Why our agency recommends using Google Analytics

Introduction

Your business may have already invested in having a CMS website built, and you may well be very happy with the design of your company website. Yet now your business has moved onto the stage where your starting to ask, well, how do you draw in more customers?

That’s to say you may well be selling coffee beans online or high-value electric cars, it doesn’t really matter what you sell, most businesses require “SEO”. For those that do not know, SEO, simply means seach engine optimisation.

Now, in a nutshell, what our digital marketing agency does, is we help to get company’s onto the first page of Google. Now, you might be thinking, well is organic SEO a fast process?

And the answer to that question is no, it does depend on how strong your direct rivals SEO is, for example, if you have strong competitors, which have heavily invested in SEO for a very long time, then yes its likely to take a business a long time to catch-up.

So, now you know a bit about SEO, and what our marketing agency can offer, well you might be thinking, well, how does your agency monitor SEO results?

How does your agency monitor SEO results?

So this blog post is dedicated to explaining what “Google Analytics is, and how it can be used to monitor whether some aspects of your businesses seo is improving, or perhaps not?

For example, our agency which serves businesses in Cardiff, uses Google Analytics to monitor the following for the company’s that we work for:

  • Number of organic visitors
  • Number of visitors via PPC
  • Bounce rate
  • Number of backlinks
  • If organic visitor numbers are improving?
  • How long is a shopper spending on your company website?
  • Which pieces of content marketing are working best?
  • Are there “Evergreen content marketing” pages that need to be improved?
  • Which day’s is your business getting the most shoppers? During these day’s do you want to run offers

Why if you are a small business owner we would highly recommend using Google Analytics

Okay, so let’s assume you are a small business owner, and your business is here in the city of Cardiff, lets say your business in Cardiff Bay, which is in South Wales. Let’s say you are a florist, and you want your business to appear number one in your city here in Cardiff Bay.

So you’ve set-up your Google My Business account, you’ve read a few blog posts on say a respected SEO website like MOZ, and now you want to set-up Google Analytics.

Well, if you have a WordPress website, then this is super easy to do, there’s even free plugins which can help you to set up your Google Analytics code.

Once you have Google Analytics set-up, often you have to wait a while for data, but once your company starts to get Google Analytics data, you can start to see for your florist shop, what your company’s:

  • Bounce rate is
  • How many organic visitors you are getting, and if the SEO company is managing to get you more organic visitors each month
  • How long is a shopper spending on your company website, looking at the flowers that you sell?

 

But, once you’ve got Google Analytics up and running, well, what are the features that your agency often uses?

This blog post will explain some of the more useful features that Google Analytics has, and why so many businesses use it, plus we forgot to mention, its totally free, so why wouldn’t your business use it?

Okay, so what does “Bounce Rate” mean?

Okay, so lets say that your about to launch a new restaurant here in Cardiff, your business sells craft beer and sells wood-fired pizza’s, which sounds, awesome, right? Who doesnt like wood-fired pizza’s.

But you notice that once your website is set live, well, now you have a super high “bounce rate”– yet what does this even mean?

Well, its similar to say someone walking into your restaurant, picking up the menu, then walking straight out the door.

 

And why is having a high bounce rate the same as this?

Well, if Google Analytics is telling you that your business has a super high bounce rate, it’s telling you that Google’s Algorithm has spotted that people are landing on your company website, then they are leaving more or less straightaway.

Which is obviously not good for business, neither is it good for your businesses seo, as digital marketing agencies, like ours believe that if a business has a high bounce rate, and if this is consistently high, well this could damage your businesses seo.

 

And why would a high-bounce rate damage your businesses seo?

Well, it shows low engagement with your website, which means that people do not want to make a booking with your restaurant, instead they may want to book a table at another pizza and craft beer restaurant.

So what’s the solution?

Well you could work with an SEO expert and also your web design company to improve the website.

 

Number of organic visitors or sessions

Now this is a really obvious one, you will want to monitor how many organic visitors your website gets, but not just that, also how are they getting to your website, is it via organic seo? Paid advertising such as PPC (Pay Per Click) or direct?

 

Time on site

Okay, so let’s go back to our example of owning a shop, let’s say that now you own a car dealership, and your selling used cars.

Now, if during say the month of January you had 1000 people coming to your showroom, and the average time each customer spent in the showroom was less than 60 seconds, well, you as the business owner would know there’s a big problem.

That’s to say, why are people who want to buy a used car leaving your showroom so quickly? Are your cars too expensive?

Well, the same logic can be applied to your company’s website, if you are getting thousands of organic visitors, but most are leaving more or less straightaway, well why is that?

 

Is it because the website is difficult to use? Is the main menu difficult to use?

Does your current website make it difficult to sort items, so for example, I am looking for a blue shirt, in size large, can I sort by colour and size?

If you cannot, and the shopper doesn’t want to look through hundreds of shirts, then they may leave your website.

 

Which pages are people visiting the most?

As the business owner, or indeed the marketing manager, you will want to know which pages are the most popular, and as the marketing manager you may wish to apply say an offer on that page, such as free delivery, so that you encourage even more people to purchase from your business.

 

Compare one month with another

How many visitors did your website get in December this year, compared to December last year, did the number go up?

If your business requires white hat seo, then why not call us?

How to undertake an SEO competitor analysis

Introduction

Some business owners will believe that investing in organic SEO means that they can see results straightaway.

However, for those that know a bit more about SEO, they will know that organic SEO is a slow process but can often take many months, if not sometimes years to see results.

And what stands in the way of your business ranking on the first page of Google?

Well, quite simply put it is your competitors.

To put it more precisely it your competitors ranking factors.

Now we are going to have to get a bit technical here, so if you want to grab a cuppa tea or coffee this would be the right time to do it.

Every single website in Google’s index has been indexed by Googlebot, it is Googlebot which will use the algorithm to calculate how strong your businesses ranking factors are.

Now there are thought to be over 200 different ranking factors, however these are page to your direct competitors.

Now as you might’ve guessed where this is going, the businesses that have the strongest ranking factors will rank on the first page of Google

that’s the say the businesses that have the strongest ranking factors across 200 different ranking factors will often rank on the first page of Google

The businesses that have low which ranking factors will rank lower, for example they may rank on say page 8 of Google.

This is where an SEO agency can help, they should therefore improve the strength of your businesses ranking factors, so that you can close the gap between you and your competitors.

Therefore to get your business onto the first page of Google, your business must have stronger ranking factors than the businesses that are currently ranked their, for example if your business has the ninth strongest ranking factors for that keyword, then you will rank ninth for that keyword.

However, here is where things get complicated, your competitors will have been improving the strength of their SEO ranking factors possibly for a long time, possibly for many years

so, if you are just getting started in business, you might have a lot of catching up to do.

And why do we say this?

While quite simply put, your competitors might have hundreds of good-quality backlinks, hundreds of well written content marketing, very strong on-site SEO and very strong off-site SEO.

Quite simply put the SEO company might’ve spent hundreds of hours over multiple years improving the businesses organic and local SCO.

Therefore in order for your business to overtake those businesses, your marketing agency, or your business will have to accrue stronger SEO in order to overtake those businesses.

Once more all of this work must be white hat, if the work is not white hat, then your business will most likely incur a penalty which means that your business could be removed from Google

so it’s about finding a agency which can offer you high-quality work, yet another work in another quantity to start closing the gap between you and your direct competitors.

Now before any SEO work is undertaken, the marketing agency should write a marketing strategy, yet before a marketing strategy can be written the business should undertake a competitor analysis.

What is an SEO competitor analysis?

There’s no point in going into battle with water pistols, if your direct competitors own tanks.

And this is the exact concept this should be taken when your business is about to invest in SEO.

That’s the say there will always be agencies which are willing to take your marketing budget, yet if your marketing budget is a complete drop in the ocean compared to what your direct competitors have been spending, then you are unlikely to see results.

So what’s the solution, when the solution is simple you first have to wait the competitions SEO, you have to evaluate how strong competitors SEO is, so that you can calculate how much work is needed and in what areas.

For example, the agency might see that your competitors have thousands of good-quality do follow and no follow backlinks.

These have been accrued over a very long period of time, and the backlinks come from high-quality sources.

So this is a clear indication to the marketing agency that a lot of work needs to be undertaken, they may then move onto evaluating your competitors content marketing.

The agency may see that your competitors have been writing high quality content marketing for a very long period of time, they will therefore note that a lot of time is needed in order to create high quality content marketing as well.

Finally they may evaluate your competitors on-site SEO, and see that your competitors have invested heavily in good website design, coupled with strong on-site SEO which is meant is that the business has a low bounce rate and also is optimised for a wide range of different keywords.

So what does all this mean?

When it simply means that you are going up against strong competition, and therefore the marketing budget must reflect this.

If it does not reflect this, then the marketing agency may cut corners, if they cut corners which is strongly not advised, then they may not follow white hat methods, if they do not follow white hat methods then your business could incur a penalty

Why is it important to undertake an competitor analysis

it is important to undertake a SEO competitor analysis, quite simply because you need to know how strong your direct competitors are.

For example, a business that has a very limited marketing budget, can often not go up against businesses that have invested heavily in SEO

that’s not to sound defeatist, it is in reality being realistic, because if the business needs hundreds of good-quality backlinks then this will mean hundreds of hours if not thousands of hours will be needed.

If the business simply has not got the marketing budget for thousands of hour’s worth of work, then they are unlikely to overtake the competition

High-value products, or highly competitive business sectors, often mean that these businesses will be investing heavily in organic SEO.

This means that they will have invested heavily to get their business onto the first page of Google, but it often means that they are also willing to invest heavily in order to retain apposition within the organic results, and not to let other businesses overtake them easily.

Therefore if an agency states that they can do the work on a small marketing budget, then it has to be asked whether or not they are using “white hat methods”, if they are not using white hat methods then the business could incur a penalty.

How it can help to create your digital marketing strategy

Often when a business start-up, it needs to generate sales straightaway, now you have to keep in mind that organic SEO takes a long time regardless of how much marketing budget you have.

Therefore undertaking an SEO competitor analysis, will allow you to weigh up roughly how long it will take the marketing agency to get the business, onto the first page of Google’s organic results

now, if the agency believes that it will take a very long time, you may wish to come up with a strategy way you can use say pay per click to also generate sales.

That’s the say for some digital marketing agencies they take a blended approach, where they use pay per click in order to generate sales immediately, if they are also working at the same time to improve the businesses organic.

Therefore an SEO competitor analysis is not just about weighing up your direct competitors organic SEO, it is coming up with a strategy of how the business can generate sales while the marketing agency is working hard to improve the businesses organic SEO.

Overall your competitors look to be following white hat SEO methods?

Now, first things first, before you start evaluating your competitor’s organic SEO, and weighing up how much work is needed, you have to make sure that they are using “white hat” methods

There is absolutely no point whatsoever in evaluating your website, with another business’s website, if the other business is not using white hat methods.

That’s because, if your competitors are not using white hat methods then they could incur a penalty and they could be removed from Google

so we would only recommend that you evaluate company websites that are using white hat methods.

What are SEO keywords?

Okay, this is one of the first tasks that our marketing agency will carry out

that is working out which keywords your competitors have optimise their company website for.

For example, let’s say that you run a large car dealership, and you are competing with other large car dealerships within the area.

If you have noticed that your direct competitors have optimise their websites for car brands.

And this makes a lot of sense, because the car brands that they have optimise their website for are also the vehicles that you sell, and are your bestselling vehicles.

Therefore you may wish to also optimise your website for these car brands.

 

How do you work out which keywords your competitors have optimised their company website for?

Well, a digital marketing agency might look at the businesses source code, you may also use an SEO to to evaluate which titles, meta descriptions, meta titles, anchor text and also backlinks the business are using.

This will then give a good idea which keywords the businesses optimising it website for.

For example it can be a range of car brands, it could be car dealership plus the name of the city, it could be garage plus the name of the city, you then have to work out which keywords should be focused on first.

For example will it be too difficult to try and optimise for the main keyword, will this take too much time?

Would you prefer to optimise the website for a long tail, so that you can start generating sales quicker?

The competitors that you are comparing against do they rank for a range of different keywords

sometimes, some agencies start to evaluate the competitors SEO based on one main keyword, however as any good digital marketing agency will know it’s far better to optimise the website for a range of different keywords.

Now what do we mean by this, well let’s say for example that you sell electrical goods online.

It’s all well and good optimising your website for washing machines, but if you also sell let’s say televisions, dishwashers and also fridge freezers, which were not concentrating on optimising for these terms, then you may generate more sales for washing machines but not the rest of the items.

Therefore your marketing agency has to take a diversified approach, that’s the say they had to optimise the website was many different keywords as they can.

This is so that it increases your chances of generating more sales across a range of products rather than just concentrating on one product group like washing machines

 

What is the search volume?

Also you may have some agencies stating that they have got your business onto the first page of Google, in just a matter of weeks, now this is all well and good but if the search volume is low, meaning that nobody is searching for that term then what’s the point?

Let’s return back to our example of the car dealership, you may sell one particular car brand in a high volume, yet the agency has not got your website to rank for this term plus the name of your city.

