of the most effective) way of manually checking is by reading your own content.

If it sounds unnatural, you’ve probably over-done it.

6. Add internal links

There are two reasons why you should do this.

The first is that you’re giving your reader easy access to other pages they might like on your website, and Google rewards this.

The second is that when you add a link to your anchor text, Google reads the words of that anchor text and takes this as a ranking signal for that linked page.

So add your primary keyword!

7. Poof your own work – only joking, proof it!

It’s all well and good creating informative content that your users will find helpful, but if it’s got errors all through it, the quality level comes right down.

And Google (and your readers) will notice it a mile off.

Don’t let bad grammar, punctuation and spelling damage your brand.

8. Publish new content on a regular basis

This says to Google you’re an active website, and that can make it crawl your site more often.

But remember, avoid posting for the sake of it. Your content needs to be top quality and meet the search intent every time to be classed as ‘quality’.

It can help to create a calendar so you can stay on top of what’s getting published when, especially if there are different members in your marketing team.

9. Use an SEO plugin if you’re new to organic search

There are plugins that can essentially scan your content as you write it and tell you how often you’ve used a keyword.

It’ll also tell you if it’s easy to read and if you’ve got a sufficient level of internal links. If you don’t want to mess about with plugins, or you’ve just not got the time, our SEO specialists can do it all for you!

10. Optimise your article length

Google likes shorter and longer variations of content, depending on the search intent.

If the target keyword starts with ‘how to’ or ‘where is’, it’s likely to rank a snappy bullet point breakdown as a quick answer, or a local 3 pack that opens Google Maps.

But if it’s a term where the user is looking for in depth knowledge, long form content can be more effective. That could be 2000 words, and maybe more. But you’ll need to check the SERPs to find out first.

Part 3 of 4: Writing meta descriptions for SEO

Meta what? A meta description is the second part of the meta data.

Take the below example. The meta description starts with ‘Buy Lava Lite..’ and the meta title is the bit in blue.

rich snippet search result

If you use WordPress or a similar content management system (CMS), your meta description can be found in your SEO settings of that page near the bottom. It’s one of the first factors Google assesses when it decides where to rank you, so it’s important to get it right.

Here’s how to start writing meta descriptions for SEO:

  • Keep it within the character count of 155 – otherwise you’ll get an irritating, messy ellipsis like this (…), so use Google’s SERP tool to preview it – note that Google can over-ride your meta description, and display something else it thinks is more relevant. But best practice is to write one.
  • Try and add your target keyword – this should be the same keyword that’s in your meta title, so if it’s not, something is wrong
  • Use an active voice – passive and boring content are less likely to get clickthroughs typically
  • Add a call to action – get people to read your article, discover a new product.. just make sure there’s an action
  • Don’t mislead your user – make sure your meta description and your page content match, otherwise you’ll get a bounce rate (and frustrated readers!)
  • Make it unique – avoid duplicate content in SEO anyway, but if even if you’ve got similar pages on your website, your meta descriptions should be unique and engaging

Part 4 of 4: Writing meta titles for SEO

Your meta title is perhaps the biggest factor Google considers (next to meta descriptions and many, many others) before ranking.

Before we go any further, let’s clarify that your meta title isn’t the same as a H1. Your meta title is what appears in the SERPs, like the above Argos example. Your page title is the ‘title’ your users see when they click on your page, which is of an equally high value when it comes to ranking.

Here is some basic advice for how to go about writing meta titles for SEO:

  • Write something punchy – this is what people see before they decide to click on your website, so make them want to do that
  • Include your primary keyword – fore-fronting your meta title with your keyword works well, so it’s the first thing users see
  • Keep it in your character count – the limit is 70 characters, and you can use the handy tool to check – we’ve popped it here again

And that’s a wrap on the very bare bones of writing for SEO.

You might also be interested in some of these useful articles from our digital marketing blog:

While you’re here.. follow us on Facebook, Twitter, Instagram and LinkedIn for regular updates.

