Ecommerce Website

3 Less Obvious Ways You Can Internal Link on Your Website

 

Why is internal linking so important?

Internal linking is not only one of the most vital aspects of SEO, it’s also one of the most vital aspects to having a usable website. In short, Google uses internal links to help discover new content and new pages.

Let’s say that you publish a new web page and forget to link to it from elsewhere on your site. This is a very common mistake when people put together a website and it can cost them dearly. If we assume that the page doesn’t have any backlinks, then Google won’t know it exists. That’s because their web crawler can’t find it when going through the different branches of the site.

Google must constantly search for new pages and add them to its list of known pages. Some pages are known because Google has already crawled them before. Other pages are discovered when Google follows a link from a known page to a new page.

Pages with no internal links pointing to them are known as orphan pages, meaning they have no connections or “parent” pages, hence the term orphan.

So, why not just internally link your pages everywhere? Well, its not that simple. Simply it’s not all about quantity; the quality of the link also plays a vital role. The links need to be natural. They need to be in the right places and actually have a positive impact to your customer journey. Anything too spammy or a piece of content made up of nothing but internal links will be seen as a negative on the customer journey of your site and thus penalised.

So, you have a page that you want to rank for but there’s no obvious place to internal link it? Perhaps its internally linked but not enough? Perhaps the page you want to internally link from has no way to naturally and relevantly put an internal link anywhere on the page?

Well, here’s three ways that you can implement an internal link besides the obvious ways of putting it within the content or on the navigational bar.

 

“Related Post” Section

Have you ever read a blog post for example that has a “related post” section? Maybe you’ve been on a product page and there’s a section beneath the product you’re looking at showing “items you may be interested in”. Well, this is a fantastic way to internally link on your site without forcing a link within the content. It also often allows you to add a picture in a section like this, which may well in turn also see an increase in click-through-rate.

 

Breadcrumbs

Breadcrumbs are an internal linking process that is often most utilised by ecommerce sites. This is because if there are various models of a similar product, a customer may want to view each of the pages before making a decision. Here is Argos for example:

Argos breadcrumbs

Each section, or breadcrumb, is an internal link to a page previously on the customer’s journey. If they want to go back to the technology section, they can do so in one click, despite it being 3 or 4 pages ago in their consumer journey.

This means from a customer standpoint, it makes navigating your website easier, meaning the customer is more likely to spend more time on various pages and in the long run- convert.

Outside of being a nifty way of keeping your customer on your site, it also allows internal links to be placed to pages throughout the website, meaning a page such as the technology page is internally linked to from every single technology product, through the breadcrumb at the top of the page.

If you own an e-commerce site and want more insight into how SEO practices can be applied to your site to maximise its potential, please see our SEO for Retail page.

 

 

Blogs

Blogs are the final, often overlooked, way of placing internal links onto your site. Writing a blog post can be time consuming and it might not be seen as worthwhile if your blog posts generate a low reader count. However, beyond their practical use of getting information out to your potential customer, they can also act as a perfect vessel to internal link to pages on your site.

By discussing a relevant topic on your blog where you can internally link to one of your pages, you are creating a natural, non-spam link. This is on top of the practical purpose of a blog as well as keeping your site constantly updated, which Google looks favourably on.

The most important thing to remember when increasing your internal links is to not force it. The link should be created with the reader in mind, not just rankings. Anything that you do purely for the sake of SEO, without any consideration for people, is spam.


marketing strategy

The Future Of Marketing Trends

One of the constant challenges that someone in marketing may come across is staying ahead of the game. Being able to adapt quickly to a constantly evolving and changing marketplace is one of the key aspects to developing successful marketing campaigns. Whether that be staying ahead of Google Cor Algorithm Updates to maximise SEO potential (like we do for our SEO clients in Essex and beyond), seeing different social trends, ecommerce trends or just seeing how coronavirus has effected marketing space- staying ahead of the game and having the foresight is crucial. If you run a business, you have a hard nut to crack as well. Getting across to today’s potential customer is a complex process that requires adjusting your efforts to emerging trends. Being first, or at least one of the first, gives a huge competitive advantage. It’s 2021, and although the world looks in a lot more of a recognisable state than a year ago, the pandemic’s changed a lot, and here’s what we think about the future of marketing.

