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Search Engine Optimisation is the process of creating web pages that are recognised by search engines as high-quality results to display for visitors searching for your products, services, and information.

Many people think that there are tricks you can use to see your website skyrocket to the first page of search engines like Google, and while this may have been the case in the past, the truth is, there is no tricking Google in 2018.

What’s All The Fuss About? 

Digital marketing agencies often try and sell less tech-savvy consumers on terms like SEO, PPC, SSM, On Page, Off Page, etc, and it can be a confusing task to know what it actually takes to get your site to rank well with search engines.

You might not even need more traffic from search engines, and while that seems hard to believe, if you sit down and truly set your goals for success online, you might find it to be true. So, are there actually any universal truths relating to SEO and your website? Read on…

Content is king 

The truth is this: Regardless of whether or not you need more traffic from search engines, the only way you are going to see good results from your online efforts is by having great content. Search engines like Google and Bing work hard to make sure that visitors find what they’re looking for, and all but disregard sites that have little to say about their products and services.

Furthermore, your existing and potential customers are less likely to pay attention to you if you try to pass off a site that is lacking good and relevant information. Getting to know your own brand is the first step in creating good content, and you’ll need trusted partners along the way to guide you.

More work to do 

With the rise of smartphones and tablets came changes to the way people view content, this means you should be thinking about your site’s ability to perform well across all platforms with internet access. In addition to the obvious reasons why you’d want as many people as possible to have access to your site, engines like Google and Bing are deciding where to place you in search results based on these factors also. There is always more work to be done.

Where to start 

Finding a trusted SEO Agency to help guide you through the process of SEO is your first step toward success. We’d like to help you explore your options, contact us when you’re ready to talk.

The post How To Improve Google Search Results appeared first on Calibre.

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Download our Free Guide which includes our Top 5 Tips, it covers Content, Backlinks, Keyword Research and a number of other topics.

The post 5 Top SEO Tips From The Experts appeared first on Calibre.

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Everyone knows Local SEO is an important element when it comes to optimising your website – it’s a must-have for both small and large businesses in a world where you can find just about anything from your smartphone or browser.

But if your business is local, you might not have even considered Local SEO as an important part of your brand strategy. After all, you’re advertising on a local level. But in fact, it’s more important than ever for all businesses to invest in SEO, and here are just a few reasons why.

The way we buy has changed

From plumbing services to mattress purchases, the way we shop for things and find the right choices and prices for us has changed dramatically over the last few years.

As Search Engine Land reports, SEO has a large influence on our research/buying cycle – simply because when it comes to parting with our money, we’re more likely to invest time into research than ever before.

Your competitors are already doing Local SEO

According to Forbes, your competitors are probably already using SEO – and it could be damaging to your business if you don’t follow suit.

Even if they are not already working on their SEO, the opportunity to get ahead of the businesses you’re competing with in your area before they begin their own Local SEO campaign can be invaluable, giving you a leg up and the opportunity to win more work.

Local SEO results are more convenient for your customers

Modern consumers and customers want to be able to access, book services or buy items with the least resistance possible, and a positive customer experience is a must to retain customers long term.

Being able to simply search for your business, whether it’s for a specific item they need in their local area or a service they need in their postcode, is invaluable to your business when it comes to gaining customers who already know what they want.

If you’re a local business looking to invest in SEO Expert, there’s never been a better time to start.

If you want to beat your competitors, gain more customers and ensure your services and products are easy to find online, contact us today to begin your SEO journey.

The post Local SEO Is Important For Your Businesses appeared first on Calibre.

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With the rise of digital marketing, the way we deliver and consume information has massively changed. This has also led to a huge increase in the amount of technology which is available to assist in managing the various platforms. If you’re looking for ways in which you can add value to your company’s online marketing, read on for some top tips.

Marketing automation

Marketing automation tools allow you to schedule activity ahead of time. This could be an email triggered by a form submission or after a specific amount of time, eliminating the manual process of following up with leads. Similarly, tools that schedule social media posts can be helpful. They allow you to plan posts ahead of time to keep your social channels ticking over, even when you’re tied up with other things.

