Category Archives: Search Engine Marketing

Can you ever over optimise your website for SEO?

The answer is yes! Your natural search rankings can be damaged by over optimising your website. That is exactly what Caroline at Anglesey Holiday Accommodation was doing. With my help she was able to increase her impressions by 100%.

Caroline runs a holiday accommodation business in Anglesey North Wales with her husband Kev. They have worked hard to create a thriving business.

Caroline did all the right things, as she attended courses to understand how to optimise her website, and she regularly updated content.

The trouble was she did a little bit too much optimisation, which in turn disadvantaged her rankings, inhibited her traffic from search engines and
ultimately held back her bookings driven by search engine traffic.

What went wrong?

Before making recommendations, we must clearly understand how the website is performing. As a result, I reviewed her website to identify :-

  • Technical gaps within the structure of the site
  • Keywords the site was currently ranking for
  • Which pages had been optimised for which keywords
  • Potential keywords

The overall technical performance of Anglesey Holiday Accommodation was good, with the knowledge Caroline had picked up from her courses.

With this information I noticed a number of significant errors :-

  • Page speed
  • Over optimised URL
  • Several pages optimised for the same keyword
  • The plan of action

The plan was to go through the site in a piecemeal manner, optimising the content of each page one at a time. This was to allow the work to be completed without having to take up too much of Caroline’s focus all at one time.

While I optimised the copy for SEO, I also took into consideration the customer journey, common questions that customers asked and ensured that these questions were answered in the text.

Results

Anglesey Holiday Accommodation now ranks for more relevant keywords that are more likely to convert.

Although Anglesey holiday accommodation has less keywords in the top ten, down by 1% they are ranking for more relevant keywords which has increased their impressions (the number of times the listing is shown) by 100% and the average position has also improved by 15%

Gemma is a great person to deal with. She has listened and understands my business and has been able to identify where I need help with SEO…I have come to realise that I need to rely on professionals in their field to enable me to concentrate more on my business.

Caroline – Owner – Anglesey Holiday Accommodation

If you would like help with your digital marketing, get in touch – gemma@greenopal.co.uk

How we helped a boutique detox retreat increase incremental SEO traffic by 680%

Brief

Homefield Grange, a luxury boutique detox retreat in Rushton Northamptonshire offers their clients a range of detox programs to help them to reboot their body and mind.

I support them with a range of projects, from campaigns to new system implementations, to help them with business growth using digital marketing.

One of my most recent projects was working with the managing director to promote a weekend detox package using digital.

Approach

With a brief such as this I always start with the current performance of the page.

First, I benchmark the page’s performance of the site against the entire site, specifically looking at how people are getting to the page and what they are doing when they get there.

This way I can help you identify where your largest opportunity is, where to focus your time and money for the best results. In this instance, the page wasn’t driving any traffic naturally from search engines – a fairly simple thing to fix when you know how.

Looking into the three foundations of search engine optimisation (SEO); technical structure, content and links, I was able to quickly see it was the content of the page that was letting the page down.

So my first improvement was to change the content of the page to focus on what customers were searching for. (You can find out more about how to do this in this article If you would like more information regarding this see our article about “How to write content for customers and not search engines” if you would like.)

The next step was to increase visibility of the page – so I created a campaign using their existing digital marketing tools including:

  • On-site advertising
  • Social media
  • Email
  • Pay Per Click (PPC)
  • SEO

Results

After six weeks the page was ranking for 80% more search terms; this led to a 900% increase in visitors finding the page through relevant terms.

As a comparison, the rest of the site grew by 220% – which reflected post lockdown interest.

That means incremental growth to the weekend detox package page was 680%.

“Being a small business owner means that I have to wear lots of hats most of the time. After operating for nearly 17 years, I realise that there are some areas of the business that are worth outsourcing to professionals.

Marketing has been one of those areas. It is not my strength, neither do I have any in-depth knowledge of how to use it effectively for my business. Then Gemma came along. What I have loved about working with Gemma is that she has not only improved our company’s sales and conversions very quickly, she also really takes the time to help me understand the why and how of what she does.

Gemma is approachable, knowledgeable and fun to work with. I would recommend her to anyone who wants to see a difference in their sales figures and wants to see their company grow.”

If you would like know what opportunities there are to grow your web traffic by better understanding what’s working and what’s not, get in touch 07737156710 or the contact form.

Beginners guide to optimising your website content to grow your SEO traffic!

Recently I shared an article which talks about the three pillars of SEO, with content as one of the three pillars. Which I personally think is the most important and the easiest element to get right but equally to get it wrong.

Properly optimised website content will increase your rankings in search engines, which in term will increase your website visitors, enquiries and orders.

Today, I am going to give you some simple tips to make sure that you optimise your web content properly, so that you can improve your rankings and drive more visits to your website.

Where to start when optimising website content for SEO

Website copy and content is important for search engines to have a clear understanding of what your site is about, they will rank you for relevant search terms.