Instead they’ve got your website to rank for “we are a car dealership that stocks brand X of car”

well as any business owner will know, that is unlikely to be searched for because it is such a long sentence that nobody is likely to search for it so it will have a very low search volume or no search volume at all.

So therefore the marketing agency has achieved somewhat of an empty victory.

Therefore it’s not just about getting your business onto the first page of  Google, it’s about making sure that your business get onto the first page of Google for the keywords that are more likely to generate your business more income.

Now of course these keywords will have a lot of competition, that’s the say a lot of other businesses will also want to rank for these keywords, that is why you must set a realistic marketing budget with your marketing agency make sure that enough work can be implemented every single month to improve your businesses SEO for those keywords.

The alternative to this is an SEO agency that just get your business to rank on the first page of Google for long tail keywords which have a low search volume and may not generate the amount of sales that your business had hoped for

Does the design of your website need to be improved?

Organic SEO is not just about improving the businesses on-site and off-site SEO, it’s also about website design, that’s because if the website design is poor, in that the website is difficult to use then your business is likely to have a very high bounce rate.

Now what do we mean by this, well your agency might succeed in getting your business onto the first page for various car dealership terms.

Your car dealership sells thousands of different cars, yet what is the point in being ranked on the first page of Google, if your business then has a really high bounce rate?

And that really high bounce rate might because by poor website design.

Therefore the SEO agency may recommend that certain elements of the design is improved, for example the main menu might need to be improved or allowing more options for your customers to sort products might be needed.

For example by using split testing, your web design agency may notice that by allowing your customers to better sort the range of cars that you stock, that the bounce rate drastically decreases and your sales go up.

So the point that we are trying to make here is that it’s not just all about improving your businesses organic SEO, sometimes it’s about improving the design of your website as well.

How many good quality backlinks have your competitors got?

This is a important factor that your agency must consider, that is how many backlinks have your competitors got?

Now it’s not just about the number of backlinks, it’s about how many high quality backlinks your competitors have.

As if your business has low quality backlinks then this could mean that the penalties incurred.

Therefore the backlinks need to be built in a white hat way and they need to be high quality

Have your competitors been building backlinks for a long time?

If your direct competitors have been building backlinks for a very long time, let’s say your direct competitors have been building a lot of high quality do follow backlinks for say the last eight years, then your business will have a lot of catching up to do.

This means that you may need a SEO agency that employs a lot of backlinks builders, that are able to build backlinks in a white hat way.

That’s because your competitors might have thousands of do follow high quality backlinks, and in order for your business to overtake those businesses, your business might need thousands of good-quality backlinks as well

Does the anchor text look naturally written?

Does it look like your competitors have naturally written anchor text?

You might be wondering what anchor text means, well anchor text is simply the text that you click on in order to follow a link.

Now it is not recommended that you keep using anchor text as the words that you want your business to rank for, as this is likely to cause a penalty.

This is why your SEO agency should work out which keywords that your competitors are using in the anchor text

this can sometimes give your marketing agency an idea of which keywords the business is focusing it SEO efforts on

Are there are a mixture of do follow and no follow backlinks?

You should aim to have a mixture of “do-follow” and “no-follow” backlinks.

All of the backlinks, regardless of whether they are no follow or do follow should be built in a white hat way and this should be high quality.

If the backlinks are high quality, and they will send link juice which can help to improve your businesses organic SEO.

Would it appear that he freelancer or a an agency has been building backlinks in a white hat way?

You have to employ an agency that is committed to building backlinks in a white hat way, if you do not build backlinks in a white hat way in your business could incur an algorithmic penalty.

Your business could also incur a manual penalty.

 

How many do-follow backlinks have your competitors got?

You have to consider how many do follow backlinks your competitors have, for example if they have thousands then you will often need a lot of time from your marketing agency in order your business to build thousands of good-quality backlinks.

Again it’s worth reiterating the point that all backlinks should be built in a “white hat” way.

How long does it appear that your competitors have been investing in organic SEO?

Your agency should have a rough idea of when your competitors have started investing in SEO, for example when did they first start publishing content marketing, when did they first start building high-quality backlinks, when did first start building business citations?

Then this will give you a rough idea of how long the business has been investing in organic SEO

if the business has been investing for a very long time, let’s say for the last nine years, then obviously your business will have a lots of catching up to do

How many no follow backlinks have your competitors got?

some marketing agencies make the mistake of thinking that the business should only build do follow backlinks, that’s the say the should also build no follow backlinks, that’s the say you should have a mixture of do follow and no follow backlinks

how long has your competitors been publishing content marketing?

Your business should be publishing high quality content marketing, that’s the say the work should have a high word count, it should also be high quality and written in a white hat way.

For example if your direct competitors have been publishing content marketing the say the last nine years, then you will know that your business will have a lot of work to do.

For example, a solicitor’s practice might be publishing content marketing three times a month, and you may notice on average that your competitors have been doing this for the last nine years, therefore your business will have a lot of content marketing to be writing and a lot of catching up to do, however this must be done in a white hat way

Have your competitors got in low bounce rate?

Your business should constantly strive to lower its bounce rate.

Do the backlinks look like they’ve been built in a white hat way?

You should evaluate whether your competitors have been building backlinks in a “white hat” way, we say this because during a link analysis, your agency should be able to say whether the backlinks are quality or not.

Your business should only obtain high-quality backlinks, you should not obtain low-quality backlinks as this could mean that your business incurs a Google penalty.

How have your competitors improve their on-site SEO?

How have your direct competitors been improving their on-site SEO.

Let’s say for example that your business sells electric bikes, how have your competitors been improving their on-site SCO to better optimise the company website for electric bikes

For example, having been optimising the website for different electric bike brands, have they been writing a lot of content marketing which answers questions that your business is often asked.

For example, a lot of people might ask what is the range of electric bike, before the electric bike needs to be recharged?

You might write a piece of content marketing that receives thousands of organic visitors, they may read this article and then look at the electric bikes that you sell and they may make you purchase from your company.

Therefore content marketing can help to improve your businesses sales, so you should evaluate how your competitors have been writing their content marketing.

For example have your competitors been using content marketing which has written text and also includes YouTube videos?

Does your business wish to use YouTube videos?

Will using YouTube videos how to reduce your businesses bounce rate?

Does your business wish to use split testing?

Your web design company can help you to use this to see whether adding YouTube videos helps to reduce your businesses overall bounce rate

Titles

Which titles have your competitors been using on each page?

Meta titles and meta descriptions

How have your competitors been writing their meta titles and meta descriptions for each page.

Has a meta title and meta description been written that every single product page?

Evergreen content marketing

How good is the businesses “evergreen content marketing”, has it been written in a white hat way?

Could your business publish better quality “evergreen content marketing”?

when your competitors publish a blog post what is the word count of the content marketing?

When your competitors write a piece of content marketing, what is the word count, are they writing content marketing which has over say 3000 words on average, should your businesses content marketing be the same length.

However we have to say it’s not all about word count, the content marketing must be well written and it must be high quality.

What do we mean by high quality?

What we mean by high quality is that it must be useful to your customers, it must not just focus on improving your businesses organic SCO, it must instead answer a question that your customers frequently ask your business.

For example, in the case of electric bikes, you might get asked do electric bikes need to be maintained often?

You may therefore wish to publish a lengthy article which explains how to properly maintain your electric bike, this article might get a lot of organic visitors.

This article might be so good that it attracts a lot of do follow high quality backlinks, these backlinks might help to improve your businesses SEO.

Does the content marketing look like it is being researched?

If the business has invested in cheap SEO, then often the content marketing will only have a few hundred word count, and not be researched.

However if the company has gone to a respected high quality SCO company, then they are likely to write a long article which is being researched, which will include anchor text backlinks to sources from where the information has been sourced.

For example, the article might be about the “bestselling electric bikes in the UK”, then the publisher might include a link to a newspaper article which has stated what the bestselling electric bikes are, therefore it shows that the article has been researched, and that the author has published a link to where it has obtained their information

Content marketing

The businesses content marketing must be high-quality

pages

the online marketing agency may recommend that new pages are added to your website in order for you to improve your organic SCO

Are your competitors using social media?

Are your competitors using social media, if so, does your business want to also use social media?

Are they using Facebook?

Are you using Facebook?

Are you using Twitter?

Are your competitors using Twitter

How often are your competitors updating their website?

How often do your competitors update their website in terms of adding content marketing?

We are a white hat Cardiff SEO company, if your business requires WordPress web design or help to improve its organic SCO then why not give us a ring

 

 

 

 

How can we improve our local SEO in a white hat way?

You might be a business owner that has been investing in local SEO for quite a while, and are now simply looking to swap to a different marketing agency?

On the other hand, you might be a small business owner that simply wants to know a little bit about what local SEO is, and how it could help your business?

Within this guide we are going to explain how this type of marketing could help your business.

We are going to cover some of the main SEO methods that an agency like ours will use in order to optimise a website.

It’s worth making clear at this point, that our agency only ever uses high-quality white hat methods.

Some agencies will promote ways where the try to bring about short term SEO results, however if this results in the business incurring an algorithmic or a manual penalty later down the line, then this simply mean that the business could be removed from Google’s results.

This is why our business only ever recommend using white hat methods.

What is local SEO and how could it help my business?

Whether you’re looking for a business that can make a wedding cake, or perhaps you are looking for a local lawyer, it’s more than likely that you will turn to Google’s organic results, or PPC adds or Google My Business results in order to find a local business.

It’s also fair to say that most people do not go beyond the second page when they start looking for a local business.

That’s to say often they will use the first page results in order to find a local business that they want to use.

So for example let’s say that you are looking for a local business, if you are presented with PPC adds, Google My Business results, and 10 organic business listings, then you are unlikely to want to visit say page two of Google, this is why so many company’s pay an SEO agency to help keep the business on the first page.

For this reason many businesses now invest in white hat SEO, this means that every business sector ranging from scaffolders right through to large companies here in Cardiff use local SEO, that’s in order to obtain new customers.

However, from a business owners perspective investing in digital marketing can sometimes be very confusing.

This is simply because some businesses will offer social media advertising, others organic SEO, some local SEO, and some may invest in PPC.

Therefore sometimes a business owner will not know what to invest in.

They will simply not know which form of marketing that they should be investing in for the business.

As each business is different, they will need to work out which form of digital marketing will work best for that business.

Our agency focuses on offering organic and local SEO, we are now going to explain what this form of marketing is.

What are Keywords?

First things first, normally the agency will look at which keywords the businesses website should be optimised for.

For example, if you run a construction company, you may wish to optimise your website for “builders”, plus the name of the city in which you operate in.

However, you may also wish to optimise the website for “attic conversions”, “property extensions” and also for “newbuild properties”.

Therefore work will need to be completed in order to optimise the website for these various terms, that’s in order to maximise the chances of the company being called or a purchase being made.

For example, a business may rank on the first page of Google for “local builders”, yet the website may not appear at all for local companies that can complete “attic conversions”.

And it might be attic conversions that the business owner want’s to focus on, in terms of generating more work in that area.

Therefore often the marketing agency will need to sit down with the business owners and understand fully what areas of the business the company wants to generate more work in and sales in.

However, you do have to bear this in mind, you will be looking to beat your local competitors, with your local competitors have been investing in local SEO for say the last 10 years solid, then your business will have a lot catching up to do.

 

We say this because it all boils down to ranking factors, that is how strong are your businesses ranking factors?

Google’s algorithm compares your businesses ranking factors with your competitors, quite simply put if your businesses ranking factors are weaker then your business will rank lower.

Now if you can imagine that your local competitors have been investing in white hat SEO for over eight years solid, they will obviously have a very considerable head start over your business.

Therefore, you have to think about this before you start investing in this form of marketing, there will be of course be agencies that will state that they can close the gap between you and your direct competitors in a matter of a few months.

However, if the marketing budget is not set a realistic level, and the agency is then forced to cut corners in order to generate results, then it is entirely possible the business will later on incur an algorithmic or a manual penalty.

For those that do not know what algorithmic or a manual penalty are, they can simply mean that the business gets removed from Google.

What does white hat mean?

Our business will only ever use high-quality white hat methods, that’s to say we will only ever use white hat methods when improving your businesses SEO.

Some agencies do not use white hat methods, that’s the say they sometimes they cut corners and use low-quality methods, is when the business will incur an algorithmic or a manual penalty

 

How can our business improve our local SEO?

It’s important to know that is local SEO is not a one-off process, that can be completed in one large amount of work and then that is it.

Normally businesses partner with marketing agencies on a consecutive monthly basis, that’s in order to improve the businesses local and organic SEO.

If a business does not invest on a monthly basis, then it’s entirely possible that the competition will develop stronger SEO and therefore overtake your business.

At our agency we also do not recommend implementing work in one large amount, then leaving it many months and doing another large amount of work in one instalment, from our experience this does not improve the businesses local SEO.

It’s far better to work on improving the website on a monthly basis using white hat methods.

 

What does content marketing mean?

Okay now we’re going to start looking at ways that you can actually start improving your SEO, one of the main ways that an agency uses to improve a company’s SEO is to write content marketing.

However some businesses simply believe that content marketing is just writing text to a set word count, it is most definitely not.