Targeted advertising

Online advertising allows you to target specific audiences based on what they search for, their interests and behaviour. You can choose target keywords so that when someone uses a search engine to look for something, you will be the first thing they see.

Furthermore, you can target people on social media based on what they like, what groups they are in and even based on a look-a-like audience of one of your competitors. You can also re-target people who have visited your website, so that adverts for your product/services appear on other sites that they visit. This is massively beneficial, as it gives the impression that your brand is everywhere and keeps you at the forefront of potential customers’ minds.

If you’re not sure how to get up and running, there are plenty of marketing agencies in Brighton who can help you get started.

Brand and design

With so much noise online, it’s important to have a brand which is recognisable and streamlined, and most importantly looks good across all technologies. Marketing agencies are often useful for helping to create a strong brand and design strategy to project a professional image of your company.

With so many different devices used to view websites, it’s important that your website is easy to use and looks good on all platforms.

Search engine optimisation

Advances in technology mean that the way we search for information has completely changed. Online search engines are now most people’s first port of call when looking for answers or information. Therefore, it’s important to have your website optimised so that it appears high up the search engine results. Fresh content, unique copy and targeted keywords are key contributors to how your website will appear in search results.

You’ll know yourself how rare an occurrence it is that you’ll look past page one of search engine results before moving on to something else, so it’s worthwhile to optimise your website. Again, if you don’t know where to start, don’t worry! Enlist the help of a Marketing Agency in Brighton and you’ll be ranking high before you know it.

Video

Video is a great tool for digital marketing. It’s favoured by most online platforms, and most importantly it’s a great way to reach customers with valuable content. When was the last time you were scrolling through social media and paused to watch a video just because it started playing and caught your eye? If the answer is all the time, you’re not alone! Top tip – make sure you add subtitles any videos you create. Not only does it make them inclusive, but it means if people pause and watch, even if they don’t click, they’ll still get an idea of what you’re about.

With so much technology available today, it’s key to stay up-to-date and relevant.

Whether you’re going it alone or enlisting the help of a marketing agency, there’s no time like the present – so get started today!

The post Technology For Marketing appeared first on Calibre.

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Magento v Shopify – A question that I often get asked by clients. Firstly, let me outline that I owned a Magento Agency. I ran a Magento Agency, selling Magento commence exclusively for 8 years but the point of this article is to give an unbiased opinion on the two platforms. This is a little of course in terms of content for a SEO Agency but most of the work I do is commence related.

Magento and Shopify both have their places in the market – one very frustrating thing about Magento is the code base constantly has issues.

I remember having issues with Magento Enterprise and the people from Magento just saying “Change the page” or “Change the Payment Provider”. The support was just an absoloute joke and they refused to allow us on the partner scheme because we did not sell Enterprise. The reason I refused was because it was terrible and offered customers little to no value.

Obviously this is completely my opinion, you must make your own decision on what platform is best for you and your e-commerce requirements

The benefits of Magento

Large amount of modules

Easily customisable, easy to add and code custom modules

Very good if you have multiple warehouses or require complex output files

For multiple products or multiple choices it works very well

You can host your own platform, your not stuck with a platform and at anytime can export the data

You control the data, this means you have access to it at all times

Modules: There’s lots and lots of modules available, but again these (before) were never checked by Magento. So quite often Magento modules could cause a million problems. Most, however, worked without an issue

Downfalls of Magento

Code base had constant issues. The code (Magento 1) was written badly and not performance based, there were so many performance-based issues I cannot even start to tell you. We had to optimise the Database, optimise Cloudflare, optimise the website – literally every single thing, had to be optimised to an extreme level

The Enterprise Editions: … a money-making scheme for a couple of modules and not much else. The support – terrible.

Developers: Good Magento Developers are hard to find and expensive Contractor your looking at £600-800 per day.

UX / UI: The Magento UX / UI is a lot better since v2 but Is still confusing for a new user. Most of our time was spent explaining how to use functionality to new users.

