Category: Content Advice
Commodity vs non-commodity content – what it means and how to fix yours
You’ve probably seen this slide doing the rounds on social media. Danny Sullivan of Google, talking at Google Search Central Live in Toronto, showing a table with two columns – commodity content on the left, non-commodity on the right. The context being that non-commodity content is more likely to be… Read More
Six website stats that tell you whether your SEO is actually working
I’ve been reading Beth Rawlins’ newsletter for a while now. It’s fortnightly, it’s practical, and it consistently makes me think about website strategy from angles I don’t always consider. If you own or manage a B2B website and you’re not subscribed, fix that. A recent edition and the webinar that followed covered… Read More
Why your website headings are confusing Google (and how to fix them)
I see it in almost every website audit I do. Headings (also called Headers in some website builders) used for design instead of structure. H3s chosen because someone liked the font size. H1s that say something clever but explain nothing about what the business does. If Google’s struggling to understand… Read More
The SEO search intent problem hiding in your website copy
Your website might be brilliant. Your services might be exactly what people need. But if you’re using the wrong words to describe what you do, Google won’t show your pages to the people searching for them. I’m not talking about keywords in the bollocky “stuff them everywhere” sense that people… Read More
When SEOs add GEO to their headlines, they become part of the problem
Related podcast episode (it’s a bit sweary): I had a conversation with a potential client recently. They’d found me on ChatGPT and wanted to know what I’d done to get there. “SEO,” I said. “Yeah, but what did you do specifically to be on AI Search?” “SEO.” “Yeah but you… Read More
Zero SEO traffic, maximum value – two pages I’ll never delete
There are two pages on my website that would make any traffic-obsessed marketer twitch. They rank for nothing. They bring in precisely zero organic search traffic. Google Search Console shows them as virtually invisible. And I will never, ever remove them. Not every page needs to earn its keep through… Read More
Your website ranks on Google but prospects hire your competitor instead
You’re ranking. Page one. Maybe even top three. Your SEO reports have green arrows. Traffic is up. Impressions are climbing. And your phone still isn’t ringing. Or worse – it rings occasionally, but you keep losing out. Prospects find you, visit your website, maybe even download something or fill in… Read More
Website traffic but no enquiries? Why your B2B site isn’t converting visitors
You check Google Analytics every week. Traffic’s decent. Maybe even growing. Your blog posts are ranking. Google Search Console shows hundreds of impressions. But your phone isn’t ringing. Your contact form sits empty. And you’re starting to wonder if SEO is actually worth the effort. You already know this –… Read More
Why website visitors don’t enquire: the ‘so what?’ test
I say this a lot to my clients. When they ask me to write a blog post, when they want a new page added to their websites, when they want to focus on a new phrase for SEO. So what? Not because I’m rude (I mean, I can be pretty… Read More
How to use LinkedIn articles to drive traffic to your website
The fabulous marketing support genius that is Gillian Bardsley asked on LinkedIn this week: If I repurpose one of my blogs as an article on LinkedIn, will it be seen as duplicate content and impact my SEO? Or, would I be better putting a snippet of a blog on a… Read More
Your competitors aren’t your only competition
Ask any business owner who their competitors are, and they’ll reel off a list of similar companies. Marketing agencies mention other agencies or freelancers. IT support firms list other tech companies. Business coaches name other consultants. But that’s not all the competition they face. And it’s not the whole of… Read More
How to fill in a copywriting brief without losing your mind
You’ve read about why copywriting briefs matter. You’re convinced they’re not just time-wasting exercises. But now you’re staring at the actual form your SEO copywriter sent you, and it looks like the Spanish Inquisition had a baby with a job application. “What’s our unique value proposition?” “Describe your ideal customer’s… Read More