 

Monitoring and analytics- using insight to adjust strategy

Whether it’s garden fencing, electronics, and MOT garage in Grays, every single business needs to maximise its online presence these days.

There’a a number of businesses that operate almost exclusively online and whose customers are online as well. It means that the majority of conversations about their brands and products happen online. This makes SEO absolutely vital to being a success. The difference between a single place in Googles search results can equal huge amounts of money.

Beyond SEO, online presence is vital in other spaces, too. Consumers discuss brands and products in social media, industry experts and news sites publish reviews of your product or services, competitors post latest product updates that might affect your business. Online buzz is a source of business intelligence which understanding and learning from will help play a huge part in your marketing process.

Online presence and an understanding of the analytical data behind your business can help businesses improve strategy, brand reputation management, competitor analysis, market research, customer feedback, consumer research, influencer marketing, product design, or product pricing.

Given the fact that more and more businesses, particularly during the pandemic, move to the Internet, analytical monitoring will become invaluable.

 

Emotional Based Marketing

It’s not something you want to hear if you spent years learning marketing theories just to be told they might soon be obsolete or at the very least, now only a starting point. The famous “Product, Price, Place, Promotion” from the mass taught “Marketing Mix” are not effective anymore, with many companies moving away from this type of templated marketing approach.

So what replaces them? Move over the “4Ps” and welcome the “4Es”. This new approach to customer value proposition, which consists of Engagement, Experience, Exclusivity and Emotion.

People don’t buy only products anymore, they buy the feeling the product gives them- even before actually purchasing it. As popular rapper Macklemore stated in his song “wings” which is critical to Nike, “We are what we wear

We wear what we are

But see I look inside the mirror

And think Phil Knight tricked us all”

They buy experiences and emotions instead. You should change thinking “what should I sell” or “how should I sell” to “WHY should I sell it?”. Emotional branding is what makes a business stand out. Nike have developed their brand to such an extent that people believe they can’t achieve unless wearing their product, especially in the sports market.

The most successful brands don’t offer just physical products or services, but great experiences, emotions, and a story that resonates. Disneyland or Coca-cola sell happiness and family togetherness, Adidas or Nike give you a courage to follow your dreams and achieve greatness and L’Oréal sells beauty.

 

Influencer Marketing

Bloggers, vloggers and other influencers have the power of shaping consumer opinions in places that wouldn’t normally be marketplaces. Many people head to YouTube to consume content or Instagram to pass the time, giving valuable screen time to sell a product.  Internet users are more willing to trust recommendation from a favourite YouTube creator rather than from a brand. Influencers seem genuine and trustworthy, so people put more confidence in what they have to say, as well as the fact they are a role model, often living the dream life that their audience wants to live.

If they use the product and I want to be them, why would I not use that product too?

Its not different to seeing the footballer you stive to be wearing a pair of boots and going out to buy the same pair for yourself.

There are plenty of ways to involve popular people into your marketing communication. You can simply find influencers who are potentially interested in your company or its value proposition with the Internet monitoring. Naturally, they have to resonate with your brand and your audience as well as appeal to your target audience demographic. There’s no use in using an influencer to promote over 50’s life insurance if their demographic is 18-30.

Marketing is constantly changing, but now at a faster rate than ever. There are many options and it’s up to your creativity how it would look like. Staying ahead is the key to success.


google tablet

What the June 2021 Core Update Means For SEO

Google has been fairly quiet since its last core update in December. But just like buses, none come for ages and then two come at once. On Wednesday 2 June, Google us SEOs the usual few hours of notice that it was time for a new core algorithm update. This meant we braced for keyword rankings ending up looking like cardiographs and we held our fingers crossed in anticipation.

However, as the rollout of Google’s June 2021 Core Algorithm began, we quickly learned this particular update wasn’t what it seemed. It was quickly confirmed that a July Core Algorithm update was to follow closely behind, sending another shockwave through SEO offices around the world. The second part of the update duly arrived on Thursday 1 July and is expected to take up to two weeks to finish its implementation.

 

How Might This Algorithm Affect My Rankings?

