Cambridge Web Marketing Co http://www.loislife.com Thu, 30 Apr 2020 17:41:02 +0000 en-US hourly 1 How will coronavirus affect SEO? http://www.loislife.com/industry-news/how-coronavirus-affect-seo/ Thu, 30 Apr 2020 19:29:40 +0000 http://www.loislife.com/?p=2913 There is no escaping the implications of COVID-19. It is the one crisis in modern history that has almost brought us all to the same level. Regardless of what industry you work in or how much money you earn, the coronavirus pandemic will most likely have had a major negative impact either on your health,...

The post How will coronavirus affect SEO? appeared first on Cambridge Web Marketing Co.

]]>
There is no escaping the implications of COVID-19. It is the one crisis in modern history that has almost brought us all to the same level. Regardless of what industry you work in or how much money you earn, the coronavirus pandemic will most likely have had a major negative impact either on your health, your finances – or both. SEO is not immune to the complications.

Logistically, the almost complete cessation of foot traffic in many countries has led to a situation where companies are scrambling desperately to find ways to digitise their offerings.

Those that can’t risk a pretty bleak immediate future. With everyone at home, web traffic has increased and Google was remarkably fast on the offence when it came to doing something about it.

Google’s reaction

The pandemic hasn’t just had an impact on online search behaviour but on the type of content people are searching for. To help quell the spread of misinformation, the search giant created a system that provides users with information directly from authoritative government resources.

Google now also displays relevant health and safety information and a list of common coronavirus symptoms before any other organic results. This is an unprecedented move but these are (as we all no doubt keep hearing) unprecedented times.

Declining traffic

Even though so many of us are now working from home (or unable to work at all), there has been a notable decline in web traffic for most.

According to one study, over 1,000 SEOs were asked to share the kind of impact COVID-19 was having on their clients and 49% noted a decline in organic traffic.

When the outbreak first shifted into fifth gear, many commentators assumed that web traffic would increase for many businesses as more people would be shopping online and indeed, the online retail sector has seen some major gains.

Amazon, in particular, has made out like a bandit. However, with the world slowly shutting down and so many events being cancelled and businesses putting themselves ‘on pause’, there are few benefits for SEO marketers. Because being number one in the search results doesn’t mean anything if there are no sales.

What does it mean for SEOs?

SEO is, above all else, a marketing industry and marketing is often one of the first things to be culled or cut back during hard times. Ranking is not the end, it’s just the means to reach the eventual goals of sales and brand awareness and if a company is being forced to temporarily shut off its revenue stream then it’s no longer going to have the extra capital available to pay for SEO consultation.

Even the major online news outlets such as Forbes and Vice have struggled to gain any kind of organic traction simply because all anyone is talking about is coronavirus and it’s impossible for those sites to compete with legitimate government agencies and global health organisations for those key COVID-19 keywords.

For the foreseeable future, it would appear Google is putting its search stock in content from the most trustworthy and ‘necessary’ sources possible. That might be great for global health and information but it’s not exactly wonderful for SEOs.

It’s not all bad news

There have been some bright spots throughout all this chaos and negativity. For example, wellness brands have seen a significant uptake in organic market share, as have sites that rely on data and statistics.

So, there are at least a few sectors benefiting and even for those that are experiencing the opposite – at least we’re all in this together.

The only way we’re going to survive on the other side of this mess is if we help each other out – share our experiences during this time and work together to keep the wheels turning and the clock ticking. Because one thing is for certain, coronavirus won’t last forever, but Google probably will.

The post How will coronavirus affect SEO? appeared first on Cambridge Web Marketing Co.

]]>
5 quick and easy ways to boost your domain authority http://www.loislife.com/seo-tips/5-ways-boost-domain-authority/ Fri, 24 Apr 2020 18:11:45 +0000 http://www.loislife.com/?p=2908 There might be hundreds of increasingly complex factors used by Google to determine site ranking, but when it comes to importance, domain authority is right up there. That’s because your domain authority speaks to how much attention people should be paying your site and how valid your content is, by extension. It’s a great metric...

The post 5 quick and easy ways to boost your domain authority appeared first on Cambridge Web Marketing Co.

]]>
There might be hundreds of increasingly complex factors used by Google to determine site ranking, but when it comes to importance, domain authority is right up there.

