How to Use Google’s Local Pack to beat the big boys

Depending on your industry you could be trying to rank alongside huge conglomerate companies. Maybe your a hotel going up against Travel Lodge and Hotel.com, or maybe you are a small pizza place going up against Domino’s. In all honesty, even the greatest SEO on the planet will have a tough time getting you to rank number one.

Maybe if you are very stringent when it comes to choosing your keywords you will be able to find one that the big companies are not ranking for, but depending on your industry this can be next to impossible without forfeiting search volume. But there is a way to get the highest-ranked Keywords and still beat the big boys.

I spoke about Local Pack rankings on my blog about SEO trends and just as I did then, I will now be endorsing it. Because honestly it’s so good. For smaller companies, it can be a saving grace when it comes to SEO. As well as a nice little bit of free advertising.

Local Pack rankings come up in a variety of situation, either the Keyword has a geographical location within it such as “Web Design Rochester” or because your browser has accessed the GPS on your mobile phone or the location of the computer.

Keywords without a geographical location within them rely on traditional organic SEO so bear that in mind as we continue.

The reason Local Packs are so useful is that not only does the local pack itself rank highly often at number 1, but also because it comes along with a handy star rating of your business, making you look far more attractive than the plain organic rankings below.

So how exactly do you get your business ranking with Local Pack?

Well, you have to remember while you can use this method to beat the big boys you won’t be the only fish in the pond. Local Pack only shows the top three businesses within it so you need to do some work.

Local Pack is largely controlled by your Google My Business page. Irregardless of whether or not your end up gaining Local Pack ranking you will find ranking at all without a Google My Business page so much harder.

Your Google My Business page provides information about your business, from where you are geographically, how expensive your services are, a description of your business, hours of operation and pictures that either you or your customers have taken. A lot of this information is then fed to Local Pack which help to determine when and how you rank.

How to Optimise your Google My Business page

Use your Keywords

Use your keywords in your description when possible, don’t shoehorn them in but if you can put them naturally within the text then do.
Try to use your keywords again when uploading videos or images. Use the Keyword in the image name

Be thoughtful about your choice of the category.

It is a defining factor in how Google will tell if your business is relevant to this particular search query.

Get reviews.

You can get a link from your Google My Business page to send your clients the more reviews the better, and make sure you respond to all of them both positive and negative, owner response can help boost your rankings across the board.

While it’s unclear whether reviews are a ranking factor or if sites with more reviews get more clicks getting reviews on your Google My Business page is massively important.

Make sure your name and address are consistent.

Wherever your business presence can be found online make sure the address and name are always the same, doing this can help Google associate your varies properties such as Facebook and Yelp, it can then even drawn on these mediums to help you. Such as displaying your Facebook reviews on its sidebar panel which show when people search the name of your business.

Make sure your citations are consistent.

Citations are mentions of your business name, address or phone number on other websites. just like your name and address your citations need to match all your other online presences such as your website. You can use business directories to gain a few quick citations, these don’t hold much authority but can help you along the way.

Make sure that again this is all consistent and that your business description does not have too much of a sales feel to it, and get reviews on each of these platforms if possible.

You can simply use google to find directories but tools like BrightLocal can help if you are willing to pay.

Domain Authority

There is no forgetting about standard SEO, your natural organic rank and domain authority also affect your Local Pack ranking so I’m afraid this does mean you can’t neglect your normal SEO strategy in favour of this. But it will mean that your SEO work will not be going to waste as you will soon start seeing yourself in Google’s Local Pack.

Click-through rate

Google thinks that listings that receive a lot of clicks are more important than those with fewer clicks. In other words, if Google brings you up in Local Pack but no one ever clicks on your listing they will end up dropping you from the results, so this brings us back to reviews, try to get as many as possible and bring that star rating up. There are other ways to improve CTR (click-through rate) and Bounce rate but that is information for another blog. Needless to say, optimise your Google My Business page and your CTR should improve.

Good Luck with your rankings and for more information on how to improve your SEO check out the rest of our blog.

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I Need A Logo

‘I need a logo’ is something I hear A LOT! It’s fine, absolutely fine, it’s music to my ears as I get all excited and can barely sit still as I think about what I can do for a brand NEEDING A LOGO. But it’s not JUST a logo that you need and it’s not JUST a logo that you should be thinking about.