Although Google is well known for rolling out algorithm updates fairly regularly, they don’t always acknowledge them as a big deal. A main, announced core update is always worth looking in to if you’re worried about rankings. This is the first all-singing, all-dancing update that the search giant has confirmed since December 2020, which saw some concern at the time for SEO professionals just a week before Christmas.

With the second algorithm update having begun rolling out earlier this week, we can’t really expect to see the full impact of the June update until the end of July. However, there will be telltale signs of whether the sites we care about are going to be effected or not.

As this was a double update, SEOs need to be mindful that any ranking performance decreases or improvements that they saw during the initial June rollout may well be reversed come the end of July. Part two of the update may well contain changes to Google’s SERPs, which are notoriously tricky to judge.

 

Why is Google Issuing this Update?

Google’s official reasoning for a two-part update is that some ‘planned improvements’ for this update were not quite ready for the initial June rollout. That indicates we initially received half of the update in June and the rest is rolling out now. This once again highlights the fact that any changes you think are out of your control in June may well be a thing of the past come the end of July.

 

Is This Update Google’s Page Experience Update?

Within the world of SEO, the dreaded Page Experience Update has been on the horizon, creeping up silently ready to strike. Widely considered the next big thing in SEO, thankfully Google has stated that the implementation of the June and July 2021 core algorithms are not related to the Page Experience Update. That long-promised update will trigger a shift in the parameters the search engine uses when judging what makes a favourable page and a favourable website. This update however, will be going on behind the scenes over a longer period of time, rather than over the course of a couple of weeks.

Page Experience will finally see Core Web Vitals put into action as official ranking metrics for the first time, placing a much higher responsibility on usability and page speed, something that took a back seat when it came to ranking.

So, if this update wasn’t for the page experience, what was it for?

 

Largest Contentful Paint (LCP)

This is the time it takes for the largest above-the-fold element, whether that be an image, a text block or a conversion form, to render on the user’s screen.

 

Cumulative Layout Shift (CLS)

This is simply the amount of things that move across and position themselves on the screen that aren’t there on the initial load. In simpler terms, just how busy the screen is.

 

First Input Delay (FID)

The time taken between a user trying to click something, scroll through something or interact with something on a page and it actually becoming interactive and accessible.

 

Measuring The Impact

We’ll have to wait and see exactly how much damage or positive enhancement the twin roll-outs will have going forward. With the page experience update still on the way, Google seem determined to change SEO forever before the year is out.

If you would like expert opinion and guidance through this update, the Page Experience Update or future updates, speak to one of our SEO gurus today at MR SEO, the SEO Agency in Essex.


Marketing computer

What Digital Marketing Should You Consider For Your New Business?

What Digital Marketing Should You Consider For Your New Business?

You’re good at what you do. That’s clear. You’re so good at what you do, in fact, that you’ve started your own business because you back your skills so highly. However, being good at what you do is only half of getting your business to a successful place. After all, what good is it to be great at something if nobody knows how great you really are?

That’s where marketing comes in. Marketing used to be cold calling, print advertisements and cards in newsagents windows. Now, marketing your small business is almost exclusively done digitally. After all, internet usage has more than doubled over the past decade and this change has massively affected how people purchase products, book services and generally interact with businesses.

 

So, what is digital marketing? Very simply, digital marketing is striving to achieve what old school marketing techniques did, but digitally. Marketing, and therefore digital marketing as a branch of this, is a way to build a bridge of communication with and influence your potential customers. The real difference is, you connect with and influence those customers often without approaching them first.

Great digital marketing means a customer will come to you.

 

What is Digital Marketing?

In a nutshell, digital marketing refers to any online marketing strategies or assets. This may include email marketing, social media advertising, pay-per-click advertising, social media marketing and or blogging. Marketing can be anything that directly contributes to helping introduce people to your company and convince them to buy.

Here are some of the most effective marketing tools to consider when setting up a new business:

 

Search Engine Optimisation (SEO)

The big one. Our (unsurprisingly) favourite form of digital marketing. What’s better than having to direct people by a pay per click system?

Getting them onto your site for…free?

Now, free can be taken with a pinch of salt. If you’ve set up a company that specialises in flat pack furniture, you can’t just go above Ikea in search listings for free. A campaign that large would require extensive time and money.

However, a local SEO campaign can be done reasonably effectively from the comfort of your home. You can read our guide on how to optimise your local business here.