SEO: Even in v2 they haven’t implemented basic SEO principles

The Benefits Shopify

One code base: One code base means that if there’s an issue with one site, they can fix it for all sites. This is a massive benefit. It means that any bugs, issues and problems with the platform get sorted … and pretty dam quickly because the effect 

Cost: The cost is not comparable. You can setup a top-end Shopify shop for around £2k~ per month. If you’re a high-end shop on Magento you’ll be spending that on hosting alone

Payment Providers: All payment providers are integrated including Apple Pay. This is a major plus. Out of the box you don’t have to mess around with payment providers which always come with a load of issues or problems.

UX/UI: Easy to use for the end user

Backups, Redundancy, Hosting & SSL Certificates. The hosting and everything else is included – and it’s good – Magento 2 to start off with (and still now, is clunky).

  Downfalls of Shopify

Tied-in: Your tied into the Shopify platform. Once you’re on the platform it’s difficult to get off, it’s not like Magento you cannot export data easily and you own the whole the whole process. 

Paid Platform: It’s a paid product and not open-source. This means that people cannot contribute to the source code. If that is a good thing or not who knows, but if you think about it logically if you have an open code base, with 100,000 users making fixes – things should get fixed quicker. That isn’t always the case however.

Modules: Compared to Magento, you are limited – quite a lot. This means if you’re looking for a specific module to do something i.e. integrate into a certain platform which is older for example, there’s a very good chance it will not be there

Payment Platform – Your tied into Shopify’s payment platform that means that you cannot negotiate rates or use another payment provider

Currency Support – Shopify only supports the base currency of the store. So it will show for example US prices, but when you get to checkout convert that to pounds. Not great.

A Breakdown On Costs

To give you an idea on pricing (when I used to run an agency)

Magento (Custom Design/Development) – £30,000-£40,000+

On-Going Costs:

Server: £1,000+ p/m

Cloudflare £400+

Server Optimisations: £1,000+

SSL Certificate: £400

Training: £600 per day (normally 2 days)

Shopify (Custom Design/Development) – £15,000-£20,000+

On-Going Costs

Monthly Fee (Shopify Plus): £2,000

SSL: Included

Training: Not Required

Optimisation / Hosting: Provided

Conclusion: Magento v Shopify

The gap is closing between Magento v Shopify. Personally, if I was starting a new store I would go with Shopify, Magento is super expensive and I’m not sure what benefits your getting for the major price difference.

If you require a really specific design, or you require specific product information to be displayed I think Magento is going to be the way to go. If your using up-to-date software and solutions then I think Shopify wins on quite a lot of fronts. The best thing is, if it doesn’t work out – you can ditch Shopify and move to Magento – Moving from Magento to Shopify is going to be costly with the initial investment.

Magento still have some really silly issues that have not been fixed, for example speed is still an issue and the SEO is sub-par. Magento – Out of the box, requires a stupid amount of configuration – if your on Magento, you’ll want to check out top tips.

So sorry Magento, but my recommendation is, for 90% of cases Shopify.

https://www.shopify.com/?ref=calibre-media

The post Magento v Shopify: A 2019 Review appeared first on Calibre.

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The internet is a vast and awe-inspiring space, it can be easy to find yourself lost among an ever-growing collection of people competing for the limited attention of a busy audience. Right now, you might not be just where you want, but we can get you there.

Our services help you cut to the front of the line and shoot straight to the top of search results, quickly, efficiently, and organically. Our speciality is helping all manner of businesses be found and we’re veritable search experts at it, but don’t take our word for it.

Calibre is currently ranked among the top SEO companies in the UK on the B2B ratings and reviews platform Clutch.

Clutch uses factors such as marketing presence, quality of work, and verified client reviews to identify top service providers in markets across the world. After passing through all of Clutch’s evaluations, we are excited to share that we have secured a top spot among the leading SEO agencies in London and the UK!

The feedback of industry analysts and authorities is always appreciated, and knowledge of where we place among our competitors is valuable information. But there is a much more important source of assessment, and they have spoken up as well. Our clients have also been particularly pleased with our work and the results that they have seen in their time with us. When asked about the results of our services, one client said,

“Since the engagement began, Calibre has tripled the visibility of our business in search results. Our conversions are increasing, and qualified traffic is accelerating based on their advice.”