That’s because if the work is low-quality, or offers little value, to the reader then it is likely to start driving the website rankings down and not pushing the rankings up.

So what is content marketing?

Simply put it is understanding the questions that your customers have, and best answering them better than your competitors.

Is the process of therefore making your website useful, yes it does involve giving away free advice, yet if the algorithm deems your website is a good quality source of information your business is likely to rank higher and therefore your business ranks higher you may generate more business.

So what is content marketing?

Simply put its about writing high-quality answers to questions that your customers frequently have, however more often than not this is not implemented correctly, then that the agency or the business purely focuses on SEO not offering valuable advice to the customer.

When it is clear to the algorithm that the work is just focused on improving the businesses SEO, then this is when the rankings may start to plummet

What are blog posts?

Broadly speaking content marketing can be split into two wind categories, that is evergreen content marketing, which is content marketing on the main pages of your website rarely change from month to month.

Then there will be a news or a blog section on most websites, where the agency add blog posts in order to improve the businesses organic and local SEO.

Are however more often than not multiple days per month need to be spent home in order to write high quality content marketing therefore the marketing budget must reflect this amount of work that is needed.

It’s also worth bearing in mind that this is just one aspect of the local process there are many more which will discuss in this article, that’s why a marketing budget should be set at a realistic level to allow this amount of month.

Why must the written work be high quality?

The written work must be high quality, it is not high-quality and is not a useful then the work is likely to be deemed as low quality and it could mean that your businesses rankings starts to drop.

So what do we mean by high quality?

Well let’s imagine that you are about to complete a DIY task, and you want to obtain some advice so you turn to

then you see to articles that have been written, one seems to be heavily promoting a power tool and therefore offers no realistic advice of how you should carry out DIY task stop

then you have another company which offers very detailed advice, does not seem to be promoting this service product directly and instead offers a useful article that allows you to complete DIY task successfully.

Which one do you think would be useful in order to improve the businesses SEO?

Well we most definitely think that the article that is useful to the customer, even though they are not purchasing directly from the website will improve the businesses SEO.

We say this because readers likely to spend a long time website, this would therefore reduce the businesses bounce rate and also this high-quality work is likely to be linked to by other websites simply because the website is offering good quality advice.

Are so for example somebody that interested in renovating homes, interior design or simply DIY may link to work because the work is such high quality.

This high-quality content marketing is therefore likely to attract backlinks, if the backlinks are good quality and ascending link juice through to the website then this is likely to improve the businesses local SEO.

On the other hand you have the website which is just promoting a powerful, the person looking to complete the DIY task will not obtain the advice they need, they are likely to leave the website more or less straightaway contributing to a high bounce rate.

Because the article is heavily promoting a powerful, it is also not useful to other readers to is not likely to attract a high quality backlinks so as you can see this form of local SEO often does not work in this is why high quality content marketing is often needed instead.

What are internal links?

Okay, so when you write a rather long blog post, often you will cover something that you may have already written about.

For example, let’s say that your business sells luxury candles online, one of your range of candles might be beeswax candles, you may have written an article about high-quality beeswax candles before now.

Therefore the marketing agency may link to the work, they may do this to an internal link and through anchor text.

This should be done in a white hat way, that’s the say the link should be linked to using white hat SCO.

What does anchor text mean?

As we mentioned in our previous point, you may wish to use internal links, the example we provided was beeswax candles.

Therefore you may wish to highlight beeswax candles news that the anchor text, however the anchor text must be optimised in a white hat way.

 

What does meta titles and meta descriptions mean

for every page and every blog post this should be a meta title and the meta description written which gives a brief idea about what that page or blog post is about stop

to write a meta title and meta description takes seconds, this is why it should be added to each page and written in a white hat way stop

What does on-site SEO mean?

On-site SEO simply refers to optimising the website on-site, this can mean optimising any from a meta title and meta description right through to optimising the website evergreen content marketing.

Often agency to improve your businesses local SEO in a white hat way, they will often carry is a mixture of on-site and also off-site SCO every single month.

So for example, let’s say that your business sells electric bikes online, the agency may optimise the businesses content marketing on-site and may start to build backlinks off-site white hat way.

Why is the design of your website important when it comes to SEO?

It’s really important that the design of your website is correct, if you have a website that has been poorly designed and this may mean that your website incurs a high bounce rate.

So let’s say for example that you are looking to purchase a pair of work boots online, the SU agency might be successful in getting your business onto the first page.

However if it’s difficult for the shopper to find the pair of work boots that they like, in order to sort the items by size for example and if they are in stock, then if this is not possible then the business may incur a high bounce rate

as most digital marketing agencies will tell you, the business having a high bounce rate could potentially damage the businesses SEO over the long run

this is why it’s important that you work with your agency order to reduce your businesses bounce rate.

Why it’s easier to optimise a company website that has been online for longer

is often much easier to optimise a website which has been online for longer.

What do we mean by this?

So let’s say for example that you run a construction business, and you have just started your construction business with his brand-new.

Therefore the domain name is newly registered, so that the main aim has not got any SEO apply to have no backlinks to it.

When you compare this to the website that has been life the say the last eight years, that website will have accrued a lot of backlinks and may have had a lot of good quality SCO apply to.

So in essence a new business is starting from scratch, it is a blank canvas and this is often why a lot more SU work is needed on the SEO work that is needed must be good quality^

Why does organic SEO and local SEO takes so long to see results?

It can take a very long time for a business to see results from organic and local SCO, that’s simply cars you need to overtake your competitors in order to get on the first page.

For example it easier to get some businesses onto the first page than others.

He business operating the highly competitive business sector, then it will be a lot harder to get the business onto the page.

Why it’s important to have a fast company website

is really important that your company website is fast, if the company website is really slow then this is likely to lead to a high bounce rate stop

what does schema mean?

It’s really important that your agency applies what is called to you website, they may use schema to mark up the NAP information on your website. Line if you do not know what map means it simply stands for name of your business, its address and also the businesses phone number.

The NAP Schema

It’s really important to apply schema to your website so when your website is crawled and indexed the can easily read your businesses map information.

What does off-site SEO mean?

Now we will move on to off-site SEO, as you might have gathered local SEO can be broadly split into two main categories that is onside and also off-site SEO.

now in order to optimise a website often both on-site and off-site SEO need to be worked on every single month.

Off-site SEO can be building business citations, improving your businesses NAP details so that they are all consistent, and also building high-quality backlinks that will send link juice through to your company website.

What are backlinks?

Backlinks are simply links that lead to your website, these links need to be high quality need to be built in a white hat way if they are to improve your businesses local SEO. Our

Why must backlinks be high quality?

If the backlinks are not high quality, in that they are low quality then this could adversely affect your businesses SEO because business could incur an algorithmic or a manual penalty.

So many agencies and businesses take the wrong approach to building backlinks, thinking that they can build low quality backlinks and this will improve the company’s SEO.

The matter-of-fact if more than likely likely to do the complete opposite result in the business incurring a penalty and therefore the website may be moved

What are business citations?

Business citations often then need to be built, they need to be built in a white hat way, the business should build business citations so that they mention the businesses map information.

You must make sure that your businesses map information is consistent.

For example let’s say that your business changes its address,’s phone number all the company name and it’s important that all of the companies NAP information is updated

What does NAP mean?

That’s simply means the name of your business, businesses address and also the businesses phone number.

This NAP information needs to be consistent or is will not help to improve your businesses SEO.

Why it’s important that business citations are consistent

let’s say for example that your SEO agency builds business citations to your company’s first address, and the company moves address within Cardiff to a new location.

The agency then continues to build business citations mention the businesses new address, there are there are therefore to business citations citing to different addresses and this can confuse the algorithm as to where the business is located.

Therefore if this occurs then this can mean that the business dropped down the ranks if there are different addresses mentioned within the businesses citations.

Why all backlinks must be high quality

Backlinks must be high quality, if all the backlinks are not high quality then the business may incur an algorithmic or a manual penalty.

Why it’s important to focus on quality and not quantity

really important when it comes to local SEO to focus on quality not quantity, some business owners think that by getting more of something they are obtaining better value for money but this is often not the case if it comes at the cost of quality.

For example you may hear some agencies reel off a long list of what they can provide free low fee, however same goes you do get what you pay for quite often.

By this we simply mean if the agency is stating that they are doing a huge amount of work for a very low fee and often the business owner should start to ask questions.

We believe here at our agency is far better to get a lower amount of work completed but that work to be high quality.

Social media

often a lot of businesses here in Cardiff you social media in order to promote the business and also to help improve the company’s organic and SEO.

For example for our clients we use Facebook and Twitter in order to promote a new article that we have written example.

We may then use hashtags that people use to follow that type of business, for example let’s say that you sell luxury candles we may use the hashtags such as beeswax candles for example.

Therefore anyone interested in these types of candles meets Bath following your account, they may then start reading the articles that have been written on the website, they may even provide a backlinks to the website if they think it is a good quality website stop

How you can promote new work that is being added to your company website

We may therefore use social media accounts such as Facebook and Twitter.

Facebook

You may wish to set up a company profile on Facebook

Twitter

You may wish to use Twitter in order to promote articles that your company has written.

 

Why we believe high-quality white hat agency is best place to write the content marketing

Some business owners believe that they can complete the content marketing themselves, and do not need a high quality and respected SEO agency in to complete the work.

However what a lot of business owners quickly find is the have not got the time to be writing the thousand word article a few times a month.

Instead it might write an article that is just a few hundred words, and if it is poorly written in terms of it does not offer much useful advice to your customers then it may result in your business incurring lower placement in terms of where it ranks.

For example so many businesses get writing the content marketing wrong, by simply mentioning the words they want to the business to rank are too much causing sometimes an algorithmic penalty.

So what do we mean by this, let’s say that you run an Italian restaurant for example, you may start to write articles yourself and you may mention Italian restaurant plus the city or town which your restaurant is based.

However as this is not likely to be useful information in terms of a blog post, if it is written in the wrong way then it may mean that your business is placed lower down the ranks.

Instead what is required often is a high quality and respected SEO agency to write the content marketing in the way with a can get your business to rank higher for Italian restaurant in the city or town in which your business is based

What does evergreen content marketing means?

You may have read within this article that we have mentioned evergreen content marketing white a few times that’s because it’s an important part SEO.

For those that do not know what evergreen content marketing is, it is simply the written text that is used when your main pages of your website.

So let’s say that your business sells for example garden sheds, you may have a range of different garden sheds and you may simply write on each product a description of the garden shed.

As you plan on selling these garden sheds for a very long period of time, you do not therefore change the product description and therefore this evergreen content marketing stays the same for a long period of time.

This is as opposed to content marketing which is added to the blog posts, which is sometimes added to a number of times per month therefore pushing the last blog post down and the newest what is often displayed right at the front.

While content marketing should have a high work accounts but also be high quality

The content marketing must also be high quality, if your business ever writes low quality content marketing and this could mean that the business drops down the ranks.

Content marketing must be useful to you all customers, for example asked last offer useful advice

What is ‘Google My Business’?

Your business should have a my business account, you might wish to ask a digital marketing agency the set up your my business account.

The my business account should have your businesses map.

Your business should have a my business account, information here should match exactly with your businesses citations.

The NAP Details on Your GMB Listing

The my business account should match exactly of your business citations.

Why your company should aim to reduce its bounce rate

You may wish to hire a digital marketing agency, such as door, to help reduce your businesses bounce rate.

Your business should lower its bounce rate, and into keep your customers on your company website for as long as possible

Why your business should focus on improving its organic visitor numbers but also making sure that these visitors are likely to purchase from your business.

It’s really important that as your agency aims to improve visitor numbers they also make sure that these visitors coming to the website are likely to be people that are interested in your product or services.

For example car let’s say that you run a wedding company that manages a couples wedding you might write a several articles about a celebrity wedding the this

This type of article might receive a lot of organic visitors, as a lot of people might want to read about a celebrity wedding, yet it does not necessarily mean that any of these people reading the article use your company to manage their own wedding.

Therefore your agency should attract people who are interested in your company and the products and services your company can offer

Why your agency may need to add new pages

Sometimes when a company comes to our marketing agency they will have a really basic website.

Two for example let’s say that company is landscaping business they want to generate more work for garden fencing, decking and also summerhouses.

This will be very hard to do unless the website has pages created within the main menu order to advertise services.

So sometimes a digital marketing agency will recommend the first tasks is to add main pages that advertise the services such as decking, fencing and summerhouses for example.

How a penalty could fall your business back

if your business was to incur an algorithmic penalty, or a manual penalty simply because you have hired the wrong SEO we then this can simply mean that your business will for down the ranks or it could be totally removed.

Also very business owners that know about algorithmic or a manual penalty is will know that it can take a very long time for a business to recover from such a penalty.

Therefore any businesses which are cutting corners or using low quality methods of SCO should be avoided, because they could result in an algorithmic or a manual penalty being applied against you business

Why we would recommend focusing on one city or town based on where your company is located

Some companies, for example let’s say a skip hire company may try to optimise the website for a massive area.

However we would recommend that you concentrate on improving the SEO around where your business has a actual building and where it is located.

If a business tries to optimise the website for to larger area, in that it tries to optimise for multiple cities or multiple towns and this can mean that the SEO becomes time-limited and the SEO marketing strategy might be unsuccessful.