For a more ROI driven, bespoke SEO campaign to generate guaranteed results, speak to one of our SEO experts in Essex today.

 

Pay-Per Click Advertising

Pay-per-click (PPC) advertising is actually a broad term that covers any type of digital marketing where you pay for every user who clicks on an ad. For example, Google AdWords is a form of PPC advertising that many people use to promote their services to the top of a Google search. Facebook Ads are another form of PPC advertising called “paid social media advertising”. Both of these are done by a pay per click module and can often become quite costly when competing over expensive keywords.

 

Social Media

Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat all offer a paid advertising subscription. Paid social media advertising is great for building awareness with audiences that might not be aware that your business, product or service exists.

Like SEO, social media marketing can be done for free and is an organic way to use social media platforms like Facebook or Twitter to market your business. And, just like SEO, organically marketing your business on social media can be done professionally too if you don’t have the time or understanding on what might make a successful social media campaign.

 

Conversion Rate Optimisation

Conversion rate optimization (CRO) is the art and science of improving your online user experience, most often once they are on your website. Most of the time, businesses use CRO to get more conversions out of their existing website traffic. Conversions don’t always have to be a transaction or a booking, they can be instead, a completion of a contact form, someone clicking your telephone link or sending you an email.

 

Content Marketing

Content marketing is quite a broad digital marketing term. Content marketing covers any digital marketing effort that uses content examples, such as blog posts, infographics or videos to build brand awareness or drive traffic to the site or conversions once the user is there.

 

Email Marketing

Email marketing is the original form of online marketing. Just because it’s the oldest, doesn’t necessarily mean its outdated. Email marketing can still be incredibly effective in advertise special deals, highlight a new service you now offer or promote an event.


SEO Dominoes

Brighton SEO Takeaways 2021

My First Brighton SEO

Author Bio:

My name is Charlie Clayton. I have worked here at MR SEO for 4 months and have learnt so much since starting. I am also simultaneously doing a digital marketing apprenticeship. One thing I have found since beginning my SEO career is how no two clients or strategies are the same. There are often problems or techniques you can apply to one but not the other. Learning these is a key part of my development when it comes to knowing how to deal with unique situations when they arise.

Attending Brighton SEO was a great way to develop my skills further and take things I can implement into my learning and my work going forward.

 

Brighton SEO: Three Great Talks

Sophie MacNaught: SEO For many in the SEO industry and beyond, Brighton SEO is a fantastic date in the calendar to increase their SEO knowledge, learn new insights and speak to like-minded people in their business.

With an incredibly knowledge filled schedule with talks being held simultaneously, its impossible to attend all of Brighton SEO’s talks. However, I have picked out three great talks that I attended over the two-day event last week that opened my eyes to new perspectives on SEO.

 

Link Building in 2021 (When You're a Bit Crap at PR) (Sophie MacNaught)

The first of which was done by Sophie MacNaught. The talk was on alternative approaches to generating backlinks when outreach isn’t working or PR isn’t one of your strong points.

Sophie discussed her outreach background but her recent shift in mindset when generating backlinks. She stated ‘instead of my content always being the story, my content can build as many links by supporting someone else’s story.'

This is an interesting new angle to take on outreach that I hadn’t previously considered. Previously my outreach efforts were to make the article subject coincide with the main focus of the link we wanted to get externally linked. Sophie suggests a new tactic, where a journalist or website would write an article on a subject of their choice and your own article would support this and could be referenced within a much larger article from a much larger news outlet than a simple outreach article would normally provide.

This is something that I plan to look further into and test within my own learning surrounding the outreach procedure going forward. Sophie’s slides can be found here.

 

The underrated value of internal linking (Jamie Grant)

The next great talk I managed to attend was presented by Jamie Grant. Jamie’s presentation looked at underrated aspects of internal linking and how to incorporate more internal links into sites.

One particular highlight of Jamie’s presentation was the importance of incorporating internal links into primary content. Jamie stressed to include these links regardless of if there is a link already in a navigation bar on the page. This can be done with a unique piece of anchor text and brings additional SEO benefit.

Another great insight Jamie provided was the importance of ‘breadcrumbs’. Breadcrumbs are internal links back to previous category pages and are most commonly found on e-commerce sites.

