Think again. Because… Your site is slow. Thou­sands of visit­ors each month land on or reach error pages, ‘out of stock’ messages, empty URLs and dead ends. Visit­ors frequently find the wrong products or services when they search, or content with incor­rect or outdated inform­a­tion. They find pages targeted at the wrong coun­try, currency or[…]

A client recently asked me to chip in on a debate they were having with an internal tech team about retir­ing old 301 redir­ects. Concerns had been raised about ageing and legacy CMS func­tion­al­ity which needed to be replaced, and as part of this process the IT folks pushed to remove (and not replace) the thou­sands of redir­ects which the system was power­ing.[…]

I think that our industry is the best that it’s ever been, but, perhaps, also the best that it’ll ever be. Is it only down­hill from here? Our industry is at a pivotal moment. We’re in a time where the people, agen­cies and brands which truly under­stand, prac­tice and reap the rewards of SEO have a unique blend[…]

In advert­ising and market­ing, campaign perform­ance – and by exten­sion, success – is almost univer­sally meas­ured in the context of compar­ison to previ­ous campaigns. The answer to “How did we do?” is invari­ably phrased in terms of “This campaign delivered X% more than that campaign”, or “We had Y% less traffic this week than this week last[…]

Avinash Kaushik, whom I have an enorm­ous amount of respect for as a marketer, a speaker and an educator, has posted a summary of a new frame­work for digital market­ing strategy and meas­ure­ment. It’s great. Superb. Perfect, and unequi­voc­ally right. A conjunc­tion of all of the content market­ing, RCS and inbound philo­sophies into an eleg­ant model. However, it’s just unachiev­able. Real[…]

Many websites, espe­cially in B2B or long purchase cycle scen­arios, rely heav­ily on PDFs as part of their conver­sion process, reassurance/​validation content, and SEO strategy (gener­ally contain­ing white papers, case stud­ies, etc). Typic­ally, the effect­ive­ness of these resources is meas­ured in two ways – from an SEO/​rankings perspect­ive, and from meas­ur­ing how frequently links to the[…]