We promise results for our clients, and we always appreciate it when they recognize us for delivering. We appreciate the feedback we have received from our clients so far, and we cannot wait to see what else our clients have to say. Check here to see what else our clients have to say about us and to read the full reviews.

Clutch’s sister site, The Manifest, has also ranked us as a top SEO agency, not only in London, but in the entire UK. The Manifest is a resource that provides businesses with evaluations of service providers, how-to-guides, and industry reports for dozens of fields. They recognized the consistent quality of our work, in addition to a notable project we completed for a menswear company.

It can be confusing trying to understand where to place yourself in today’s digital marketplace. In fact, many SEO firms also struggle to understand the search challenges faced by businesses.

That is why, if you’re serious about getting where you want to be, you need to partner with experts who can get you there. We owe a big thank you to all of our amazing clients. In our time helping you reach the top of your search results, you have helped us reach the top of our field.

The post Calibre: A Cut Above The Rest appeared first on Calibre.

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Your Free Conversion Rate Optimisation (CRO) Checklist

The first thing the visitor should see and understand exactly what you do.

Do not complicate this. It should be no more than 4-5 words maximum and enough to grab the attention of your visitors, for example, I use “Award Winning SEO Agency”. It’s a grabbing title and tells you exactly what we do.

The second statement should describe what you do and how you will help.

I use the example: “We are an award winning SEO Agency that focuses on maximum ROI”. Again, nice and simple, to the point. The visitor knows exactly what you do, you’ve now got their attention.

Now the important bit, who are you and how can you back up what you’ve just said? 

This is the time to dust of the certificates and prove to people that you can do what you say. We do this by using multiple services, Bark, Clutch and we are also moving to Trust Pilot.

Ensure you include key points such as Awards, Business start date, number of employees and clients testimonials.

Enquiry forms

Forms should always be at the top of the page – one of the first things that the visitors see. Make sure there aren’t more than 4 fields. People do not like giving out phone numbers these days, so make that optional. Name, Email, Phone, Message.

If you have to get more information, put it on 2 steps, once they’ve filled in the first step you have the visitor’s information.

Forms on the left-hand side have around a 10% increase in enquiries compared to forms on the right – so keep that in mind. We read from left to right, so it makes a lot of sense.

Live Chat (Probably, the biggest conversion increaser)

People get this so wrong – Get a decent Live Chat system and make sure it’s manned 24/7. Yes….. 24/7 – it doesn’t have to be a UK staff member. When I introduced LiveChat, we doubled our conversion from 6% to 19.6% – it’s a no brainer.

You can get companies that provide 24/7 support without an issue and if you’re a web-based business you have no idea when people will inquire.

All you need is to collect an email/telephone and get back to them first thing if it’s out of hours, visitors don’t expect Live Chat reps to know every single thing about the business and typically have very simple questions. Do *not* annoying people with messages. send one message and that’s it!

Give it a go, it’s free for 30-days: https://lc.chat/7ruw9

(please note: This is an affiliate link)

The Landing Pages

Do not trap people! The “Landing Page Cage” is when a visitor cannot go anywhere because it’s a dead-end.

This just causes people to go into fight or flight mode…. How many times have you gone to a landing page and thought….. nope, and hit the back button. Try and include a header or footer (with minimal navigation), not everyone will convert and some people want to find out more before submitting an enquiry.

Give people information for free, no one wants to fill in a form now it’s not the 90’s – if they do then great, but 99% of people use test@test.com.

Here’s a good example with an 8% conversion rate: https://bit.ly/2Dh6Smv

The highest conversion rate I’ve achieved on eCommerce is 8% (3% is average) and personally 11%.

A/B Testing

A/B Testing is a pain in the backside BUT it does produce results. I once changed a button and it increased conversions by 5% – from Today to NOW.

This should be an on-going process – Google’s A/B testing tool is decent, but it lacks a lot of features compared to Instapage & Optimizely. which are two very good options.

