Google Ads Remarketing




How your business could benefit from using Google Ads Remarketing

Welcome to the fascinating universe of Google Ads Remarketing, an indispensable tool for many businesses, helping them to potentially get thousands of more customers every month.

As a marketing consultant, you’re always looking for ways to enhance client relationships and bolster brand visibility.
Google Ads Remarketing offers a unique opportunity to re-engage with individuals who have previously interacted with your clients’ websites, opening doors to more personalised marketing approaches.



What is Google Ads Remarketing?

Have you ever wondered how Google Ads Remarketing breathes new life into customer retention strategies?
It’s a sophisticated advertising method that zeroes in on users who have previously engaged with your website or mobile application.

The brilliance of this strategy lies in its ability to display targeted advertisements to these past visitors as they continue their digital journey across various online platforms.


So, how does Google Ads Remarketing work?

Google Ads Remarketing operates through a simple yet powerful mechanism.
Imagine embedding a discreet piece of code (which soe companies call a ‘tag’) onto your website. This tag is the Sherlock Holmes of the digital world, quietly observing user behaviour and compiling a list of visitors.

Google Ads then uses this list to target specific ads to this audience, ensuring your brand remains a constant presence in their online experience, so for example appering in banner ads.


Helping to enhances conversions

Consider this, it’s generally more straightforward to market to existing customers than to attract new ones.

Because you’ve already established a relationship built on trust. Google Ads Remarketing capitalises on this by keeping your brand fresh in the minds of those who have already shown interest in your company.

According to a study by WordStream, retargeted ads can lead to a 10% increase in conversion rates, proving the effectiveness of this approach.
(WordStream, []).


So what are the benefits of Google Ads Remarketing?

When it comes to cost-effectiveness, Google Ads Remarketing is a game-changer.
By focusing on an audience that has already engaged with your content marketing, you’re not just shooting arrows in the dark.
You’re targeting a receptive crowd, thereby optimising your advertising spend and enhancing the probability of conversion.
Interestingly, Google Ads is often more affordable compared to other pay-per-click platforms, offering a budget-friendly option for businesses of all sizes.


Crafting personalised experiences with Google Ads Remarketing

Personalisation is key in today’s marketing landscape.
With Google Ads Remarketing, you can tailor your ads based on users’ previous interactions with your site.
This could include pages they visited, products they showed interest in, or actions they took.
By providing a more personalised experience, you’re not just selling a product; you’re creating a connection.


Optimizing Your Google Ads remarketing strategy for maximum impact

To maximise the effectiveness of your Google Ads Remarketing campaigns, it’s crucial to understand your audience and segment them based on their interactions with your site.
Employ dynamic ads to highlight specific products or services that users previously showed interest in.
This tactic not only rekindles their interest but also reinforces their connection with your brand.


In conclusion

Google Ads Remarketing is a potent tool in the ever-changing landscape of online advertising.
It’s not just about reconnecting with your audience; it’s about building lasting relationships and creating memorable brand experiences.

By leveraging the power of Google Ads Remarketing, you can significantly enhance your online presence, drive higher conversion rates, and craft a marketing strategy that resonates with your audience in the digital world.

Why it’s so important to improve your website’s user experience (U.X)


Posted on: 18/01/2024



For some businesses, they could be painstakingly working on improving the business’s search engine optimisation for a long period of time. They might be burning the midnight oil, working diligently and carefully improving their on-site and off-site SEO.

However, all of this hard work and effort could be a complete waste of time, unless you consider user experience, (U.X). Many SEO consultants are now believing that this is a very important ranking factor that Google deems as a very important ranking factor, when determining where to rank a website.

For example if you have a main menu that’s particularly difficult and arduous to use, this might be frustrating to shoppers. You business could be missing out on thousands of sales, just because of something as simple as a main menu that doesn’t work as it should.

So, its important to use A/B testing to improve your businesses UX.


Set out your services on different pages

Now this advice might sound really basic advice, but it’s something that we would recommend to anybody who is thinking about having their website designed thinks about. Now a web designer might tell you to opt for what is called a “one-page website”, however we would never recommend this to our customers.

Instead, have a website where you have different services set out on different pages, this makes it much easier to optimise each page and each distinct service. That’s because each page will have its own alt text, its own meta title and description, as well as content marketing and page titles, as well as also a SEO friendly URL extension which is all-important.

Plus also makes it easier for the customer, because they can go to a page, and each page can offer much more depth advice and services or products that you offer, if each item has its own distinct page.

Throughout this entire blog post, we are going to provide you with some detail of how you can improve your website user experience (U.X), then when you start to monitor your businesses organic rankings, you might see them start to improve if you really improve your businesses user experience.


Why Improving User Experience is crucial for improving your SEO

So why exactly should a business improve its user experience, and how does this work help to improving the businesses search engine optimisation?



In the past, we would have you really dodgy SEO companies, would build a rather basic website and start to build thousands of low-quality back links pointing at that website. Thankfully, you can’t use these SEO tactics any more, because they will get your website penalised. (Google Penguin and Panda penalty).

Now it’s all about offering a good customer experience U.X, offering valuable advice to the customer, making it an absolute piece of cake for them to find the products or services that they want.

 Therefore the really large e-commerce websites often spend thousands of hours, perfecting how their website works, (Split Testing) making it easier for people to find the items that they want.

Therefore, this can be simply rewriting the product descriptions so that you more succinctly answer the questions and the details of the customer want answered.

It can also be about helping the customer to better sort their products, they might not want to wade through over 1000 different products, they might just want to simply click to sort products between a certain price range for example.