Let this story begin at the beginning. If you run your own business, you probably decided to do so for one of the following reasons:

• Turning a hobby into a full time job
• A passion or interest
• To work for yourself and not have to answer to anyone
• A lifestyle change
• To make your own money

For whatever reason, you will need a logo for your new or existing company.
So why do you need a GREAT logo? Well, I can tell you…

FIRST IMPRESSIONS!

You’ve decided to set up your own business, take your life’s direction into your own hands. Awesome. As well as yourself, your brand also needs its whys, whats, hows and who’s. Let me briefly explain these.

THE BIG WHY: Potential clients/customers will look at your logo and instantly have thoughts and feelings as to what you’re about and if they want to do business with you.

THE WHY Q&A: To represent this in your logo you will need to tell your designer the answers to these questions: Why are you doing what your doing?

THE BIG WHAT: What problem are you solving and what makes you different?

THE WHAT Q&A: What’s you brands ethos, values, product? Do you have a USP (Unique Selling point)? What experience do you want your clients to have when they come into contact with your brand? What will your clients get from buying your ‘product’? These questions will help with your logo design and make you stand out from your competition.

THE BIG HOW: How are you going to achieve all this?

THE HOW Q&A: How are you going to tell people about you (through your website, social media, speaking at events) and how is this all going to be described and represented visually in your brands identity and logo?

THE BIG WHO: Who are you trying to attract?

THE WHO Q&A: Who is your ideal client? What do they do? Where do they hang out? Are they a business owner or consumer? This will really help your designer to convert the overall look and feel of the logo to attract and get the attention of these people.

These are all questions we can answer and figure out together. Plus it’s our job as a designer to make this happen. We take all of this information and put it into a visual element that is your brands logo. Your logo is the face of your company which tells people what your are about, why you are about, how you’re going to present yourself and your brand and how you’re going to help them. It’s all about that first impression!

Remember consistency is key! Your logo will be used and seen on and in EVERYTHING that you do. It will be applied to all your marketing online and offline (website, social media, business stationery, advertising, signage, on packaging (if you sell products) etc. You get the idea. It will be everywhere and all of these together will be building your brand image and building know, like and trust with your potential clients. Earn trust and people will want to get to know you and if they have the experience you promise, you will have loyal customers and recommendation.
So go forth, get creating and masterminding and get that logo your business needs.

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GDPR and what it means for small business: Newsletters

Both Neil and myself have had a lot of questions in regards to the new legislation being enforced soon, so we thought we should write a blog telling you everything we know, as well as how to prepare yourself. We may add more blogs and make this a series if more questions arise. Please note we are not lawyers so cannot give legal advice and this blog is simply something that you may find useful.

As you may or may not know from May 2018 the way that personal data is kept is being changed through the EU, due to an update in the European GDPR law (General Data Protection Regulation).

The new privacy law will become enforceable on May 25 2018 and businesses not conforming to it have been warned with large fines. GDPR regulates how a business treats or uses the personal date of European citizens, including businesses located outside of the EU (if they have clients, or customers who are European).

Personal data is any piece of information that’s used alone or with other information that could identify a person such as name, address, Email address, telephone number etc.

If your company hold this kind of information about your clients or customers, you will need to comply with the GDPR law.

The GDPR will replace an older directive on data privacy, Directive 95/46/EC, and it introduces a few important changes that may affect small businesses.

So how will this effect newsletters?

Well if you have a newsletter and are using MailChimp, then you are holding personal data about your clients or customers. As you are holding their First and Last Name and Email address on your MailChimp account.

This means, according to GDPR, you need to gain the full consent of these clients to hold their details. Without their consent you cannot hold their personal data and wll need to give them the chance to completely delete their personal data. Unfortunately this is not as simple as unsubscribing them, as this does not completely remove all data.

Luckily this in not as difficult as it may seem. Here is how to request consent with MailChimp.

1. Head over to MailChimp and login

2. Click on “Lists” from the main menu at the top of the screen

 

 

3. Click on the title or your Newsletter list

 

 

4. Click on manage contacts on the secondary menu on the list page and select groups

 

5. Once on the group page click create group.

6. Select radio buttons from the selection. Fill in the group category area to something like “I want to stay subscribed to this newsletter and give my consent to my personal data”.

7. Fill in two group names, one that says Yes and one that says No.

 

 

8. Click save and then “Done for Now” on the next page

 

 

9. Head over to campaigns and create a new email. Name the campaign something that lets your subscribers know that you are requesting from them.