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How does Google rank websites? https://www.kaweb.co.uk/blog/how-does-google-rank-websites/ Thu, 28 Jan 2021 15:07:37 +0000 https://www.kaweb.co.uk/?p=7929 If you want to rank at the top of Google’s listings, and beat your competitors, there is a whole host of processes in SEO that you need to implement. But how do you know where to start? How does Google rank websites? Google core updates and algorithms can quickly change the game and there is […]

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If you want to rank at the top of Google’s listings, and beat your competitors, there is a whole host of processes in SEO that you need to implement.

But how do you know where to start?

How does Google rank websites?

Google core updates and algorithms can quickly change the game and there is so much involved in the practice of SEO.

So, we’ve compiled some of the crucial factors to help you begin to see some of Google’s ranking factors.

How does Google rank websites?

When Google ranks your website, it tries to find two things: some authority, and some relevancy.

Before ranking you anywhere, Google’s ‘spiders’ will find, access, index and then assess your website.

It uses the algorithm, which is a number of indicators set by Google that determine a website’s relevancy.

It then decides how good your website is.

But what does ‘how good your website is’ really mean? In other words, when Google looks for ‘authority’ and ‘relevancy’, what’s it really looking for?

  • Authority can be improved with a growing level of website traffic, strong internal linking, and a high quality backlink profile
  • Relevancy can be worked on by having different types of high value content on your website that meets the user’s search intention

Together, authority and relevancy build your website (and brand) up, and over time work hand in hand with a high class SEO strategy to get more organic traffic, and more results.

Stumped? What is SEO? Find out here in our breakdown of off and on page SEO.

Next, let’s look at what Google search really loves to see in order for you to rank higher and get more traffic. Hit each ranking factor and you’re set up well. Just ensure you’re clued up when it comes to Google’s algorithm and updates.

Google loves content

It’s old news that keywords are important in SEO.

But what’s becoming even more of an indicator that Google recognises as high relevancy, is genuinely valuable content.

That means making sure every single page actually meets the intention of the user’s search query; be it information-only or a bottom of funnel ecommerce purchase.

If your user doesn’t find the content that they’re looking for, they’ll get lost, and leave. This then leaves you with a bounce, or exit, rate.

Make life easy for your user.

Ensure that every page of your website can be easily accessed, loads quickly, and then has digestible content on.

  • Use bullet points to break chunkier text up
  • Add headings to give your copy easy flow
  • Write simple, engaging text to avoid confusing or boring your audience
  • Include relevant imagery to inject some white space

This is called ‘rich’ content because it’s jam-packed of the right stuff, and it’s got your user in mind.

If you create content that people are searching for that’s designed for them primarily, Google should reward you.

Next time you come across a keyword that’s got potential for a new piece of content, ask yourself what people want to find as a result of their search.

Is it a product or category page, a visual infographic, a useful ebook they can download and share with their team, or a demonstrative video? It’s worth doing some research to work this bit out too.

There’s nothing worse than aimless content.

Google loves optimised stuff

Every page should have a purpose, and that means it should have an allocated target keyword you want it to rank for.

You need to implement the best practices of optimisation to give Google a signal as to what the page is all about.. “So, I can just stuff my pages with my ideal keyword and then it’s really obvious, right?” Wrong.

While Google wants to know what keyword you want to rank for, it rewards content that targets the user intent. That means if you ‘keyword stuff’ your pages, they won’t read naturally at all, and that’s not good for your user.

So, the real question is, how do you optimise your pages for your target keyword?

  • Add your primary keyword to your H1
  • Thread it throughout the copy and in your headings where it sounds natural
  • Include it in your meta title, and meta description if you can
  • Drop it into the alt text of your images, if it fits
  • Ensure that the URL for that page has your primary keyword in
  • Make sure the URL is correctly placed in the sitemap as an indexable page
  • Create internal links to that page on other pages on your site
  • Check that the anchor texts on your internal links include the keyword for the page you’re working on

Top Tip! Don’t just have one primary keyword. Do some keyword research and find a few more, depending on the length of your content, and find opportunities to rank for different, relevant keywords too.

New to organic search? Learn what keyword research is for SEO.

Extra Top Tip! No idea how to go about internal linking for SEO? Find out here.

Google loves top quality backlinks

Backlinks are a big part of Google ranking factors.