That’s because your domain authority speaks to how much attention people should be paying your site and how valid your content is, by extension.

It’s a great metric by which to measure SEO success as it provides a better understanding of how your entire website is performing, not just individual pages. It’s also surprisingly easy to transform a wet-behind-the-ears website into a major authoritative player, as long as you know the right buttons to position yourself. That is the wisdom that we’ll be attempting to impart over the next few hundred words.

This is by no means an exhaustive guide. Instead, what we’re trying to do here is present you with a quick and easy guide to understanding and implementing domain authority boosting. Where better to start than with the fundamentals?

Choose a relevant domain

Of course, this only counts if you’re just starting out, but if you represent a startup or any venture that’s about to take its first tentative steps online, the actual domain name is where you should focus your attention first. A good domain name is easy to remember and not too complicated. You might even want to consider buying an old domain with some miles on the clock, as domains naturally gain authority as they age.

Optimise content

Start with the basics – optimise your code, including title tags and the content itself to ensure you’ve given yourself the best chance to be noticed without going overboard. It can be easy to overlook the basics – but don’t.

When it comes to optimising content, it’s the little things that count: stick to a readable font (Arial and Helvetica are always good bets), include several variations on your main keywords, and keep your links short and relevant.

Make your content linkable?

Link building is the very essence of SEO and whilst finding authoritative sources to send your readers to is important, it’s even more important that the content you post is equally linkable.

Create linkable content by staying relevant and focusing on topics that are newsworthy and relevant to your brand. Moreover, the authoritative domains will be eager to link back to your site and your own star will be on the rise in no time.

Keep it internal

External link building is a valid tool, but don’t neglect the internal links. It’s so much easier to keep a closed loop when you’re leaving your users the right breadcrumbs to the other parts of your site they may find interesting or useful.

It’s a delicate balance, of course (you don’t want to stuff your pages with them), but the right amount of well-placed internal links make it easier for Google to index your site and keep visitors from leaving, which certainly can’t be a bad thing?

While we’re on the subject of links, by the way, you might also want to consider going through your site with a fine tooth-comb and getting rid of any toxic links that could be doing your authority more harm than good.

Load faster

One area that often gets overlooked is the loading speed of your site, with sites that take ages to load often experiencing heavy bounce rates.

Check your sites loading speed with PageSpeed by Google and it will also offer a few ideas for making your site faster and more usable.

Of course, there are countless other things you should be doing such as promoting on social media and ensuring your site is mobile-friendly. In addition, there’s also wisdom in not throwing all your eggs in one basket and taking your time, allowing your domain authority to develop organically.

But this is only meant as a guide to your first steps. Domain authority is something you’ll probably be working on for months and years to come.

So, don’t fret if you’re not seeing results instantaneously. SEO has always been more of a war than a battle.

The post 5 quick and easy ways to boost your domain authority appeared first on Cambridge Web Marketing Co.

]]>
April 2020 – SEO and Marketing News http://www.loislife.com/industry-news/april-2020-seo-marketing-news/ Fri, 17 Apr 2020 15:18:24 +0000 http://www.loislife.com/?p=2904 In the last month, the coronavirus pandemic has completely neutered the global economy and almost every industry under the sun has suffered as a consequence. With no end in sight and the complications of the virus and its implications becoming even more complicated by the day, it would be churlish to suggest that it won’t...

The post April 2020 – SEO and Marketing News appeared first on Cambridge Web Marketing Co.

]]>
In the last month, the coronavirus pandemic has completely neutered the global economy and almost every industry under the sun has suffered as a consequence.

With no end in sight and the complications of the virus and its implications becoming even more complicated by the day, it would be churlish to suggest that it won’t have a direct impact on the online marketing world.

Indeed, COVID-19 is already having a major impact on search trends and SEO and there’s no telling what the long-term impact will be.

However, with more people than ever before housebound, the wheels are still turning and we’re here, as ever, to keep you abreast of the latest movements in the world of SEO and marketing.

Google might be forced to reveal its algorithm to an SEO

Google has been involved in a lawsuit that might mean the company has to divulge its long-guarded algorithm secrets.

As part of the lawsuit, Google has been given an ultimatum by the UK courts to either withdraw evidence to its defence or disclose the details of its search algorithm.

