Before clicking through, we expected it to be a bit of a send-up of yer typical out-dated (and wholly unnecessary) SEO advice that drives developers crazy. Not so. It’s actually a collection of very sound (f*cking) SEO tips indeed!
The ‘anchor text’ of inbound links has been one of the key tenets of SEO for many years now. In a nutshell: the text that people use in the actual link when linking to you, is seen as an indicator of the relevance of your page for that phrase.
For example: if someone links to your page about ‘personalised baby blankets‘, and they use the words personalised baby blankets as the link itself, Google receive a strong indication that your page may actually be about that topic.
Of course, ‘savvy’ (ahem) webmasters and SEOs have abused this relevancy signal for almost as long, tending to generate very similar anchor text over and over again when building links.
It’s easy to drown in numbers when looking at all the available data in Google Analytics. Therefore setting up a useful, usable dashboard for the key performance metrics for your business is essential.
The guys at Portent have a great post on the perfect Google Analytics dashboard. Not only info on how to set it up and what kind of data you should have in there, but also a couple of instant downloads of such dashboards, already set up and ready to use in your Google Analytics account.
You’ll likely have seen ‘rich snippets’ in Google’s search results before. These are extra bits of information that Google pop into search results to provide more information about each result.
If the search result is an article, there might be a photo of the author, with a link to his/her Google Profile.
If the search result is a product, there might be a 5-star rating with an indication of how many reviews it’s had.
If the search result is for a local business, it might feature their location and a link to Google Maps and their Google Places listing page.
Rich snippets don’t appear without some work on the part of your developer though. In most cases extra code is required to get these rich snippets to appear.
However, it’s well worth the effort. Searchers are much more likely to click on search results that feature these extra ‘rich snippets’ of information. An article, for example, that features a photo of the author next to it stands out a great deal more than the other results without a photo. It appears to have more authority and therefore trust.
Here’s an example from a client of ours, Mike Thomas from DebtWizard:
Whether booking a holiday or buying a cooker, we all at some point or another have turned to Google or an appropriate review website to find out what others think. After all, the social proof provided by other people is often the strongest influence on deciding to buy.
Some of our clients have actively courted customer reviews, by signing up for third party customer review sites such as Trustpilot. Trustpilot particularly encourages customers to leave reviews, and our clients’ experiences of the service (and others like it) has been entirely positive.
On the odd occasion a customer has left a slightly negative review, it’s been a great chance to dive straight in, apologise for the issue and publicly offer to put the issue right. The response to this has been fantastic, with the same customer usually replying back with great glee about the personal service they’ve just received. The beauty of this, of course, is that other potential customers see.