How the latest changes to Google’s content policies for Business Profile posts could affect your local SEO strategy Google recently updated its content policy for Business Profile posts, adding to the guidelines for avoiding spam content. They are now warning against the use of duplicate content across multiple posts, including text, photos, videos and logos. If you’re regularly publishing Business Profile posts, this update may force you to change the way you promote certain aspects of your business and services. In this article, we take a look at the latest changes to Google’s content polici ..read more

Google wants users to spend more time interacting with content across its platforms, not only typing queries into Google Search. As the web moves into a more passive browsing experience, the search giant has to keep up with the social platforms younger users spend most of their time on. Web Stories are Google’s take on the social story post format that combines video, images and audio into new SEO opportunities. So let’s take a look at what Web Stories have to offer and determine whether they deserve a place in your search marketing strategy. What are Google Web Stories? Web Stores are Google ..read more

Content marketing is always difficult for retail brands that have to fight for visibility in a crowded space. However, the past couple of years have brought new challenges for brands and consumers alike during the most disruptive period in recent memory. Consumer interests have shifted throughout each stage of the Covid-19 pandemic, making it even harder for brands to connect with them in meaningful ways. In this article, we look at the best retail content marketing campaigns from the past couple of years to see how some brands have managed to boost their profile during the most challenging of ..read more

How travel content marketing campaigns are meeting the new demands of holidaymakers as the industry takes off again The travel industry has been one of the biggest commercial victims of the Covid-19 pandemic and 63% of experts predict the sector won’t fully recover until 2024. However, travel restrictions are lifting and travellers are showing their appetite to hit the skies, as proven over the Easter holiday period. In this article, we look at some of the best travel content marketing campaigns over the past couple of years, showing how they’ve not only dealt with the pandemic but also paved ..read more

Google’s first Penguin algorithm update rolled out on 24 April, 2012, shaking up the entire SEO industry. This month, we mark the 10th anniversary of Penguin and it seems like the perfect moment to reflect on how this update changed the world of SEO – and why it’s still important today. What is Google Penguin? Penguin refers to an algorithm that first acted as a separate filter, independent of Google’s core search algorithm. Essentially, it was a bolt-on launched during the first Penguin algorithm update on 24 April, 2012. The update targeted websites engaged in manipulative link schemes and k ..read more

Companies that operate with multiple business locations have to work hard to build a local SEO presence in each area they operate. Local SEO is a time-consuming strategy and the workload for brands optimising multiple locations is particularly intense. In this guide, we show you how our team maximises the local search presence of every business location for our customers operating across the country – or internationally. Contents Local search marketing insights Multi-location insights Drive business with localised content Build sub-location pages Drive growth through each location Long-term w ..read more

A look at what low value content is, how to identify any that isn’t adding value to your search ranking (or possibly hurting it) and a 9-step guide on how to improve it. Value is the most important quality search engines and users both want to see from your content. High-value content ranks higher in search engines, generates more traffic and compels more users to take meaningful action on your website. Low-value content adds little or nothing to your search ranking and, in some cases, can cause more harm than good. At the very least, low-value content is a drain on your marketing budget becau ..read more

E-A-T stands for experise, authoritativeness and trustworthiness. It is part of Google’s Search Quality Rater Guidelines – a document that Google’s quality raters use to asssess the quality of search results. These guidelines were published in 2013 to help web managers understand what a good web page looks like in Google’s eyes. At the recent B2B Marketing Expo, our Head of SEO Dave Colgate gave a presentation on how to understand the E-A-T content guidelines and ensure you are ticking all the boxes in your content. In this presentation, he covers: What is E-A-T? Where is E-A-T from? Why mark ..read more

Five search marketing strategies for online course providers including category pages, lead generation & converting traffic into paying students. Education is one of the most competitive industries in search marketing with the fifth-highest average CPCs in Google Ads (out of 16 industries), according to data from WordStream. The good news for course providers is that you can tap into the continued growing interest in online learning to capture new leads, even if you’re also selling classroom courses. In this article, we look at five search marketing strategies for course providers to incre ..read more

This week we attended B2B Marketing Virtual (usually B2B Marketing Expo at ExCel in London) – a first virtual exhibition for us. It was strange and unfamiliar trying to engage people in this way as you can’t exactly catch their eye as they’re passing your stand or lure them over with your charms (looking at you Chris Pitt, James Cooper, Nathan Tetley ?). It will always be very difficult for a virtual show to yield the same results as a face to face one so our expectations will naturally be different, but whatever the outcome in the next few month, I’d like to take my hat off to the B2B Marketi ..read more