Not only would Google have to hand over the details of its algorithm, but it would also have to hand them over to a working SEO consultant.

This situation stems from a lawsuit against Google by a company called Foundem dating back to 2012, with actual events pertaining to the lawsuit dating back to 2006.

Foundem alleges it was the victim of anti-competitive practices by Google, which it claimed deliberately ranked its own products ahead of Foundem in search results starting in 2006. Foundem is seeking damages for the loss of business it incurred as a result being ranked down in Google search.

For obvious reasons, Google does not want to give up its algorithm secrets. However, it also doesn’t want to withdraw evidence which is vital in helping the company win the lawsuit.

The only other choice would be to settle the lawsuit, which would reportedly involve millions in damages. In addition, the settlement would also mean Google admitting to doing something wrong, which is definitely off-brand.

People using YouTube to improve their moods during lockdown

Channel Factory, a global technology platform, has announced the results of a new survey that shows how people are flocking to YouTube for uplifting and mood-enhancing content.

Entitled “Content consumption & consumer sentiment amid the Coronavirus pandemic,” the survey asked more than 1000 US consumers to share their YouTube activity in the recent weeks of social distancing as a result of the COVID-19 virus.

Channel Factory found that the vast majority of consumers go to YouTube to improve their mood and find uplifting, helpful and educational content.

Moreover, the survey also found that respondents felt that YouTube offers more contextually relevant content based on what they wanted to see.

  • 80% of respondents go to YouTube to improve their mood.
  • 69% find the platform’s content more uplifting than other channels.

While 33% of respondents go to YouTube for COVID-19 content specifically, many more are watching a broad variety of mood-boosting videos:

  • 48% are watching entertainment videos.
  • 48% are watching music-related content.
  • 33% are consuming comedy.
  • 31% are looking at videos about DIY.
  • 29% are feasting on cooking-related content.

Google instigate COVID-19 special announcement Schema

Google has shared examples of what COVID-19 special announcement structured data will look like when used in search results. A brand new set of structured data markup for special announcements related to COVID-19 was introduced last month. Last week, Google officially stated it will support the new structured data, but didn’t say when it will be used in search results.

At the time, it was also not known what the markup would look like when Google uses it to render search snippets. When the new special announcement structured data is added to a page, the content becomes eligible to appear with a COVID-19 special announcement rich result.

Google will render the COVID-19 special announcement in addition to the page’s regular snippet description.

A COVID-19 announcement rich result contains a short summary that can be expanded to view more. However, Google notes the format may change over time.

Searchers may not see the changes right away because special announcement rich results are only eligible to appear for certain sites.

Marketers would choose Google Ads over SEO if they had to

The question of which channels to use for greatest impact is top of mind for most marketers at the moment, given the current state of affairs.

A recent survey casts some light on the current thinking among marketing professionals and small business owners about the relative merits of SEO and PPC.

A survey by BestSEOCompanies.com, polled 1,000 marketing professionals and consumers (split almost evenly) and asked about the effectiveness of SEO vs. Google Ads according to several measures.

Marketers in roughly equal numbers found both SEM (90%) and SEO (87%) to be effective. Forced to choose one or the other, however, a surprising 64% said they would choose Google Ads, although SEO was seen as more affordable and sustainable than paid search.

This response comes despite the fact that SEO drives more referral traffic than paid search. Data from BrightEdge last year, for example, showed that organic search was responsible for 53% of site traffic while paid drove roughly 15%.

As budgets are being squeezed and paused across the board, the SEO vs. PPC question takes on new importance and urgency. While many marketers reading this article would probably argue SEO is foundational and PPC is more discretionary, the ultimate answer, it would appear, is basically case-by-case.

Google Doodle sends thanks to Coronavirus helpers

Finally, a little bit of positive news. Google has a new Google Doodle up on its home page to thank coronavirus helpers across the world. Google wrote “As COVID-19 continues to impact communities around the world, people are coming together to help one another now more than ever.

Over the coming weeks, we’re launching a Doodle series to recognise and honour many of those on the front lines. Today, we’d like to say: To all the public health workers and to researchers in the scientific community, thank you.”

The post April 2020 – SEO and Marketing News appeared first on Cambridge Web Marketing Co.