10. Fill out the campaign details as you usually would

 

11. Choose your usual email template

12. In the body of your email let your subscribers know what is happening. I suggest you tell them if they choose “No” they will have their Personal Data and Subscription deleted in 3 days and if they don’t reply they will also have their data removed within 5 days as without consent you cannot keep the date. You don’t need to be overly technical keep it plain and simple so that they understand what they need to do and why.

13. Create a link and paste into the “Web Address” area the follow code –
*|UPDATE_PROFILE|*
This will create a link in the newsletter where people can update their profile in a web page created by MailChimp as well as deny or grant their consent.

 

 

14. Here is a mock up for your reference of how our own came out

 

 

15. Send out the campaign and wait the time you stated. Then head into MailChimp again. Anyone who responded either way will now be seen under List > Your List Name > Manage Contacts > Groups> Click “View Groups” next the name of the group you created earlier.

16. Here you will see that your subscribers have been grouped according to the their answer. Now simply delete everyone in the “No” group.

 

 

 

17. If you aren’t sure how to delete contacts – here is a helpful guide from MailChimp.

 


What about going forward?

This is easier. MailChimp had removed the double opt-in procedure as a standard, however they have announce that they will be keeping it for all European accounts. Double Opt-in is a procedure for when someone signs up to your newsletter, they are sent an email asking them to consent to giving their information. If they don’t respond then no information is processed. This means your Newsletter has already receive the consent it needs to hold the personal data. You may want to write a little disclaimer in the Opt-in email which you can change in your MailChimp account so that people are 100% aware. This means though that going forward you don’t have to do anything at all.

We hope this has helped you to comply with the new GDPR laws.

How To Rank Higher In Google. Part 2 – Where to get Backlinks?

Last time we talked about Backlinks and what they were, as well how they help you to rank. So you may now be thinking where to get backlinks and improve my overall rankings?

Where to get backlinks from?

Well if your content is good and you are promoting it on social media then you should start getting some organically. Unfortunately Social Media Shares, Likes and popularity hold absolutely no value to search engine ranking, however there are still a few places to collect backlinks for yourself. Here are the 5 simplest to gather:

1. Directories

Directories are easy to find and there a literally hundreds of thousands of them out there. Create a profile and of course a link to your site. If you can find niche directories that either focus on your geographical area or your industry, this will mean they are more relevant and therefore more powerful.

2. Blogs Comments

Some blogs don’t allow this and many give NoFollow links however there are still some that do. Find blogs that cover your industry and comment on their blog along with a link to your site. Do not spam though, make useful comments and make sure you fully read the article, and are actually contributing to the blog whether you agree with the content or not.

3. Editorial Links

Editorial Links are links your gain from writing off-site on a blogging platform. Sites such as Blogger offer a service where people can post their own articles to the site. Your name will be included with a link to your site in the editorial notes. These can often be quite useful and hold some good value as the site offering this often have high authority. This is not to be confused with Guest Blogging.

4. Forums

Like Blog Comments and Directories, the more relevant to your site the forum is, the more powerful the backlinks you gather will be. Actually contribute to the forum though, don’t use it as a advertisement and try to avoid ever selling your services. Just help people out or answer questions, have your site URL in your signature but avoid doing much more as you may get flagged for spam. Simply prove you are the fountain of knowledge in your industry.

5. Guest Blogging

This, like editorial links is where you post a blog on someone else’s site as a guest blogger. This is different to editorial as you will generally be in communication with the site owner and therefore you can have full access to edits. Also the blog will likely be in the same industry as you and therefore hold more power than an editorial link. These are the hardest links to get (unless you have a close personal friends with the authority sites handy), however if your Blog Comments have been used fully the blog owner may recognise your knowledge and invite you to guest blog.

What about Anchor-Text?

Anchor-text is the text that makes up a link. Not to be confused with the link itself.
http://clockworkmoggy.wpengine.com – This is a naked link with no anchor text.
Clockwork Moggy – Web Design, Branding and SEO – This is the same link with key-worded anchor text.

Anchor text used to be incredibly powerful as you could tell Google what a page was about before it even looked but with the last few Google updates this is not longer the case. Google has decided it doesn’t like to be told what to do and so now sites with too many backlinks using key-worded anchor text have be penalised for spamming. Now it is recommended to use either naked links (like the one show above) or branded, where you use your company name as the anchor text.