Tip: Use Twillo and Zapier

Zapier is probably one of the best systems on the market, integrated with Twillo you can log calls as conversions and it integrates with everything. And I mean everything. Twillo will require some technical knowledge.

Twillo: https://www.twilio.com/

Zapier: https://www.zapier.com

InstaPagehttp://instapg.es/sdFd8

I hope these suggestions have helped!      

The post CRO Guide of 2019 appeared first on Calibre.

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Facebook Marketing

 There are a lot of companies asking How to Advertise on Facebook. You need to understand the platform and audience before you even have a chance.

(part 1 of 2)

How To Advertise on Facebook …. it’s a tricky one – it’s actually really difficult to get right, you can spend a lot of money and get everything wrong, very easily. I would say out of all of the PPC platforms social is the most difficult to get right.

I’ve spent thousands trying to get the right combinations and audiences. The first thing I would say is research your target market don’t worry about the product or advert yet – half of the problem is finding the right type of people.

I’m going to try and make your experience with Facebook less painful then mine…. hopefully.

The First Step

Setup Facebook Ads account and put the Facebook Pixel on your website as soon as possible, this will help massively later on. This allows you to remarket to people which is very cost effective and you can create a “Lookalike Audience” (we will touch upon this later).

The guide to do that is here: https://www.facebook.com/business/help/952192354843755

Finding Your Facebook Audience Network

Firstly … be a creep and stalk you’re existing customers on Facebook, look at their job titles, what they do, what they like, where they go. Anything and everything you can find out. Married, Single Everything you can get.

Go on Facebook, Linkedin, Twitter etc and start putting a list together, you will start to see some software / influencer etc that comes up a lot.

Put it all into an excel document and start working out what type of person buys from you do, where they go and what they like doing.

Most of the time you want decision makers, you want people that can make decisions quickly – the issue with this is this is typically smaller businesses will be Director etc and bigger businesses will have Marketing Managers – so you need to keep this in mind.

You have to remember that Facebook is not a place to sell anything (there’s a few exceptions), if your a service based business you have to be creative.

White Paper don’t cut the mustard anymore, people want something more, you are using their social time to sell them something related to business related. It was to be worth their time.

Facebook Custom Audiences

I want to pick any business owner which has a business in the UK and wants to build or maintain a mobile application. So that’s a fairly wide audience.

I’ve got an idea of who I want to target but how can I find out really what the demographics are?Guess?

If you’ve already got a product or service (I am assuming) that you have Google Analytics. If you don’t obviously you should hold your head in shame.

People completely miss the data and it’s completely insane – you have a massive pool of data which includes everything, Country, City, Operating System, Mobile / Tablet / Browser, What Type of Browser, Gender. It’s all there, you have you target audience already – you just need to segment it.

Your sitting on literally a goldmine …. literally … just a gold mine with ones and zeros instead of gold (tech joke – not funny I know).

Look at converting customers, if you have a specific product or service then you can easily segment the data.

Do not even think about starting Facebook ads until you’ve analysed your conversion data.

Segmenting Data: Google Analytics          

Firstly, login to GA (Google Analytics), then, when in GA, go to

Acquisition -> Overview and then click Organic Search

Once you’re in the Organic Search section, now select “Landing Page” where it says “Primary Dimension:”. Once in this section find the landing page you wish to evaluate for example

/mobile-app-developers

Now you want to ensure you only look at convertors – they are the people that buy your products. You can do this at the top of the page by changing “All Users” to “Convertors”.

Now I have the convertors I want to look at the “Secondary Dimension”.

I can choose from: User -> Age, Browser, City, OS type, Browser Type. Use as many of these as you can, but be sure to look at the numbers. Google can’t always get the data.

Organise the rows by your Goal Completion – you want to see the customers that buy things from you.

As you can see in my example, my main OS is Windows (49 Conversions), Android (22) and iOS. Mac OS and Linux are low convertors so I won’t exclusively target them.

If I click on Age, I can see all of my convertors were 25-34

Now Browser, Chrome and Safari are by far better convertors then any other browser, that’s who I’m going to target (they make up 80%+).