]]>
How SEO gets easier with greater authority http://www.loislife.com/seo-tips/how-seo-easier-greater-authority/ Fri, 10 Apr 2020 18:00:11 +0000 http://www.loislife.com/?p=2899 “Authority” is a word that means hundreds of different things to thousands of different people but in the case of SEO, it means one thing – the respect afforded your page, the information on it and ultimately, your brand. As the adage states, “A rising tide lifts all ships,” and this is very much the...

The post How SEO gets easier with greater authority appeared first on Cambridge Web Marketing Co.

]]>
“Authority” is a word that means hundreds of different things to thousands of different people but in the case of SEO, it means one thing – the respect afforded your page, the information on it and ultimately, your brand.

As the adage states, “A rising tide lifts all ships,” and this is very much the case with elevated site authority. As your domain authority increases, you’ll find your site achieving more organic clicks and your marketing efforts will seem like less of an uphill struggle. But before going any further, let’s sort cover a few basics.

What is domain authority?

Every web domain will have an authority level and whilst Google has never revealed how it works, logic dictates that it measures how authoritative the site is on a given subject.

The more authoritative the site, the easier it is for your site to rank using more competitive keywords. Simply put – the higher your authority, the more likely you are to rank higher.

A site’s authority is determined by the number and quality of the backlinks within it and the legitimacy of its information. To determine your domain authority, there are several free online resources you can use, such as Link Explorer. This will also tell you how many sites are linking to your own and the authority score of each of those sites.

Increasing authority is, ultimately, the goal of all SEO marketing and it’s certainly an art form that has evolved in the last decade. Backlinks remain the most valuable asset, of course, but as time has worn on and Google has got smarter, the quality of your content has become just as important. But we’re not here to tell you how to boost your authority, we’re here to tell you why it’s worth the effort!

Easy living

Ranking – More links equals better ranking. This is the fundamental principle of SEO. Good links? will allow you to attack more keywords and more competitive keywords, thereby making the SEO process not only easier but more successful.

Note, however, that in order to rank for a particularly competitive keyword, you’re going to need a pretty high authority score.

Crawling – The greater your link equity, the more of your pages Google will crawl. If you have just a handful of backlinks but hundreds of pages, Google will have no incentive to crawl and index those pages.

Speedy Indexing – Not only will greater authority lead to Google crawling more of your pages, but it will also make it crawl and index them faster.

The more links you have, the greater the variety too, and this means there is less chance of over-optimising in one area and Google always ranks sites faster if they can reveal greater variety.

Internal Power – Not only does greater authority mean you’re going to rank higher and faster but it also increases the value of your own links.

This is particularly useful as it means your own internal links become more powerful, which makes everything that much easier to rank. Indeed, where you have high enough authority, the best link building tactic is to link to yourself!

Bad Link Insulation – The higher your authority, the better insulated you are from bad links. Because if you have thousands of great, authoritative links then a handful of bad ones are barely going to touch the sides.

It’s a flywheel effect, in essence – as your start ranking and people start seeing more of you then you’re going to start developing more links and those links are going to keep the wheel turning.

Of course, you’ll also get a greater number of spam requests but generally speaking, SEO only gets easier as authority increases.

The post How SEO gets easier with greater authority appeared first on Cambridge Web Marketing Co.

]]>
The three pillars of SEO – Authority, Relevance and Trust http://www.loislife.com/seo-tips/seo-authority-relevance-trust/ Fri, 03 Apr 2020 19:09:42 +0000 http://www.loislife.com/?p=2896 If SEO was to be thought of as a physical structure then it would be a structure held aloft by three central pillars – authority, relevance, and trust. These are strong words with a lot of emotion attached to them, of course, but that weight is the reason why these bastions of virtuous content should...

The post The three pillars of SEO – Authority, Relevance and Trust appeared first on Cambridge Web Marketing Co.

]]>
If SEO was to be thought of as a physical structure then it would be a structure held aloft by three central pillars – authority, relevance, and trust.

These are strong words with a lot of emotion attached to them, of course, but that weight is the reason why these bastions of virtuous content should be held in high regard.

But the words alone (bold as they might be) mean nothing without context. So, here we’ll hope to explain exactly what those three pillars of SEO mean and how you could be using them to embolden your strategies.