User experience should therefore be carefully considered

What you most definitely want to do is to carefully consider your websites U.X, for example you should think about how you can make your website super easy to use. This often involves putting yourself in your customers shoes. Also, you often will need to do A/B testing.

You might therefore want to use split testing, and to do this often you need the help of a web design agency.

However, if your engagement does increase of the website, (higher time on site) for example the time on-site figure substantially increases, from say under 60 seconds to then over seven minutes, the algorithms will pick up on this.

By offering a good user experience (U.X) , it’s clear that shoppers are more engaged with the products and services and the advice that you are offering, (the website has a lower bounce rate) therefore you are deemed to be offering a good customer service and offering good quality advice.

Because of this you are likely to move up Googles ranks, of course this is not something that happens overnight, you do need to work on it diligently over a sustained period of time.



Gone are the days of using rubbish SEO tactics

For a while, less so now, various seo companies, which would use what is called spun content, sometimes using “cloaking” techniques to try to hide keywords on a page. However, these techniques are no longer used as they will result in a Google Penalty.

Instead, what is needed is a lot of time spent “split testing”, and improving your website. Just as you gradually improve a race car to get it ready for a race, by fine-tuning and making slight alterations to the engine, you need to do this with your e-commerce website.

What you, therefore, need to do is make slow and gradual changes and monitor to see if these are improving your business’s search engine optimisation (SEO).



Your website needs to be mobile-friendly

Let’s say somebody is busily walking down the street, and they have a smartphone in their hand, and their shopping for a new washing machine, as they has just packed it, it’s no longer working.

So what they are doing now is shopping around on various e-commerce websites and are looking to purchase a washing machine with a long guarantee period.

Now, if your website simply has a poorly designed mobile version of the website, and its challenging to use; for example, instead, there is a nice and neat product description using bullet points, there is simply a huge amount of text which is off-putting to the customer.

They may land on the website and think, well this website so cluttered, I can’t find the information I need, for example, how long the guarantee period is on the washing machine.

This is most likely to lead to a high “bounce rate”, and when you talk to many leading SEO consultants, they will tell you that if your website has a very high bounce rate, this is a surefire way of damaging the business’s search engine optimisation (SEO). It basically says that shoppers are not interested in what you have to offer, looking at say the homepage, they may leave after a few seconds. This means that the business has a high bounce rate.

This basically shows what us SEO consultants refer to as low engagement.

If there’s a high bounce rate and low engagement with the website, the time on-site figure is also low, and the bounce rate is super high this is a surefire way of damaging the companiessearch engine optimisation.



We live in the superfast world

Whether where stuck in traffic on the way home from work, or we are in a long queue at the supermarket, or you are simply waiting to use a treadmill at the gym, often we don’t want to wait very long for anything.

We have therefore become quite impatient, yet this is with good reason, as we often work long hours and time is valuable to us.

Now this needs to be kept in mind when you are designing and building a website, because if your website even a second slower to load than some of your main competitors, then this could put your business at a strong disadvantage. It could again increase the bounce rate, potentially meaning that you’re missing out on a lot of valuable sales.


Do carefully consider your website’s navigation

For quite a long period of time, in web design, when a lot of companies favoured what is called a minimalistic website, often it meant that the website is so basic, its hard to improve the seo.

This often meant that for example, you would have the main menu, which wouldn’t be clearly put across the top of the website, instead however, you would have to hover your mouse over a button for to appear.

Then instead of having an ample amount of pages, some businesses aim to consolidate products into a much bigger groups and services as well. Sometimes, therefore only having say 7 pages or less.

What we would recommend at our search engine optimisation agency, is not to have an overly simplistic design, instead put yourself in your customer’s shoes.

And think how you make it really easy for them to find the services or indeed the different items that they wish to purchase.

How can you make that main menu very simple to use, so that they can find the items that they want with the minimum amount of clicks?


Nice easy to read text

Some businesses go for rather fancy text, however, what we would say is think about making the text easy to read.

It is often quite good to have your website designed like a newspaper, with black font and a white background. The nice large font that’s very easy to read.

What this allows is for the reader to simply read the blog post for longer, if the reader on the other hand feels that their eyes are becoming strained and rather tired reading a difficult-to-read font, then again this is likely to lead to a high bounce rate for your business moving forwards.

How long should our blog posts be?


What should the word count be of each blog post we add to our website?



In the ever-evolving realm of organic SEO, the debate around the perfect word count is as old as the discipline itself. Some companies, say don’t waste your time writing any more than 700, yet the top SEO companies in the world, well regularly publish blog posts that are anywhere from 3,000 to 5,000 words on a fairly regular basis.

Yet, as UK-based marketing consultants adept in the art of digital persuasion- we help companies sell everything from claw-legged baths, to helping to promote some of the best lawyers in this area. We understand that this question isn’t just about numbers; it’s about understanding the rhythm and flow of effective online communication.

What should the word count be?


Let’s cut to the chase: Is word count crucial for SEO success?

Well, in short yes.

Consider word count as the rhythm of a song, not the entire melody. While there’s no magic number that guarantees SEO triumph, the length of your content marketing ultimately does have a strong collaborating factor in where your website ranks. 700 words is unlikely to cut the mustard, 3,000 words of absolute quality advice. That’s written by an expert, written in a way that the author understands Google’s EEAT and has written quality work- well this my friend is likely to improve your company’s SEO.


When it comes to different types of content, one size does not fit all. A blog post might need to be 2,000 words, a white paper might be 10,000 words.