Jamie used the example of a television at Argos:

These allow you to internally link multiple other pages as well as offering the customer easy navigation from a UX perspective.

Both of these insights are techniques I will look to incorporate into my work going forward along with various other bits of advice Jamie’s interesting and informative talk provided. Jamie’s slides can be found here for a more in-depth look.

 

Shopify SEO: How to Optimize for Eccommerce in 2021 (Chris Long)

Finally, I attended Chris Long’s talk on optimising eCommerce sites built within Shopify. As I am relatively new to SEO myself, my experiences with Shopify so far have often been confusing and troublesome.

Chris’s talk looked at technical aspects of getting your or your client’s sites into great condition. Shopify creates two duplicate pages for the same product. One page will have the URL structure of /Products/ and the other will be /Collections/. This is something I have encountered before and not known which one to prioritise. Chris explained that not only do we want to optimise the /product page over the /collections/ page, but we want to remove the duplicate /collections/ pages altogether. Before this, I have thought a no-index tag was the right way to approach this, but as Chris explained, Google can choose to ignore this completely, thus still crawling your duplicate pages. To counter this, remove them completely as they won’t be needed in the future.

Chris also spoke about the importance of choosing the correct theme for your site due to page speed. His company meticulously went through all the themes and tested their speed. Chris stated that clients often don’t take into account the fact that their theme might slow down their site.

5 themes that Chris suggested were:

  • Create Theme
  • Toy Theme
  • Warm Theme
  • Light Theme
  • Outdoors Theme

These themes can be optimised without a cost to speed across the site. I too hadn’t considered that different themes may have different speeds and this insight has given me a further thing to consider when talking to a client with a Shopify store.

If you own a store built in Shopify, read more about what we can offer here at MR SEO on our SEO for Ecommerce page.

Overall, Brighton SEO was the first SEO event I have attended (virtually) since I began my career in SEO. I found it incredibly informative and will implement various techniques and insights into my day to day work for years to come.


E-commerce

How Use SEO In Your E-Commerce Products

SEO In E-Commerce

There’s arguably no bigger industry that SEO can have a bigger impact on than e-commerce. If the sole purpose of a website is to sell products, there is complete reliance on the success of a business on traffic to your site.

So, why SEO over Social, for example?

Well, to drive traffic through a social post, the client has to be introduced to it through sharing, engaging in your social media accounts or paid promotion. With SEO, the customer doesn’t need to catch your post shared by someone else or know who you are before they visit your site. They can just search for a particular product and find you that way. The conversion rates are going to be much lower on social posts as the chances of someone wanting your product when they see the post enough to click through are much, much lower than someone who has specifically gone out of their way to look for your product.

 

So, how can you get high keyword rankings for your E-commerce site?

 

Title Tags and H1s

First, you need to know what people are searching for. If your brand is called “Sweat-less” and you sell deodorant products, you might have set up your product page as “Sweat-Less Deodorant Blue Bottle” for example. You might have thought that this was the best description of the product, but its highly unlikely that that is what people are searching for.

Chances are, people don’t care about the colour of the bottle so it takes up valuable keyword space. Instead, look at your competitors, what do they say in their product titles?

Is it an antiperspirant, is it a spray, a roll-on, does it last 24 hours, 48 maybe? These are the type of things people will search for over the colour of the can. By not including these keywords in your titles or h1s, you’re stopping your product ranking for these terms. Try keeping your title tags within 60 characters.

Use a free keyword tool or speak to one of our experts today who can take all the time and stress out of optimising your products yourself and start generating some real ROI results. You can read more about our specialist services on our SEO for E-commerce page.

Once your title tags and headings are optimised, what else can you do?

Well, now look at your on-page content. Is there necessary information about the product that there isn’t much search behind but still might help generate a conversion? What’s your ISP over your competitors. Once someone is on the page, the body content beneath your product could be the difference between them converting and them not so think about it carefully. Sell your product!

 

Meta Descriptions

You can also look at the meta descriptions for the pages. Meta descriptions are the small body of text underneath the link on the search engine results. Use a meta description as an opportunity to invite someone in. Similar to the body content of the piece, use this as an opportunity to sell your product, all be it in much fewer words. Add a call to action such as “get yours now!” or if you’re selling a service, it could be “find out more here”. Test your meta descriptions on the page once you’ve done them. Make sure all of the text is readable for the potential customer.