We would therefore recommend that our agency that instead you concentrate on improving the local SEO for the city or the town in which your business is based.

Why we would recommend using a local phone number

We would recommend that using a local phone number rather than using a mobile phone number.

We say this because it can help to improve your businesses SEO if you use a local phone number.

Of course a mobile number can refer to a business which is based anywhere, however the local phone number is based on this is another signal that your business is based in the town the city which can help to improve the SEO.

However once again do make sure that your NAP information systems, consistent, by that we mean that the NAP information to match on your website your business citations and on your my business account.

Why if your address changes or phone number or business name NAP details should be updated accordingly.

If your address, company phone number or company name changes then you should tell your marketing agency immediately so that they can start to take you business citations.

If you do not update your business citations and your website states that you are in the new location and your business citations the you are in your location then this could simply mean that your website starts to drop down the ranks because an SEO agency will deem this company is having conflicting business citations.

By that our business is saying that it is based on two different locations when actually it is only based in one which could negatively impact the businesses SEO.

Why your company website should be easy-to-use

you should make your company website easy to use, by that we mean every aspect of your company’s then a shopper is likely to leave your website and instead use a competitor’s website.

This is often why a SEO agency has to work closely with a web developer or a web designer. Line you may wish to choose a digital marketing agency which also employs web developers and web designers as well as SEO consultants.

US the business owner may find it easier to manage if you hire a business that has web developers, web designers and SEO consultants all working one company.

We say that because managing separate business can sometimes be difficult in terms of managing amount of calls and emails that will be needed to 2 separate business are to hire a separate SEO agency and a separate web design company.

 

Why a lot of companies use a/B testing or sometimes split testing

Once you have hired a web design company, you may wish to use the SEO agency to recommend ways where they can implement split testing in order to see if they can improve the company’s bounce rate.

When we say improve the company’s bounce rate is simply mean to lower the businesses bounce rate.

Also split testing is used to see if the web design company can help to make design changes in order to improve the businesses sales.

For example company might use split testing to change the appearance of the homepage by adding a slider which advertises a sale that the business has on, this sale might mean that more sales are generated this people click on the slider in order to purchase a product.

Because the design change has increased the level of sales the has, the web design are may make this change is permanent in order to help the business to generate sales. Line on the other hand design company in the SU agency design change has actually have a negative impact on sales therefore rooms back to how the website prior to web design changes.

Why you should aim to make your content marketing a lot better than the competition

You should aim to make your content marketing a lot better than the competition, if your business is not on the first page, yet you just trying to match the competition might not overtake them. Line however if you plan on implementing high quality white hat SCO which is a lot better than the competition in time you will start to overtake the competition.

Therefore you should not just aim to match the standard competitors are setting terms of SEO you should aim to be a lot better in terms of having better SEO.

Why taking shortcuts does not work

There are so many companies within the UK that state that they can provide very cheap SEO services, however as the business owners you have to weigh up how much work can actually be provided free very low fee.

If the agency is cutting corners in order to obtain results, then this may mean that the business later incurs an algorithmic or a manual penalty.

This is why we only recommend a white hat methods are used

Why you should always use white hat methods

We strongly recommend that only white hat methods are used, that’s to say high-quality methods of SEO should always be applied even if it means that it takes a lot longer for the business to see results.

As earlier mentioned within this article if a business was to incur an algorithmic or a manual penalty, then this can mean that Roxanne the ranks was removed from, which can mean that it may take a very long time for the business to recover, so simple not believe that low quality and cheap SEO total false economy.

Why sometimes better to use a high quality and respected SEO agency

we believe it is far better to use a high quality and respected SCO agency like a door, we are an established SEO agency that is based here of Cardiff.

We can help to improve your SEO

Algorithm changes

some businesses will try to have a go at improving their SEO themselves, however we would recommend that you respected and white hat SEO agency as they should have an in-depth knowledge of how the algorithm works on how the algorithm will penalised any website which does not use white hat methods.

Therefore when you pay an SEO agency to implement high quality white hat SEO, the company should have a lot of experience of the algorithm and also how the regular algorithm changes will impact how SEO should be implemented. Line for example, how the Panda dates changed how SEO should be implemented.

How our agency can help your business

we run a agency based here in Cardiff, we work with a number of different businesses in order to help improve the businesses local and organic SEO.

We will only ever use white hat methods, if you would like a quote why not give our agency today?

 

 

Some of the things you should know before choosing an SEO company

So, when looking for a local seo company it is as simple as just searching “SEO + name of city”-right?

Umm, well, nope it often needs a lot more thought than that, that’s if you are looking for a high-quality agency, one which offers white hat work.

And this is where business owners may well be saying, “well the businesses ranked at the top must be good at what they do, otherwise they wouldn’t be there, right”?

Well, that is very true sometimes, and most businesses deserve to be at the top space on Google, because they have used white hat SEO and they have also made sure the SEO work is high-quality, so they have followed Google’s Webmaster Guidelines, and they have made sure that all work is of a very high standard.

However, if you were to chat to some marketing companies, well, they are bound to say that sometimes there will be some companies that use low-quality SEO, as a way to get there selves to the top quickly.

However, sooner rather than later they may and are more than likely to incur a penalty, such as the Google Penguin penalties, however with that said, in that temporary window of time, when they are say 1st in the results, well, they may obtain customers that think they are the bees knees, when they are in matter of fact not very good at what they do.

So, what do we mean by this? Well, as any good agency will tell you, it is possible to use low-quality SEO methods, yet we would never in a million years recommend this, as its more than likely your company will incur a penalty, such as a Google Penguin, or a Google Panda penalty.

So what’s the solution, well, that’s simple, you must only choose an SEO agency in Cardiff that offers high-quality work. And here at Adore we offer very high-quality work, we can offer the following work to improve your company’s marketing:

  • Content marketing
  • Onsite SEO
  • Build backlinks
  • White hat SEO
  • Offsite SEO

 

#1 Quality is an absolute must (White Hat)

Whether it be link building, or let’s say writing a piece of content marketing, the work must always be high-quality.

So, let’s say for example you run a business that makes luxury cakes here in Wales, and you want your business to branch out into offering wedding cakes.

Now, if one seo agency let’s say based in Cardiff claims they can get your wedding cake business onto the first page in a matter of weeks, and a second seo company says looking at the competition, this could take around 6 months to get your cake business onto the first page, which business would be better?

Well, this all depends on quality

If the second business is using white hat methods, then this is the business to opt for, that’s because you should always choose quality work as we think here at Adore Online Marketing, based in Cardiff, that it’s always better to opt for white hat work. If the first business is not using white hat methods, and is instead just using low-quality methods of SEO, well, the business could incur a penalty.

A link penalty, such as a Google Penguin penalty could mean that your business is removed off Google.

So, instead of just opting for an SEO agency that states what you would like to hear, i.e getting your business onto page 1 quickly, only opt for the business that offers quality SEO work even if this takes a lot longer.

A lot of businesses here in Wales will not want to wait, they will opt for the marketing agencies stating that they can get the business onto the first page in say a few weeks, however, you do have to keep this in mind, a lot of businesses also receive a penalty, and then drop out of Google, or get placed on say page 10 of Google’s results, so then those businesses might have wished that they have opted for a better SEO company.

#2 Some promise the earth and do not deliver

Some marketing companies can therefore make promises and then they do not deliver, so only choose a white hat and reputable SEO company.

#3 If your website get’s penalised then it cost you dearly

If a website does incur a penalty, such as a Google Penguin penalty, then the business could be removed from Google. So only invest in white hat SEO.

#4 You will often need content marketing to be added to the site

Sometimes a business will say that they want to invest in white hat seo, but they do not want blog posts to be added to the website. However, as most digital marketing companies will recommed, often content marketing will need to be added.

#5 You will need high-quality backlinks

Your business will need high quality backlinks, so for example, let’s say you run a construction business, you will want quality backlinks from construction related websites.

#6 If you stop paying then often the website can drop

Let’s say your business sells luxurious wines, and you then deliver these to peoples homes, now a marketing company may help get your wine business onto page 1 of Google, however, if you were to stop investing in seo, then its entirely possible that after a few weeks or months the website will drop.

How we can help

If you would like to invest in quality SEO, then why not call us?

Why you should focus on writing good quality content marketing

Introduction

When you hire a digital marketing agency, you are most likely to hear the company refer to “content marketing” time and time again.

For example, they might be writing a marketing strategy for your business, and a large amount of your company’s marketing budget might well be taken up with writing content marketing.

Now, as the business owners, you might question what are the benefits of writing so much content marketing? That’s especially if the text is giving away free advice, right?

So, let’s say for example, that you run a bike shop here in Cardiff, and the marketing companies recommend that should write long articles recommending different electric bikes to purchase.

You might question well, what’s the benefit of giving away this free advice?

However, as you read through this blog post, our white hat agency will explain the benefits of investing in high-quality white hat content marketing, and why so many digital marketing agencies invest so much time writing content marketing for the businesses that they work for.

What does search engine optimisation (SEO) mean?

First things first, what does search engine optimisation mean?

Well simply put, many different businesses will want to rank on the first page of Google, whether therefore you will a local Italian restaurant, or perhaps you are a large online retailer of furniture for example.

You will want to rank on the first page of Google for terms that are relevant to your business, for example the furniture retailer might want to rank on the first page for “mattresses” for example.

This can be a serious competitive advantage for the business, if they get their business rank on the first page of Google, often to get their business right on the first page they need to hire an SEO agency like us. There are many SEO Cardiff company’s, however what’s for sure is whichever business that your company chooses, you should hire a white hat agency.

What does white hat mean?

However, as this article will explain, the SEO work must be white hat, if the work is not white hat then the business could incur a penalty. Examples of penalties would be a Google Panda penalty a Google Penguin penalty. So, this simply means that all of the SEO work needs to be high-quality which includes the content marketing as well.

What are ranking factors?

There are many “ranking factors” which Google uses to work out how strong your businesses SEO is, there are thought to be well over 200 different ranking factors.

For example, it is widely thought by many agencies that backlinks are one of the most important ranking factors, yet with that said content marketing is also really important.

Here are some other ranking factors that you might have heard about?

·        Backlinks

·        Onsite SEO, meta titles, meta descriptions

·        Offsite SEO

It could also be argued that without content marketing another business will not link to your website, so for example, let’s say that you run a restaurant here in Cardiff, if you have not got blog posts offering useful advice, then why would another business link to your company?

However, on the other hand, if your Italian restaurant was giving away recipe ideas, and how to create tasty Italian meals in a short amount of time, then you could potentially earn a lot of good-quality backlinks.

You can start to see how earning backlinks can go hand-in-hand with writing really good-quality and useful content marketing.

 

What is content marketing?

Some digital marketing agencies make content marketing sound a lot more complicated than what it actually is, but in a nutshell, it is basically written text, which offers useful advice to your customers.

Now, these customers might not be customers that purchase from your website, they could be somebody looking for advice.

However, by offering that advice, your business might obtain high-quality backlinks, which therefore increases where your business ranks, which therefore you can help to improve your businesses SEO.

So, by giving away this free advice, you are actually helping to improve your businesses SEO.

However, so many SEO companies Cardiff and so many businesses here in Cardiff get writing the content marketing wrong.

That’s to say sometimes they do not write the text in a white hat way, which could actually mean that the business incurs a penalty, which could mean they drops down the ranks. This is why all SEO work must be white hat.

Why must the content marketing be high-quality?

All of the SEO work must always be “white hat” or the business could incur a penalty.

What does my SEO consultant mean when they keep referring to an SEO algorithm?

It’s the algorithm which decides where your business ranks, if your business has the strongest ranking factors, like for example the strongest backlinks, the best onsite SEO, then your business can rank on the first page.

As earlier mentioned, there are over 200+ different ranking factors which the algorithm uses to calculate how strong your businesses SEO is.

How many blog posts should my company be writing?

We always say this to all of our clients, it’s never about quantity, it’s all about quality, if you opt for quantity and the work is not of good-quality, then the website could incur a penalty. All work must be white hat.

Why must the work be white hat?

If the work is not white hat, then the business could incur a penalty, which means that a company could drop down the ranks and does not go up the ranks.

Why must I partner with a white hat SEO agency?

Your business should therefore partner with a white hat SEO agency, if you were to pay a cheap price for SEO, or you were to partner with the wrong marketing agency, then your business could potentially obtain a penalty.

Why must the work be good-quality?

The work must be of high quality, white hat, it must be well written and must offer useful advice.

Why is my SEO consultant saying that we shouldn’t just focus on improving the businesses SEO?

A good SEO consultant or a good SEO agency Cardiff will recommend that when writing content marketing for the business, that the business or the marketing agency does not just concentrate on improving the businesses SEO.

That’s because a good marketing agency will know, that if they write a good piece of work, which is useful then this will be read by many people and could potentially earn your business backlinks.

For example, let’s say that you are looking to purchase an electric bike, but you do not know how electric bikes work, or how long the battery lasts before they need recharging.

If you were therefore to write a detailed article about the latest electric bikes, and common questions the customer has about electric bikes, and this article was to be read by many thousands of people because you have promoted it on let’s say on Facebook, then people who have blogs about mountain biking and biking may link to your work.