Product Pages

These are your quick steps to guide you as to how long your business’s content marketing should be.
Blog Articles – how long should the word count be?

Here, the dance varies from 300 to 3,000 words. Aim for just over 1,000 words, but make sure your writing quality work, which meets the standard that Google advises in Google EEAT advice.
Most blogs find their rhythm between 750-1000 words, swaying to the tune of the topic and purpose.


Value quality over volume

Always aim to supply top-quality advice, make sure that either an expert on the subject writes the work, or you work with an expert to get some advice, and incorporate this into your written work.

Whether it’s a blog post or a white paper, ensure every word contributes to the user’s understanding.


Quality must be the cornerstone of all your written work

In conclusion, while the question of the ideal word count for SEO content remains a nuanced one, as it really depends on how many words are required to sufficiently answer the question.

the emphasis should always be on quality and relevance. As U.K marketing consultants, we’re not just creating content marketing; we’re crafting written work which is top quality, building knowledge, and engaging with our audience on a deeper level. We follow and understand Google’s EEAT, and therefore make sure that our written work is quality.



While keywords remain a cornerstone of SEO, their use has evolved- you should naturally writte them into the sentences.. It’s no longer about stuffing as many keywords into your content marketing as possible- this doesn’t work. It will result the business incurring an SEO penalty. Instead, it’s about strategically placing them where they read naturally into the sentences, and add value. So, keep this in mind when writing your work, just think “how can I best possibly answer this question”? and also think, how can I leave the reader thinking, this company are the experts at what services or products they offer.
Content marketing structure

A well-structured article is like a well-organized library — it’s easy to navigate and find what you’re looking for. Use headings, subheadings, bullets, and numbered lists not only for aesthetic purposes but to guide your reader and search engines through your content marketing. A clear structure also helps in highlighting the key points of your article, making it more scannable and user-friendly.

Long-form content marketing and evergreen content marketing

While brevity has its place, there’s a growing trend towards long-form content in the SEO world.
For example, take this as an example, have a look at say “SEO Companies in the U.K”- to rank on the first page nationally, you need top quality SEO, and for that to happen often the content marketing need a very high word count.

Embracing EE-A-T, which stands for Experience. Expertise, Authoritativeness, Trustworthiness

Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (EE-A-T) is a game-changer. Showcasing your expertise through well-researched and accurate content marketing, that must be well written establishing your authority by citing reliable sources, and building trust through accurate, helpful information, can dramatically improve your SEO performance.

How to use “Google Local Services Ads” A detailed Guide for marketing consultants

We have all heard about Google Adwords, but what about Google Local Service Ads?

Well, you might not have heard of these, yet they can be very effective in helping your company to draw in more business. They are quite simply revolutionising local advertising.


Welcome, fellow marketing consultants, to a profound exploration of Google Local Services Ads (LSA), a game-changer in the realm of targeted advertising. If you are using Local SEO, Adwords, yet your clients still need more leads, then we would definitely recommend setting this up, its quick and easy to do.

This in-depth analysis is designed to enhance your marketing arsenal, making you a formidable force in the competitive landscape of local advertising.


Assessing the suitability of Google LSA for your business

Google LSA is an invaluable addition to your marketing strategy- yet this is not for all companies, its particularly for service-oriented businesses- like local fencing contractors for example. It’s crucial to view Google LSA not as a replacement for PPC but as a complementary approach. By running both, you enjoy location-specific targeting with Google LSA, while maintaining broader coverage with Google PPC ads.

Google Local Services Ads represent a pivotal shift in how local services are marketed online. As we are well known marketing agency in Britain, we urge you to integrate this tool into your strategy. Embrace the power of Google LSA and watch your business thrive in the ever-evolving landscape of digital marketing.

Google LSA’s pricing model

Google LSA’s pay-per-lead structure is a breath of fresh air in the advertising world. And could be used at times of year, where some businesses simply need more sales, for example, a fencing business may find, the month of December a quiet month. This might just be due to the cold weather, and therefore, people are not focusing on improving there gardens as much. Yet, by setting up Google LSA’s- you could get more leads, say just for the winter months and then switch this advertising off in the summer months. Thats because in say peak of summer your Local SEO, may well be drawing in enough customers.


How do Google LSA’s work?

This model charges you only when potential customers interact with your ad, whether through a message, call, or booking. This approach not only enhances cost-effectiveness but also eliminates wasteful ad views that often plague traditional campaigns.

Google Local Services Ads

Imagine a world where your ads reach the exact audience needing your services at the moment they search on Google. This isn’t a dream but a reality with Google LSA. It’s a niche and highly effective tool for specific businesses, setting itself apart from the traditional Pay-Per-Click (PPC) also known as Google Adwords model with unique features such as placement, payment structure, and ad content.

Google LSA Features and eligibility

Google LSA is not a one-size-fits-all solution. Its effectiveness lies in its exclusivity to service-oriented businesses, particularly those addressing home and property needs such as plumbers, electricians, and builders. To leverage this powerful tool, first, ensure your business fits within its eligible categories, a crucial step often overlooked by many. Google LSA’s standout features include:


Prime positioning at the top of search results.

Smart ad copy, dynamically created by copywriters from your ratings and location.

Direct leads through phone calls, messages, or bookings.

The prestigious ‘Google Guarantee’ badge, therefore enhancing trust and credibility.


The main advantages of using Google LSA

Understanding Google LSA’s benefits will give you an edge in crafting compelling marketing strategies. You could use these alongside your organic seo, plus optimising your companies Google My Business listing, to help bring in as many leads as possible. These benefits include:


Exceptional Cost-Efficiency

Google LSA operates on a cost-per-lead basis, eliminating wasted budget on irrelevant clicks, a significant pitfall of traditional Google Ads.