What you MUST always remember is that when you write copy it should be primarily for users and not search engines.

  • Match your content to customer needs
  • Match your content to what customers are searching for in search engines
  • Make sure your content is better than your competitors

Now I am going to break down how to do this for each area.

Tip 1: Match your content to customer needs

When writing your website content try and think about what customers need to know about your product or service.

Avoid using jargon, these may be industry specific terms that your potential customers don’t use and don’t understand.

A recent client used the term SMP, I queried using this term, what does it mean? Statutory maternity pay? No scalp micropigmentation – what? Scalp hair replacement tattooing for hair loss. Oh that makes more sense 🙂

Even if there is a piece of information that is obvious to you, it won’t necessarily be obvious to your potential client.

The better your content is the more confidence it will give your visitors in your product or service.

Tip 2: Match your content to what your customers are searching for

What are your customers actually searching for in search engines? If you don’t know, there are plenty of tools that you can use to find out.

Both Google and Bing have tools for you to check search volume.

Simply log into Google adwords, in the top navigation you will see “Tools and Settings”. In the drop down click “Keyword Planner”.

It will tell you which search terms are used and roughly how many searches are made per month. These should be used as a benchmark.

Tip 3: Make sure your content is better than your competitors

When you have found the search terms that you would like to rank for, check out who is ranking for those terms. Make sure your content is better than theirs with information that meets your customers needs and matches the right search terms.

If your content is existing content that you would like to update, then before you start, check which search terms you are ranking for.

I have recently used these techniques for a client and increased the number of relevant search terms that the page is ranking for by 80% in just under 6 weeks.

If you would like help with your website content, I offer SEO content audits for small business owners who feel like they don’t know where to start with their SEO and want to grow their business.

I can help you to understand how well your content is performing and what you can do to improve your SEO content writing so that you can drive more traffic and enquiries to your website.

Unlike SEO I am not scary, you can book a chat with me here or just drop me an email at gemma@greenopal.co.uk

What is SEO and how can it help you increase your website traffic?


In this article I am going to cover what SEO is, how to improve it to drive more sales to your website.

What is SEO?


Simply put, SEO (search engine optimisation) is the techniques used to rank your website in natural search results in search engines such as Google.

On average, 53%* of a websites’ traffic comes from the natural search results in a search engine. Most importantly all this traffic is free, all you need to do is optimise your website.


What SEO is not?

When talking to clients, they often get confused between SEO and Pay Per Click (PPC). PPC relates to the paid ads within search engines, where you pay each time a user clicks on your advert. You can tell it is a paid ad because it has an “Ad” icon next to it.

How to improve your SEO?

Many small businesses are often confused, they are not sure where to start when it comes to improving their website in order to rank in Google within the natural search results.

There are three areas you can concentrate on: Website structure, content and links.

Structure

This element focuses on the technical structure of your website, a good structure allows search engines to move through and understand your site.

Things to think about is the hierarchy of your websites content, creating a site map, the number of clicks to purchase or contact. These are just some of the things to take into consideration.

The structure of your website is the foundation of your SEO.

Content

Content is my favourite element of SEO! This is where we look at the content on your website. I believe it is the most important element for an SME.


Your content needs to reflect to:
· Your products or services
· What users are searching for

There are plenty of tools out there to help you to understand what users are searching for.

My clients are the specialists in their area, they know their product or service, I help them to align their content to what users are searching for, which will ultimately help them to rank for relevant search terms which will lead to more sales.

Links

This element focuses on links into your website from other websites. This excludes links where you have paid to appear on a website.

All links are not equal. If you have a link from a poor-quality website, it will be disregarded. Links from a high-quality website will be considered more valuable.

For SMEs I advise on the structure and content first before you move onto links.

On Average 53%* of Websites Traffic Comes from SEO

Did you know, on average, 53%* of most people’s website traffic comes from SEO? So if you want to know whether yours is doing its job, a great place to start is to check how your SEO traffic stacks up against this average.

How long does it take to start seeing the results of SEO?


SEO is certainly a long game, it generally takes three months to start seeing an impact from your SEO activity. It can be sooner in some instances or longer depending on the competitiveness and size of the market that you are operating within.

Once I have optimised my site do I need to do any more SEO?

Apart from the work that you do on your site, SEO is impacted by:
· Competitor activity
· Search engine updates
· User behaviour

If any of these elements change, your search ranking may change. As a result, you need to monitor your search engine rankings, and make updates where necessary.

If you are still not sure where to start or your SEO traffic is less than 53% don’t worry, I can help you with an SEO audit to help you understand how you are currently performing and your opportunities.

As you can see, SEO is a long game, once you have a solid foundation in place, you start ranking for search terms and driving free traffic you will be pleased you put the effort in.

Any questions, call me on 07737156710 or book a coffee chat with me via Zoom

Source – *Organic vs. Paid Search: (66 Astonishing) Statistics for 2021 | HigherVisibility