 

URL Optimisation

Using your keyword research, implement this to the URL as well. Is there more search behind antiperspirant than there is for deodorant, whilst your product is both, for example? Change your URL to include a primary keyword. This should help rankings over time.

Image alt tags

Since Google can’t read images, they rely on alt text to know what it’s about. Include alt tags explaining what is in the picture so that google can see that the picture matches other ranking requirements, giving you a potential boost in the rankings.

This also gives you another spot to include your keyword on the page and gives you a shot at showing up in Google image results.

Overall, SEO for E-commerce is vital and something that you should implement immediately to see results. If this all seems slightly too time consuming or complicated, get in touch today to speak to our experts who can help put you in the right direction.


Google on a tablet

Google's New Passage Ranking is Now Live

What is Google's New Passage Ranking System and How Might it Effect You?

In a move hotly anticipated by many, Wednesday, February 10th was the day that Google began its passage ranking (formerly known as passage indexing). Currently, the system is only live in US English search results but they have plans to bring the ranking system to more countries that are English speaking and then countries and territories that utilise other languages.

Google passage ranking is Google's new way of algorithmically crawling through a long piece of content looking for a specific section, sentence or passage/ set of passages is about a specific query or subject, while another specific passage or set of passages in that same document can be about a completely separate query. Google is able to rank the same piece of content despite the various different subjects and content examples that are discussed in the passages. Very impressively, Google can separate this different content precisely and for different queries. However, Google is not indexing them separately but ranking them separately.

This could be big news within the SEO industry, with Google stating passage ranking would impact about 7% of search queries when it was first announced back in October. Google said at the time that "this will be a global change improving 7% of queries." From the start, it hasn’t been a global impact, with right now passage ranking only covering US English results. There would have been a noticeable impact after the update went live on the 10th within these US English results, but once the update goes global there could be a potentially seismic change in the SEO world.

So, how does this differ from featured snippets, where Google shows a passage of your content as an answer at the top of the Google Search Results?

Google stated back last year that its "systems determine the relevance of any web document via an understanding of passages. Featured snippets, on the other hand, identifies the most relevant passage in a document we’ve overall determined to be relevant to the query."

An important thing to consider for anyone in the SEO industry is the need to understand while consuming this that while Google wrote the new system is called "passage indexing," it is not "indexing." Google has stated it is a "ranking thing" more than an indexing procedure. In fact, Google has specifically stated that has not changed how it indexes when it comes to this, it still indexes the full page as it did before.

So,  in simple terms, how might this affect you or your site?

Your bigger, multi-layered stories and articles on a topic, that may cover various subtopics, will likely have a better chance of ranking for the content surrounding the subtopic in that article now this has gone live. So, if you write about Lamborghinis and then cover all the various models of the Lamborghini, including the Lamborghini Urus. If someone searches for the Urus specifically, that bigger article on Lamborghinis might rank well for the query on the Lamborghini Urus. However, being such early days, its important to take this with a pinch of salt. What the purpose of the update is and how effective it actually is, remains to be seen.

If you think Google Passage Ranking might be something that your site could benefit from but don't know how to take full advantage of your on-site optimisation, contact us today to speak to our experts!

Local Business

A Guide to Local SEO

Did you know, 46% of all Google searches are local? Higher than you thought right?

 

Yet more surprisingly, up to 56% of local retailers haven’t even claimed their Google My Business listing. If you’re out of the loop, a Google My Business page is a local listing that allows search engine users to see all of your business information as well as allowing you to appear in specific industry searches near the searcher. For example, if you own a coffee shop, the searcher won't have to specifically search for your brand name, just ‘coffee shop near me’. If 56% of businesses haven’t even claimed their GMB listing, they’re at an immediately huge disadvantage.

Set one up or claim yours now! It’s the first step to having good local SEO

But while claiming your Google My Business listing is a good starting point, there’s plenty more to understand and implement to have successful local SEO. Understanding what local SEO actually is, is key to understanding what you can do to improve it.

 

So, what is Local SEO?