Increased Lead Generation

By occupying a prime spot in search results on Google and boasting features like the Google Guarantee, these ads significantly boost traffic and genuine business inquiries.

Simplified setup process

Setting up Google LSA is a breeze compared to the intricate process of Google Ads, making it a more accessible tool for businesses.

Transparent budget management

With clear cost-per-lead figures, Google LSA provides unmatched transparency in evaluating campaign effectiveness.


Best Practices for optimizing Google LSA

To maximize the potential of Google LSA, consider these optimisation tips:


Establish Your Business as Trustworthy

Google LSA requires thorough vetting and customer reviews. Ensuring completeness and accuracy in your profile is crucial for approval and success.


Clarify Your Service Offerings

Update your service listings regularly on the Google LSA dashboard.

This clarity helps attract the right customers and avoids time wasted on unfulfillable inquiries.

Promptness in lead response

Fast response to leads not only increases conversion chances but also enhances your reputation and rating on Google, essential for long-term success.



How to enhance your website’s SEO by using effective Schema Markup


How to use “Schema Markup” to enhance your Business SEO


In the rapidly evolving world of SEO, Schema markup has emerged as a crucial element to improve a company’s local SEO, applicable across various industries.

This introductory guide aims to demystify the concept of Schema markup, offering a primer on its essentials and demonstrating how it acts as a communicative bridge between your website and search engines such as Google, and makes it clear to them to understand your business’s NAP information. You can also use schema to mark up for example, product reviews, which may then even get used by Google, to turn into a rich snippet. By providing contextual clarity, Schema markup empowers search engines to forge connections among web pages and concepts, enhancing the overall visibility and understanding of your site’s content marketing.

What is Structured Data?


Structured data, or Schema markup, serves as a universal language designed to facilitate much clearer communication with search engines, such as Microsoft’s Bing, or Alphabet’s Google search engine.

It’s a coding standard that aids search engines in comprehending the context embedded within a webpage’s content marketing. Imagine Schema markup as a structured framework categorising online information- such as marking up your business’s NAP information.

Among its over 800 variants, some manifest visibly in search engine results pages as “rich snippets”– which if your business obtains a rich snippet, it can sometimes drastically increase your website’s CTR.

Who invented Schema?


Originating from a collaborative effort by tech giants including Google, Microsoft, Yahoo, and Yandex, Schema markup, derived from, is universally decipherable across all search engines.

This data can be incorporated either on individual pages, or across an entire website, depending on the Schema type, to better define and elucidate different content elements.

What are Rich Snippets?


Rich snippets stand as enhanced search result listings within Search Engine Results Pages (SERPs), offering detailed and informative content directly in search results.

Examples include product schemas displaying ratings, prices, stock statuses, site links search boxes for direct site searches, and recipe schemas revealing ratings and preparation times.

The significance of rich snippets lies in their ability to attract user clicks.

A Milestone Research study analysing over 4.5 million queries found a 58% click-through rate for rich results, significantly higher than the 41% for standard results.

How to use Schema Markup to improve your company SEO


Schema markup operates by tagging elements with code, informing search engines about what that element is, such as the companies address.

Although some vocabularies are yet to be developed, offers a comprehensive list of markups that can be utilised to enhance a page’s readability for search engines, thereby improving content comprehension.

Which type of Structured Data / Schema should my business use?, JSON-LD, and Microdata?


Structured Data is a standardised format that classifies content marketing by pairing it with recognised values, aiding search engines in categorisation.,, a collaborative project among major search engines, provides a universally accepted set of definitions for Schema tags.


Microdata, an HTML specification


Microdata, an HTML specification, nests metadata within web page content, while JSON-LD (JavaScript Object Notation for Linked Data) functions similarly but is preferred for its ability to apply to entire web pages via the <head> tag.


Crafting Your own Schema Markup


Creating Schema markup has become increasingly accessible, thanks to A.I tools, templates, and various online platforms- Google has a free tool, where you can highlight text, and generate schema, we would recommend using this.

For effective implementation, understanding the specific Schema markup needed is crucial.

Tools like Google’s Structured Data Markup Helper and JSON-LD generator simplify this process.


Continual evolution and adaptation in Schema Markup


Staying ahead in SEO requires continuous competitor analysis and adaptation to new Schema introductions.




In an SEO landscape inundated with content marketing, Schema markup stands as a vital tool for clarifying page context and potentially earning rich snippets to boost SERP visibility and click rates.

Beneficial for both large-scale and local SEO campaigns, Schema markup holds no downsides.

Embark on integrating structured data into your site today, or consult with our expert team for technical SEO implementation assistance.

What are “long tail keywords” and why are they an SEO game-changer?



Long tail keywords

You’ve probably heard a bit about long-tail keywords when reading about how to improve your SEO on websites such as Moz?
Long tail keywords are like the unsung heroes of SEO – not always in the spotlight, but they pack a hefty punch.


Why long tail keywords are absolute gold for your business



Picture this just for a second, you’re running a nifty little shop in the heart of the Cardiff’s city, centre? And you want folks to find you, not just any Tom, Dick, or Harry, but the ones who are really looking for what you’ve got to offer- that are ready to make a purchase. That’s where long tail keywords come into play. These are the search terms that are longer than your usual two-word phrases, often ringing in at three words or more. And the best part? They’re usually the customers that know what they want, and may well be ready to buy?
For example, someone searching for an exact model of Sony television, there likely to know what they want to buy and may well be ready to make a purchase.