Authority

Perhaps the most important of the three pillars, authority is a word used a lot in SEO and relates to the authority of your page – does it answer the right questions asked by the right people? And does it contain content that could be classified as authoritative in its field? When Google is ranking sites, authority is one of the first things it will be looking at so ensure you’re an authoritative voice in your niche by creating content that is engaging and accurate.

Authority is assessed by your content and links, with the latter holding just a much sway as the former. So, both need to be considered if you hope to generate search authority.

Relevance

Your SEO strategy should always operate under the same basic principles as Google itself – searches should always return relevant results.

Relevance is perhaps the easiest of the three pillars to achieve because you have more agency in ensuring you remain relevant. This is down to everything from the metadata and keywords you use to the way you market your content.

Trust

In stark contrast to relevance, trust is the hardest of the pillars truly to master as it’s something that is earned, not won or claimed. It’s also something that develops slowly over time by keeping your pages regularly updated, secure and persistently engaging.

Trust is, however, something that can be catalysed at least in a small way by reaching out to other trustworthy sources and building links with them. That way, you’ll be developing trust by association and also building valuable connections within your online community.

All three pillars are tied to the three major phases of SEO and should be considered at each of the following stages.

Crawling – This is the initial stage, where search engines scour the internet for all information.

Indexing – Once the information has been collected by the crawling process, it’s then stored (or indexed) in a central data centre. The index is essentially the warehouse of all web pages.

Results – This is where the algorithm comes into play and matches the keywords with the information stored in the index and then essentially spits out the most relevant links. At least, that’s the theory.

Of course, Google is notorious for changing its algorithm on a regular basis but as long as those three solid pillars are adhered to then there should be no major problems to face.

Of course, there are steps that can be taken to safeguard against algorithm changes – such as mobile optimisation, not overdoing it with the keywords, and making sure pages actually have a decent amount of content. However, generally speaking, keep those three central tenets close to your chest and you should be golden.

The post The three pillars of SEO – Authority, Relevance and Trust appeared first on Cambridge Web Marketing Co.

]]>
March 2020 – SEO and Marketing News http://www.loislife.com/industry-news/march-2020-seo-marketing-news/ Fri, 27 Mar 2020 19:00:17 +0000 http://www.loislife.com/?p=2890 With a potential major outbreak on the horizon, mainstream news outlets are heavily focused on the pandemic. So, allow us to offer an island of calm away from the pandemic paranoia and delve into the latest goings-on in the world of SEO and marketing. That being said, the virus named after a weak Mexican beer...

The post March 2020 – SEO and Marketing News appeared first on Cambridge Web Marketing Co.

]]>
With a potential major outbreak on the horizon, mainstream news outlets are heavily focused on the pandemic. So, allow us to offer an island of calm away from the pandemic paranoia and delve into the latest goings-on in the world of SEO and marketing.

That being said, the virus named after a weak Mexican beer is still having an impact on the wider world of online marketing, so let’s get it out of the way.

Google tightens FAQ markup guidelines

Google has updated its content guidelines for the FAQ schema that says you can no longer markup the same question and answer with FAQ schema if that question and answer is in multiple pages on your site.

The updated guidelines added this line: “If you have FAQ content that is repetitive on your site (meaning, the same question and answer appear on multiple pages on your site), mark up only one instance of that FAQ for your entire site.”

Most local SEOs making at least $60,000!

The majority of local SEO professionals appear to be happy in their jobs, according to BrightLocal’s 2020 Local Search Industry Survey. That’s the clear implication of a finding that 78% intend to remain in their current positions. The survey featured responses from 475 “local marketers,” including agencies, in-house marketers, freelancers, and local businesses.

Half of those responding to the survey said they have been working in the industry for more than a decade and 11% have been working in local SEO for 20 years or more.

The survey also found that 65% of local SEOs earned more than $60,000 and 29% were making more than $100,000. Only 4% were looking to move out of local, while others were interested in changing jobs within the industry or staying put in their current jobs.

While it’s not clear whether the survey is representative of the industry as a whole, it does offer some decent benchmarks for local SEO professionals and reveals that the industry is still in fine fettle.

Google officially announces mobile-first indexing?

It’s been a few years now since Google first started working on mobile-first indexing – Google’s crawling of the web using a smartphone Googlebot.