A backlink is a link that comes from an external website to your own. Google will look at how many backlinks you’ve got and the quality of them to gauge how trustworthy and authoritative your website is.

For example, if you have less than 30 links and they’re all links from websites that have a low DA (which means domain authority in SEO), this isn’t good.

But if your backlink profile has lots of links from medium to high DA websites, Google will notice you as a better website, and can rank you higher.

It can be a case of quality over quantity when it comes to backlinks, so much so that one super quality backlink from a high DA can have greater impact than lots of backlinks from low DA sites.

There are ways to build up a good portfolio of healthy, high DA links, including:

  • doing outreach for unlinked mentions (or where your competitors are mentioned, but not you)
  • trying the skyscraper approach (to create super valuable content and gain a natural backlink)

Google loves the technical stuff

What’s the technical stuff? Technical SEO can refer to off page aspects of organic search.

Basically, it’s not just the visible content on your page that makes a difference. It’s the behind the scenes stuff too, and how easy Google (and your user) finds it to navigate around and actually use the site.

Generally, Google ranks websites that don’t break, and if they’re mobile friendly.

For example, here are some key parts of technical SEO you should check are working correctly:

  • page speed – if it loads super slow (slower than 3 seconds), it’s not user friendly, so Google won’t like it (find out more about why site speed matters in SEO)
  • excessive redirects – the more redirects you’ve got, the more of its already limited crawl budget Google uses, so ideally make it easy for Google to see the pages you’ve got and avoid too many redirects (it can affect your page speed too if it’s stuck in a redirect loop)
  • cannibalisation – if you’ve got more than one page targeting the same keyword, Google will get confused, and this may cause you ranking problems
  • canonicalisation – if you have two duplicated pages (eg, URL parameters) and you don’t canonicalise the one you want to rank, Google will see this as duplicate content, and won’t like it

To keep Google on your side when it comes to the technical bits, make sure you’re following the best practice for the above. It can get quite technical, so feel free to get in touch with our SEO services team if you’d like some help.

To summarise, how does Google rank websites?

Well, that’s the tip of the iceberg of the big question. We’ve covered some of the crucial basics that you absolutely need to know if you’re just starting to get to grips with understanding and implementing SEO into your business marketing strategy.

New to Google search? Why not get ahead of the game and discover the top 10 link building myths in our infographic, or find out for yourself.. is SEO worth it for businesses?

Frequently asked questions

How do I get noticed by Google?

Make sure you have a sitemap with the pages you want to be crawled and indexed. Optimise your pages for the right keywords and remember to do keyword research for this.

Ensure your website runs quick enough, is mobile friendly, and has relevant backlinks and engaging content on.

Why is it important to rank high on Google?

The higher you rank on Google, the higher the click through rate (CTR) is. That means more people land on your website, so you see your website traffic increase.

The more traffic your business website gets, the more conversions you can get. That’s why it’s important to rank on Google.

Why doesn’t my site appear on Google?

It could be that Google hasn’t indexed your website yet or it doesn’t see your site as relevant to rank for the keywords you want to rank for.

Another reason might be that you’ve blocked the googlebot crawler in your robots.txt file. You might have done this by accident, but this can cause Google to not crawl your website, so it won’t and you won’t rank.

Want more updates and insights?

Follow us on social media: Facebook, Twitter, Instagram and LinkedIn.

We’ll let you know when we post helpful new content on our digital marketing blog and stay up to date on industry news.

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Is SEO worth it in business? The honest truth 2021 https://www.kaweb.co.uk/blog/is-seo-worth-it/ Thu, 21 Jan 2021 10:29:20 +0000 https://www.kaweb.co.uk/?p=7848 Is SEO worth it for a business? Get the straight talking truth Is SEO worth it? Is SEO free? Is SEO dead? Watch two of our SEO specialists, Katie and Hannah, talk through the nitty gritty answers. SEO, or Search Engine Optimisation, is the process of driving more quality traffic to your website with the […]

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Is SEO worth it for a business? Get the straight talking truth
  • Is SEO worth it?
  • Is SEO free?
  • Is SEO dead?

Watch two of our SEO specialists, Katie and Hannah, talk through the nitty gritty answers.