What are long tail keywords, Anyway?

Think of long-tail keywords as the key to unlocking a treasure trove of the right kind of organic traffic for your website. They’re the more specific, more targeted phrases that folks use when they’re pretty sure about what they’re after.
Like, if you’re in the business of selling handmade, eco-friendly socks made from bamboo fibres, you’re not just looking for “socks” – you’re after “handmade eco-friendly bamboo socks”, see?

The big three: why long tail keywords are a must if you want to improve your companies organic SEO



Let’s face it, when folks are searching online for socks, televisions, or a wood-burning stove! They’re not just typing one word in Google, they might be, but it’s more likely they are writing more detail, such as “wood burning stoves made by Aga”. They’re asking full-on questions or typing in detailed phrases.


Less Competition

With long tail keywords, you’re not jostling for space in an overcrowded market.


Conversion rates

It’s simple – the more specific the search term, such as “diamond rings, made using white gold, for sale in Cardiff”- the more likely you are to obtain customers who are looking for exactly what you’re offering.


Quality over quantity

It boils down to this: would you rather have a bunch of window shoppers or a handful of serious buyers coming to your website. If it’s the latter, then long-tail keywords are your best mates.

Ready to start optimising your company website for long-tail keywords

If you’re keen to improve your company’s organic SEO, look no further than our agency, we really know our stuff when it comes to SEO.


Long tail keywords can be your ticket to SEO success

In conclusion, if you’re not using long-tail keywords as part of your SEO strategy, you could be missing out on a massive opportunity to drive targeted, high-quality organic traffic to your site.
It’s not just about being found; it’s about being found by the right people.



In this section, let’s delve into some common questions and provide detailed, expert answers about long-tail keywords, their importance in organic SEO, and how businesses can effectively incorporate them into their digital marketing strategies.

Mastering e-commerce advertising: Innovative marketing strategies to help your business to increase sales



E-commerce SEO

In the bustling realm of e-commerce, standing out is not just a goal, for most businesses its an absolute necessity. With millions of transactions happening online daily, if your business is not in top 3 results on Google, your potentially missing out on a huge amount of business.
The digital marketplace has become the new frontier for retail- that’s why SEO agencies, such as Adore are busier that ever.
But here’s the twist: getting noticed among the sea of online stores isn’t about breaking the bank- we can come up with clever marketing solutions, that are also affordable. It’s about crafting a savvy digital marketing strategy that speaks volumes without shouting.


Is your business using social media to help increase sales?

Imagine a world where thousands, upon thousands of potential customers are just a click away.
That’s the power of social media for e-commerce- you can gain more followers, likes, and mentions of your business, which can also help to improve your company’s organic search engine optimisation. Every day, users collectively spend hours scrolling through their feeds- so as business owners, we have to make sure our business appears there.
Whether it’s a clever Facebook ad with a nifty call-to-action or an Instagram, we can help. We are one of the most established SEO agencies in Cardiff, so we can help your business to improve your SEO, and we can manage your company’s social media accounts as well.


Content marketing and how it can help your E-commerce Brand

Quality over quantity – that’s what Google is looking for.
Always place quality over quantity.
that’s the mantra for winning over social media audiences as well, don’t just keep publishing endless posts on say Facebook, instead, come up with clever advertising which will grab your audiences attention- then help turn that attention, from shoppers into sales. It’s not just about getting your product out there; it’s about telling a story.

Google Ads: Adwords can help your business to instantly gain more sales

Think of Google Ads as a quick way to drum up more business. Whether you’re a novice or a seasoned marketer, integrating Google Ads with platforms like Shopify can catapult your website to the top of Google’s search results. And with the surge in mobile shopping, ensuring your site is mobile-friendly isn’t just a good idea—it’s critical.



Tailoring your E-commerce advertising strategy

There’s a world of advertising options waiting for you, each with the potential to elevate your e-commerce venture to new heights. We can help you to gain more sales, whether it’s via organic SEO, or Google AdWords, and we can also help to promote your business on social media, such as on Facebook, and Instagram.


Ready to improve your E-commerce marketing?

If this whirlwind tour through the world of e-commerce SEO and advertising has sparked your interest, remember, this is just the tip of the iceberg. The digital marketplace is evolving, and so should your marketing strategies

How does Google rank websites?

Written by: Ryan Walsh

Date: 30/12/2023

It’s not just a question that business owners will ask themselves- it’s also something that marketing agencies like ourselves constantly have to consider. That is How does Google rank company websites?

The reason for this is vital for a lot of businesses to get onto page one of Google. However that task in itself, well its not easy. Google employs complex algorithms, which don’t stay static and unchanged- they are constantly being improve.

So Google is constantly adjusting its algorithms, sometimes making rather small changes, sometimes on the other hand making huge changes, called “Google’s Core Updates”.

It’s unknown how many algorithm engineers work on perfecting the algorithm at their HQ, with a business the size of Google, its quite safe to say they have vast resources constantly perfect its algorithms.

So therefore us SEO consultants, we are kept on our toes. We have a very complex job on our hands, we have to try and improve our clients SEO as far as we possibly can. However we are dealing with a Rubik’s cube and constantly changing. It doesn’t stay the same for long, the algorithm is shifting, and that what our SEO team love, that’s staying on top of, and learning how Google’s algorithm is changing, evolving and improving.

It does boil down to what are called “on and off-page SEO factors”

The simplest explanation we can offer for how search engine optimisation works and how Google ranks websites, is Google works out how strong the businesses on-page and also off-page SEO factors are.