If the links are high-quality, then this could help improve your businesses SEO

Will this help my business in Cardiff?

Many businesses here in Cardiff, South Wales, have partnered with white hat Cardiff SEO agencies, these businesses therefore work normally on a rolling monthly basis, that’s to improve the businesses SEO

Why must the work not be duplicated?

If the work is duplicated, and that the text has been taken from another website, then this could mean that your business incurs a penalty.

Why must all of the written work be high quality?

All of the work must be white hat and high-quality

Okay, so let’s say you’re about to launch a brand-new vegan restaurant right here within Cardiff, and you want your business to appear in the number one spot on Google for “Vegan restaurants Cardiff”.

Well, that just makes good business sense, right?

If your business is easier to find, you could obtain more customers.

However, your business may fall into the same trap that so many other businesses do, that is believing that by writing a lot of content marketing, which just focuses on improving your business’s SEO, and not offering quality information, will improve your businesses SEO, when in matter of fact it will not.

That’s because marketing companies that just focus on trying to improve where a business ranks, that’s without offering really useful information, will simply fail.

So let us provide you with an example, let’s say you want to fit a new set of taps to your kitchen sink, and you visit two websites, one has a 500 word article, that doesn’t make sense, it just keeps mentioning “cheap kitchen sink taps” and the second is a really useful article, it explains step by step how to install a set of kitchen sink taps.

Which article will be most useful?

Obviously article number two, and this blog post is less like to have a high bounce rate, so this blog post is also likely to help improve the businesses seo.

As many businesses have learnt, and as many marketing companies have also learnt as well, is that for a businesses SEO to do well, the business must offer quality information, and what do we mean by this?

Well, let’s return to our example of a vegan restaurant just for a second, if SEO agencies were to write say 500 words each week, and heavily use the wording “vegan restaurant” over and over again then the business is likely to incur a penalty, such as a Google Panda penalty.

This is why the business should instead offer quality information, that will be of interest to their customers, such as giving away free vegan recipes for example.

Now, you may well be thinking, well that doesn’t make much business sense, just giving away vegan recipes so that people can use the recipes at home, instead of encouraging vegans to attend your local restaurant, however you have to turn that idea on its head.

And the reason for this is if the content marketing is really good quality, well your likely to get a lot of visitors, and a lot of backlinks as well, and if the backlinks are good quality then this could help to put your business onto the first page.

This means that when someone is looking for “local vegan restaurants”- well, guess what, your business could be listed on the first page, which could help your business.

What is content marketing?

Well, it could be as simple as writing a blog post, like this here, however, if written correctly it could mean that your business obtains more backlinks, but if written incorrectly, so for example the algorithm thinks that your website is mentioning a phrase too much, like “vegan restaurants” well the website could incur a penalty.

Why do so many businesses and SEO agencies get this wrong?

Sometimes a business will simply want to take shortcuts, so for example, they may spot that the competition are already doing well, so they may cut corners to try and catch up with these businesses as quickly as possible, but as any good marketing company will tell you, when it comes to white hat SEO, there are no short cuts, its just about hard work and also offering quality SEO.

If you do take short cuts, then you could obtain a penalty.

What is the correct way to write content marketing?

Make it useful, and what do we mean by that?

Well, let’s say your carrying out a bit of DIY, and you do not know how to install a shower tray, so which blog post do you think you would find most useful?

One that keeps mentioning shower trays over and over again, with no clarity on how to install a shower tray?

Or article two, that offers step by step walk through on how to install a shower tray? The information is clear, easy to follow, and explains what tools you will need- well of course, article number two would be best, and this is the article that’s most likely to gain the most quality backlinks, and therefore help to improve the businesses SEO.

How can your marketing agency help?

If you would like a quote for organic seo, then why not call us?

A complete guide to local SEO

Introduction

Whether you run a large business here in Cardiff, or a small business, most businesses would benefit from being ranked high on the first page of Google.

For some businesses it’s now become their sole way for that business to advertise it’s services or it’s products.

Yet with that said, getting a business onto the first page of Google has become much harder, in terms of implementing organic and local SEO and that’s simply because the amount of competition has greatly increased.

So, for example, where a plumbing business may have managed to get onto the first page of Google say a number of years back, now most small businesses will face fierce competition.

This is why it’s so important that if your business is implementing local SEO, or you hire an agency that the work is done right (White Hat).

 

And what do we mean by done right?

Well, we mean the business or the agency must follow white hat SEO methods, plus also the business must follow Google’s Webmaster Guidelines.

If the business was to flout Google’s Webmaster Guidelines, that’s to say for example the business built low-quality backlinks, then the business is more than likely to incur a penalty.

A penalty can mean that the business is removed from Google, or the business may see a significant drop in terms of where the company ranks.

 

So what’s the solution?

Well, the solution is simple, only hire a high-quality agency and only implement local seo if you fully understand how to implement white hat seo.

This whole article is dedicated to ways that you can improve your businesses local seo, and we will only ever recommend white hat methods.

So, without further ado, here’s a few ways you could improve your businesses seo. 

Onsite SEO

Search engine optimisation (SEO) can be broadly split into two main categories, they are onsite and offsite seo.

An example of offsite seo would be building backlinks, and an example of onsite seo would be to add meta titles and meta descriptions to a website.

For a business to be ranked on the first page of Google, often an agency will need to improve both onsite and offsite ranking factors.

With Google’s algorithm taking into account over 200 different ranking factors, from backlinks right through to meta titles, it’s important that you know from the start that not all ranking factors are worth the same.

This means that some are more important than others, for example, a high-quality backlink is worth a lot more than adding alt text to one page on your company’s website.

So, what you or your agency must do is work out which factors are the most important, and then you might want to start with these first, that is you must have a marketing plan, as otherwise the amount of work needed could be overwhelming.

First things first we would most definitely recommend that you concentrate on getting the onsite seo optimised first.

For example, there’s no point in building high-quality backlinks unless the pages that the links are being sent to are optimised.

That’s to say if backlinks are sent to a page that has one line of text, then that backlink may well be wasted.

What is needed is for your agency or your business to improve the onsite seo, so this means writing meta titles, meta descriptions, adding internal backlinks and also adding content marketing.

Then the digital marketing agency may then start to build backlinks. 

 

Meta titles and meta descriptions

Meta titles and meta descriptions are important, as if they are not written your businesses CTR (Click Through Rate) may suffer.

So, for example lets say that your business sells paint online, now a painter and decorator will be looking for a brand of paint, and also a shade of paint that they wish to purchase.

Now, if your marketing agency does manage to get the business onto the first page of Google, you still have to compete with all the other businesses that are selling paint online.

For example, in the organic rankings there will be 10 businesses, so if a business was to standout, it should optimise its meta titles and meta descriptions.

For those that do not know what meta titles and meta descriptions are, they are simply a title and normally around 2 lines of text that describe what that page is about.

So, for example, for the online paint shop a meta title and meta description may read as follows:

Meta title: We are stockists of this brand of paint, we can deliver the very next day

Meta description: Here at “name of company” we stock this brand of paint, we also offer free next day delivery on orders of over £50.00 in the U.K.

Now, if someone was looking for that brand of paint, plus they seen that the business is offering free delivery, then this may help to improve the businesses CTR.

This is why the marketing agency should take the time to add a meta title and a meta description to every page on the website.

If the business sells thousands of products, then this may take a great deal of time, yet we believe its worth writing a meta title and a meta description for every page on your website.

When adding a meta title and a meta description this should be done in a white hat way.

 

H1-H6

Let’s say that your writing a rather long article, something like this article here, then you may wish to use H1 through to H6 titles.

For example, if you were writing a review on various electric cars, you may use the H1 through to H6 titles to mention each different car manufacturer, plus there’s also some SEO benefits that can be gained from this, that’s if it’s done right.

That’s because Googlebot will read the H1 through to H6 titles, it will know that your talking about various electric cars, and therefore you have helped Googlebot when it is crawling and indexing that page to understand what the page is about, because you have used H1 through to H6 tags to highlight the various car brands.

Now if the article was a block of say 5,000 words, and you did not use any titles, then it might be a bit harder for Googlebot and Google’s algorithm to know exactly what the 5,000 words are about.

Sure, there will be a lot of mentions about electric cars, and how long it takes to charge each vehicle and what the range is of each electric car is, so Google will have a good idea about what the content marketing is about, but it just makes sense to use H1 to H6 titles, just to make it that bit clearer that the main purpose of the article is to review electric cars.

 

Internal backlinks

Okay, so you’ve written say 8,000 words about different cars, but you notice that there’s some overlap with other content marketing that you have written before, so for example, you have talked before about the fastest charging electric cars, so you may wish to add anchor text and also an internal link to that page.

And does this help to improve your company’s SEO?

Well, yes it could, that’s because it could help Googlebot to crawl and index your company’s website better.

We say that because Googlebot uses links to crawl and index a website, so if you add more links then this can help your website to be crawled and indexed. However, when adding internal backlinks and anchor text to your website, your company must follow white hat SEO methods.

 

NAP

It’s really important that if your business here in Cardiff wants to improve its local SEO, that your business adds NAP information to your company’s website.

We would recommend adding NAP information to the footer of the website, plus for the NAP information to be added to the contact us page, the NAP information should then be highlighted using Schema mark-up, plus also the NAP information must be added to the website so that it can be indexed.

 

You might be thinking, what do we mean by writing the NAP information so that it can be indexed?

Well, sometimes a web designer will add the NAP information to the website, and the NAP information is added on the contact us page, but the NAP information is added to a picture, such as a map of where the business is based.

We would instead recommend that the NAP information is written in plain text, this is so it can be indexed.

 

Schema mark-up

We would recommend using Schema to highlight the businesses NAP information, this will make it easier for the company’s NAP information to be indexed.

Your marketing agency should be able to add schema to your company’s website.

 

Local phone number

Here at our digital marketing agency we always recommend that a business uses a local phone number.

For example, if you are looking to improve your businesses local SEO here in Cardiff, South Wales, then we would recommend that your business uses an 029 21 or an 029 20 phone number.

Some businesses, for example a plumber may use a mobile phone number, however if you can we would recommend that you use a local phone number.

The local phone number should then be written into your company’s NAP information, so this should be written on your company’s website and also onto any business citations.

It’s also really important that all of the business’s citations match, that’s to say you should use the same phone number, for example you should the same phone number on your company’s website, as you do on your businesses citations.

If you do change your company’s phone number, then you should update all of your businesses citations, to make sure that all of your businesses NAP information matches.

Your marketing agency may then build more business citations, which will mention your company’s name, business address and also your businesses phone number, this is to improve your company’s seo, but the work must be white hat.

You may also wish to add the company’s phone number to the footer of the website as well.

 

Can the site be indexed?

One of the first things that your agency must do is to make sure that the website can be indexed, this means can Googlebot crawl and index the website?

They should make sure that the “no-index” tabs are not left on, as this could stop your website from being indexed. If the website cannot be indexed, then the website will not appear in Google’s results.

The SEO company should therefore make sure that there’s nothing stopping your website from being indexed, as this would mean that the website cannot be indexed.

Content marketing

One of the most important parts of the SEO process is to add high-quality content marketing to your business’s website.

And what do we mean by high-quality content marketing?

Well, let’s say for example that your business sells tennis rackets, your business should offer high-quality information about tennis rackets on your website.

For example, you may add regular articles reviewing tennis rackets, plus your website may offer helpful advice within the product description for each tennis racket that you sell.

You may also have an FAQ, and in that FAQ your customers may find a lot of helpful advice when they are purchasing a tennis racket.

 

So what does your digital marketing agency have to think about when writing content marketing for your business?

So the agency should think about for example which questions does your business get frequently asked about tennis rackets?

That’s to say, you may get asked, for someone who’s learning to play tennis, which would be a good racket to use?

Your business can therefore offer advice, plus you can regularly add blog posts- for example offering a review on new tennis rackets, your website may then obtain more visitors, and if the work is of good quality then this may improve your businesses SEO.

However, with that said the work must be white hat, that’s to say your business should offer helpful advice when your writing content marketing.

Below we are going to write some helpful pointers, that you should think about when writing content marketing for your business.

 

Well written

The work should always be well-written, plus the work should also meet the following criteria:

·        Be useful to your customers

·        Not written just to try and improve your businesses seo

·        Must be written in accordance with white hat methods

 

Now, you may well be thinking, well, what do we mean by “not written just to try and improve a businesses seo”– as you might be thinking, well, surely that’s the whole point of adding a blog post to a website-that’s to improve where the business ranks?

Well, leading online marketing agencies will not just write say a 2,000 word blog post with the sole aim of trying to improve where the business ranks, that’s because the leading white hat agencies will know that a single piece of content marketing will not make a significant improvement to where a business ranks.

However, what can make a significant improvement is if the business regularly publishes work which the businesses customers find useful, and something that they wish to spend a bit of time reading about.

So for example, lets say that your business sells organic food, that’s to say people can subscribe with your company and organic food is then delivered in a box to your door say once a week.

Now, people who are willing to pay that bit more for organic food will obviously care about protecting nature, and also the health benefits that come with eating good quality food.