So far, I have:

Ages:              25-45

Using             Windows OS, Android OS or iOS

Using:            Chrome & Safari

Gender:         Male

Using:            Desktop or Mobile

Location:       London, United Kingdom

Now I’ve built up a pretty good picture of my convertors. In some sections there’s just not enough data – for example in “device model” there is not enough information to make a clear judgment so I’m not going to use that data. Only take stats that are completely clear.

For example Chrome & Safari are around 80% of my convertors, it makes sense to target them and focus my budget on those browsers.

Facebook Audience Insights

Facebook, unfortunately, doesn’t include all of the information that you can target on an Ad, so we have to take some educated guesses.

In Facebook, go to “Manage Ads” (you will need to setup an account if you have not already)

Once logged in, go to the top and to “Audience Insights”, here you are able to further information on your customer. You can find there age rang, what they like and a number of other useful stats.

I would however take it with a pinch of salt and use common sense- if someone likes Budweiser and your selling t-shirts, it’s not really relevant.

Facebook’s job is to widen your audience so you spend more-  just remember that

I typically my adverts in 9 sections

  1. Gender & Age Range
  2. Job Titles What job titles I want to targets
  3. Interests What they like or are involved in on Facebook
  4. Influencers People in their specific area of niche
  5. Software For example: App Annie or MixPanel
  6. Magazines Thise is useful because it means you know they are actively interested
  7. Business Type Startup’s, B2B, B2C? Wholesale?
  8. Devices & OS: Chrome, Safari? Tablets?
  9. Exclusions People I do not want to see the advert
An Example Custom Audience

My customer audience will look something like this

Exclusions:             

Tablets, Linux (OS), Opera (Browser), 1G, 2G or 3G Connections (I assume people are on-the-go, generally people walking around going to lunch etc are not looking for services (this is my opinion)

It must match ONE of the following in each section before moving onto the next

Gender:                 Male
Location:              London, United Kingdo
Interests:             App Development OR Apps OR StartUp Magazine
Job Title:              Business Owner OR Director, Managing Director etc (Could be Marketing)
Influencers:        Gary Vaynerchuk OR Tony Robinson OR Neil Patel (People that get shit done)
Software:              Mixpanel OR App Annie (Specific app software)
Magazines:           Apps Magazine OR App Developer Magazine OR App World (Actively engaged)
Devices:                 Windows OS OR iOS OR Safari (Browser) OR Chrome (Browser),

So in theory … I would get someone who is  to be a Male, 25-44 , Business Owner that likes Gary Vaynerchuk, App Annie and I’m on a iOS device.

Obviously you need to expand the sections massively this is a very simple example.

In part 2 we will go into Audience Insights & Creating The Adverts, but as a quick note:

Videos work best

Small budgets on everything (£10) per Advert

Remove adverts that do not work straight away

Adverts that work expand upon

When testing it is better to have a big demographic to get quick results, for example UK & USA. Otherwise you could be waiting weeks.

Use your dam UTM Tags!

I really hope this has been useful – it took me a billion hours to write and it would be great to hear your comments below if you have any.

The post How To Advertise On Facebook appeared first on Calibre.

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The most important part of Search Engine Optimisation is backlinks, I’m going to explain in this article “What Are Backlinks” are and how you should utilise them.

In 10 years of being in tech for about 5 of them, I wasted money on PPC … and I mean a lot of money on PPC, it was around 70k per year. Proof for the skeptics…

Most of that time (at the satart of my previous business) I had no idea really what I was doing SEO wise. I would have no idea which avenue the lead through (check my UTM Tags article).

I started realizing later on, after starting to track the results properly (around 5 years into my previous business) that organic SEO was a much better investment than PPC. For £70k per year I could of got articles in Forbes, TechCrunch and a lot more for my money – but I guess we all learn the hard way!

Why Organic Back Linking?

It can generate leads for free. Although it’s a lot harder than 3-4 years ago, I’m confident that Google ranks you based on backlinks a lot more than content. Good content generates backlinks, so that’s always another way of looking at it.