However, this month the tech giant found that most sites shown in search results are good to go for mobile-first indexing, and 70% of those shown in search results have already shifted over. Notably, they will be switching to mobile-first indexing for all websites starting from September 2020. About time too!

Community rebukes Google for advising free site audits

Google recently published a video on how to hire a search marketing consultant. They made two reasonable recommendations. But the third one caused the search community to rebuke Google for its advice. The first two recommendations were to interview the consultant and to check their references. The third, however, was to request a technical and search audit before the business hired the SEO.

To say this was questionable advice would be something of an understatement because a free site audit is little a lead generation trick employed by disreputable email spammers.

One can only speculate that the authors of Google’s video have received spam emails offering a free technical and search audit and they presumed this was a common way of doing business.

The advice in the video demonstrates that lived first-hand experience is superior to second-hand knowledge.

The post March 2020 – SEO and Marketing News appeared first on Cambridge Web Marketing Co.

]]>
COVID-19 Update http://www.loislife.com/news/covid-19-update/ Thu, 26 Mar 2020 15:56:59 +0000 http://www.loislife.com/?p=2878 We’ll keep this one brief — times are tough for everyone at the moment, but as our team has always worked from home, we’re able to offer an uninterrupted service to all our clients. We’ll be staying on top of all our campaigns, especially when it comes to timely messages and updates regarding Coronavirus for...

The post COVID-19 Update appeared first on Cambridge Web Marketing Co.

]]>
We’ll keep this one brief — times are tough for everyone at the moment, but as our team has always worked from home, we’re able to offer an uninterrupted service to all our clients.

We’ll be staying on top of all our campaigns, especially when it comes to timely messages and updates regarding Coronavirus for our clients. We are also still able to take on new projects, whether SEO or PPC campaigns, although in-person meetings won’t be possible, of course.

In the meantime, we hope everyone stays safe and stays isolated!

Rob & the team

The post COVID-19 Update appeared first on Cambridge Web Marketing Co.

]]>
A guide to targeting your competitor’s keywords http://www.loislife.com/seo-tips/guide-targeting-competitor-keywords/ Fri, 20 Mar 2020 18:38:51 +0000 http://www.loislife.com/?p=2871 Targeting the direct competition has always been a popular advertising tactic and today, that tactic has evolved. It’s become common practice for brands to use their competitors as keywords, essentially bringing in potential custom by association. It might seem like a sneaky tactic on paper, but there are obviously rules that need to be adhered...

The post A guide to targeting your competitor’s keywords appeared first on Cambridge Web Marketing Co.

]]>
Targeting the direct competition has always been a popular advertising tactic and today, that tactic has evolved. It’s become common practice for brands to use their competitors as keywords, essentially bringing in potential custom by association.

It might seem like a sneaky tactic on paper, but there are obviously rules that need to be adhered to, otherwise, we’d all be using the marketing equivalent of “Sega does what Nintendon’t” and the Pepsi Challenge. So, here we’ll be taking you through the pros and cons of bidding on a competitor’s terms.

The benefits of brand bidding

If you do any search for a reputable brand you are bound to turn up just as many competitors trying to muscle in on their territory.

These competitors will have bought their way into those results by brand bidding. There are three primary benefits here:

  1. Brand keywords will usually generate quite cheap clicks as fewer marketers will use these terms. However, if the brand in question is bidding on itself then the price will be steeper.
  2. You might attract fewer clicks with brand keywords but the clicks you do get will be of greater value as they will be from consumers actively looking for a brand’s direct competition.
  3. By aligning your online marketing with this competitor you’re attracting customers who will see your name in the same light as the more popular brand. This is the kind of exposure that can make or break a company.

Brand terms

The most important thing to figure out is whether or not the competing brand in your sights has protected their own brand terms.

You would be amazed how frequently brands can focus so many resources on marketing without understanding how valuable their own high-intent search terms are.

If they are not using their own brand terms, what’s stopping you from swooping in and raising your hand when somebody that’s probably already on the consideration or decision stage of their consumer journey is searching for a solution to their problem?

There are, however, legalities to consider in this scenario. Certain trademarks and AdWords restrictions can lead you into a dark corner if you don’t tread carefully.

If this is a path you are seriously considering heading down, we’d recommend consulting an SEO specialist before pulling the trigger on any paid media strategies that might be infringing on trademarks.