So, if the company were to write a regular blog post about for example how their organic food company encourages bees to enter the fields where the vegetables are grown, or how the business grows some of its organic food, then the customers of this business are likely to be interested and may spend say 10 minutes on average each time they visit the company’s website, reading about how the company grows organic food.

 

So, how would the businesses SEO benefit from this work, well, if the work was good quality, the business could benefit in the following ways:

·        The work is interesting to the businesses customers, so the website may have a very low bounce rate

·        The work is interesting to a lot of people who are interested in organic food, so the business may obtain a high number of high-quality backlinks

·        The time on site figure, which is the average time a customer spends on your website, this figure can be found in Google Analytics may well be very high

·        Google’s RankBrain may notice that the time on site figure is high, the bounce rate is low and this is good for seo, as you want the bounce rate to be low

·        Then Google’s algorthim may notice that your business has a high number of backlinks from websites that talk about organic food, so your rankings may increase

 

So you see how a good digital marketing agency, like ours, will write work which your customers will want to read, so we are helping your customers, plus by doing this you are helping to improve the businesses seo.

This is as opposed to an SEO agency that uses low-quality seo methods, such as writing content marketing which doesn’t offer useful information- that’s to say it’s just written to try and keep mentioning variants of “organic food” over and over again, which is obviously a low quality way of trying to improve the company’s seo, and because its low-quality its likely to cause a penalty.

Incorporate onsite SEO

When a business adds a new piece of content marketing to a website, for example a blog post which states how the company grows organic carrots, the company should also add the following onsite seo in a white hat way:

·        Meta titles

·        Meta descriptions

·        Alt text

·        Anchor text

·        Internal backlinks

·        H1- H6 tags

·        A title

·        The word count should be above 1000 words, and be written in a white hat way

·        The work must be high quality

·        Well-written

So, we most definitely would not recommend say writing 400 words in a rush, with the sole aim of trying to improve your seo, and that’s because the work is unlikely to be considered useful to your customers, instead time should be taken to write a article which your company’s customers will find useful and answers a question that your company gets asked frequently.

 

Build white hat backlinks

We would only recommend that a business builds high-quality backlinks, we say this because if the business was to purchase links, or obtain low-quality backlinks, then this could cause a Google Penalty.

For example, the business could incur an algorithmic or a manual penalty.

A lot of businesses in Cardiff and also across the U.K and the world obtained link penalties, for building low-quality backlinks.

This means that the business may have incurred an algorithmic or a manual penalty which meant that it the business may have seen its rankings drop.

Some other businesses may have received a link penalty, such as the Google Penguin penalty, and those businesses may have been de-indexed.

A lot of businesses also falsely believe that once the business incurs an algorithmic or a manual penalty that the business can bounce back quickly, however what is often the case it that it can take many months, and sometimes, for some businesses it can take many years for the business to recover from a link penalty.

This means that a business that may have been ranked on the first page of Google, after a link penalty, such as a Google Penguin penalty, the business may drop down the ranks, and may not recover for a very long time.

The marketing agency may disavow the company’s backlinks, but still it may take a long time for the business to recover.

So, this is why our marketing agency, here in Cardiff only recommends that you hire a white hat SEO agency that can build high-quality backlinks.

 

Backlinks

So it’s at this point that some business owners may well be thinking, well, what are backlinks, and why are they so important to SEO?

Well, there’s a rather long answer that’s needed to answer that, but here we go.

Googlebot uses backlinks to crawl and index each website, it does this by following backlinks, now some backlinks will improve your company’s seo, well some others could be deemed as low-quality backlinks, which will result in a penalty.

Now, if you have a lot of good quality do-follow and no-follow backlinks leading to your site, so lets say that you run a business and you sell men’s clothing, and many fashion magazines mention your clothing website, and they offer a do-follow backlink, as long as the backlink comes from a high-quality website, then this can help to improve your businesses seo.

If you are unsure whether a link is high-quality or not, you should ask a white hat agency.

 

How can they help to improve your businesses SEO?

Most company’s that are ranked on the first page of Google, especially the businesses in Cardiff that are ranked at the top, will normally have a number of good quality backlinks.

This is why if a business wants to rank at the top of the first page of Google, or anywhere on the first page normally the business will need to a white hat agency to build backlinks for the business.

However, its often not just a matter of obtaining a few good quality backlinks, what’s often needed is many good quality backlinks.

This is why if your business operates in a highly competitive business sector, then you may hire an SEO agency to build backlinks every month. However, all backlinks must be white hat.

How many backlinks does my company need?

This is a question that many agencies get asked, that’s to say businesses often recognise that the most important SEO ranking factor are backlinks, so often a business wants to know how many the company will need to build.

However, with organic seo, and local seo there’s no end point, we say that because as soon a business obtains stronger seo, so that might be through say high-quality backlinks, that business will then be the company that’s ranked the highest.

And as there will always be other company’s that also want to get ranked on the first page, and want their business to obtain more sales, the business will normally face competition all of the time.

So, often the only solution is for a business to partner with a white hat, and high-quality agency, and for work to be implemented every month.

Sometimes a business with larger resources in terms of money, will hire a team of SEO consultant’s that don’t work for an agency but work inhouse.

That’s to say SEO needs constant work, if a business gets relaxed, this is often when the business will be overtaken by another company.

Also, often if a business that has a much higher marketing budget, one which the other businesses cannot afford, then sometimes this is when a new business will cut through and reach the top, that’s simply because they will be able to afford more time from an SEO agency, so if more time is spent on building high-quality backlinks, and these links are built in a white hat way, and in accordance with Google’s Webmaster Guidelines, then this can often improve where a business ranks.

However, the links must be built in a white hat way. 

 

What is Google My Business and how could it help to improve my local SEO?

For a company here in Cardiff to improve its local seo, and for the business to appear within the Google My Business results, the business will need to obtain a Google My Business account.

It’s very easy to do- however your company, or indeed your marketing agency will need to spend quite a bit of time filling in the company details.

So many businesses here in Cardiff do not fully complete their Google My Business account, that’s to say they may not add a link to their company website, this we think is a missed opportunity.

We think that your business should spend quite a bit of time making sure that the Google My Business account is filled out with as much detail as possible.

What is essential is that your company adds your company’s NAP information, that is your company’s name, address and phone number.

We would also recommend that your business in Cardiff also writes a detailed business description.

If your company has not got the time to create a Google My Business account, then we would recommend that you let your agency do this for you.

Also, we would strongly recommend adding your company’s opening hours, because when a customer wants to check if your business is open, often it would be the Google My Business profile that they will check to see if your company in Cardiff is open.

The NAP information that you add to your company’s Google My Business profile, should match the NAP information that’s mentioned on your company’s website.

 

Why should we spend a bit of time making sure that our Google My Business profile is complete?

It’s really important that your marketing agency spends the time to fully complete your Google my business profile.

If you want your business to appear in the Google my business results then your agency, or your business will need to complete a Google my business profile.

This is relatively quick to complete, and your business or your agency should add as much detail as possible.

 

Add a backlink

You should add a backlink to the profile, which leads to the home page of the website.

Some businesses will link to another page, such as the about us page of their website.

However we always recommend adding a backlink to the homepage of your website.

 

Make sure your businesses name is correctly written and do not add the name of city or town to the businesses name

If you are looking to improve your businesses local SEO, and let’s say for example you run a construction business here in Cardiff, you may think it be a good idea to put your company name, plus the name of the city at the end of the businesses name?

However, we do not believe that this would improve your local SEO, when adding this to your businesses name and to your Google my business profile.

Instead is far better just to use your business name, and not to add the town or the city to the end of your businesses name.

Some businesses make the mistake of adding the name of a city or a town too much on their website, which can mean that the businesses website becomes over optimised.

Your marketing agency or your business should follow white hat SEO methods.

 

Add opening hours

We would recommend adding opening hours to your Google my business profile, and if your businesses opening hours do change then we recommend updating your Google my business profile.

If you change your opening hours, and your business says it is open, and a customer visits your store when it is closed, then this could cause a negative review to be left.

This is why we always recommend that you keep your my business profile up-to-date.

 

Add a business description

We would strongly recommend adding a business description your Google my business profile.

We would not recommend copying and pasting a business description from your website, instead we highly recommend that you write unique business description.

 

Make sure the NAP information is correct

We strongly recommend that you add NAP information to your website. NAP simply means name of your business, address of your business, and phone number.

We recommend that you add this NAP information to your website on the contact page and also on the footer of the website.

We would recommend that this is written in plain text, in a way that Googlebot can easily index your businesses NAP information.

For example if you run a business in Cardiff, you should make sure that the address, company name and phone number can be indexed if you are unsure how to do this it is worth asking your marketing agency.

It is absolutely crucial that Google’s algorithm can read your businesses NAP information, as this is crucial to improving your business is local SEO

Technical SEO

It is also important that your marketing agency works on improving your businesses technical SEO, for example your companies website should be fast, especially when loading onto smartphones, as otherwise this could cause your business to have a high bounce rate.

It’s also important that your marketing agency adds schema, as well as making sure that your website can be indexed.

Design

The design of your website is really important, for example if your website does not work easily, for example someone cannot find the product that they want easily, then this can mean that your website incurs a high bounce rate.

Often a business here in Cardiff, will need to work with both a web designer and also an SEO agency to ensure that the businesses web design is improved in terms of helping to lower the bounce rate.

 

Duplicated content marketing

It’s essential that your marketing agency works on removing duplicated content marketing from your website.

For example, you may have hired a web design company, they may have copied and pasted product descriptions from the manufacturers website.

We would highly recommend that your marketing agency then removes the duplicated content marketing, and instead replaces it with high quality content marketing.

We recommend removing duplicated content marketing, as most digital marketing agencies will agree that if your website has duplicated content marketing, meaning that it has been copied from another website, then this could adversely affect your businesses local SEO.

For example, a website that has loads of duplicated product descriptions, may see its rankings drop.

 

Content thin

Some company websites may be content thin, this sometimes happens when a web designer just add one or two lines of text per page.

Often one or two lines of text per page is not sufficient to improve businesses local SEO

Instead what is often needed is high quality content marketing, and for the on-site SEO to also be improved, so that the businesses search engine optimisation can be improved.

Bounce rate

It’s important that your marketing company works on reducing your businesses bounce rate.

Many businesses here in Cardiff use Google analytics to see what companies bounce rate is. You may then want to use Google analytics and work with your web design and marketing agency to try and reduce your businesses bounce rate.

Mobile friendly

It’s also really important that your website works on smartphones, for example if your business has a main menu which is difficult to use then this may result in your business incurring a high bounce rate.

We would therefore recommend working with your web designer and your marketing business in order to reduce the businesses bounce rate and improve the company’s website.

For example, the main menu may need to be improved, so that your customers can more easily sort items.

For example, if a customer who is looking to buy a pair of shoes, cannot sort the shoes by colour and size, they may leave the website straightaway, contributing to the businesses bounce rate increasing.

We would therefore recommend that your business improves its main menu, then the marketing agency should monitor the bounce rate.

How we can help:

We are a digital marketing agency that’s based within Cardiff, South Wales.

We can offer web design as well as organic SEO and we can also improve your businesses local SEO.

If your business needs to improve its digital marketing, then why not get in contact with our Cardiff based business today?

 

Google Search Console- what is it and why’s it so useful?

Introduction

If you run a business here in Wales then its highly likely that you also have a website for your business.

If your business has invested in a website then you will want to know how well the company’s SEO is doing.

There are many tools that you can purchase, yet there’s one that’s offered for free is Google Search Console.

Many SEO agencies use both Google Analytics and Google Search Console. Plus, Google also offers Google My Business, so there are a lot of tools that businesses can use to help improve their SEO for free.

However, with that said, you can pay a lot of money for SEO tools, but if you do not know what backlinks are, what bounce rate means or what organic visitor numbers means, well the information that these SEO tools provide is pretty much meaningless, this is why we thought we would write a detailed article explaining which tools we use, plus which information we find useful from Google Search Console when improving a businesses seo.

So, we thought it would be a really good idea to write a whole article on what Google Search Console is, and how it can be used to help improve your businesses SEO.

So, Google Search Console is a free service, it was launched in May 2015, and Google Search Console replaces Google Webmaster Tools.

You may therefore here some digital marketing agencies refer to Google Search Console as Google Webmaster Tools, however this is the old name for this tool and Google Search Console is the new name.

Google Search Console was updated in January 2018, it can help business owners in a range of ways, for example it can be used to spot technical issues, plus also used to monitor the performance of a website.

So in a nutshell, here’s some of the useful information that Google Search Console can offer:

·        Information relating to backlinks, for example how many backlinks the website has

·        Where the business ranks for certain keywords, for example we use the tool to see where our business ranks for “SEO company”

·        You can use the tool to see if any errors have been detected stopping Googlebot crawling and indexing your website

·        Can be used to see if any manual actions have been taken against the website

·        Much more

Can help to identify some technical issues

If a website cannot be crawled by GoogleBot, then this will severely impact a websites SEO performance.

And what do we mean by that?

Well, if GoogleBot cannot crawl the website, then Google will not know if any SEO improvements have been made.