If you can pay for good backlinks and get ranking quickly if you know what you’re doing. Just remember Google is smarter than you – don’t go mad with backlinks, I found more than 6 a month and Google starts picking taking notice.

I use content now purely to give information out for free and help people – you’ll see there’s no paid courses or up-sells. Each article I write I use ubersuggest and pick the most relevant keywords for my articles – that way my articles I’m even pulling in organic visitors through articles, although this isn’t a huge amount and never has been.

Why backlinks and not PPC?

With PPC you’re constantly bidding against bigger companies with bigger budgets, it’s the same with back-linking but if you start early it does pay off big time.

Google AdWords is starting to becoming insanely expensive and people are seeking alternatives. Facebook is one of them but is very difficult to get right – we’ve been working on a number of social adverts and it’s a headache but you do get results if your willing to stick with it and waste some money.

In my view – It won’t be long until Facebook starts dominating the PPC market, they have all the data and are slowly implementing it.

Once you can target, for example, all of your competitor pages, their events and start dynamically changing adverts (i.e. Hi, We noticed you like {{COMPANY NAME}}) that’s it for Google in my opinion – they need to start upping their game.

Start moving to Facebook … Instagram is just a completely different debate and topic (for another day).

Are you sure Backlinks make that much of a difference?

Yes – if you’re still wondering what are backlinks and how much of a difference they make a really good example is Clutch.co, it doesn’t really make any sense why they would dominate the search results for a number of really good phrases. They are not an agency, they don’t sell services – they are just the middleman.

My previous agency was number 1 for “App Developers”. Clutch are now dominating this phrase yet have no application developers. It’s the type of site Google says they do not really want to rank, but they rank well because they have and an insane number of backlinks. You can use platforms like Link Monster to find Bloggers quickly and you get PR as well.

So how do they rank so well? 

All of these services tell you to put a link back to their website. Think, all of the app developers linking to the app developers page.

Google is thinking

This is the best resource for app developers they even get members to write blogs (for free) which gives them even more content.

.

What Are Backlinks, How Did It Used To Work?

Backlinks effectively pass Domain Authority to your website, the higher the DA on the website linking the higher you will rank. It’s as simple as that.

Back in the good old days, I had websites which were top of Google for everything because I purchased domains like magento-developers.com, app-devs.co.uk and it would instantly rank at the top. They put a lot of faith into domain keywords, I think one site, Casino.com went for a billion dollars or something silly.

Just to show you how bad the lead generation sites I made were (for myself, not for clients). Check it out on wayback machine (if you want a laugh)

https://web.archive.org/web/20120711121850/http://www.thewordpressdevelopers.co.uk:80/

If you did this now you would be instantly removed from Google. But at that time were pulling in so many leads we had no idea how to handle them, so we started selling the leads and replicating the model for lots of industries. We were creaming it – 24/7, it was “the dream”.

Things Have Changed

The two things Google loved back then was daily updated content (each time we had an inquiry, we posted parts of it on the site) and local keywords. i.e. WordPress Developer London, which still today does have relevance in local search today.

We had hundreds of counties and cities in the database and we ranked number one for about 80% of these with zero backlinks. It was easy money, now you’ll be lucky to dominate 2 or 3.

Unfortunately, those days are long gone and now and this is a really good example of not what to do. There’s more tips here.

How Do I Find Quality Backlinks?

This is pretty easy, you want to ensure the site has a good domain authority (DA) and check over the site to ensure its not just a load of paid blogs.

The best sites are ones in which people are engaging and have really useful information – avoid sites that have lots of “Top X Tips”. And if it’s got lots of ads, run a mile.

Check the domain authority with a tool like this. The higher the domain authority the better. I generally just search KEYWORD + Guest Posts, or look at well ranking sites and pay for an advertorial.

There’s typically three things I look at:

Is the Domain Authority over 15-20+

Is the website just a posted blog site, if so, avoid

Does the site have articles that are relevant

Is it relevant to my backlink (i.e technology)

How well written the other content is

How many links does the site has? If it’s a lot, avoid

 

OK, I’ve Found A Good Backlink, Now What? 