Though it’s important to understand that whilst the waters are slightly murky where SEO is concerned, in pay per click (PPC) advertising, it’s always legal to target the keywords of your competitors, as long as they are not used in advertising copy.

Even if you’re given the all-clear, however, there are still some significant cons to the practice that should be considered.

For one, your quality scores will suffer and more importantly, your competitor will eventually notice what you’re up to and could end up returning the favour.

It’s very much a case of weighing up whether or not you think it’s worth the battle. Because there probably will be a battle.

Choosing the words that matter

If you’re going to be targeting your competitor’s keywords, you might as well make sure you choose the right ones! You don’t want to simply be targeting the brand name, of course, but the kind of searches that followers of that brand might be making.

For example, if you are in the business of selling handmade bath bombs and aromatic gifts, you don’t want to simply focus on the keyword “Lush.”

That might be your most obvious competitor, but not only is it a generic word and search term, it’s also not quite specific enough for our purposes. You might instead want to focus on the search terms “Lush bath bombs” or “Lush gift sets.”

More top tips

Finally, there are a few practical tips you might want to take into account before embarking on your journey into the great unknown.

  • Focus on the USP of your brand – whether that’s price, quality or something more oblique.
  • Don’t go overboard with your bids. You don’t need to be above the competitor, just (literally) on the same page.
  • Don’t include the competitor’s keywords in your actual ad. This is just misleading.
  • Finally, never start a bidding war. Your competitor most likely has more resources than you and you should never start a war that you’re definitely going to lose.

The post A guide to targeting your competitor’s keywords appeared first on Cambridge Web Marketing Co.

]]>
What are H1 tags and how important are they? http://www.loislife.com/industry-news/what-h1-tags-important/ Fri, 13 Mar 2020 19:00:19 +0000 http://www.loislife.com/?p=2863 SEO is a field that’s always had to adapt to survive but certain trends have stood the test of time. In the good old days of SEO (let’s say 2012) it was very much the fashion to wrap up your page title in H1 tags and leave it at that but as Google further developed...

The post What are H1 tags and how important are they? appeared first on Cambridge Web Marketing Co.

]]>
SEO is a field that’s always had to adapt to survive but certain trends have stood the test of time. In the good old days of SEO (let’s say 2012) it was very much the fashion to wrap up your page title in H1 tags and leave it at that but as Google further developed its algorithms and expanded its ranking processes, we began to realise something – H1 tags don’t just need to be used once per page – there is actually no limit to how many we can use.

But we’re getting ahead of ourselves. Before we go into further detail regarding how H1 tags are being used in SEO today, let’s first underline exactly what they are and how they work.

What is an H1 tag?

When Google ranks pages, it scans the source code, which essentially tells it everything it needs to know. This is where the coders program everything from the colour of the text to the position of images.

The H1 tag is the part of the code that indicates the heading and the overall topic of the page, which is why it’s such a significant part of the page.

Text that’s tagged as an H1 heading will not only be physically more visible but will carry more weight with Google than standard text and than H2s and H3s. Generally speaking, the first H1 on your page is the most important piece of text and as such will almost always include primary keywords.

H1 tagging today

Whilst H1 was initially meant to highlight the title of the page, the development of CSS (Cascading Style Sheets) meant developers were able to format a standard H1 so that it could take on any colour, typeface, or size and could even be made to blend in with the rest of the text.

So, with H1 tags now able to essentially work in ‘stealth’ mode, you can theoretically use as many as you like and viewers will be none the wiser.

No H1 – Of course, if a page doesn’t have an H1 tag then Google will automatically read the heading as the most important part of the page.

So, while there are no negatives to wrapping your heading in H1 code, it’s not 100% necessary. As long as your headings are good enough, wrapping them in H1 might not be worth your time, particularly if there is already some large descriptive text on the page.

Lots of H1 – Conversely, there is no lower or upper limit to how many H1 tags can be used on a page. Indeed, they can be a good way of lending structure to a page.

Certain SEO tools might flag too many H1 tags as an issue, so from a usability perspective, it might make sense to limit yourself. However, generally speaking, you can have no H1 tags or seven.