This means for example that you may publish a 10,000 word article, and you have spent many weeks writing the article, yet then something as simple as a “no-index” tag may well be left on, which means that Googlebot cannot crawl and index that page, so you may see in your Google Search Console account that the page cannot be crawled, and is therefore not indexed.

This is useful information for your SEO agency, as they will need to fix any errors, such as errors which stop pages from being indexed. If the entire website cannot be indexed, perhaps because a no index tab has been left on which means the whole site cannot be indexed, then this will mean that the website will not show up in Google.

So a technical SEO expert will need to work out why some pages cannot be indexed, whether that’s because of say a WordPress pluggin which has been incorrectly configured, or it could because a web developer has left code on each page which stops the company’s website from being indexed.

In which case your SEO company will need to fix this issues, that’s before they spend time on improving other areas of the businesses seo, because there’s no point in building backlinks if the site cannot be indexed.

So Google’s algorithm will not be informed of any SEO improvements have been made, which means that a website may not show in Google’s results.

So, some digital marketing agencies use Google Search Console to look for “coverage issues”.

Plus, you can also use Google Search Console for the following purposes:

·        Mobile usability (does the website work on mobiles)

·        Any manual actions

·        Has an XML sitemap been submitted?

Mobile usability report

Google has been using mobile first indexing for a while now, so your web developer plus your marketing company should make sure that your business has a mobile version of your website, and that it can be indexed.

Sometimes some businesses opt for a very basic mobile design, yet sometimes this can hamper SEO performance, for instance, if the pages are deemed as content thin, which means that there’s not much information on each page, well it will be hard to get the mobile version of the website to rank.

You should use Google Search Console to make sure that the mobile version of your website can be indexed, then you may wish to work with a web developer to design a mobile version of your website that has a lower bounce rate, and then use A/B or split testing to improve the design, for example if you were to improve the design, lets say by making the product descriptions longer, and more detailed, plus removing any duplicated content, well, this could reduce your businesses bounce rate.

So often an SEO agency like Adore in Cardiff, will be asked to work with a local web design company to improve the SEO of the website and the design, this is so the company can reduce its bounce rate, improve where the company ranks, and often Google Search Console is used by many agencies as it can provide useful information, such as whether a page can be indexed.

Is your website mobile friendly?

If your website mobile friendly? If not, you may have to work with a website designer so that they can make the website mobile friendly.

Any manual actions?

Has the website got any manual actions?

If you have hired a low-quality marketing company work on your site, or you have implemented low-quality seo yourself, then it is possible for a website to incur a manual action penalty.

This basically means that some pages on your website, or your entire website may well be removed from Google.

All businesses and all marketing companies must follow Google’s Webmaster Guidelines.

If a business does not follow Google’s Webmaster Guidelines, and lets say the business in Cardiff builds low quality backlinks, then the business may incur a penalty.

A penalty occurs when Googlebot crawls and indexes a website that has used low quality seo, for example building low quality backlinks. Then Google can issue a penalty, such as a Google Penguin penalty.

When a penalty is incurred this can then mean that the website drops in terms of where it ranks.

Sometimes, one of the first things that a digital marketing agency like Adore will do when we take on a new customer is to check if there are any manual actions. For example one of our seo consultants will log into the company’s Google Search Console account, we will then look to see if there are any manual actions, and whether the business has any penalties.

If the business has a penalty, such as a Google Penguin penalty, then one of our SEO consultants must allocate work to fix the penalty that’s before any other SEO work is carried out.

For example, lets say that a company here in Cardiff, South Wales had hired a link building company, but the links that the company built are low quality. Then the business may have incurred a Google Penguin penalty, this is normally when the business will drop in terms of where it ranks, then the business will normally switch agencies.

However, fixing a penalty, such as a Google Penguin penalty may mean that it takes many months for the business to recover- and what do we mean by that?

Well, if a business has received a penalty normally the business will have dropped in terms of where it ranks, yet fixing these problems, such as a link penalty will normally mean that the problem will not be fixed overnight, instead a lot of work is needed, and time for the business to recover.

This is why when we work with a new business, the first thing we do is to see if there’s any manual actions. Google Search Console will tell us if there’s any manual actions, then we will then need to see if backlinks need to be disavowed, and to work with the company in Cardiff to see how we can build new backlinks which are high quality.

Performance Report

Okay, so this is why a lot of businesses use Google Search Console, and that’s because it provides some really useful data, such as:

·        Impression data

·        Keywords

·        Average position

·        Backlinks

This information is critical to any marketing company, as Google Search Console can be used to see which search queries your business ranks for, plus the businesses average position.

A marketing agency can then see which keywords get the most impressions, and then the marketing company may then form a marketing strategy around that.

White hat

Here’s a really important tip, that is some businesses use Google Search Console, they spot that for one keyword during say the month of March they rank 11.2 which means right at the top of page two of Google.

So let’s the business sells washing machines, and ranks 11.2 during March, and this is for the term “8kg washing machines”- and then you may then decide to work on improving the businesses seo.

But if the work is not white hat, not high-quality then you could actually damage the businesses seo.

So do make sure the work is white hat, as a common mistake is a business will place the phrase “8kg washing machine” in meta titles, meta descriptions, alt tags, content marketing and then basically over optimise the website, which could damage the businesses seo.

So, talk to a respected white hat marketing company, why not call Adore Online Marketing?

We have just started a brand-new business; how can we quickly improve our organic SEO?

Introduction

It doesn’t matter if you’ve just started a brand-new business selling scented candles, or you’re an online business that sells rare classic cars- there’s often something that unites most new businesses.

That is most businesses now rely on their website to help the business to generate more sales and enquiries- so this is why organic online marketing is really important.

So as a new business, you may well be eager to improve your organic SEO yourself, or hire a local SEO agency to do this work for you. As what’s often the case is the business may well be low on funds to start- so often the business owners, or some of their employees will try and improve the companies seo themselves.

However, this often proves very time consuming, so this is when a local marketing agency is often hired.

For example, a local agency may offer to improve your businesses search engine optimisation on a rolling monthly basis. They may therefore work on improving your company’s:

·        Content marketing

·        Link building

·        Onsite SEO

·        Offsite seo, such as business citations

·        Setting up a Google My Business profile

·        Making sure that your business has social media accounts

·        Making sure that the backlinks are high-quality

They are just some of the tasks that your marketing agency should do, however its worth bearing in mind that Googlebot will monitor over 200 ranking factors, so often the agency will work on different tasks every month.

In either case we have listed some things that you may want to think about if your thinking about improving your businesses SEO.

So, if your about to launch a new business right here in Cardiff, South Wales then we think this blog post will help you.

#1 All work must be white hat

The SEO work must be white hat, many businesses, especially start-up businesses may opt low cost SEO, yet if the work may not be white hat, so if it’s not quality, then your business may incur what SEO agencies call an “algorithmic penalty”.

All work must follow “Google’s Webmaster Guidelines”, or if your business is optimising for another search engine then your business, or your appointed agency, must follow the guidelines that are issued.

Why must the work be white hat?

Well, there are two main types of penalties, manual penalties and algorithmic penalties, both mean that your website could drop in terms of where the business ranks.

So, this is a common mistake made by a lot of business owners, that’s to say the business has just started, and you obviously want to get orders start flowing and sell your products or your services.

However, organic SEO cannot be rushed, that’s because in order for a business to rank higher than your competitors, your businesses must be deemed to have stronger SEO.

Now when you consider there are over 200 ranking signals, or as some agencies call them “ranking factors”- these range from backlinks through to say a H1 title, then there’s often a lot of work to do.

But here’s the real point that we are getting at, you may have some competitors that have been working on improving their SEO for let’s say the last eight years, so this means that the agency may well have been diligently building backlinks every single month, so a business that tries to overtake a business that has been improving their SEO for many years, and tries to overtake those businesses in a few weeks or months is sometimes not being realistic.

This is when some businesses then try to cut corners, to speed up the SEO process, however often this is when the business will incur a penalty. And businesses that incurs a penalty, such as a Google Penguin penalty, well it can often take a very long time to recover from such a penalty.

So here’s our number one top tip, whether you are implementing SEO inhouse, or you are employing a marketing agency here in Cardiff, do remember that all work must be white hat.

#2 Read about the “Googles” Sandbox Period”

So, you’ve got your business premises sorted, you’ve hired a website designer, and your happy with how your businesses CMS website looks, so now its time to find a local SEO company?

And your SEO agency should be able to improve where your business ranks straightaway, right?

Well, no- that’s often organic SEO is a slow process, yet what can further slow the process down is if you have a new website.

A lot of SEO companies will say that a new website will take a lot longer to improve its SEO, and this is often due to the Sandbox period.

But what does “sandbox period”- well, a lot of marketing experts will tell you that a new website will take longer to optimise because its like a blank canvass, that’s to say there are no backlinks, there are no meta titles, meta descriptions, alt text, blog posts or business citations, that’s because the website will be brand-new, there will be no SEO work that’s been added to that site, that’s of course the domain name has not been used before by another business?

But let’s just say for simplicity that the domain name has never been used before, well that domain name will have no SEO applied to that website, so if this is the case, then Googlebot will not have been able to indexed any work, which means that Google’s algorithm will not know how strong the businesses seo is.

But there’s something else worth thinking about as well, that is that most SEO consultants believe that new websites are also harder optimise, that’s because many SEO agencies, ours included believe that new websites are placed in a Sandbox, this simply means optimising these websites is harder because progress is slower.

#3 Content marketing

Your business should invest in quality content marketing. Whether you are planning on opening a construction business here in Cardiff, South Wales or lets say a business that sells men’s clothing online, you should invest in quality content marketing.

The reason is Googlebot will index your company’s content marketing, if the work is of good quality then this can help to improve your businesses seo, that’s to say, if you run say a construction business here in Cardiff, and you blog regularly about attic conversions, then your business is likely to appear higher for attic conversions, yet with said, that work must be of high-quality.

It’s fair to say that quality content marketing can improve your website’s seo, yet if the work is low-quality, so for example duplicated, then this could trigger a penalty, such as a Google Panda penalty.

#4 Quality backlinks

Your business will often need quality backlinks, however the backlinks must all be high quality. If the backlinks are not high quality, then your business could incur a penalty, such as a Google Penguin penalty.

Some businesses that are just setting up may have a go at link building themselves, however, we would strongly recommend that you leave link building to an agency or company that knows how to build relevant, high-quality backlinks in a white hat way.

If the business does not build backlinks in the right way, the business may incur a manual action penalty or an algorithmic penalty, this means that the business could drop down the ranks.

Why do we say businesses often need backlinks to improve their SEO?

Well its with good reason, that’s because backlinks are widely regarded by many digital marketing agencies to be one of the most important ranking signals, or ranking factors.

Now when you consider that there are over 200 ranking factors which Google’s algorithm will measure, you can start to see why its important that an agency builds high-quality backlinks for your business. However, all link building must be white hat, plus it must follow Google’s Webmaster Guidelines.

#5 The design must be good

There is no point in spending a lot of money on organic SEO, if your company’s website does not have a good design.

So, let’s say your business sells clothing, so you sell men’s winter jackets for example, yet your website sells over 400 types of winter jackets.

But there’s no way to sort by style, for example ski jackets or wax jackets, so sometimes a shopper will not be willing to sort through over 400 winter jackets to find the jacket that they want.

So, this is often why an SEO company will work with a web design company, so that your website improves its design, which can help to also improve your businesses SEO.

If the design of the website is poor, for example you sell thousands of different cars, but you can not sort by engine size, fuel type or mileage then the business may incur a high bounce rate, many agencies believe that a high bounce rate can mean the businesses seo will be negatively affected, which could mean the business drops in terms of where it ranks.

#6 Onsite SEO

Your business should improve its onsite seo, for example, meta titles, meta descriptions and anchor text.

So for example your marketing agency may improve the following as one the first things they do to improve your company’s website:

·        Meta titles

·        Meta descriptions

·        Alt tags

·        H1-H6 tags

·        Ensure that each page can be indexed

·        Add blog posts

How our white hat SEO company can help:

We are a white hat SEO company in Cardiff, if you would like a quote for SEO, then why not call us?

 

 

Our take on Google’s January Core Update

Okay, so it’s quite safe to say that if you as a business owner were worried every single time Google rolled out a brand new update, because this may impact your businesses SEO-  well you would most definitely be in a permanent state of worrying.

And why do we say that?

Well, that’s simply because Google rolls out a lot of updates, this means that Google is always improving its algorithm, so if you were to think that every update could impact your businesses seo, well you could spend more time checking your Google Analytics than you would actually improving your company’s SEO.

So, if your currently sat at your desk, and your hands are trembling over the thought of a new algorithm update, well don’t- that’s if you’ve followed white hat best practices- if you haven’t followed white hat practices, then your business could incur a penalty, and that’s worth worrying over.

A penalty, such as a Google Penguin penalty could mean that your business drops down the ranks, not by just a few places, but sometimes by whole pages.

Plus, with some algorithmic or manual penalties could mean that your website could be removed completely.

 

“If you’ve implemented low-quality seo, well sure your website could move down the ranks substantially or even be removed from Google”- Kevin Right Adore Marketing Manager

 

So, even if you’ve implemented top quality white hat seo, well its normal for businesses to move up and down the ranks, that’s to say as your competitors improve their seo, well, its normal for the businesses that are competing for the same keywords to move up or down accordingly.

