Share of Search is a useful measure for reviewing the effectiveness of both organic and paid search marketing. It is particularly critical to competitiveness for businesses in sectors where there are high-involvement...
SEO technique
Dave ChaffeyCore Web Vitals
This jargon was introduced by Google in 2020 to provide businesses with a set of KPIs they could use to measure user experience focusing on aspects of web usability such as load time, interactivity, and the stability of...
Voice search marketing
Voice search or voice-based search marketing has been much hyped for its SEO benefits, but delivers little direct benefits for most businesses in my opinion. I find the hype annoying since for the last 10 years that has...
N-Grams analysis for Search marketing
An n-gram is a phrase made of n-words: a 1-gram is a single word, a 2-gram is a phrase made of two words, and so on. Within search marketing, they are used to assess the number of instances of a keyword or keyphrase...
Google’s core updates
Previous Google created and publicised named algorithm updates like ‘Panda’, ‘Penguin’ and ‘Rankbrain’ focused on introducing a major change to improve the quality of results and...
Local SEO
Working on Local SEO ranking factors is important to gain visibility for a business at a local geographical level if you have local audiences in towns and cities searching for local providers such as stores and services...
Google My Business / Google Local
Gaining visibility for a business at a local geographical level is important if you have local audiences in towns and cities searching for local providers such as stores and services as part of the activity known as...
Search Engine Optimisation (SEO)
Search Engine Optimisation, typically shortened to SEO is one of the main channels used to attract website visitors as part of digital marketing. The technique is also known as Organic search or natural search. SEO is...
Organic SERPs
SEO helps you get visible in the natural listings of the search engines. If effective, it’s one of the most cost-effective ways for businesses to get new visits, leads and sales. It’s about getting the organisation plus...
Link-building
Link-building involves a proactive approach to develop backlinks from other sites, primarily aimed at improving the domain authority of your website. Link-building has secondary goals of building brand awareness and...
Search gap analysis
A benchmarking activity to review the effectiveness of search marketing. It involves comparing the volume of search intent for different grouped keywords (How many people are searching) and then comparing this to the...
Google See > Think > Do > Care model
When considering investments in both paid and organic search marketing, it’s always useful to start with your goals and review how you will measure whether achieved. It’s best if these goals are as specific as possible...
SEO ranking factors
SEO ranking factors determine which website pages and content feature in the organic search results or SERPs (search engine results pages). Although it is often reported that there are hundreds of ranking factors such...
Expertise-Authority-Trust (EAT) Search Quality ratings
EAT is a key component in Google’s Search quality ratings. Google contracts over 10,000 search quality raters worldwide to evaluate its search results. Raters are given actual searches to conduct, drawn from real...
Skyscraper content
The Skyscraper technique popularized by Bryan Dean involves finding and trying to emulate successful content (typically from the top search results on Google targeting a keyword, but also based on social popularity) You...
Cornerstone content
Brian Clark of Copyblogger describes Cornerstone Content as: A cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. It’s what...