This can range from backlinks, to how good the company has internally linked its pages.

Now this explanation is way too simplistic, because in reality there are over 200 ranking factors which Google’s algorithms takes into account and considers, when working out where to rank a business.

Then there’s the matter of whether that page or blog post, can even be placed in the Google index itself. Is it good enough to even be indexed? Because for Google to even rank that page, in its index, it has to be a certain quality through to even be placed on the index.

Googlebot will first “crawl and index” that page, then Google’s algorthim will assess the quality of the page, is it good quality?
A lot of pages are immediately deemed as “low-quality” and “spam”, and therefore never make it into Google index.


Google’s Algorithm Explained

So how does Google rank websites?

This is fairly complicated to explain, yet it can be broken down into different parts to help us to explain it more simply:

Googlebot and crawling and indexing

So you have to think about is Googlebot a bit like a spider, so its like a giant spider which is roaming around trying to find an insect. However it’s Googlebot job to find new content marketing and new websites to “index”.

Googlebot will then assess the quality of the website or the content marketing, and whether it’s worthy of adding to the index. If it’s clear that the work is high-quality and follows Google E-EAT, (Experience, Expertise, Authoritativeness and Trustworthiness) then it’s likely to be added to the index.

Google’s algorithm

Then basically Google’s algorithm job to assess how good is that piece of content marketing is?

For example Google’s algorithm will ask:

– Is the content marketing original?
– Is it well-written?
– Does it satisfy Google’s E-EAT?
– Are there any backlinks leading to that page?
– Is the dwell time high?
– Is the bounce rate low?

Then Google’s algorithm will decide where the page should rank, should it rank in the first 10 pages of Google? Should it be on page 1 of Google? Or should it for example be ranked on page 7 of Google?


It’s also important to remember that Google algorithm will decipher how many high-quality backlinks lead to that particular page or blog post.

If a page has a huge number of high-quality backlinks, or even just a few, from high quality sources, let’s say from the Independent Newspaper, this will help improve the businesses SEO.

That pages which earned a lot of high-quality links, which are sending a large amount of link equity through to that particular page, and that page is likely to rank much higher on Google.

Let’s say for example Ford, the car manufacturer release a new vehicle onto the market and they create a page explaining the benefits of owning a brilliant Ford vehicle.

It’s likely that that page is going to get a huge amount of incoming quality backlinks. The page is likely to have backlinks from numerous motoring journalists websites, such as Top Gear, various car magazines, such as WhatCar, as well as also car dealers based all throughout the country linking to that page.

These backlinks are therefore likely to be relevant, they are high quality, and they will be built in a white hat way, that page will soar up Google’s ranks and will most likely rank on page one of Google.

How does Google assess the quality of the page?

NLP, will or Natural Language Processing

What Google wants businesses to do is to publish a page which is very good quality, so that a shopper thinks that excellent information that is offered.

One of the ways that Google will do that is to natural language processing or “NLP” for short. Google, has a really good understanding of how sentences should be written, if they flow nicely and written to a high standard. Basically if they have been written for humans, and not just to try and improve the businesses search engine optimisation.

If on the other hand the company makes the mistake of trying to over optimise the sentence, with keyword stuffing it with keywords, this is a big mistake. It will lead to a Google Panda penalty.

Built into Google’s excellent algorithms, what are called “spam filters”, these have been enhanced and perfected over many years, to notice if the pages spam and low quality.

So, let’s say for example that the company hires the wrong digital marketing agency, and they keyword stuff a paragraph, will this could lead to a Google penalty.

Google’s algorithm uses over 200 various ranking factors

When you talk to most really good seo consultants, which are at the top of a game and well respected, they will often tell you not to focus overly on improving a business’s search engine optimisation- though this might seem odd at first but let us explain further.

The really good SEO consultants, such as the ones working for our prestigious and well-known agency, they will tell you that what you should do instead is focus on the quality of the work, offering a good U.X and offering brilliant customer service to the customer.

So just as you are let’s say you are within a shop, say John Lewis- everyone knows they offer absolutely fabulous high level of customer service to all their customers.

This is the mindset that you should adopt when you are enhancing your businesses search engine optimisation. That’s to say, offer good customer service, and offer high quality, super useful information. Then as more and more customers find you website is offer good customer service, and the following is likely to occur:

– The bounce rate will decrease
– The number of backlinks may increase
– The dwell time is likely to increase


Put yourself in your customers shoes
What you should do is put yourself in your customers shoes, and into offer the best customer service you possibly can.


User experience

When you go on various SEO company websites, they often talk about enhancing the businesses user experience.
To break that down what that actually means, and explain it in simpler terms, it just basically means making it easy for your customers to find the products and services they want to buy. As well as that offering the best possible customer service you.
So here are some of the ways you could improve your businesses user experience:


Content quality
You can offer a really high quality content marketing, which addresses commonly asked questions which your business frequently gets asked.


You could build quality backlinks, helping more people to find the content marketing. For example, lets say a company wish offers awards to solicitors, place you as their number one company in Wales, a lot of people are likely to click the link, and find your solicitors practice.

Page speed

It’s important that your website is superfast, and incredibly fast hosting might be expensive but in our opinion it’s worth every penny.

If the website is too slow, this is likely to contribute to your company’s bounce rate rapidly increasing, which when you talk to any good marketing agency, they will tell you that’s negative your businesses seo.


It’s important to make sure that you have a mobile version of your company website is well designed.

Domain authority

Work on improving your businesses domain authority, use the best and latest white hat seo methods to do this.