SEO, or Search Engine Optimisation, is the process of driving more quality traffic to your website with the aim of increasing organic leads or revenue. This process encompasses lots of different techniques, but it does involve off and on page changes to a website in order for it to appear higher in the SERP listings.

Who are we?

The Kaweb team celebrated the company’s 20th birthday in 2020. We’re proud to have a development team of over 15 highly skilled developers and another team of 7 digital marketing experts who’re passionate about bringing clients results!

For example, we worked with Budget Campervans, a client starting in 2019, on their SEO strategy. Over 6 months, we’d boosted their keyword rankings by 910 positions. That resulted in 418% increase of organic traffic, and a 250% increase in organic revenue. You can find out more about the case study here.

Frequently asked questions

Here are some of the most common questions that get asked in the SEO world. Click for the answers.

How does SEO work?

SEO involves multiple different processes that includes adding changes and different edits with the aim of getting Google to rank you higher in the SERP listings.

The general rule is: the higher you rank with Google, the more clickthroughs to your website you will get.

That means more traffic, which, if done correctly, will mean more organic revenue for your website.

So, how do you ‘optimise’? Trust us when we say there is an awful lot involved.

Here’s the very tip of the iceberg:

  • Ensure your website has a correct sitemap setup – plus a Google & user-friendly navigation
  • Avoid duped copy – find out why duplicate content is a no-go
  • Fix all of the technical issues – that’s anything that’s broken and going to affect rankings or user experience
  • Add the right keyword(s) to your pages – naturally, don’t keyword stuff, and do your keyword research
  • Get your site running fast – don’t forget mobile, here’s why site speed matters
  • Link to your other pages – it helps Google understand how your pages relate to each other
  • Work on having a great DA to help you rank – learn how domain authority (DA) works

What is SEO? Get more info here, and learn why and how to implement it.

How long does SEO take to work?

Some companies say 4-6 months.

But it’s super important to take this with a large pinch of salt.

Firstly, this can hugely depend on your budget. As we’ve described above, the manual process of ‘doing SEO’ goes much further than this list.

If you decide to jump in, make a rough guess on your keywords and take a stab in the dark for a few hours one month, this won’t work.

Search engine optimisation requires time and commitment to:

  • research the product or service in hand, properly.. so you can get in the mindset of a potential customer
  • know your competitors, both big and small.. and especially the ones who are performing well in the SERPs, so you can target the space they take up in the listings
  • find out what’s been done before on a given website… so you know what works (so you can trial it again, and adapt it), and what doesn’t (so you don’t waste your time, or money)
  • understand how a website works.. to find out what the user journey is, whether it works, and if there are any changes to make it work better
  • pinpoint the user’s intent when they get on priority pages… to buy straight away, to ask a question, or to land on reliable information?
  • analyse the authority of a given domain compared to its competition… because lower DA can affect where you rank

That’s an insight into why it’s not as simple as ‘doing SEO’, and why investing time into a well-founded SEO strategy could be make or break. PPC can bring results much quicker than SEO services.

In fact, giving up a strategy too early is often one of the most common reasons it doesn’t work, as explained by Search Engine Journal.

SEO is a longer term investment and it can take months for those results (be it revenue or leads) to start increasing.

But it’s far better to invest the time and build a successful long term strategy that gets results, than to rush, panic and throw the towel in after 2 months if it doesn’t work.

Having said that, Google is definitely getting quicker at reacting to new content being published live.

It used to be the case that new content would take months to start to rank. But there have been occasions where fresh copy has been written and optimised so well, so that Google notices it much quicker and ranks it highly. But this doesn’t mean you should expect your pages to suddenly get a boost if you make a tweak though.

Why does SEO take so long?

Because there’s a sheer amount of work involved is the simple answer. Depending on your budget, you’ll get ‘X’ amount of changes and tasks done each month. But it then depends on how well researched and strategic those edits were, how competitive your industry and keyword is, and how quickly Google re-indexes your affected page.

Does SEO work for small businesses?

Yes. Plenty of businesses are implementing SEO into their digital marketing strategies and moving up the SERPs. It does depend on your budget because it is such a long term game and SEO needs time. But organic search can often be a case of starting from scratch and building your visibility over time to reap the benefits later on.

