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Digital Marketing Roundup – June 2017

Analytics and Data, Content Marketing, Monthly Round Up, Organic Search (SEO)

How was May for you? As we reach the sixth month of the year, we really are wondering where the time’s going – and for us here at The Evergreen Agency it’s absolutely flown by. We’ve been so busy shouting about our new sideline – the SEO Success Course by The Evergreen Academy – that the year’s already getting away from us.

If you haven’t already, make sure you check out the course, as well as the handy hints and tips our founder, Aaron, offers up completely free via his dedicated training academy Facebook page.

In the meantime, of course, you’ll want to read this – our latest digital marketing roundup post. If you’re new to our blog and these articles, they’re basically your one-stop-shop for all things SEO. In them, we sum up exactly what’s been happening in the search engine optimisation arena for the past month or so, offering hints and tips on how you can boost your website’s traffic in the process.

You’ll find this post is split into three headers, each one designed to help you find the information you want, before putting into practice. If you’re ready, then, we’ll continue…

Increase Visibility

How do you increase the visibility of your website, especially when there’s so much competition out there? It’s something we cover in our SEO Success course and we’re about to touch on it here, by way of a few articles we’ve spotted around the Internet that we think you’ll like to check out.

The first is this one from the Yoast site. The author of the useful blog post explains that you should plan your website in much the same way as you plan your holiday. How do you do that, then?

“If you rush into things [when booking or planning your holiday], your hotel might be crappy, the surroundings without anything to do, and you might even pay way too much for it.” says Michiel, who wrote the piece – and he’s right, you know.

Sure, you need to have a presence to kick things off – and even a website with very little in the way of content or graphics is better than no website at all. But with a little bit of thought, your site could work extra hard for you and your business.

Taking you through everything from why you should optimise your site for SEO, to what kind of content to place on its pages, Michiel’s piece may well clear up a few things for you. If you’re in the process of setting up a website (or revamping an existing one), you’ll definitely want to click the link above and get stuck in!

While we’re over on the Yoast blog, we also thought we’d point you in the direction of this piece. It’s a guide to clearing up your bad backlinks. If you don’t know what they are, you’ve even more reason to get click happy, above – and in doing so you will increase your visibility no end online. So, you see, even by heading to just one of the sites we talk about in this roundup, you can spruce up your site and ensure it’s working (and performing!) much better.

The Moz site is a platform we visit regularly here at The Evergreen Agency; it’s simply because it’s brimming with good stuff we can all put into action. We’re constantly surprised at the great content the site produces and not once have we headed over there and found a piece that doesn’t teach us SEO experts at least one thing we didn’t know. For that reason alone, we salute the Moz.com team – and we reckon many of you are fans of the site, too, since we feature them a lot here in our monthly roundups.

So, what did the site have in store for us lately?

Amongst other things, we wanted to alert you to this article by resident Moz.com writer, Rand Fishkin. It’s Rand’s usual ‘Whiteboard Friday’ post and this one’s from a couple of weeks ago. In the video and accompanying blog article, Rand looks at blog post topic ideas and how you can maximise your reach if you choose the right ones.

Exploring a total of six paths to great content for blogs, Rand looks at what you need to keep in mind before you get started. We like these videos as they’re extremely easy to digest; you can have them playing in the background while you’re making a cuppa, or clearing your office desk at the end of the day – and Rand has such an easy, likeable personality that you’ll really enjoy listening to him.

Moving onto the Engage & Excite section of our blog…

Engage & Excite

Elsewhere on the Moz site in May, Russ Jones looks at the different keyword research tools the site’s team uses to get the best out of their posts. When it comes to creating winning content, it isn’t all about the content itself.

Often, it’s more about the specific words (known as key words, for those not in the know) you use throughout your article.

Did you know you can discover exactly what people are searching for before landing on your (or a competitor’s) site simply by using these tools? That way, you can tailor your content to ensure it features some for these words and phrases. Be careful not to ‘keyword stuff’, though, which basically means littering your posts with key words for key words’ sake. Instead, add the key words in organically and ensure your post is entertaining, informative and, above all, readable.

By crafting well-written website and blog content, you’ll be well on your way to permanently engaging your audience – which is what it’s all about.

On that note, here’s a post from the folks over at Search Engine Land we reckon you’ll enjoy. It explains how you can use SEO to ‘influence B2B buyers at every stage of the buyer’s journey’. Again, it’s all about hooking your audience with must-read content and not going overboard on the key words.

In the piece, columnist Nate Dame says that, these days, B2B purchasers are performing as much as 90% of the buyer’s journey on their own.

Want to know more? Pop over to the site to discover some top tips. Did you know, for example, that: “among other benefits, mapping marketing activities to the buyer’s journey has proven to increase upsell and cross-sell opportunities by 80 percent.”

For every great marketing campaign that does its job of ‘engaging and exciting’, there are a few more that don’t quite hit the mark. Learn how to avoid some of these digital marketing ‘fails’ by taking a look at Search Engine Watch’s guide to some of the scariest.

Moving on to our third and final category of our roundup guide…

Let’s Get Technical

Over on the Search Engine Watch site, there’s a piece that might interest you. The article: ‘8 Technical Issues Holding Your Content Back’ looks at the issues which need to be considered ahead of any digital marketing campaign.

And if you liked that article, you’ll also get a lot out of this one via HubSpot. Another piece with a technical focus, the post: ‘4 Smart Ways to Keep Up with Google in 2017’

“Over the past few years, Google has made a lot of changes that can be challenging for modern marketers and SEO experts to keep up with.” – so says the piece’s author.

Focusing on the way Google has started indexing according to mobile search results, the article talks about pop-up ads and the right-side ads that Google is clamping down on. Another article that’s well worth a read on the HubSpot site is this one about optimising videos for YouTube search.

In today’s ever-evolving digital world, the power of mediums like video and podcasts can’t be underestimated. Giving you another platform to shout about your services or products, video and audio can be more easily digested by your audience. If you haven’t yet considered filming your first video or recording a podcast, maybe now’s the time to give it a go.

It’s something our founder, Aaron, has been doing to great effect lately, adding videos and complementing content to the Facebook page we mentioned at the start of this article. As highlighted in one of his videos, Aaron knows only too well that positioning yourself as an expert in your field can work wonders for your reputation. And how do you do this? By putting out great quality content – and regularly, too. Keep your videos light-hearted yet information-packed and you’ll be pulling in the viewers in no time.

But don’t just stop at one medium! Instead, spread yourself across several platforms (only choosing the ones you think will work the best for your business) and keep your target market updated with your news and views. And if you do try doing that, don’t forget to let us know here at The Evergreen Agency; we’d love to know how you get on.

Until next time…

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