Major Google algorithm changes

Way back in 2011, Google launched “Panda Update” which cause a seismic change in terms of where many businesses rank. Websites with low quality, spam or poorly written content marketing were penalised sometimes overnight.
Some of these businesses might not have even recovered from that large algorithm update that was rolled out by Google. This has to be kept in mind, that you should look for shortcuts when trying to improve your businesses seo, instead don’t look for shortcuts, and instead only implement quality work.

A beginner’s guide to Search Engine Optimisation


Decoding SEO

Alright, Governor, let’s have a chinwag about SEO or Search Engine Optimisation if we’re being proper. If done correctly, it’s your golden ticket to shooting your website up to the top of Google. Therefore, many businesses use search engine optimisation to reach the top of search engine results, bringing loads of organic traffic to your digital doorstep.



The main pillars of SEO (search engine optimisation) are how to build a solid foundation.

SEO’s not just a one-trick pony; it’s built on three sturdy pillars that can help improve your business’s search engine optimisation over the long run. Too many companies look for quick wins and think they can cheap the algorithms; this approach to SEO never works. Only invest your time into creating high-quality SEO. On-page, off-page, and technical SEO. Getting a grip on these is like finding the keys to earning your business on the first page of Google.

On-page SEO

This is all about making it clear to the search engines what that page or blog post is about. You’ve got to be a bit of a wordsmith, using the right keywords without overdoing it. It’s possible to optimise a page by mentioning a keyword too much; this can lead to the business incurring a Google penalty. It’s like seasoning your fish and chips – adding salt and vinegar can enhance the flavour, but adding too much will ruin the dish.

Off-page SEO

This is where you get other reputable sites to vouch for you, like having a mate who tells everyone how brilliant you are. Yet, with this, it’s all about building and following high-quality backlinks to your website. Businesses with hundreds, thousands, or potentially millions of quality links from only their website would rank on the first page of Google. It’s all about backlinks and making connections.

Technical SEO

Technical SEO is like tinkering with your car’s engine to make it smoother. That’s to say, it’s about making your company website super fast and adding elements such as schema markup so the search engines can find important information about your business, such as your company’s NAP formation. Here, you’re ensuring your website’s backend is as sleek as a new Aston Martin, ensuring it loads fast and is easy for search engines to read.


Measuring your SEO Success- we recommend using Google Analytics and Google Search Console

You can’t manage what you don’t measure. For example, you can enter a race without timing how fast your vehicle is. This is the same with search engine optimisation; you should measure essential metrics such as your company’s bounce rate, how many organic visitors you are getting and the dwell time, which indicates how long the shopper spends on your website. Tracking your SEO performance is like having a shop manager keeping an eye on things, ensuring you’re on the right track.

SEO’s future

SEO isn’t static; it evolves faster than fashion in Camden Market. What we mean by that is that you might employ a digital marketing agency that really knows its stuff, yet fast forward, say, five years, and the methods might become outdated and stale. Therefore, you need an online marketing agency with its finger on the pulse. Staying ahead of emerging trends and best practices is critical to keeping your website in the limelight.


Now, let’s have a gander at the FAQ section, shall we?


What exactly is SEO, and why does it matter?

SEO is like your website’s personal trainer, getting it in top shape to compete in the digital marathon. What we mean by this is improving your business search engine optimisation, which is a bit like training at the gym. As soon as you stop training, it’s possible to become unfit, and many other people at the gym might become more fit and new. However, if you keep persevering and working out, you could be the best person to match.

This is the same as search engine optimisation; the more you improve your business’s SEO, the more likely you will rank high on search engines such as Bing and Google.

Are keywords still important in SEO?

Absolutely! But it’s not about stuffing your content marketing like a Christmas turkey; it’s about using them wisely. So, we mean that you don’t want to keep repeating the exact keywords repeatedly, as this can lead to what SEO consultants refer to as over-optimisation issues. Instead, naturally, key the right words into the sentences on each page or blog post and don’t write to the search engines; to try and improve your business’s optimisation, write beneficial information that will help your shoppers.


How do I know if my organic SEO efforts are working?

Keep an eye on your organic traffic, rankings, and engagement. It’s like checking the scoreboard at a footie match.


Can small businesses compete with big ones in SEO?

Sure, they can! It’s like David and Goliath; we all know how that story ends. Yet, at the same time, it’s also important to be realistic; if a large company is planning a lot of money, potentially millions of pounds, into their digital marketing every year, this means they will have a lot of staff working on improving the company’s search engine optimisation.

So often, it comes down to his time, as small businesses won’t have the time to implement as much search engine optimisation. That said, some SEO consultants are brilliant at what they do, and we employ some. They can help businesses to improve how many organic visitors they receive each month.


How often should I update my SEO strategy?

SEO is a bit like the Welsh weather – constantly changing. Keep your marketing strategy as fresh as your morning cuppa. So, we recommend evaluating the search engine optimisation strategy every year to see if you can do things differently to get better results.


Is technical SEO really that important?

It’s as essential as having a good engine in your car. Without it, you’re not going anywhere fast. This is why you need to employ a marketing agency that really understands how to improve your business’s technical search engine optimisation.


How important are backlinks?


The power of backlinks:

Think of backlinks as nods of approval from other reputable websites. That is if the backlinks are built with good quality. These digital endorsements tell search engines, “Oi, this website’s got something good!” You boost your site’s credibility by securing high-quality backlinks, perhaps through guest posts or collaborations.


Technical SEO: The under-the-hood magic for optimising your website


Technical SEO

Technical SEO is akin to tuning a classic British sports car – it’s all about ensuring everything under the bonnet (or hood, for our American friends) works flawlessly. It’s about making sure that the website is fast and that it can be crawled and indexed to appear in Google’s results.


