Having great content on your website will not only give your users a positive experience and help convert sales, it helps search engines like Google index and rate your site, making it easier to find online. From opening hours and service details, to videos and blog posts, it’s important to make sure your content is up to date, relevant and that it reflects your business in a consistent and informative way.
…or “How to turn great print copywriting into excellent SEO optimised copywriting that human readers will love too”. If you’ve had experience writing successful copy for offline functions, you’re most likely going to enjoy some success when writing copy for your website. However, you will need to add a few mildly techy, chiefly SEO-related tricks […]
In October 2019, Google’s BERT algorithm update rolled out to all searches, all languages and all countries. BERT is natural language processing (NLP) technology, which grows Google’s understanding and treatment of context. Prepositions – like to, from, on – are now a big focus. Tiny words, often overlooked but hugely important for nuances like ‘train […]
We all want our blog posts to achieve the maximum possible exposure for the longest possible time. But unfortunately, as time goes on, older blog posts can start to feel a little past their best. However, there is hope for these posts, especially ones about evergreen topics that have a longer shelf life. Today, we’re […]
Behavioural science gives us thousands of studies about how people act. It’s particularly useful for marketers because self-reporting is notoriously unreliable, so surveys can’t be the only source of our customer research. From these studies, we can glean a few directives for our marketing that don’t require hours upon hours of reading dense research papers. […]
Expertise, authority and trustworthiness (EAT). Those should really be the keywords for anyone’s content production, but they are in fact the Google quality score rules. Particularly on pages that deal with transactions or high-stakes advice. EAT and page quality have always been important but algorithm changes over the last year reflect Google’s insistence that EAT […]
Digital marketing can feel like a minefield sometimes, especially if the topic is totally new to you. Wading through conflicting online advice; new jargon constantly coming out of the woodwork; swimming in data but no clue what to do with it all; the learning curve can feel like a real uphill battle. But doing any […]
If you have a website, you need to be aware of SEO or “Search Engine Optimisation”. SEO is the practice of setting up your website in such a way that it appears (“ranks”) as highly as possible in search results when people search for relevant terms. Ranking highly is understandably great for your site’s online […]
Because we’re such busy creatures, humans do a lot of things based on memory, bias and instinct. It saves time to make unconscious decisions. No one makes decisions solely with reason but, as businesses, we try to sell with reason. Yes, reason makes an appearance in consumer habits. But there are also the very important […]
When it comes to web content, “engaging” is an overused descriptor. For content to be “engaging” is surely a necessity, a given, if you want people to read it at all? To make your web content easy and enjoyable to read – that’s non-negotiable. “Persuasive” is an adjective seen a little less in conjunction with […]
Third-party blogging platforms like Medium are EASY. So, so easy compared with building yourself a content platform. Suspiciously easy, you could say. Setting up an account on Medium = five minutes of effort and zero money before you’re creating beautiful articles that have the potential to be seen by millions. What’s not to like, for […]