Use ubersuggest to find some good keywords (low competition, high volume) and then write an article on the given subject.

Make sure it includes the keyword in the first sentence and at least 3 times naturally throughout the article. Make sure the article is readable as it then serves a purpose as useful information and not just a backlink.

The article checklist:

Ensure the article is relevant and relates to your linked page

When you link back to your website make sure you change up the text regularly but include the keyword – for example: We are the best Plumbers in Brighton, Company Co are Plumbers in Brighton and so forth (be creative). Obviously your landing page should directly have the keyword you are targeting.

Include ONE link to your website, make sure you include 2-3 other links to other websites

Make sure you article is at least 600 words and make it relevant to people – that way, you might actually get some traffic as well as the domain juice.

Once complete use Yoast’s content tool – it’s really good.

I hope this has been useful please leave comments below!

Author: Jason Gaved, an SEO Expert

The post What Are Backlinks? appeared first on Calibre.

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We’ve put together a Google Analytics Campaign Tracking Tutorial

We’ve tried to make this as easy as possible, but if you need help – just ask!

What are UTM Tags?

UTM tags stand for “Universal Transverse Mercator” a fancy word for passing information into your website via a URL query string, when
you see a question mark, text and then equals (example: ?p=1 this is called a querystring

Firstly, you should be tracking all in bound links (everything) with UTM tags – and I mean everything, Email Signatures, Newsletters, Facebook ads, AdWords Ads – anything inbound needs to be tracked.

Why Should I use UTM Tags?

Because it tells you were the traffic is coming from (i.e. Facebook), the medium (i.e. banner)  and gives you a complete picture of what content or advertisements helps you convert.

As long as you have Google Analytics setup it’s easy to add UTM Tags, Google have built a handy tool to do it for you:

https://ga-dev-tools.appspot.com/campaign-url-builder/

Stay Consistent

The most important thing about UTM tags (and what I neglected 7 years ago) is consistency. Now my data is all over the place and I wish I had a plan from the start – make sure you categorise things, for example the utm_content, will this say “Link” or actually provide the Link it’s going to. People use it differently but I stick to the Google guidelines most of the time.

An example would be as follows – If I send an email out and I want to track different parts of it (let’s say different text links, banners etc) I can do this easily by changing the Campaign Content and the Campaign Medium, Keywords are useful for PPC but Facebook Ads have stopped passing them through – a commercial decision to make more money.

An Example Of Using Google UTM Tags

If I had a newsletter and I wanted to track a text link that said “Visit Website’, it would look something like this

mywebsite.co.uk?utm_source=Newsletter&utm_medium=Email&utm_campaign=Email_Newsletter_20_9_18&utm_term=Visit%20Website&utm_content=Text_Link

Broken down

UTM_Source = Newsletter

UTM_Medium = A Newsletter is an email, so that is the medium

UTM_Term = What Term was used, I typically prefer to add either the text link or URL. The URL is more useful but you could include both.

UTM_Content = Text_Link – Because this is a link of text not a banner etc.

You will see something like this under Google Analytics > Source

UTM_Source is the source of the link – Newsletter, Email, Advert

UTM_Medium is the type – for example a Banner

UTM_Campaign is a campaign name for your “Campaign”, this could be anything

UTM_Term Is the term that was clicked or used

UTM_Content = Text_Link / Logo_Link

Sometimes you don’t need to use all of these but it’s good practice to ensure that the phrases you use are the same – for example in the source don’t use Social and then Facebook, be specific.

I use UTM tags for my email signatures which has given me a good indication as to what people are clicking on and what I should be focusing on socially.

UTM Tags really are useful when using Adwords as you can pass variables through which means you can track the keyword and the ad set on the advert. It’s amazing how “PPC” many agencies do not use this. If your agency can’t tell you which keyword and ad set is converting – ditch them!

In summary start using UTM tags for any incoming link, it will give you a good idea as to what people are looking at and where you should spend your money.

The post Google Analytics Campaign Tracking (UTM Tags) appeared first on Calibre.

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