Speed and Performance

A website should load faster than it takes to brew tea. What we mean by this is that we would highly recommend paying for high-quality superfast hosting, and we would recommend choosing a hosting company here in the United Kingdom if most of your customers will be in this country, too. The reason for that is the hosting is likely to be faster than choosing a hosting company, say that they are based in the United States.

What does Google’s E-E-A-T mean?


We explain how Google’s E-E-A-T changed SEO


Introduction to Google’s E-E-A-T


Greetings, fellow SEO enthusiasts! Today, we’re embarking on a riveting journey through the realm of SEO, with a particular focus on “Google’s E-E-A-T”. We will explain how this changed how search engine optimisation consultants implemented SEO. This gem is crucial for anyone in the digital marketing sphere, from beginners to the seasoned pros. Let’s explain how this important Google update changed search engine optimisation.


Deciphering the E-E-A-T Enigma

Google’s E-E-A-T and what this means

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness- and its important to understand how each one should dictate how you write content marketing. It’s . In 2013, Google graced us with its “Search Quality Rater Guidelines”, giving us a peek into what tickles Google’s want to see on a webpage in order for the SEO work to be deemed as quality. Fast forward to December 2022, and “Experience” struts into the scene, adding a new layer to this already fascinating concept.


How E-E-A-T became part of Google’s algorithm

While E-E-A-T might not be the sole ranking factor which Google uses to decide where a page or blog post should rank in Google’s index, its still has a massive influence on whether the page should be ranked on page 1 or not. This concept is a guiding star in Google’s quest to combat misinformation as detailed in their 2019 white paper, “How Google Fights Disinformation.”


Why should businesses care about E-E-A-T?

In the ever-evolving evolution of Google’s core algorithm updates, one theme remains steadfast – the pursuit of a stellar user experience.
Google simply wants you, the customer to find the products/services you want easily. E-E-A-T is at the forefront of this mission. It’s about credibility, value, and serving the shoppers what they genuinely need. For those vested in SEO, it’s not just a concept; it’s a strategy cornerstone.


Diving deeper into Google’s E-E-A-T Pool

Let’s get our feet wet and explore the depths of Google’s E-E-A-T. Each letter in this acronym is a world unto itself, impacting how high your website soars in the search results. For example, if your company website has a lot of pages, which have duplicated content marketing, these pages are likely to be deemed low quality, meaning the whole website’s SEO could be negatively impacted.



Now that we’ve dissected E-E-A-T, lets look at each individual part of the acronym, to understand how it works. it’s time to put it to work. Implementing E-E-A-T in your SEO strategy isn’t just about pleasing the Google algorithm, so your business in Cardiff ranks higher in the results. No it’s about crafting a website that resonates with trust, authority, and value- so yes the SEO should be positively impacted, but also the customer should obtain better quality answers to there questions, such as “what’s the most energy efficient washing machine on the market”- they should receive a comprehensive and good quality answer to the questions. Let’s roll up our sleeves and transform your website into an SEO powerhouse.


Unpacking the ABCs of E-E-A-T

Alright, mates, let’s crack on with the nitty-gritty of E-E-A-T. This acronym might sound like a fancy London eatery, but in the SEO universe, it’s much more than that. It’s a quartet of factors – Experience, Expertise, Authoritativeness, and Trustworthiness – that Google uses to judge the quality of your content. Think of it as the Full English Breakfast of SEO; you need all the components for a truly satisfying experience.


E-E-A-T: A New Player in the SEO Game


The Rise of experience in SEO

Let’s talk about the newest member of the E-E-A-T family is experience.


Why should you care about E-E-A-T?


In this digital age, where information is as abundant as pigeons in Trafalgar Square, Google’s E-E-A-T stands as a beacon of reliability. It’s crucial because it’s all about trust- the search engine is absolutely committed to offering the best possible answer to a question, so, Google’s algorithm has got very good at weeding out low-quality and spam pages, and rewarding businesses that publish high-quality work.



Expertise is where your knowledge shines- why not hire an seo company and ask them to work routinely with experts in your business, to write good quality, informative and well-written blog posts? It’s not just about having a string of letters after your name; it’s about showing you know your stuff- so for example, within your business, you may be experts on each particular product that you sell. Why not come up with a “content Calander” so marketing agency works with different experts within your company, to write blog posts about the different products that you sell. So whether you’re a self-taught chef sharing recipes or a seasoned financial advisor offering investment tips, your content should scream expertise like a headline in The Times.



Next, we’ve got “authoritativeness”. This is all about your standing in the crowd. Are you the go-to source when people need information on a particular topic? If so, get high-quality backlinks, so Google’s algorithm knows other businesses approve of a page or blog post on your website. It’s like being the Big Ben in your niche; when you speak (or chime), people listen.



Last but definitely not least, we have trustworthiness. In the world of SEO, this is akin to the Crown Jewels. Your site should be as secure as the Tower of London, and your content marketing as trustworthy as the Queen’s Guard. It’s about creating a space where users feel safe to explore and engage.


Cooking Up a storm with E-E-A-T

Now, let’s put on our chef hats and start cooking with E-E-A-T. The recipe is simple: mix equal parts of expertise, authority, and trust, and sprinkle some real-world experience on top. It’s all about writing high-quality content marketing. Whether it’s through comprehensive guides, detailed analyses, or insightful reviews on a new product that you are retailing, your content marketing should be a feast for both the user and Google’s algorithms.