Like this –  Clockwork Moggy.

An optimum Anchor Link percentage was recently released to help people position their backlinks correctly.

  • Branded anchor text: Such as your company name: 70%
  • Naked link anchors: IE Images, or standard hyperlinks: 20%
  • Generic anchors: IE ‘Click here’: 5%
  • Latent Semantic Indexing, partial match anchors: IE synonyms of your main Keywords or Long tail keywords: 1-5%
  • Exact match anchor text: Your exact Keyword: less than 1%

With all this in mind make sure you are targeting the right sites. You should start to see a improvement in you rankings.

Don’t forget to check out our final blog in this series – What is Rank score & How to track your progress?

Not secure websites, SSL security certificate are becoming more important

This is a quick post to let you know about an important change that Google are making to their web browser Google Chrome. You may have noticed the new Not secure notice at the top of your browser in the url bar on some websites:

not-secure-1

Chrome’s latest updates adds the notice to all pages which have a login area, request passwords or take credit card details. Ultimately Chrome will show all websites as non-secure that don’t have a security certificate regardless of needing a password. Chrome is the most popular web browser with 73.7% of all web traffic being viewed on it but It’s quite likely that the other web browsers will also follow suit in the near future. You can read more about the change on Google’s blog.

not-secure-2

To secure your website and remove the Non-secure notice you will need to install an SSL security certificate.

What exactly is an SSL security certificate? I hear you ask. SSL certificates are little data files that connect a cryptographic key to an organisation. When installed an ssl security certificate activates the https:// at the beginning of your domain name and allows secure connections from a web server to browsers. Generally SSL is used to secure things like credit card transactions data transfer or logins, you often see them used on social media sites and when you make a payment via Paypal.

Websites without SSL security certificates will continue to work as normal but the non-secure notice may put people off of login in. Even though most eCommerce stores use payment gateways like Paypal which navigate clients away from your website to take payment on their own secure server and don’t store credit card or payment details on your server that nagging notice may put people off from getting that far. It will also effect membership site and blog comment login areas.

SSL security certificates normally cost around £30 a year +, however the non-profit Internet Security Research Group (ISRG) have started https://letsencrypt.org/ where you can get a free SSL security certificate.

You will need to make some alterations to the .htaccess file to force browsers to use the secure route and insure the site is only accessible through the secure gateway. You’ll also need to update the path to all media files and images throughout the site. When everything is done correctly your site will appear with a Secure notification and a little green padlock like this:

not-secure-3

If you’re interested in installing a security certificate for your website and would like our help we can manage the process for you for and are currently offering the service for a one of fee of £50 to our existing clients. If you’re not already one of our clients but would still like our help get in touch we’ll take a look at your site and quote you a one off fee.

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Does Your Website Sell Your Products?

Building a website that looks and feels great is only fraction of the purchasing process. Your online store has to give customers more than a few pretty web designs to look at before they are willing to cash out.

A website should create a sales funnel. This includes components that explain where shoppers need to go to find what they want and make it easy for them to get there. At every stop of the process regardless of which page they enter your online store.

Navigation is the first step to creating a user-friendly website. And this includes mobile users. Actually, your website has to be built specifically for mobile-users. Because Google says so.

Furthermore, websites need to rank high in search engines. Your online store therefore has to be user-friendly and encourage visitors to hang around and explore.

Before you can expect to sell your products or services, pages have to be relevant to the end-user’s search terms, provide content (information) that offers value and make you appear like a trustworthy firm.

Use eye-catching graphics

Email-logoA web design needs to look cool, but at the same time represent your brand. The colours and typography you choose are just as important as the images.
Visuals should ideally support the textual content on the page and communicate to customers. If you’re selling products, use high-quality images that make the product look appealing. Or at the very least, pique the viewer’s curiosity.

Product descriptions

Consumers want information about your product or services. Your product/service pages should therefore provide as much detail about the benefits of your product as possible. Customers want to know what they will get when they buy your product.

As a minimum, Google demand 300-words per page, otherwise it is treated as ‘thin content’ and tanked lower down the search engine results. In other words, buried.

An advantageous method of structuring content is to highlight the best features using bullets. Underneath the bullets, write short paragraphs with subheadings that describe the benefits.

Earning consumer trust

Websites might give your business visibility in the online world, but essentially you are still a faceless firm. And that makes it difficult for online shoppers to trust you will produce what you promise.