How long for backlinks to take effect?

Roughly 10 weeks is the answer that lots of agencies can find. But this hugely depends on the quality of your backlink, how many backlinks you’ve gained in that timeframe, when Google notices it and the competition of that keyword.

For example, if you’re implementing blackhat SEO and suddenly get a high number of backlinks that Google classes as ‘spammy’, you might not see a reward necessarily. Or, if you’ve built a high value backlink from a site with a much higher DA, this is likely to have a better impact on your rankings than a backlink with a lower DA than your website.

Another factor is that Google might be slightly slow at getting round to reviewing your backlink profile again. If that’s the case, you might not see a change in your rankings for a while. It might take a few months.

The next factor to keep in mind is how competitive that keyword is that you’ve got the backlink for. For example, if you’ve gained a backlink for a highly competitive keyword, it might take longer to see an impact.

But if it’s got low competition, the backlink (with your target keyword in) to your page might cause you to see a rise in that keyword’s position quicker. You can monitor this really easily with a keyword ranking tool.

*Top Tip* 

Whenever you’re building a backlink the whitehat SEO way or adding internal links, don’t make the mistake of not including the target keyword for the page you’re optimising for, otherwise Google won’t pick up the ranking signal and it won’t make a difference. Find out more about internal linking for SEO.

How do Google algorithms work?

Google has an algorithm which is a set of factors that it takes into account when it’s deciding where to rank any page on the internet for a particular keyword. Those factors are incredibly fluid, so they will change their levels of relevance and importance over time.

So when Google tweaks something, that means your rankings might see a change.

It’s thought that if you’re regularly (on a month by month basis) working on your website with the earlier list in mind, Google will reward your hard work. But this isn’t always the case because organic search changes so often and so quickly. Let’s not forget how quickly new content can enter the SERPs and shift existing listings or how a new competitor in the industry can do the same.

Information on Google core updates is easily accessible. It’s best to get as much information as you can, where possible, to allow you to prepare and run checks in advance. After the update has happened, check in on your rankings to see if there are tweaks you might need to make on any of your pages. That’s why regular keyword monitoring is so important.

How do I know if my SEO is working?

You’ll know SEO is working when your organic traffic or organic revenue has increased, and you can hold the work that’s been done prior to that accountable for those results.

You’ll need to measure these results using a reliable tool like Google Analytics. You can pinpoint results over a timeframe that works for you, be it monthly, every 3/6 months or yearly. Set it to Ecommerce or by the number of Goal Completions, and make sure you’re set to ‘Organic Traffic’ so you exclude any referral or paid traffic too.

How long does it take for keywords to work on Google?

3-6 months is a common answer in SEO. But this really depends on a few factors, including popularity and competitiveness of the industry.

If your plan includes targeting highly competitive keywords, don’t be surprised if this takes longer to rank for it. You might need to review your backlink profile if your competitors have a high DA, or assess your quantity and quality of internal links. But if you’re targeting easier keywords, it could be a much quicker turnaround in your rankings. In fact, some cases have been known to take less than that 2 month time period.

Is SEO easy?

There are some practices and processes in SEO that are easier than others. But it takes time and effort to do, and you should always allow extra breathing room. For example, the process of keyword research can be time consuming, and even more so if it’s a niche industry.

The whitehat way of the skyscraper approach (researching and finding great content and then revamping it to make your own better, more valuable version in attempt for a link) to try and build backlinks can take research time, and isn’t always successful.

The saying “you only get out what you put into it” is true when it comes to SEO. There are plenty of free or paid for courses for individuals to learn SEO. However, because organic search can constantly change and there is more to it than meets the eye rather than just being ‘about keywords’, it takes time and expertise.

A basic course in SEO is likely to teach some foundation knowledge of what on page and off page SEO relates to.

But practical good-practice SEO involves being able to conduct the right research at the right time, put together a suitable website plan to increase organic traffic, and know when and how to implement those changes. That’s something that can come much more with experience.

You can get more information on SEO on our digital marketing blog, where we clear the air on SEO myths, as well as link building myths you should ignore in our infographic.

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The post Is SEO worth it in business? The honest truth 2021 appeared first on Kaweb.

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