 

Local SEO refers to the process of ‘optimising’ your online presence to attract more business from relevant local searches. These searches take place on Google and other search engines. Often, a business is up against so many competitors on a national level, they have no chance at ranking for their services nationally. However, ranking within their local area is a much more realistic target, and a target worth chasing.

First things first… Get the basics right.

First, make sure that your website is optimized for mobile visitors, as 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site.

Next, make sure all your contact information, addresses, and more are all up to date on not only your site but any local listings you might appear on. This means no matter where a potential customer might stumble upon your business, they have immediate access to it.

 

Let’s say that you run that local coffee shop—it’s called Mrs E’s Coffee.

 

You would clearly want to pop up for searches like:

A local search like “coffee shop near me”;

A specific branded search like “Mrs E’s Coffee”;

Various questions that your online information can answer such as “what time does Mrs E’s Coffee close?” and “how long will it take to walk to Mrs E’s Coffee?”; Mrs E’s Coffee phone number”;

But these aren’t traditional queries, because Google displays this information in card-like results in the SERPs.

Still can’t quite get your head around it or don’t have the time? Get in touch today to discuss your site and any service we might be able to provide!

For most businesses, the primary keywords to target will be quite obvious. Let’s say that you’re a plumber in Romford—how do you think people will search for your services? They’ll probably go to Google and type something like:

“plumber in Romford”;

“emergency plumber in Romford”;

“clogged drain cleaning in Romford”

Focus your time on implementing these types of queries into your pages to maximise your visibility locally. Are you a plumber that wants to take advantage of our advice but don’t have the time? You can read all about our bespoke, tailored service for plumbers interested in SEO here.

 

Chapter 4. On-Page SEO

Finally. After you’ve completed your keyword research, it's time to implement it into your site and begin to see the results! Many “traditional” on-page SEO practices apply here, like:

  • Keyword in H1
  • Keyword in the title tag
  • Keyword in URL
  • Short and sweet URLs
  • Enticing meta description

 

Follow this handy guide and you’ll be well on your way to having a much bigger visibility within local search!


SEO on Phone

Why Title Tags are Important In SEO

Why Title Tags Are Important In SEO

First of all, what is a title tag?

Title tags are important because they let readers know what information will be present when a user clicks on a page. The little bar at the top of the tab you're open that has some text in it is where the title page is visible to visitors of that page.

They are important for the search engines for the same reason, except they also function to determine the relevancy of the web page as a result of a search query. For this reason, they are MASSIVE within SEO. When Google decides whether your page is what people are looking for when they search a particular term or keyword, the algorithm will crawl your pages and look at various things before making a decision to rank you for the search term in question.

 

So, know you know they are important, how do you know what to put in your title tags?

 

Keywords

The most important part. If you’re selling a product on an e-commerce site, the name of the product will be what people search for. The same goes for whatever the point of your site is. If you offer a service, the service will need to be in the title. Whatever the purpose of the page is will be the keywords you want to rank for when someone searches. Utilise this to make your title’s feature whatever keyword or words will highlight your product the most.

However!

Don’t overdo it. Too many keywords all crammed into a title tag will confuse google as well as your potential customer visiting the page and do the opposite of the desired effect. Google can easily recognize keyword stuffing and may change the title of your web page if it feels you’re just throwing different variations of a keyword into it.  Google can easily recognize keyword stuffing and may change the title of your web page if it feels you’re just throwing different variations of a keyword into it.

Example: Car Dealership For Car Sales: A Car Dealership Sales Team for Selling Cars So You Can have a Nice Car | Car Dealership

A simple, “Car Dealership,” with further, separate information such as your location “| Romford” would certainly suffice here.

For experts who can use multiple specialised tools to know which keywords would be best for your title tags, get in touch today!

 

What to avoid!

Other than cramming keywords, you should also avoid using ‘Stop Words’ in your title tags.

A stop word can be any of the following:

A

And

But

So

On

Or

The

Was

With

Sometimes it might not seem possible to have a title tag without stop words, but if you try different combinations of the same title, you can find them. Often a | or ‘pipe’ is a great way of separating information in a title tag.

This is especially relevant for e-commerce pages that may feature a lot of similar products. Be sure to give each page as unique a title as possible to ensure you’re most desired pages are SEO optimized for their corresponding queries. If you have a lot of similar products for sale on your site, use the title tags to highlight what makes them different. For a bespoke service for your E-commerce site, read our SEO For Ecommerce page.