You will alleviate fears by providing customer testimonials – both on your site and on third party review sites if they are relevant to your business. Take advantage of third party reviews sites whenever possible.

You can take customer reviews one-step further by publishing a portfolio of your work (if you are in the creative field) or by writing case studies. You can do the latter in blogs and on a dedicated sales pages on your website.
The more credibility you earn with customers, the more you increase your chances of guiding them to the check-out. You will only be successful in making online sales if your website is geared to be a selling machine.

If you have already gone to the expense of building a website, don’t settle for a substandard design that does not sell. If you need to build a website, make sure you have the right elements in place and increase your chances of making a sale.

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7 Reasons why Online Marketing can benefit you

Email Marketing, Social Media Marketing, SEO, it all can seem to much when you already have a business to run and yet the importance of it all is growing more every day, as more and more potential clients head online to find the services they need.

If you’re unsure of what Online Marketing really is, or have already had bad experiences with it there are plenty of factors to consider before ignoring one of the largest growing digital industry entirely. To help, we at Clockwork Moggy thought we’d share a few of the top reasons we recommend every company big or small use Online Marketing.

1. Press You Control

As a business owner you have so many channels that you already own. Be it your own website through blog posts, Facebook post or Google reviews. All these channels give you the position to showcase the benefits of your services or products better than ever before.The ‘Press’ you create is followed by the customers who already love and trust your business making your post updates, discounts codes and major announcements made through social media even more effective.

2. Customer Support

This is the biggie for any modern company. Customer service is more important than ever. Now that clients from all over the world can see you, your business and your services at a click of the button. They expect you to communicate so much more. With properly managed social media not only are your customer able to ask you question about products and services but you are also able to ask them what they think about products, pricing or updates. It is a much more efficient way to communicate with you client base, after all Social Media is public so other potential clients can see just how helpful and friendly you can be. Besides responding to a Facebook comment or sending a tweet is far easier for clients than filling out questionnaire on their experiences.

3. Tracking your Competition

Spying. Okay so it’s not quite James Bond, but Online Marketing is a great way to keep an eye on what the competition in up to. The fact is, a modern customer is likely to look you up numerous times though hundreds of different channels before ever actually making contact with you. If you don’t have the right online assets the odds of them not only finding you but making a sale with you is next to none.
The trick of course that any Online Marketer will tell you is to launch campaign and makes sure you SEO is up to scratch and lastly make sure all your clients are giving you shining reviews everywhere they can.

4. Return on Investment

The return-on-investment for a full online marketing package is incredible. Most companies will charge you a few hundred pounds a month and for that you can spread your company’s brand reach to thousands more customers through organic Google search and Social Media, talk with leaders in your industry through blogs or LinkedIn and ultimately build up a stronger market base.

Better yet, online marketing can be monitored. This allows online Marketers to quickly move with the times and leave behind anything that is not working for you or your business. Allowing you not only see how effective your assets really are but also drop any that are not working.

5. Opportunities

Most company use a combination of Facebook, Twitter, LinkedIn, Google+, blogging and the perfect search engine for them give their marketer more to work with than traditional advertising would. Allowing for more clients to see them, more clients to interact with them and therefore more opportunities at a sale.

6. Targeting your preferred Market

If you have a strong online presence across multiple platforms and a strong direction with your online marketing, you will be able to target specific groups of customers. Facebook and Google allows you to promote your business page to certain cities and demographics. Meaning the people most likely to buy from you are the people that are seeing your brand the most. Another reason why online marketing can have a much higher return on investment for smaller, local businesses than traditional marketing would.

7. Positive Brand Awareness

Lastly but probably the most important one of all, brand awareness. Businesses that have a strong online marketing strategy can position themselves higher up in search results in places that make a difference to their business, appear more professional to customers and fully reach out to the markets that really matter to them, all the while building a stronger brand.

We hope this helped explain the importance of online marketing for any modern business for more information or a help with your own online marketing, check out our service page or feel free to contact us.

Google Fix AMP Reporting in Analytics

Given Google’s intent to make the internet mobile-friendly, the company has been a long time fixing the reporting feature for Accelerated Mobile Pages (AMP) in Analytics.

However, the search engine giant has now announced an AMP filter has been added to Analytics so marketers can test the performance of all AMP pages on mobile devices.

Google did add an AMP filter to its free Search Console Analytics tool back in May. But strangely, the metric did not include the core results. It only reported on the lead stories that appear in the top carousel section.