Just as you would if you had a list of businesses on the high-street, and you adjusted the order according to how much profit the business made the previous week. That’s to say one business may be in the number one position this week, but the following week, well that business may well be in position 6.

And this is the same for SEO, that’s to say businesses will move up and down the ranks, and this can happen on a daily basis, often this is not because of a penalty, just a fluctuation in where the business ranks.

If you are however concerned that your business has incurred a penalty, then its worth contacting a white hat SEO agency for advice on if a penalty has impacted your website, and what they recommend to fix the penalty.

 

So how much attention should be placed on when a new update is made?

Well this does depend, if it’s a relatively minor update, then not much, but if it’s a big update, such as the Google Hummingbird update, or let’s say the latest January 2020 update that’s been made by Google, well, we would say to you, or your SEO agency should pay a lot of attention.

 

Pay attention to what though?

Well, we glad you asked- when a major algorithm change occurs, such as January 2020 update, then we think here at this marketing agency that it is super important to check the following:

 

Rankings

Have your rankings changed?

For example where was your business ranked in December 2019?

Now at the end of January has your business changed much?

Also, if your using an SEO tool, such as Ahrefs then check the average keyword position over say a week, or for a few weeks- that’s because if you just take into account one day, then this doesn’t give you much of an average as to see where your business has ranked, as most websites move up and down each month.

So we would recommend taking an average of where your business ranks over say a month.

 

Make adjustments

If the January 2020 update has meant that your website has moved down the ranks, then you may wish to work with a marketing agency, that’s to form a marketing strategy that will aim at improving your businesses SEO.

For example the marketing agency may then improve:

·        Your businesses backlinks

·        Content marketing

·        Onsite seo

·        Meta titles

·        Meta descriptions

·        Anchor text

·        Blog posts

·        Ever green content

·        Speed

·        Schema

·        Local seo

·        Organic seo

For example, your marketing company may undertake an audit of your website, and they may spot that your businesses content marketing is not quality, for example, each blog post that your company has written may only be 300 odd words, and doesn’t offer much useful advice to your businesses customers.

So, your marketing agency may advise that your businesses content marketing is improved, and then you may see your businesses organic SEO improve as well.

 

Monitor

It’s really important to form a detailed marketing strategy, that’s to say don’t just spot that your businesses SEO has not improved since the January 2020 update, then implement a mass of changes all in one go.

Most Cardiff SEO agency’s, and ours included would recommend changes are made over a long timeframe and for the marketing company then monitor the results, say using Ahrefs.

That’s to say all work must be white hat, and all changes should be monitored to see if your businesses seo improves. This is why its crucial that you partner with a white hat seo agency, as if the work is not good quality, then your business could move further down the ranks.

Make sure all work is white hat

Google’s algorithm rewards businesses that implement quality seo. So, for instance one reason that a business may have been negatively impacted by the January 2020 update is simply because the business has low-quality content marketing.

For example, the business may have written its blog posts to hit a set word count, say 1000 words, believing that if the business published enough content marketing then the businesses seo would improve.

However, this approach does not work, Google’s algorithm now only rewards businesses that publish quality content marketing.

 

And what do we mean by quality?

Well, we mean content marketing that your customers will find useful.

So for example, lets say that you run a web design business, then you may publish a blog post about WordPress and why its used by so many businesses.

This article could then focus on the features that WordPress offers, such as an easy to use Dashboard, many free plugins and also an editor that allows the wording of each page to be edited easily.

A business that is looking to obtain a website may read this, find the information useful, and opt for a WordPress website, so the business has therefore published a blog post that its readers will find useful, and this may help to improve the businesses SEO.  

Is the SEO agency doing there job?

So let’s say you run a business that sells organic honey, and your business has employed a digital marketing agency.

Now, since the January 2020 update you’ve noticed that for the terms “organic honey” and “luxury honey” your business has moved from page one, to say page four of the SERP’s.

Now, if your seo agency cannot explain why this has occurred, then it might be worth thinking about switching seo companies.

How do we think the January 2020 update changed SEO?

For a very long time now various SEO companies have been stating that a business’s content marketing must be “good quality” but what does this even mean?

Well, here’s our take on what we think “quality” means when referring to how a business should be writing its content marketing.

·        Written by an expert

·        Well written, i.e no spelling mistakes

·        Should include your sources, i.e links to say a journalist that you have mentioned

·        Be useful

·        Have a high word count

 

What we would concentrate on

If a business was to approach our marketing company, and state that their business was impacted by the January 2020 update, and could we help, we would undertake an SEO audit.

We would then pay particular attention to the businesses content marketing, i.e is it good quality?

For example, if the business sells men’s suits, we would look at whether the content marketing offers good advice?

For example, are there blog posts which concentrate on offering advice on which suits could be worn to a wedding?

Are there blog posts about which suits are fashionable this year?

Or is the business just writing say a few lines of text, which states something very basic such as opening hours over Christmas, and if so this is not likely to improve the businesses seo, in matter of fact it could mean that Google’s algorithm deems the website as “content thin”– meaning that the website may not offer much information.

Google’s algorithm will want to supply quality websites to answer a question, so for example if someone was to ask “which style suits should be worn to a wedding”– if your business, or your marketing company have written a good quality blog post, then your business may get a lot of readers, which may help to improve your businesses seo.  

How our marketing agency can help:

If your business requires a new website, a website redesign, help to improve your businesses organic or local seo, then why not call us?

 

Here are our marketing agencies top-tips when writing content marketing

It really doesn’t matter whether you’re a global business employing thousands of people, or a sole trader- one thing is for sure, that is if your business needs to improve it’s SEO (search engine optimisation), then you’re probably going to need to invest in content marketing.

Whether you’re investing money or your time, there’s definitely a few things that you should know about content marketing.

In a nutshell not all content marketing is created equal, and what do we mean by that statement?

Well, it’s simply not a matter of looking at your direct competitors, and thinking well they have written 40 odd blog posts, if I were to write say 50 then I bound to beat that business.

Nope, this is a sure-fire way of your SEO failing.

So, what’s the solution?

Well, the solution is simple, invest in quality

Now we do appreciate that “quality” is a rather vague term, in matter of fact it can be used describe anything from a new car through to a loaf of bread!

So the description “quality” doesn’t tell us much at all really does it?

Yet with that said, here’s our best advice in a nutshell, that is quality content marketing can help to improve your seo, yet low-quality content marketing, such as work that has been duplicated for example, well, that could damage your businesses seo, and in some cases even mean that the business incurs a penalty.

Yet, with that said, we thought it would be useful for us to write a blog post that’s dedicated to explaining what quality means when it comes to writing content marketing.

Yet, if your in a bit of a rush, and you just want to just read the bullet pointed version, well here’s what we think makes a piece of content marketing quality:

·        Must be super useful– that’s in terms of answering the persons question

·        Well-researched

·        Backlinks that show where you researched the subject, for example did you extract a survey from a newspaper article online? If so link to the work via a backlink

·        Should include meta titles

·        Meta descriptions

·        Alt tags

·        Internal backlinks

·        Title

·        Over 1000 words

·        Well-written

·        H1-H6

High-quality?

Every piece of content marketing that you add to your company’s website should be high-quality, and what do we mean by this?

Well, allow us to elaborate a bit further….

Not created equal

So, let’s say that you run a plumbing business, let’s say that you specialise in boiler repair, so you look at which businesses are on the first page for “boiler repair” within your area.

And you think right, I will write the same number of articles, let’s say 30, and I will just quickly write say 500 words for each, sound like a good strategy?

Well, its most definitely not a good idea!

That’s because the content marketing must be of a certain quality (white hat) for it to improve your businesses seo, if it is not high-quality and white hat, that’s to say the content marketing is low-quality, well, this could damage your business seo.

It could even mean that your business incurs a penalty.

Penalties fall broadly into one of two categories, that’s to say they could be an algorithmic or a manual penalty.

If the penalty is algorithmic, for example if it’s a Google Penguin penalty, then this means that the algorithm that Google uses has flagged that your website does not meet Google’s Webmaster Guidelines.

Yet, if the penalty is a manual penalty, then this means that someone that works for Google has reviewed your businesses website, and found that it doesnt meet the Webmaster Guidelines also.

A business can see if it has incurred a manual penalty by logging into the businesses Google Search Console account.

However if the penalty is an algorithmic penalty, then often there will be no notifications.

A respected white hat SEO agency, like Adore should then be contacted as to what would be the best way for your business to recover from a manual or an algorithmic penalty.

However, the business that you use to help your business recover from the penalty, must be white hat, and must offer high-quality work.

 

Okay, so what do you think are the essential qualities that a piece of content marketing should have?

·        Well researched

·        Well-written

·        Written to help the reader, not written just to improve the businesses SEO

·        High-quality and better than other blog posts that are currently on the first page

 

What do we mean by “better quality than other blog posts or pages that are currently on the first page?”

Well, that’s a really easy one to answer, let’s say you’re about to start a business that builds garden fencing.

Yet, on the first page there are 10 businesses, each has written blog posts about how to build a feather edge fence, well, your business, if it’s to have stronger SEO than those businesses, must offer better quality content marketing.

So, for instance, you could make your blog post better by offering advice that’s clearer, for example a step by step plan, and also advice on how to build feather edge fencing on difficult ground, such as a slope.

Now, you might be thinking, well, we want to start a garden fencing business, why on earth would we want to give away advice on how a customer can build a fence themselves?

Well, here’s the thing, a lot of businesses give away free advice that’s because it’s used to improve the businesses seo, once the business improves its seo, then it can sometimes generate more business.

So, by giving away free advice, the business can benefit, that’s if the seo is done right

Here’s how a business can benefit from writing content marketing:

·        The business may receive more visitors to the website

·        The websites bounce rate may reduce

·        The business may obtain more quality backlinks

·        The businesses website may well be deemed more relevant, because it has applied white hat seo

And what do we mean by relevant?

Well, lets say that you run business, and your business sells organic beer, if your business is blogging about organic beer, and the work is white hat, then when someone is looking to purchase organic beer, then your website could be deemed more relevant, so it appears higher in the SERP’s.

So, what makes content marketing “high-quality”?

Research

You must do your research, so for example, let’s say you run a car dealership, and you want to start selling more electric cars, so you want to write a few blog posts about electric cars.

Well, before you start writing your blog posts, it’s a good idea to do some research, for example what’s the best-selling electric car?

Which electric car has the best range?

Which electric car can be charged the fastest, all of this information can then be incorporated into your blog post, which is much more likely to be a more interesting to read.

Know your business inside out

Your blog post should be written by an expert, so for example, let’s say you sell double glazing, its important someone with a high level of knowledge about your products works with your marketing company, this is so that the blog posts have a lot of detail about your products, which can help to improve your businesses seo.

References

It’s important to reference where you get your facts, so for example, if you found the model of electric car that was the best seller last year, you should incorporate a link to where you found that fact. Then you could ask your marketing company to add the link and the anchor text.

Googlebot follows links, that’s to say Googlebot crawls and indexes each businesses website, so if you were to write say 2000 words on the best selling electric cars in the U.K, then you may wish to add backlinks to where you read that information.

Then Googlebot can follow those links, and many SEO agencies think that if you incorporate facts into your blog posts, and these facts are correct, that’s because Google has knowledge of these facts through its Knowledge Vault, your website can start to be deemed a source or reliable information.

So for example, you may mention a make and model of a car, and how many were sold last year, when you may state the number of cars that were sold, you could highlight say the number, lets say its 10,0000, and then link to the article where you read that number of cars that were sold.

Many seo consultants believe that if your website contains a lot of reliable facts, and this can if done in a white hat way this can improve your company’s seo.

Well-written

The content marketing should be well written

You should most definitely not grab a double shot espresso and then just start typing thousands of words, as this is likely to be a low-quality article, and if it overly focuses on improving the businesses seo, and not offering reliable information that’s been researched, well, its likely to damage your businesses seo and not help to improve it.

Will the content marketing help the reader?

This bit is crucial, so many businesses make the mistake of writing content marketing just to try and improve the businesses seo.

So for example, lets say you run a law practice, and you want more customers who would like help and advice in terms of employment law,well you may start writing “employment law solicitors” a high number of times, in a poor attempt to try and improve your businesses seo for this term.

We would highly recommend that you do not do this, as your business could incur a penalty.

So, what’s the solution?

The solution is to write high-quality content marketing that will help someone who’s needs an employment solicitor.

So, for example, the marketing company then may work with the solicitor, that’s to work out which questions the business gets asked a lot, and to write blog posts that answer these questions.

Then you could write a blog post that answers these questions, this could help to improve your businesses seo.

Must aim to be the best

The work should aim to be the best.

How can you improve the SEO of each piece of content marketing?

Structure

Each piece of writing should have structure, so for example make use of titles, H1- H6 tags.

Word count

We would recommend a high word count, but the work must also be quality.

Page speed

The website should load quickly.

Mobile friendly

The website should be mobile friendly.

Amplify

The business should work with the marketing company to amplify the content marketing.

How we can help:

If you would like a quote for SEO, then why not call us?