The last thing to consider is the length of your title tags. Title tags that are too long won’t be looked favourably on by Google and could affect visibility, rankings and in turn, conversions. All title tags must be below 70 characters to optimise to their potential and should include the product or service name first before the company or site name if you choose to include it.

 

Seem a lot to take in? Overwhelmed trying to keep up? Think it will take the important time you could be doing other things within your business?

 

Get in touch today. We have leading experts who can adjust your title tags across your site based on their in-depth keyword research and strategic development. Title tags are just the beginning. Read our SEO Page to find out what the whole of our service offers!


Travel Industry

How to Maximise SEO Within the Travel Industry

Horrible year, right? Already thinking about your next holiday, I bet. Chances are, when you come round to book it, you’ll look online. You’re not alone. With so many people now pricing and booking holidays online, the need for SEO within the travel industry has never been greater.

Online Travel Agencies or (OTAs) such as Expedia, Booking.com, and TUI spend incredible amounts of money every year just to make sure its them at the top when you want to book that week in Mexico you’ve been dreaming of.

With so many holidays canceled last year, there is pent up frustration and a desperation to escape to a sunny destination. When the COVID restrictions finally lift, there is going to be a mad rush in booking holidays. Make the most of this pent up frustration and get ahead of the game with an SEO investment today.

 

With a seeming dominance from the giant corporations, how can smaller businesses hope to compete?

 

Direct Services:

Often, a hotel on Expedia isn’t exclusive to them and you might offer the same hotel, for the same dates, for a cheaper price. So how do you take a chuck of some of that traffic?

The simple answer is SEO.

There are a few things you can do yourself, but others you might not be able to.

For example, you can look at specific amenities the hotel has which might be attracting traffic or you think would attract traffic. For example, is your Florida hotel within a 5 minute drive from Disney? Is it the only hotel that has an infinity pool in a 5-mile radius?

Understand your products and which services make them unique. Then, optimise your page for it. Does TUI’s site only briefly mention how close it is to Disney? Put it in your title, your H1, your meta description! That way, when people search for “hotel within 5 miles of Disney” you should see an increase in your search engine ranking and in turn, your site traffic.

More specifically within this strategy is the option is to try and rank for what we call ‘long tail keywords’. These are almost sentence length search terms that your site can be optimised for in order to stand out from the rest.

For example:

  • Hotels close to Buckingham Palace London
  • Dog-friendly hotels in Cheltenham
  • New York Hotel near Michelin star restaurant

By attempting to optimise your pages for longer tail keywords, you increase your chances of Google ranking your pages when people search for these specific terms over just attempting to compete in the endless waves of “London hotels”, “Cheltenham hotels” or “New York hotels”.

Here at MR SEO, we can crawl your site through our expert industry programs and develop a bespoke strategy based on the search terms you could be aiming to rank for and competing against the mega-corporations with. Get in touch today if you want to use our and discuss this further.

 

 

I’m a local travel agent without a huge online presence, what can I do?

 

Fear less! The high street isn’t dead! With holidays reaching well into the thousands to exotic places across vast oceans, many people hesitate when booking online.

They just want to give someone a location and some dates and be given the options. Often, online booking can be complicated and faulty, which scares many people when handing over such a huge amount of money. Especially when it comes to the older generations, they like a professional to make sure their booking goes smoothly with them, rather than trusting themselves to input data into completed sites with so many variables.

This is where a local campaign can benefit. There isn’t a comparable pedestal to having a great online presence nationally, but there are still great local techniques that you can do yourself or we can work together to implement into your site.

We offer bespoke local SEO campaigns here at MR SEO, where we will do research on what people look for in your surrounding area, optimise your site to just try and get in-person traffic through the door or on the phone rather than making online bookings.

You can also use tools yourself such as Google My Business which when set up correctly will increase your local visibility and local search traffic. For example, once your site is set up for a bespoke local campaign, we might optimise your My Business page with your opening times, address, inviting photos of your business, example products, and contact details. All of which, should increase your in-store visitors, online traffic, telephone conversions, or all three.

For any further information on how a bespoke local travel strategy might benefit you, get in touch today!