Reporting on Top Stories only allows publishers to follow news stories, which made reporting on AMP pages practically useless for most marketers. The feature should yield better results now you can filter AMP article results across the board.

ampWhat is AMP?

AMP stands for Accelerated Mobile Pages. It is an initiative led by Google to speed up load times for mobile phones users. Because many mobile handsets are not typically connected to fast internet connections, wait times increase.

One of the reasons a website loads slowly is because it has too much code. Every action, feature and graphic requires a code. These are programmed using either HTML, CSS or Javascript.

Whenever you visit a website, each code has to communicate with a server. So the more codes, the longer the communication takes. Hence, websites with a lot of codes take longer to load. In essence, codes disrupt to the performance of a website and negatively affect the user-experience.

To help avoid these problems, Google initiated the AMP Project which is an open source platform where developers can access stripped down HTML codes that do not require as much communication with servers. The result is faster loading websites.

Why do you need AMP?

Google ranks websites based on a number of metrics. Some of the most important metrics are user-engagement. Therefore, if visitors to your website are not hanging round and exploring your online store, search engines will determine you are not providing a good user-experience and rank you lower in search results.

Google says that over 50% of searches are performed using mobile handsets. This means there is over a 50 per cent chance your website will be performing slowly on mobile devices. And if it is, you compromise your ability to climb search results.

Furthermore, Google plans to introduce a mobile-first search index in the early part of 2017. The new directory will rank websites based on their performance on mobile phones rather than desktop PC’s.

This news is a forewarning to online businesses to ensure your website performs well on mobile handsets. And that includes using AMP codes to ensure your webpages load promptly on mobile handsets.

The switch to a mobile-first world will be disruptive. However, online businesses have little option other than to take prompt action – otherwise you risk losing the search engine standings you have worked so hard to build.

How Will Voice Search Affect Your Online Business?

Google announced dynamic changes earlier this month that will propel us into a Star Trek like future. Google Home Now and Google Assistant will soon change the way we interact with search engines.

As a consequence, the technology will have an impact on how businesses will engage with customers online.

Google Assistant is the search companies answer to Siri, Cortana and Alexa. Voice search coupled with AI will become the mainstay of communicating with the internet. The concept has positives and negatives.

Voice assistants learn what interests you and subsequently delivers information that is personal to you. It’s the idea of personalisation that is both exciting and a little bit scary. For online business owners at least.

Whilst voice activated assistants and AI learning throw in the important element of convenience, it also makes end-users lazy and habitual. Essentially, it promotes people to stick with the experiences they know rather than exploring new websites.

voice-search-lead-1Voice activation, AI and SERPS

Although SERPS will not fade away anytime soon, the means by which AI is shaping the way we use the internet puts the emphasis on personalisation. Voice assistants narrow the view of SERPS even more as end-users won’t have eyes to scan other options from the results.

That makes it harder for online businesses to find new customers. It also makes it harder for customers to find new businesses.

The key factor for online businesses is to personalise content so your website appears in search engine results. And that means focusing content on specific issues end-users are most likely to ask. Or as Google calls it: publish micro-content.

For example, rather than writing a lengthy feature article every week, break the points you want to make down into specific sections and publish several short articles. You can still publish a feature article, but puff your content out with keyword targeted offspring.

If you have been conducting performance analytics over the last half decade or more, you might have noticed a drop in traffic, but an increase in conversions around specific keywords.

The reason for that is because search engines rank web pages rather than websites. In other words, they target keywords based on user-intent so that end-users have direct access to the information they are looking for.

That’s why blogs are so important.

How to target customers through voice assistants

To make best use of the voice technology, you need to know what your customers want. Check out your analytics and determine what information they are searching for and why. Alternatively, make a list of everything your customers are likely to search for.

Then write content based around their questions, needs, desires, emotions, or whatever it is you can offer them. Your content has to be personal to the search intent of the end-user otherwise it will get overlooked by search engines.

To go a little deeper, ask your customers what they want. Conduct consumer surveys, read industry reports, study consumer behaviour and install a heat map on your website so you see what actions visitors take when they reach your website. If you can identify why people leave, you can address the problem and improve conversions.

Although voice assistants play into the hands of well-known brands, digital marketing still has value for small businesses that get content right. Understand what your customers want and you increase your chances of appearing in voice activated SERPS.

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