Why you should still use them

Personally, although Google has got better at being able to figure out titles and topics on its own, we still believe that using H1 tagging is best practice for the following reasons:-

  • For the sake of accessibility, it’s still an incredibly handy practice, particularly given how screen reading technology can use them to help users to navigate content.
  • If Google is unable to find or process your title for some reason then it might extract information from somewhere else on your page, so it’s better for you if that’s an H1 tag that you deem to be relevant.
  • Even today, in an age of increasing algorithmic complexity, studies still show a small positive correlation between higher ranks and the use of H1, H2, and H3 headings.

Of course, there are general H1 rules to adhere to: Keep them short (less than 60 characters), don’t use the same tag more than once on a page and don’t overdo it (the needs of the reader should always take precedence over the needs of the algorithm.

Overall, however, it’s always going to be (as is often true with SEO) a case of trial and error. But are H1 tags still relevant in 2020? Absolutely. For years to come SEOs will still be searching for the perfect H1 tag and who could blame them.

The post What are H1 tags and how important are they? appeared first on Cambridge Web Marketing Co.

]]>
Chasing SEO Success in 2020 http://www.loislife.com/seo-tips/chasing-seo-success-in-2020/ Fri, 21 Feb 2020 15:54:20 +0000 http://www.loislife.com/?p=2853 The shifting sands of SEO are notorious for a reason – things rarely stay still for very long and marketers are constantly being caught with their metaphorical pants down as a result. The same optimisation techniques that were everyone’s go-to just a few years ago are now completely useless, as Google continues to grow smarter....

The post Chasing SEO Success in 2020 appeared first on Cambridge Web Marketing Co.

]]>
The shifting sands of SEO are notorious for a reason – things rarely stay still for very long and marketers are constantly being caught with their metaphorical pants down as a result. The same optimisation techniques that were everyone’s go-to just a few years ago are now completely useless, as Google continues to grow smarter.

So, now that 2020 is fully underway (we’re almost halfway through the second month already, if you can believe it), we thought it was about time to take stock of the SEO scene of the twenties and focus on what you should be doing to chase SEO success in 2020 and beyond.

Be the brand you want to see in the world

Google isn’t just ranking pages anymore; it’s ranking brands. That means your wider brand and content marketing campaigns should be as integral to your SEO success. Because no matter how good your content is or how many quality backlinks you manage to blag, consumers will still be more likely to click on brands that they have heard of, even if they might be further down on the list.

It all boils down to trust. If a consumer has heard of a brand they are more likely to trust it. So, if you think you‘re doing everything right but still achieving lacklustre results with your SEO, maybe it’s your overall brand that needs some TLC?

Be more visual

Visual search might have been simmering away in the background for a while now but it looks poised to truly take off in a big way this year. Google Lens has already been used over a billion times since launch and around 36% of US users have already used visual search at least once. It might be a technology still in its infancy, but as it becomes more attuned to our habits and people start to understand how it works, we believe it will become mainstream within the next few years.

So, make sure you’re starting to think about optimising for visual search today rather than tomorrow.

Be smarter with your featured snippets

SEMRush found that only around 12% of searches have featured snippets. This is quite surprising given that snippets are actually placed above the top results on Google.

Fittingly, there’s lots of wiggle room for you to incorporate ‘snippable’ content into your site. Keep it short, (under 60 words) engaging and keyword-heavy (but not saturated) and don’t forget to use tables and lists when they make sense.

Be aware of the big boys

If you want to understand what you’re doing wrong with your SEO campaign then the answer is often found on page one.

What is it that the top search results are doing that you’re not? It’s remarkably easy to use SEO tools to track the tricks of your competitors and reverse-engineer them. All it requires is a keen eye and a lot of trial and error.

Be the authority

Finally, if SEOs agree on one thing (rare though this might be) it’s that domain authority will continue to play a major part in ranking in 2020.

However, how you actually earn this authority has changed markedly in recent years. Links are, of course, still an important piece of the puzzle but now being the authority is more about building up reserves of amazing content and a general foundation of strength and trustworthiness. Focus on relevant, interesting content that is well within your specific field of expertise indenture your site is clean of any dead links or errors.

It all comes back to building the brand. Because, ultimately, your brand really is everything, especially when it comes to SEO in 2020.

The post Chasing SEO Success in 2020 appeared first on Cambridge Web Marketing Co.

]]>
日本一本一道久久香蕉在线观看